Over the years, I’ve noticed that some of our members really don’t act
like members. They act like customers. They get in with specific goals,
get what they want, and get out. They don’t want to help run the place,
they just want to be customers!
Imagine what might happen if you walked into a retail shop and were
treated as a “member”. The people already there start asking you
questions about what they should inventory, what their opening hours
should be, whether so-and-so should be promoted to store manager!
Now, this might be something you really like, if it’s a store you feel
passionately about, and want to make a big part of your life (maybe
Apple Computer?). But for many, they just want to buy a package of
cookies and a carton of milk and get on with their life.
Apply this to Toastmasters. Some of our members don’t want to help run
the place, and that’s OK! Sure, make them aware of what they’re missing
out on, but don’t press on endlessly. They may not be our future
leaders (yet), but others will be.
When you talk to someone who’s just joined, ask them how involved they
want to be. Do they just want to work on some manual speeches, overcome
some verbal tics, gain some confidence speaking (customer), or do they
have an interest in helping run our organization, be a mentor or club
officer, learn leadership skills, and help others (member)?
We need to make sure we have what our customers need — speaking
opportunities, strong evaluations, opportunities for learning specific
skills, even contests. No matter how they join, ask what they’re
looking for. Match it up against our offerings. Be sure they know we
can help them with what they’re joining for, regardless of whether they
are a customer or a member.
In my experience, very few people join Toastmasters as a member — they
start as a customer (despite paying “membership dues”!), and then after a
few meetings, a few months, even a few years, once they find out all
that we offer, then they become “members”!
By the way, if you’re reading this, you’re probably a member, not just a customer!
We would be lost without those lifers, or even those willing to give
back as an organizational leader — but most of our members really just
want to come in and meet their immediate goals of becoming a better
speaker. While we can hope to convert them later, we’ll just scare them
off by trying to get them too committed too soon.
IMO, club meetings should be designed to attract customers, members are the residual effect of satisfied customers.
Bring in the customers and convert to members with this logic
Toastmasters will continue to be the premiere organization for
Leadership and Communication.
