Customer or Member

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.