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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.
Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s 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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Our guest for this episode is Cindy Cobb. Cindy is the Executive Director of the Rutherford County Chamber of Commerce in North Carolina. Cindy is a lifelong resident of Rutherford County at product of the Rutherford County school system and a graduate of Western Piedmont Community College. She and her husband Andy had been married for nearly 37 years have three grown children and two grandchildren. Her professional career began as a dental assistant. After her children came along she was a full time mom and domestic engineer until they became school age. Her father had a well established independent insurance agency and after consulting with him, Cindy decided to become a licensed Life and Health Insurance agent. Prospecting and meeting new people was something she enjoyed many of these were business owners. Well in the insurance business. She was awarded the Rookie of the Year top agent in the region top agency in the region and was a member of the President’s Club. Cindy was asked to help visit current Chamber members and prospective members temporarily while the chamber looked for a new executive director. A month later, the board asked if she would accept the position of executive director. Cindy’s been in this role now for two years and is looking forward to many more. That Cindy, I’m excited to have you with us today here on Chamber Chat Podcast. I’d love to give you a moment to say hello to all the Chamber Champions who are out there listening and to share something interesting about yourself so we can all get to know you a little better. Well,
Cindy Cobb 2:45
good morning and hello to all of the chamber champions you all are, are just a fabulous bunch of people. And over the past two years I have met so many wonderful people. I have never enjoyed getting up and going to work more. An interesting thing about me is that I am not only a lifelong resident of Rutherford County. My family is lifelong residents of Rutherford County before our country was even a country we were still a British colony. We have been in Rutherford County since 1726. And so I use that to my advantage with van a history buff and love listening to the stories and tales that that my grandparents and parents have shared with me. Yeah,
Brandon Burton 3:41
no, I’m a history buff myself and to be able to know that history from your family is awesome to be able to hear some of the stories passed down and to feel like you’re part of it is something special. So that is a an interesting factor that you said thank you. It tell us a little bit about the Rutherford County Chamber just to give us some perspective. Before we open up our topic for discussion today. Give us an idea of size, your chamber the scope of work, you guys are involved with staff budget, that sort of thing, just to kind of set the table for us.
Cindy Cobb 4:17
Well, the Rutherford County Chamber as far as chambers go, is not sure if you call us an adolescent, or maybe a teenager we have only been in existence since September of 1992. Okay, before that, each little town kind of did their own little thing and had their so called chamber. And in that day, 92 after one of the chambers had some problems, they decided to merge and form the Rutherford County Chamber, which really just made more sense because we all know that working together and being unified is when you can really get things done it specially in a rural area of Lot, Rutherford County. While we have a large landmass, we are one of the largest counties in North Carolina as far as land size, but we’re, we’re all spread out. There’s plenty of room for us to grow our chamber. We have currently just under 400 members, and we have a budget of $200,000. And, you know, we’re a two person team. We’re located in Forest City. Rutherford Eaton is the county seat. And we were once there but just before I started, they moved to Forest City, Forest City has been more of the kind of the epicenter of activity and our counting. And so that felt like that was a good place for the chamber to be.
Brandon Burton 6:16
That makes sense. Your your comment about being an adolescent or teenager chamber. I see that as you guys were kind of trendsetters back in 1992, because we’re seeing a lot of chambers today that are going through mergers and acquisitions like that as especially through the pandemic and certainly, you know, chambers are stress members, businesses are stressed. And being able to combine efforts to be able to use staff in multiple ways really made a lot of sense for chambers today, you know, in recent, the recent past to to merge, and you guys did it back in 1992. So I would take that as being a trendsetter, so
Cindy Cobb 7:03
I love being a trendsetter.
Brandon Burton 7:07
So for our topic today, we’re going to spend time, the majority of our time today talking about how you go about adding a personal touch to your communication amongst Chamber members and throughout your community. And we will dive deeper into that discussion as soon as we get back from this quick break.
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All right, Cindy, we are back. As I mentioned before the break we’re going to be talking about adding a personal touch to communication today. And full disclosure I did feel a little bit of guilt as we’re lining this up because of automation processes to line up guests and to send reminders and everything and maybe it takes away some of that personal touch but nonetheless it worked. We got you on the show. So and I will say it this came about because of a personal touch and communication from Chris need who introduced us and I believe the the introduction was that he wanted me to meet this firecracker from North Carolina. So No, Chris Mead has a way of adding a personal touch to his communication. But I’m excited to learn more about how you implement the personal touch and communication as we go through this today. But I guess first of all, you see you have this career in insurance, which I see a lot of correlations and building those relationships, and especially when it comes to that personal touch, you know, getting to know people’s names and family members. And you know, what’s important to them? How have you seen that in your previous career translate over into your chamber career. Now, as far as adding the personal touch goes
Cindy Cobb 10:40
on that. I don’t know if anyone has ever really been knocking at a door, looking to buy life insurance. That is something most people don’t get real excited about. And my dad was really old school, and he told me, you know, we don’t buy leads, you have to go out. And you like his term was shake a lot of bushes before you can catch the birds. And so I followed things back. Back during that time, which was quite a while ago, I’ve looked at the newspaper. followed that you started with small town papers, you had wedding announcements of land transfers were listed. Yeah, births. And so all of those things, along with this band were of a new business that would have been was the perfect lead for someone to need life insurance? Yeah, the health insurance would follow. That was something most people realize they needed. And so I had to be really kind of, at ease really comfortable going in and first few times is, you know, it was kind of nervous going in and meeting these people. I didn’t know where to pick up the phone and contact someone. Why should they listen to me? So it was a matter of making them feel comfortable? And not a hard pressure top sales job, really want to approach it? As you know, congratulations of saying you’ve had birth or congratulations on your marriage or new business? Have you thought about this with preparing your future? And so with that, it has really helped me and the, in the chamber world to approach things the same way. Um, these prospective members are the ones that that kind of took under my wing when I came into this that were already members to know that they could trust me, that I was someone they could feel comfortable picking up the phone and calling or emailing me with a request or if they had a question. And I think that was one of the biggest things little did I know, so long ago, that it would prepare me for this time and this, this calling that I have with the chamber? Yeah.
Brandon Burton 13:50
And I think a lot of people can relate with the nerves that you talked about, about approaching businesses, and who am I to kind of that impostor syndrome, as they call it today? And in my career, I’ve had been in sales most of my career, and as I train new salespeople, one of the things I have to remind them because they’re nervous doing the same thing approaching businesses, and what if I don’t know this? What if I don’t present it right? And it’s like, you know, what, this is the first time that they’re hearing about this opportunity. You know, this is the first time you’re the expert in this room. Right? So that helps to alleviate some of that pressure some of those nerves about who am I? Because when you put it in that kind of perspective, it’s like you’re right. So even as you’re approaching prospective Chamber members or current Chamber members, you’re the one that knows the offerings that your chamber has to offer. You’re the one that knows the ins and outs and you’re there to learn about them so you can better align what you have to offer to serve them better. And going with that perspective, I think helps alleviate some of those nerves. That
Cindy Cobb 14:57
and and believe it In your product, you know, whether it was for for me at that time, my the insurance I was offering and believing and knowing the benefits of it. And the same with the chamber. And having lived here my whole life, I do remember when the chamber was organized and the the challenges and the struggles that they went through, as well as the triumphs. And so I’ve really believed it. And before I agreed to go out and see members on which I thought was going to be a temporary thing. I really studied the chamber as study, not only our chamber, US study chambers in general, to know, what we what we’re all about, and the influence that we can have, and how we can advocate. You know, we’re there for them, and, and to bring unity. So that can make our, our area a better place to live. So with knowing the product, and really believing in it, the enthusiasm is genuine. Yeah.
Brandon Burton 16:25
So with our topic today about adding a personal touch to our communication efforts, I see it really is relationship building. And maybe you see it differently. I don’t know, I think when you sum it up, that’s what it comes down to is building relationships and showing that you care to these people, these members that you’re communicating with, what are some of the ways that you’ve learned and adapted to show your care and your interest in these individuals as you communicate with them?
Cindy Cobb 16:56
Well, if at all possible, if they have a social media page, follow it. And I interact with them on layer, that that helps them to know that we’re watching that we know what’s happening us if I see something interesting, some type of announcement, they don’t always contact the chamber about it. But I see it there. So I can repost that with some personalized comments. And I can also share that with my assistant. And let’s include this in our newsletter, this is big news, or if it’s something on accomplishment, forum, you know, we’d like to do that. People, people like to know that they’re being noticed. So there’s some things that I do.
Brandon Burton 17:59
So I’ve seen it, I don’t mean to cut you off or interrupt. I think this ties in well, I’ve seen some chambers where to make sure their members feel noticed is for those who maybe purchase an ad space in their chamber directory, or there’s their chamber map or the sponsors of certain events, to give them special shout outs on social media, and even resharing. Like if it’s an ad in your chamber directory, for example, to share that ad on social media and leverage that a little further add your personal touch on it, but it also drives people to the awareness of promoting the chamber in whatever publications or events that you’re promoting with that. So yes, I think it’s two birds with one stone.
Cindy Cobb 18:45
Yes, that that is really just the, I see it as the very least that we can do. If people are willing to be a sponsor. We, we always, always make sure that they are acknowledged in our newsletter, or any emails, our social media, always make sure I do that. And you know, it is is this something that is like they really feel like, Oh, why I’m getting the recognition, I am getting that exposure. One of the things that I’ve recently started doing is a local radio station has a community Morning Report. This is something you probably wouldn’t have in a larger city. But in our little area, they call around. They talk to different people and they give a report for each community. I watch them on Facebook Live so that way I can use the live chat and it’s a good right way to do plugs for the chamber. anything as far as, like a new member or ribbon cutting, I always mentioned that on layer. If we have something special coming up, like, for instance, we have our annual golf tournament and fundraiser that’s coming up soon. And the sponsors would that, always make sure to mention them that way? It’s free advertising for us. Yeah. But they’re getting advertising, too. Yeah.
Brandon Burton 20:34
It doesn’t cost the chamber really anything. But a few minutes to post it. event, it makes a huge impact for that business. So next time when they consider being a sponsor, or participating in whatever event, instead of saying what’s in it, for me, at least they know that tangible thing, the Chamber went that extra step to make sure that their business is being noticed. Yes. Adding that personal touch.
Cindy Cobb 20:59
Yes, that’s right. That’s right. You know, when you’re reaching a whole other audience, like with this with the radio station that may not have thought about following the chamber on Facebook, but I have found since I’ve been doing that, that our Facebook following has increased? Yeah, yeah, there’s, that’s a different group that listens at seven in the morning, to a community kind of round up and report with what’s going on with the union meals area. Nobody, but someone in Rutherford County knows. Union meals, where’s laps? Right,
Brandon Burton 21:51
right. Yeah, those are, they’re gonna tend to be people who care about the community and want to have more involvement possibly. So Right. That’s, that’s key. What are some of these other ways with personal, the personal adding the personal touch and the communication that you? Well,
Cindy Cobb 22:10
face to face? That, that is that definitely a personal touch, you can’t get much more personal. So when someone joins our chamber, or they renew their membership, and the certificates are printed out, you know, not only sign those and frame them, take them and deliver them, to them with their new little claim for their door to their business. And I just hand deliver it and, and thank them for renewing or becoming a part of the chamber, and inform them about the benefits membered member discounts, and I encourage you, you know, you need to, you need to try this. And this, you know, letting them know less, I have enough time to come out and see you now do Trump planet, to where when I know where I’m going for the day, I have those things with me that are going to be on my route of where I’m going. But it doesn’t take much time to drop that off. And just stop by and say hello and see how they’re doing. It really makes difference not have found. Everyone always has come for at least a brief chat. Yeah,
Brandon Burton 23:44
yeah. And even without an appointment, necessarily. I mean, you’re gonna run across it, where they’re in a meeting, and they can’t see you. But if they if they can, and you’re dropping something off for them, you’re going to show gratitude for the investment they’re making in the chamber. They’re gonna take two minutes to say hi, and and receive that. So yes, I love that. So I know. I mean, in today’s world, people are so busy, especially when you look at chamber executives are so busy, you know, there’s so much going on, that we’re looking for ways to maybe shortcuts or ways to systematize or be able to leverage our time in a in a more efficient way. So what would you say to those who are like I need to really hone down my time to encourage them to add the personal touch, what are you? What kind of return are you seeing on that investment of taking that time to add the personal touch and your communication? Well,
Cindy Cobb 24:46
I’m sure I’m not the only one that has their email account on their phone so they can check their emails because I have found if I’m just sitting in the office, really not doing my job. So I will. I’ll be checking emails when I wake up every morning. That’s one of the first signs that I do. And so I look at it, we just recently had a presentation, our professional women’s group called the chamber cheeks, by the way, now take that later what it means that the program was on time management. And so there was some good things have learned from that. So prioritizing the ones, go ahead and read them, go ahead and look at it. And then if it’s something where I can answer quickly, I try to go ahead and answer it quickly. If it’s something urgent, definitely try to try to answer that. And if not, if it’s an a male might be where they’re just wanting us to check on something. Yeah, I will, I will forward that to my sister, Lily, and then she’ll take care of it. So I’m not answering every one of the emails because any of these other chambers, they can tell you. And I’m sure they could share a lot more with me because their years of experience. A lot of the emails are kind of sale you set up then OR gate day, they said, those are the ones that kind of go into file 13. Right.
Brandon Burton 26:45
That makes sense. That makes sense. So I know, we’re gonna start wrapping things up here, but I wanted to give you an opportunity of to share any tip or action item for listeners who are looking to take their chamber to the next level, what kind of suggestion or tip or advice would you offer for that?
Cindy Cobb 27:08
I would say, first, listen to what your members are saying in a nice way, or I think the relationship part is important when they listen and observe what’s going on with their business men where their struggles are. And if at all possible, try to help them through that. Through that rough patch, whatever they may be dealing with. I’ve really feel like this important. Also, in our case, not just mentioned our women’s group. I saw a need and, and also, as I shared the idea of forming a professional women’s group that a lot of ladies were interested in that. So we’ve only had two meetings now. But each one is growing and spreading more people are talking about it. I’ve got spine this language checks. Yes,
Brandon Burton 28:19
I was gonna ask you you had mentioned that gave us that teaser. Tell us tell us what that’s about? Yes.
Cindy Cobb 28:25
So I can’t think of okay. You know, I’ve got to think of something where people can remember it. And I saw some of these were women on fire, fire or power up and all these really strong things. And I’m like, Oh, my gracious. I don’t I don’t know, I’m not sure what I don’t want to do. And I don’t want to mimic somebody. I want it to be something that’s original. I’m sure. The there’s been some other chamber cheeks, but ours is an acronym. Okay. Shakes stands for community health, influence, connection, knowledge and support. And I feel like that pretty much sums up what our group is about. We want to help our community, promote women’s health, the influence of the each of those women on hmm to know they’re vitally important to the to the success of that group, because their sphere of influence can make an impact. The connections, obviously, you know, if you’re a business woman, that those connections layer, you can Meet people that you may not you may not know about this is brought some out of the woodwork that were even some home based business women. One lady for instance, she she’s in like the cryptocurrency another one is a marketing firm that she’s just working from her home. And making those connections, the knowledge, like the, the program on time management, that was something I felt like every one of us could benefit from, and support so that we’re there for each other. There’s a variety of ages. So whether you’re a young woman starting off in the business world, you have these mentors that can help support you, and kind of carry you through whether it’s with your business or even in your personal life, those things. So that’s what Chix stands for.
Brandon Burton 31:07
Yeah, I love that I love that you were able to make an acronym out of it gives a little more meaning to it shows the intentionality behind the name. But another maybe tidbit when it comes to creating a name for a group like this or an event. And I did this when I started chamber chat podcast that was trying to figure out what would be a name that people would remember that they could tell us what it is without, you know, being too wordy. And if you can come up with the name that you like the most. And have some casual conversations with other people. Maybe it’s Chamber members and say, hey, you know, we’re thinking to do in this women’s networking group and maybe call it like chamber chicks or something like don’t have that be the focus of the conversation, but drop it in there. Right? And then like two weeks later, circle back with that person say, Hey, do you remember that conversation we had about this women’s group? Do you remember the name that I told you were considering? If they can repeat it back to you? You got a winner? Right? Yes. Whereas they’re like, I remember, I don’t remember what the name was. But you just casually drop it in there. And if it doesn’t resonate, go to the next name on your list and have those casual conversations with some other people until you get a winner.
Cindy Cobb 32:25
Yes, that’s that is something that that I have. I have been doing slug. I’ll say someone’s like, hey, we would love it. If you could join us. Would you like to get away at least once a month during lunch? Was mother ladies? And when I tell him the name, they always smile. Yeah, no. And they, you know, I’ve had some that, that haven’t even mentioned that too. And they’ll they’ll say something to me what? Oh, yeah, I’ve heard about you cheeks.
Brandon Burton 33:07
I love it. Well, I like asking everyone I have on the show, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward? Oh,
Cindy Cobb 33:22
I think while it is a really an age old and tried and true resource for businesses is something where we have to continue to educate because there’s new generations that don’t realize what chamber is. But when take the time, and you share with them, and you let them know. They’re excited about it too. And they they do like that personal touch the interaction. Some meaning especially during COVID Everything was done remotely. And from you know, just behind a screen. And when people can be a part of a chamber and it’s like, oh, this is promote my business. It’s, it’s really a good value. Look what you get. And you get to meet all these other really great folks that have businesses and wow, this is really gonna help man I love this. It says stories when people connect and they do business with one another later. But I think it’s something where we can’t just sit back and leave people educated about what the Chamber’s about is a process that way or this having to repeat there’s this those foundations that we have to lay, but are really see that there’s a real name for it. Because in today’s economy, some of the things are not always pro business. And it’s making it tough for them. So knowing that they have someone an organization of backing, that’s their advocate, and keep them and touch with these grants are available or this go to this resource, this, this will be great, or even just some simple things slack. Up until just this past year, we did not offer a monthly dues, or it could be, you know, drafted. And I saw how some of the businesses were struggling. And so when we allow that, oh, Ma, they just they’re like, Oh, that’s great, because I really want to stay, I really want to retain my chamber membership. And that just, that just really lifts me up. Because then it’s like, well, they, you know, if they’re really, you know, they’re struggling, but they see and they really want to keep this ties with the chamber. I think that’s a great testimony as to the future of both chambers.
Brandon Burton 36:31
Right. But you’re doing a great example of keeping the community informed on what chambers do with your involvement in these Facebook groups and chiming in and saying, Well, this is what the chamber does. They’re given the plug where it makes sense, not hijacking the conversation at all, but just being there is that voice of voice for business? Right saying, chamber does? I think it’s a great example. And yes, with a membership dues, I think, in today’s world with the way software is structured now, with your invoicing, it’s so easy to set them up on a monthly dues schedule, if that’s what makes sense for him. Why would you eliminate somebody because they can’t do the one time payment or quarterly payments, just make it easy, make it fit for them, meet them where they’re at, and support their business, they tend to be the ones that need the most support from a chamber. So that’s
Cindy Cobb 37:22
right, those that have struggled, when you’re sticking with them, they tend to be the ones that are growing faith and whilst loyal to. And that’s something as I look back with my past career, when, you know, something tragic happened, and some I had to do a death client, and you deliver that or with, you know, they can use their cash value at their policy to go in and have a downpayment for a home, and it’s helping them to get established. They remember that, right? And so some of those from my past are now my Chamber members. Yeah, yeah,
Brandon Burton 38:14
that’s great. Well, Cindy, I wanted to give you a chance to share any contact information for listeners who might want to reach out and connect with you and build a relationship or learn from from things that you’re doing what would be the best way for someone to reach out and connect?
Cindy Cobb 38:30
Well, they can always email and my email is cindycobb@rutherfordcoc.org. Can also if they would like to call the chamber 828-287-3090. That’s one way. We are on Facebook. Rutherford County Chamber of Commerce. There is a Rutherford County, Tennessee. We occasionally will have those that are in Tennessee, that
Brandon Burton 39:09
are members in Tennessee, you know,
Cindy Cobb 39:12
believe it or not, we’ve had some where they start following our Facebook page. And they applied online to our chamber.
Brandon Burton 39:21
They just liked the work you’re doing. Yeah.
Cindy Cobb 39:25
Well pick up the phone and give him a call. It’s like Thank you. You may have applied to the Rome chamber.
Brandon Burton 39:32
That’s good. It’s funny. This has been great. It’s a so it’s a good conversation just to have these reminders of adding that personal touch building those genuine relationships, having those those touch points on a regular basis, not just when you’re asking for dues and renewing a membership or sponsorships. So building those relationships and keeping it genuine I think is key but say appreciate you being with us today here on chamber chat podcast sharing your insights and experience and the value that you brought to the show today. Well,
Cindy Cobb 40:08
thank you so much. It was quite an honor. And the Kismet that keep it simple, stupid, does some simple things can make a world of difference. That is correct.
Brandon Burton 40:23
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