Selling a Membership to a Generation Who Doesn’t Join

Presenting Team

Scott Robertson

(859) 466-5373

Scott.Robertson@GrowthZone.com

Bill Holman

(619) 886-1301

Bill@HolmanBros.com

Selling to a Generation Who Doesn’t Join…

​

• Let’s talk about upcoming generations.
• What are you seeing or experiencing out there?
• Any specific challenges?

1979

1952

1905

You can find similar views about the wayward ways of youth as far back as 700 B.C. from Hesiod, the Greek poet.

Generation Shaming

​

​

“Shame should be reserved for the things we choose to do, not the circumstances that life puts on us.”

​

― Ann Patchett

​

​

LET’S PLAY THE FEUD!

Who Are Millennials (Gen Y)?

​

• Born between 1981 and 1996.
• Largest generation in the workforce.
• Probably on your board?
• Certainly, participating in committees or work groups.
• Shaking their heads about Gen Z.

Gen Z at a Glance…

​

• Born between 1997 and 2012.
• There’s a bunch of them.
• Just dipping their toes…
• 6% of the labor force.
• 80% are 25 or younger.
• They’re coming!

Positive Traits of Millennials and Gen Z

​

• Connected: Actively build, nurture, and maintain relationships.
• Promoters: Accustomed to sharing their story.
• Influencers: Purposeful with posts, likes, follows, and shares.
• Socially Conscious: Willing to make a difference.
• Collaborative: Thrive working in groups.
• Lifelong Learners: Value personal and professional growth.

​

​

LET’S PLAY THE FEUD!

Aligning Your Chamber With a Generation Who Doesn’t Join…

​

• What are your chamber’s strengths?
• Benefits that you stand behind.
• Let’s compare your strengths with Millennial and Gen Z’s.

​

Connected

​

• How do you provide connection?
• After Hours.
• Leads Groups.
• Ambassadors.
• Committees.
• What’s the top reason why Millennials and Gen Z seek connections for their business?

Promoters

​

• How does you chamber help businesses promote?
• Article/spotlight.
• Biz-Expo.
• Sponsorship.
• Why do Millennials and Gen Z promote their businesses?

Influencers

​

• How is your chamber an influencer?
• Proud member logo.
• Awards.
• Member Spotlight.
• Why do Millennials and Gen Z business leaders seek influence?

​

Socially Conscious & Collaborative

​

• How is your chamber socially conscious & collaborative?
• Committees.
• Board of Directors.
• Events.
• How can Millennials and Gen Z pursue social consciousness?

Lifelong Learners

​

• How does your chamber support learning and growth?
• Lunch & Learn.
• Dedicated Events.
• Young Professionals.
• What does your chamber call lifelong learning?

Your Chamber is Aligned!

​

• You create space for collaboration, learning, and leadership—not just transactions.
• You offer opportunities to build meaningful relationships.
• Your programs support growth, visibility, and credibility.
• You provide access to networks and resources they can’t find on their own.
• Your mission aligns with their values—making an impact matters to them.

​

​

LET’S PLAY THE FEUD!

Millennials & Gen Z Don’t Want To Be Sold

​

• No first call closes.
• Center of CONVERSATION.
• Listen to their story.
• EXPLORE.
• CURIOSITY builds TRUST.

​

Questions Drive Meaningful Conversation

​

• Millennials & Gen Z want COLLABORATION.
• Questions ensure two-way CONVERSATION.
• Questions require us to LISTEN.
• Questions allow THIS Millennial or Gen Z to SHARE.
• Questions nurture TRUST.
• Questions foster ORGANIC conversations.
• Questions should be thoughtfully PLANNED.

Put Them First!

​

• Situation Questions.
• Consistent process for learning FIRSTHAND about THIS MILLENNIAL or GEN Z’s business.
• Shifts the focus away from your chamber.
• There’s no better way to build rapport than encouraging them to talk about "their baby!”
• Let’s build a foundation of TRUST!

Active Listening

​

• Take notes.
• Questions spark CONVERSATION.
• Provide THOUGHTFUL FEEDBACK.
• Build a foundation of TRUST!

​

​

LET’S PLAY THE FEUD!

It Can’t Be About Your Chamber…

No Matter How the Conversation Starts�Do Not Talk About Your Chamber.

Why Situation Questions Matter

​

• Leading with your chamber feels salesy—focusing on them shows genuine interest!
• They help shift the focus to the prospect—�where it belongs.
• Surface business insights that help tailor the�conversation to what matters most.
• Give you a clear picture of where they are now�and what might be holding them back.

Example Situation Question

​

• What’s your role in the business day-to-day?
• What do you feel sets your business apart from others in your space?
• What types of customers or partners do you typically work with?
• How do most new customers or clients find your business today?
• How is your team set up—how many people do you have, and what roles do they typically cover?

​

​

LET’S PLAY THE FEUD!

Why Process Questions Matter

​

• Focus on “How?”
• How your prospect does what they do.
• Provide insight into their systems, �workflows, and decision-making.
• Help you understand how they get�things done day to day.
• Open the door to meaningful conversation, not generic benefits.

Example Process Questions

​

• How do you typically get the word out about your business?
• How are you currently promoting what you offer?
• How do you approach building new customer relationships?
• How do you usually connect with potential customers or partners?
• What steps do you take to stand out from competitors?
• How do you measure success when it comes to brand awareness or reputation?

Follow-Up Questions

​

• You can’t offer real help until you understand the real problem.
• Uncover potential gaps or challenges �that your chamber can help with.
• Create urgency by highlighting what’s �not working.
• Open the door to meaningful conversation, not generic benefits.

Follow-Up Questions Open the Door

​

• Follow-up questions shouldn’t assume or steer—just open space for honest insight.
• Your goal isn’t to fix, it’s to understand.
• Once they share something, follow up to learn more.
• Keep it natural, curious, and focused on their experience.

​

Ease In

​

• We recommend starting with VISIBILITY.
• What do most businesses tell you?
• Social Media or Word of Mouth.
• We all know what that means, right?
• Ask about their experience….

Example Follow-Up Questions

​

• What’s your experience been with word of mouth so far?
• What social platforms do you use, and are you getting the results you expected?
• What’s been the biggest challenge with trying to manage that?
• What have you tried in the past, and how did it go?
• What kind of impact is that having on your goals or plans?
• Looking ahead, what would you like to do more of—or differently—in your marketing?

Closing Thoughts…

​

• Remember, Millennials and Gen Z aren’t interested in hard sells.
• They don’t want a download on why your chamber is great.
• But something significant happens when you’re curious and ask meaningful questions.
• You shift the topic away from your chamber – and make the conversation about them.
• And that positions you to recommend membership in a way that fits their goals and needs.

Strategic Questioning Guide

Questions & Takeaways?

Scott Robertson

(859) 466-5373

Scott.Robertson@GrowthZone.com

Bill Holman

(619) 886-1301

Bill@HolmanBros.com