Below is an auto-generated transcription of my conversation with Heath Taylor. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.
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Introduction
Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.
Voiceover Talent 0:14
And now your host he believes our ability to make choices are one of our greatest gifts. Here’s my dad Brandon Burton.
Brandon Burton 0:21
Hello Chamber Champions. Welcome to Chamber Chat Podcast. I’m your host Brandon Burton, where it is my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.
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Two years ago, we brought in Holman Brothers to help our organization go to that next level. And in those two years, our team has transformed the way that we think about sponsorships and non dues revenue. And I would really encourage you if you’re looking to take your chamber to the next level to bring on the Holman Brothers.
Brandon Burton 1:05
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Guest Introduction
Our guest for this episode is he Taylor Heath is the president and CEO of the Dublin-Laurens County Chamber of Commerce. Heath is a native of Augusta, Georgia. He served as the Vice President of Business and Community Development at the Aiken Chamber of Commerce and as a vice president at the Columbia County Chamber of Commerce in Evans, Georgia. He’s a graduate of the US Chamber of Commerce Institute through the University of Georgia and currently serves on the Board of Regents for the US Institute of organizational management, the Georgia Chamber Federation Advisory Council, the Georgia rural prosperity Council, the Georgia Chamber of Commerce executives board, Middle Georgia Easter Seals, board of directors and the Robins Regional Museum of aviation board of directors. Heath has served as community lay director for the Georgia Lena walk to Emmaus and currently serves as pastor of go Baptist Church. Heath is married to Tammy and has three children, Trent Camden and Kayla. Heath, I’m excited to have you with me today on Chamber Chat Podcast, I’d love for you to take a moment to say hello to all the Chamber Champions and share something you find interesting about yourself so we can all get to know you a little better.
Heath Taylor 3:01
Well, thank you, Brandon. Appreciate the opportunity today. And I want to say thank you to all the folks out there that are in chamber world that understand what we do, how we do and why we do and really appreciate your efforts and the impact that you’re making in your communities. I don’t know how interesting. It may be two people but I get asked this a lot as president CEO at the chamber. Yes, this is a full time job. And I do this much more than 40 hours a week. And some people ask Well, are you a bi vocational pastor, I’m also a full time pastor. And so sometimes that involves 40 plus hours a week, it just depends on what’s going on. But what I really appreciate and enjoy the two jobs that I have complement one another. And I was telling someone this morning even I confuse people sometimes in the morning because I’m getting my coffee at a local restaurant here and they say What are you so happy about? And I tell them because I’m going to work. And I’m one of those people. I don’t have to go to work, I get to go to work. And I think that’s important for us, though. I love what we do.
Brandon Burton 4:07
Yeah. Now that mindset makes all the difference for sure of getting to go to work. But I found it interesting to your pastor as well, because you like he said the two different the two jobs do complement each other. And I don’t know maybe you’ll touch on that in our discussion today. Kind of some of that crossover. But why don’t you take a moment to tell us a little bit about your chamber, kind of the size budget staff just to kind of set the table for our discussion.
About the Dublin-Laurens County Chamber
Heath Taylor 4:35
Okay, fantastic. And I think it’s important to start but I’ve been here six years. When I came to Dublin Laurens County. We’re a rural community in the middle of Georgia. And this chamber had just over 400 members and an annual budget of almost $300,000 And as in a lot of rural communities, there was a lot of mentality. Some people call it cave mentality the citizens against her everything. But but a lot of people that have been here a long way a long time, and they’re used to doing things a particular way. So when I first came and we started talking about events and programs and sponsorships, Ambassador programs and different things, there was a lot of pushback. And I even had a few of my board members I remember laughed, actually laughed out loud in a board meeting, even at the mention of a $5,000 sponsor for our program. And they said, You know, I don’t know about where you come from, and Columbia County or Augusta. But we don’t do that here. So which I had to reply, we will start or I won’t be here very long. But to their credit, they’ve gotten behind our chamber supported our chamber today. We’re close to 600 members, and we’re closer to 650,000 on our annual budget, so we’ve doubled our annual budget, and grown about 150. Net, and our membership. So it’s been a great community to work with. And I believe that support builds support, momentum builds momentum. And more importantly, I think we’re starting to even work more regionally, because that’s so important as well for rural communities, especially in the state of Georgia. Yeah,
Brandon Burton 6:14
I think we could go down a whole rabbit hole of regional cooperation with with other chambers, especially when it comes to things like economic development and advocacy and things like that. But we’ll focus our discussion, our topic for discussion today, around Ambassador programs and in really understanding where your chamber fits in in your community, kind of what your role is. And we’ll get into that discussion as soon as we get back from this quick break.
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Alright, Heath, we’re back. So as I mentioned before the break we’re we’ll be talking about Ambassador programs, and it’s my understanding you have kind of a robust, I’ll say, Ambassador Program. So I’d love to have you share with us how you approach working with ambassadors, onboarding ambassadors, just your overall program and how you engage with them.
Topic-Ambassador Programs
Heath Taylor 9:21
So probably one of the programs I’m most proud of and most near and dear to my heart is the ambassador program here at the double Marins chamber. So we do have a program sponsor, and I mentioned that to a lot of folks in chambers because a lot of folks don’t have a sponsor. We have a really really great sponsor here and it just so happens to be bass physical therapy, which if you break down the word ambassador, right in the middle of it is bass so so that was a God thing for us here. To have bass physical therapy come on board with us. Something else that kind of shocked people Brandon when I first met you To them, because all of our ambassadors do pay $150 a year to participate in our program, I would tell you, I’ve not had one ambassador to date complaining about the $150, when they see the value of the program, this program was a big win for us, as well as the folks that participate. So they are interviewed anyone that’s in our chamber ambassador program, if I don’t know you personally, you have to come in just like you would for a job interview. And I got to know why you would want to be in this program, what you can bring to this program, if your supervisor or your owner is allowing you to participate, and we look for a particular type of person to fit into this program. Once they are accepted into the program, we have a full day of training that you must attend, in addition to be a part of the program, and that’s a that’s a day of training. It’s kind of chamber one to one. But it’s everything that we are in everything that we are not. So our ambassadors can answer the question, you know, when people say what you get out of it, what you put into it, but they get the right answer, you know, kind of a trick question asked him, sometimes they’ll be a membership. A lot of times they start off telling you about the programs and events, and I’m backing them up and stop them right there. Who are you talking to, you always have to know who you’re talking to. Because some things that we do are important to some people that are not important to others. So I would say pretty rigorous training for our ambassadors. And then they represent us in the community, we break up our entire membership among our ambassadors. So they get just over 20 contacts the piece. And again, they’re trained and coached on how to call how to email and how to make personal visits to those businesses. They meet together monthly for lunch. We have the mayor come in city council, we’ve had Arthur’s books, police chief different people come in to share information with them that other folks in the community or even in the businesses are not privy to. So they get firsthand knowledge on a lot of things there. They meet together monthly, have lunch together and build their network. Additionally, you know, they build networks and friendships and relationships with the people that are their personal contacts. That’s a kind of a, a real quick overview of of that program.
Brandon Burton 12:28
Yeah. So I think you’ve hit on several important highlights. So do you have like an open enrollment period for chamber ambassadors? Or is it as people are interested? How do you approach that?
Heath Taylor 12:42
So November is usually when we send out applications for the upcoming year. Training always takes place the last week of January. And because you are an ambassador, this year does not guarantee you a position on the team next year. Through doing that we’ve actually really created a lot of demand interest in the program. Whether it be good or bad, I do tell people and I want people to know we have way more applications than we have positions on our ambassador team. So it is a select elite group of folks. And it’s two words we’d like they used to be an ambassador here his privilege and responsibility. But I’m glad to know that people are applying and they’re interested, sometimes Brandon is just not a good fit. I’m honored to say, you know, we’ve had presidency, who at the hospital, inquire about the ambassador program and being on that team. And pets just not a good fit for the CEO in the hospital. Not that it’s beneath them. But this person’s busy. And they don’t have time to do the meetings and the networking and the ribbon cuttings and all the different things that we require of our ambassadors, right.
Brandon Burton 13:51
I think the similar thing could be said about a board position as well, trying to recruit for a board, it kind of falls in the same category, it’s got to be a good fit. absolutely make sure that the time is there and expectations are well known, which I wanted to touch on the expectations like through the interview process and through the required training that you provide. It really does help to set those expectations of this is what we expect of you to do this is what an ambassador role is and giving them those resources to go do it. I’m curious, how did this start? Like how did you come up with the ambassador program? And how would a chamber listening? Who thinks man he has really got it going on there? Like how would I get started?
Heath Taylor 14:38
Yeah, I think one of the most important things a couple of things go into that Brandon and first and foremost is when we have any networking event, whether it be first Friday of in a business after hours of women in business, a golf event, whatever it is, I’m looking for those people that walk up to people and introduce themselves, always willing to smile, shake a hand They’re friendly, and they’re outgoing. You know, and then the the people that that’s your job to be out in the community to build your network and build your alliances and friendships and things, those are the people that make a good fit for this program. So, pretty strategic in who I will tell you a majority 75% of the folks that are in my program, I stopped them out personally. Okay, the other 25% are probably people that applied that, that I’ve had the pleasure of getting to know over a period of time with that your ambassador chair is of utmost importance. And we are blessed here, the guy that’s our ambassador chair, he does say in the chamber of drinks, the Kool Aid, he believes 100% and the Chamber mission and the purpose. He’s our cheerleader, he keeps the the men and women involved. He has contest for them constantly. Gift Certificates at lunch for different things that he has them. So we have a fun group. It’s a personable, very personable group. We pray together, we laugh together, we’ve cried together, we’ve lost members of our ambassador team, for different reasons over the years. But our ambassadors are there for one another. It’s almost much more than a team. It’s it’s a extension of family.
Brandon Burton 16:22
Yeah, that that is great. Can you talk to us a little bit more about the spot the program sponsor for the Yeah. Yeah,
Heath Taylor 16:34
right. And people ask me because we have a $5,000 sponsor here, which is a lot more than I thought originally that we would have. And if I can tell you real quick how that happened. I don’t mind sharing, and they’re, they’re still happy and fun with this. But when I talked about our ambassador program, to our sponsor, I mentioned all of the things that we do as a team. And then I mentioned to them, you know, when we do our training, your company name, your logo, everything is on the notebook, we actually have notebooks for training for our ambassadors. You will also have a person on this team, which worked out well again with bass because my chair actually works for bass physical therapy, okay. We do quarterly awards, and we do those that are our monthly breakfast. So best physical therapy comes up and introduces that person and gives that award. On our website. If you go to the website, anything you read with ambassadors best physical therapy has their name and their logo. And probably the biggest thing is our annual award for Ambassador of the year is presented at the Chamber’s annual dinner. And of course, the folks from physical therapy come on stage and present that award as well. Anytime we have ribbon cuttings, we always recognize and thank our sponsor, and give them a minute to welcome the business and speak at the ribbon cuttings as well. So that’s part of that sponsorship. $5,000 How do we get $5,000? That’s what people asked me. My goal was 2500. But when I was in, I love to talk about negotiating. And maybe that’s another story another day. Yeah. But I like to sit down and ask my program sponsors. What what, what does this look like to you? What do you want out of this? Here’s what I’m offering. But what do you need? And we work together until I get them to ask me. Well, how much is how much do you want for this? To which I always reply, I would say Brandon, what’s it worth it worth to? Yeah, well, when Mr. Bass said, I don’t know, $5,000. I’m overwhelmed inside and bumbling, but how to keep a straight face and stay calm. And that’s not exactly the number I had in mind. Let me ask you this, if you’re committed to two years, I’ll do 5000. And so they said absolutely put us down. That was six years ago. They’ve stayed with us, they see the value in the program. And it’s awesome. Very fortunate there. Now some people do ask sometimes what if he would have said 2000? And that’s another story, like I said, on another day to negotiate.
Brandon Burton 19:05
Yeah. And even that even that example you shared, that’s a good example of negotiating, showing the value. Yeah, and it’s all having the discussion, right, and seeing what the value is what they need from it, what’s it worth to them, right? And make sure that things align, make sure those expectations are met.
Heath Taylor 19:25
I do I think too many times in the chamber world, people come in with their sheet are their flyer and they’re giving you here’s what you get and the sponsorship. When you know there’s two or three things on that list. It’s not even important to the person that you’re trying to build this sponsorship with. So I think we need to get their input, get their buying and you know, then yeah, they’ll pay for it.
Brandon Burton 19:48
Yeah, that’s good advice right there. So I’m wondering for a chamber who has a typical ambassador program, taking whatever volunteers will will sign up and show up but ribbon cuttings or whatever it may be, whatever their program looks like, how would you suggest if they wanted to go more this direction, having paid Ambassador ambassadors pay into the program, having a program sponsor, just changing the whole outlook of the program and really making it more of a program? Maybe your suggestion, yeah,
Heath Taylor 20:22
I’ve been all over the southeast, I would dare say almost 100 chambers that I’ve worked with own ambassador programs. And let me be clear to say the number one reason some of them fail, is they don’t charge for the program. And when you charge even $150, and you can explain that by saying we eat a catered lunch every month, and that’s where your money goes, even though I get a lot of lunches sponsored. That’s buying in, that has some skin in the game, you know, a volunteer program a lot of times and there’s no charge, well, they show up if they won’t do and they don’t. Back to what you mentioned earlier, a lot of them have people, Hey, whoever we can get to show up whenever we can get him to show up, we’ll take anybody we can get. Yeah, I don’t care if you only have three ambassadors have the three best ambassadors that believe in what you’re doing and how you’re doing and you will grow your program. But it’s be clear that it’s not for any and everybody to participate, train your ambassadors, equip them and make it to where, like I said, $450, this is a steal the training that you’re getting the networking, the connections that you’re making, the people that you have access to. So it’s all in building the program, and then presenting it to the folks that you want to be in the program.
Brandon Burton 21:40
And for those listening, figure out your own price point, it doesn’t have to be that 5200 300 could be 50, you know, just have some skin in the game is the point. And
Heath Taylor 21:49
the same with the sponsorship, whether it’s a $500 sponsorship, but that whatever it is, but you can actually turn so our our ambassador program here generates about $3,500 a year for us in revenue, after everything’s paid for. And we spend a lot of money on our ambassadors, and we invest in our ambassadors. We do bowling parties with them and numerous things to thank them and appreciate them for all the hard work that they’re doing. But at the end of the day, that’s a revenue generator.
Brandon Burton 22:17
That’s right. So talk to me about, you’d mentioned each ambassador has about 20 businesses that they’re kind of assigned to how does how do you figure out which businesses are assigned to who what kind of methodology goes into that,
Heath Taylor 22:31
you gotta love this. So at the beginning of every year, even if you’ve been an ambassador for five years, you get new context, okay. And so we start with the letter A, and those businesses, and if I’ve got, you know, 35 Ambassadors, then I put out 35 sheets of paper, and then I go back and stack on top up. So they are randomly assigned. Now, if you have somebody that you just are adamant, you want to have that person and keep that person, we work with you to do that. The other thing we allow is on that first day of training, it’s almost like kids trading bubblegum cards, but if there’s a company that you’ve really been trying to get your foot in the door, and you just haven’t been able to, and you want that company, if you can get the person that has that company to trade a company with you, we allow that trading to take place. Then as the year goes on, you know, 10 or 12 new members a month, we’ve got a great membership salesperson here, and we haven’t 10 or 12, sometimes 14 new members per month at the monthly luncheon was this is a real strategic process. So I’ve got 14 new member packets here. When I call out a new business, the first hand that goes up, that’s who gets that business. Okay. That’s how they’re assigned after the initial startup of
Brandon Burton 23:49
the program. Yeah. So each year, though, are their contacts changed up? Is that what I understood?
Heath Taylor 23:54
Each year they get a new list of contacts, because you’ve had 12 months in most cases to build a relationship, right? If you did, and they understand that a 20 to 23 contacts, you’re not gonna build 23 brand new friendships, relationships, partnerships, but if you get six or eight, is that not worth 150 bucks? Yeah. And most of the time, they’re probably average that six or eight, and then next year, you get a new book of business, and you got new opportunities to meet more people. Yeah, I love it. And, and probably about a quarter turnover. I like to have about 25% turnover in the program every year to have a few new people in and give some folks a chance to that might not have had a chance prior.
Brandon Burton 24:38
Yeah. So how do you manage that as you bring in new ones and let them out of the program? Is it I mean, they’re they’re doing the interview process application process each year.
Heath Taylor 24:51
And you know, at the beginning of the year in training, every ambassador is told, you know, prior service doesn’t guarantee you a spot on the team next year. So in November, you’re going to get one of two emails from me. One email says thank you for your service in the ambassador program, and we wish you well in your future endeavors. And one says We sure hope you’re planning to reapply for the program next year. Okay, and if you get an email saying we wish you well, if you do have any discrepancies, or you think you should have come back and give me a call, we’ll have a discussion about it.
Brandon Burton 25:26
Okay. I like that. It’s a good approach. So how about trying to figure out the role of your chamber in your community? What are your thoughts on that? And how does that? How do you How does the chamber go about finding where they fit?
Heath Taylor 25:44
I think Brandon, you mentioned in my bio, so I was in Aiken with 1000 members on a million dollar budget, Columbia County, same thing. 1000 members, million dollar budget, both five star credit chambers. And then I come to a little small chamber in Dublin, Georgia. You really have to look around in your community and find yourself and find out what does my community need that I can help solve? To me, that’s what we’re here for the Chamber’s your problem solver in the community, and we want people to come to us for solutions. But where can we really make an impact? And that’s as a board. I think we have to work together in every community. You know, I work with a lot of communities around me that are just poverty stricken communities, and they look at what we’re doing here. And they say, Wow, we see what you’re doing. We see what Dublin’s doing, and how do we do that. And I tell them, Don’t do Dublin, do your community and be the best chamber, you can be for your community what find a need or two, that you can address that you can make some progress with that you can toot your horn and say, Look what we did, and then grow that momentum. From there. That didn’t always happen. I think people reach for the stars sometimes too early. Yeah. You know, find some wins, get some wins for your chamber. Some things that you can say, hey, look what we did together, and then you can grow that momentum and grow your influence in your community.
Brandon Burton 27:12
I love that. Fact. That’s one of the next questions I was going to ask you as far as like a tip or an action item for a chamber to sing to help take them up to the next level. Do you have any other suggestions that you’d put out there to?
Action Item/Tip for Chamber Champions
Heath Taylor 27:28
Well, I do look at your larger chambers. And I’m fortunate because I worked at two of those chambers. And again, they were five store credit and chambers. So I’ve brought a lot of the things that we did in those chambers to this community. But as you mentioned earlier, I’ve had to tweak some of those things. You know, I had $8,000 table sponsors at my annual dinner when I was in Aiken. Here, I have $2,500 table sponsors. You know, some of the programs are the same program, but they get a new twist or a new look. But But look at greatness. And look at what greatness looks like so that you can become great. Sometimes we don’t know when a small community what greatness looks like, because we haven’t seen it. So that would be my advice, look at some successful chambers, some of your successful peers and find out what they’re doing and how they’re doing it. And then learn how you can adapt that to make it be successful in your community.
Brandon Burton 28:24
I love it to look at greatness, it makes me think of you know, when you have a limiting beliefs, you know, we can’t get a, you know, $5,000 Ambassador sponsor, you know, that could be a limiting belief, are you sure, but if you look to greatness, you know, for people listening, look to Heath and be like, Hey, you did it there in Dublin, right? I can’t I scale it for the size chamber, I have bigger or smaller, and to see something, you know, relative?
Heath Taylor 28:51
Yeah, great. I have to throw a scripture in their brain. And I do believe you know, Philippians 413, all things are possible. And we do work here. And we pray weekly, in our staff meetings here. You know, we want our work to be pleasing to the Lord. That’s important to us.
Brandon Burton 29:07
That’s great. So I like asking everybody this question that I have on the show, as we look to the future of chambers, how do you see the future chambers and their purpose going forward?
Future of Chambers
Heath Taylor 29:18
I think that back to what we talked about a few minutes ago, you know, Chambers of Commerce should never embrace change, they should lead change. And I think we better realize how we need to do that in our communities. I love at the Chamber Institute where I get to serve on the Board of Regents one of my favorite courses there is called innovate or not. And that’s what I believe for our chambers. We better be change agents and innovative and leading our communities or we’re going to be irrelevant. And again, whatever that is to your particular community, whatever that change in that innovation needs to look like.
Brandon Burton 29:57
Yeah, and I know whenever we think Innovation, I’ve, I always get a little bit hesitant just because you know, it’s easy to chase those shiny objects, you know, it’s easy to chase the the next, you know, attractive thing. And it may not be aligned with your mission and may not be aligned with the direction that your chamber really should be going. So as you look to lead change, make sure it’s something that your chamber should be leading that change for, so that it aligns well.
Heath Taylor 30:30
And just a pet peeve for me, Brandon, the fact that throw it in there. But if you’re a chamber of commerce, listening or watching this that don’t do fundraisers, execute your program of work, everything that you do in your chamber should fall into your program of work. You’re not doing a fundraiser, you’re executing a program of work. And yes, we have to have money to operate just like any other business does. And we need to run our chamber that way.
Brandon Burton 30:59
Another great point. Yeah, I think of, you know, my daughter right now, playing middle school sports and basketball, volleyball. Every year, they’re tasked with a fundraiser, and they’re supposed to get 20 email addresses and basically spam these email addresses for any amount of donation. And that’s all it is. It’s a fundraiser, you’re asking for donations. And that really, if a chamber is just going after fundraisers, and donations, it really devalues what the chamber has to offer. So keeping it within your body of work is such an important point.
Heath Taylor 31:35
Absolutely, should fit with our program of work everything that we do.
Brandon Burton 31:39
That’s right. Well, he I appreciate you being with us today, you’ve shared a ton of value and and I think some good stuff for people to kind of mull over and see what they might need to change at their chamber, how they might be able to apply and scale some of these things we’ve talked about. But if a listener wanted to reach out and connect with you about your ambassador program, or anything else you’ve touched on, what would be the best way for them to reach out and connect,
Connect with Heath Taylor
Heath Taylor 32:06
I’ll give you an email and a phone number, if that’s okay to do. Sure. 706-414-0014. And my email is htaylor@dublin-georgia.com. And if anybody is indifferent to anything I’ve talked about today, or, you know, has something different or better, I would love to talk with them to better ourselves and what we do here. Yeah,
Brandon Burton 32:43
and I’ll get your contact information in our show notes for this episode, which will be found at chamberchatpodcast.com/episode170. But again, this has been a great discussion, and I think one that has probably opened the eyes of some chambers listening as new opportunities. So thanks again for for being with us and sharing this insight.
Heath Taylor 33:05
Thank you for the opportunity.
Brandon Burton 33:08
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