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When visitors attend our club meetings, selling woks and steamers paid the bills. Joe was
we are on stage. We are the entertainment. We a trained master chef who loved to entertain. But
should be the brightest, funniest, most engaging more than anything else, he was a businessman.
people we can be. He knew that no matter how many chickens he
I think it’s important to remember that
visitors come to discover what we have to served to the audience, without sales his business
offer. They join because of the emotional would fail. It was the main reason behind
connections they make in our meetings. It’s a everything he did from bantering with the
sales opportunity that begins with the “show.” audience to extolling the virtues of his product.
The toastmaster of the day, general evaluator, and He always said the proof of his effectiveness
table topics master, in their opening comments, was in the bottom line. Joe consistently asked
can share techniques and tips on how to be better for the sale. His closer was always something
presenters. Members can respond with nods, like, “You can serve delicious meals, with very
clapping, and exhibiting the techniques and tips
during their presentations. little preparation, using my woks and steamers.
Purchase both right now for only $39.95. Take
Giveaways—Give your audience a one home today. My assistant, Phyllis, is ready
reason to remember you to help you make that happen.”
Joe served cooked chicken to his audience. The same holds true for growing membership.
Unlike Costco, where the samples are set out An increase in the club’s bottom line begins with
on a tray for people to snag as they walk by, Joe attracting potential members to the meeting
personally handed the samples to his audience.
Each was a gift freely shared. He always followed through public relations. Communications in the
up with the confirming question, “Isn’t that the public forum must be consistent and ongoing.
best chicken ever?” People loved his succulent, A one-time shout out probably will fall on deaf
perfectly cooked offerings. ears. Simon Sinek discusses the psychology of
Toastmasters International has promotional sales in his book, Start with Why. In a nutshell,
materials your club can purchase to create he opines that people buy from people they like.
visitor kits, as well as pens, key rings, magnets, They buy emotionally and later discuss their
and other low cost promotional items you could
include in the kits. Better yet, establish a buddy purchase logically.
program in your club. A member takes charge of For all intents and purposes, your club is
a visitor, sits with them and guides them through a small business that provides an educational
the meeting. After the meeting, they take time program to the general public. Your bottom line
to answer questions, share how Toastmasters —your balance sheet—is the difference between
has helped them become a better presenter or the numbers of members your club has at the
leader, and gets contact information for ongoing beginning of the fiscal year on July 1 and at the
communications. At the end of the conversation, end of the year on June 30. The product you
the visitor kits can be offered freely. At that time,
tell the visitor how much you enjoyed getting to sell, the Toastmasters educational program, is
know them and ask them to come back. a tried-and-true, best-of-class offering. What
During the recent snow and ice storms, club you do during the year to attract visitors—who
meetings were cancelled all over the district. convert to members—because of the product
In one of my clubs, I kept our previous visitors you sell—spells the difference between clubs that
up-to-date on cancelled meetings letting them are circling the drain and those who continue to
know that they mattered. The next time we were thrive and grow.
able to have a meeting, they attended and joined.
It really is the personal connection that makes In the long run, Joe was a businessman who
a difference. understood that appealing to his customers
through smell, touch, hearing, sight, and
Promotion—Sales are what pay the bills taste increased his bottom line. The woks and
Joe always remembered, at the end of the day, steamers? They pretty much sold themselves.
VOLUME 3 ISSUE 8 FEBRUARY, 2017 39
