Chambers of commerce and business groups as employer leads

Small business owners choose their own benefits, and some of them belong to a chamber, a networking group or an industry association. Joining one puts you in the room. It pays off only if you show up often and track what comes of it.

Which groups to try

• Chamber of commerce: ask how often it holds events.
• Referral networking groups: ask how often they meet and whether they allow one member per profession.
• Industry groups: contractors, restaurants or manufacturers.
• Small business development centers and owner peer groups.

What to say in 30 seconds

"I'm a primary care doctor. Businesses pay a flat monthly fee so their employees can reach me by text and see me the same or next day. It works for companies too small for a big health plan, and next to one for larger companies."

Then ask about their business, not yours. Here are the questions to ask in a first meeting.

Offer to teach, not sell

Ask to give a short talk on keeping employees healthy and working, or on what small companies can offer besides a big health plan. A talk reaches a room of owners at once.

Track the cost per lead

In a made-up example, a chamber costs $600 a year in dues and you spend 2 hours a month at events. After a year you have five employer meetings and one signed group of 12 members. Compare that with what an employer member is worth to you. Here's how to work out what a member is worth.

What I'd do this week

• Attend one local business event as a guest before paying dues.
• Write your 30-second description and practice it.
• Start an employer lead list with a column for the source.

Common questions

How long before a group pays off?
Give it six months to a year.

Should I sponsor events?
Only after you've attended for a while and know who comes. Track it like any other spend.

Can staff go instead of me?
Sometimes.