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!
Mike, interesting piece. I think the logic falters if applied to small clubs (under 15). Imagine going into said store and only the owner is there. Before you can buy anything, he/she has to train you on running the cash register while they’re busy replacing the lights so you can see what aisle the cookies are in. In this case, I don’t think its ok for members to just act as customers. Its unfair to burden 2-3 people with all the logistics of running the club while the rest of the lot just sit back and do their thing.
Keep up the good work.
Bill, fair point — there have to be enough “members” to fill out the officer leadership roles. but I think that just emphasizes the need to make sure there’s enough members.
While I appreciate the need to understand that all of us aren’t “lifers” – there is an organization that is designed for customers, and it’s called Dale Carnegie. If you just want to be a customer and catered to, and given a full customer experience – pony up the $1400 or whatever they’re up to now and pay for it. Otherwise, yes – your service is the investment you make to keep this a functional non-profit organization.
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.
Mike,
Excellent piece of work. I can’t believe it took me so long to read it. This will make a great addition to the 2 minute mentoring moment I encourage at the end of each meeting. They’re MMM Good…,
IMO, club meetings should be designed to attract customers, members are the residual effect of satisfied customers.
Thanks for all you do. You are a beascon to those who wish to ‘Speak a world worth having into existence’.
Woody
Thanks, Mike!
WOW . . . I’m a member . . an enthusiastic member and a scared member. I want to do so much -yet when I look at the people ahead of me . . I’m overwhelmed and think . . wow they are so much better than me. . . thank you for this wonderful article. . . I like how you gently pull them and then allow them to run. I will use this info from this point on in my TM journey and hope to be as great as you someday MIKE. Actually, I’d love to be an AS in 2016. The question is how? Peace out.
// hope to be as great as you someday MIKE.//
Me too.
Appreciate your dedication a lot..
Wow..A write up in need..N indeed..
Thanks Mike for your inspirational words (for “members”)..
Now next big question is how to convert customers in to members? These days I consult almost all senior toastmasters about so called “value creation” to members to retain them.
Would you care to enlighten us on that area?
Good luck.. (Wow, it is great to see posts in this blog..Keep it going Mike.)
Rangani, I don’t think turning someone from customer to member is something we can control or force. People have different priorities in life. But IF they are to become members, they have to feel like Toastmasters is another family for them, and they have to see value in what they’re doing.
Glad you brought up the topic. IMO, the fact that there are usually many more customers than members is because the image of Toastmasters is that of “an organization where you learn to speak in public”. I’m guilty of helping to propagate that image, because if caught off guard, I’ll say that’s what TM is in a nutshell. We need to place more emphasis on the leadership part of TM, so that the motto of TM really becomes the organization: it’s a place where leaders are made, leaders who can express themselves in public in an articulate and confident way.
Hello Mike.
I was not aware you had written this excellent opinion piece until just today Aug 29th 2014. I agree totally with your thesis concerning our members being “customers” before being “Toastmasters” members. I wrote a piece like this stating very similar statements, some members do not understand this concept. A first reaction is to say our members are a big family working toward the same end goals, which is not always the case. Your blog writings help our members to see the long view which is the optimal point . Bring in the customers and convert to members with this logic Toastmasters will continue to be the premiere organization for Leadership and Communication.
Thanks, Walter! There is indeed a sense of belonging that settles in long after you pay your first membership dues.
Mike, i too realized late like Walter. I’ve seen this happening but couldn’t get words to describe this phenomenon. Thanks for your words of wisdom.