When Jillian Hiris joined the Plano Chamber as Director of Development, selling ads was not on her job description. The same went for Kelly Fanelli, a longtime chamber professional focused on membership.
But when the chamber’s outside ad rep passed away unexpectedly, the job of finishing the sales project for their community guide, map, and directory landed in their laps.
What happened next was a lesson in resilience, resourcefulness, and relationship-driven selling that every chamber or nonprofit pro should hear.
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“Wait, We’re Selling Ads Now?”
Jillian had only been on staff for six months. Kelly was juggling her own packed schedule. But there was no time to stall.
“We had to be very strategic,” Kelly recalls. “Every minute spent selling ads was a minute taken from our core jobs. So we got laser focused.”
With little time to ramp up, the two leaned on their strengths—Jillian’s background in pharmaceutical sales and nonprofit development, and Kelly’s deep chamber experience and sharp intuition for relationship building.
“I’ve always said sales is really just problem-solving,” Jillian says. “You’re listening, asking good questions, and figuring out what they actually need.”
Selling Without the Pitch
They both agree: you don’t need to sound like a salesperson to be effective.
“You’re not extorting money,” Kelly says. “You’re helping them solve a problem. Once they trust that, they let you in.”
“If they say they want more visibility, we ask, ‘What are you doing now?’ and go from there. It becomes a conversation—not a pitch.” — Jillian
Instead of diving straight into ad specs and rates, they asked questions like:
- What do you want people to do?
- Are you trying to drive website traffic?
- Do you want to build local credibility?
- Have you advertised before?
The answers shaped every conversation.
From One-to-One to One-to-Many
Cold calls are hard. So the team turned to their most valuable asset: people already in the room.
They leveraged existing Friday networking events, bringing the publications with them to showcase reach and distribution. Jillian would unfold the giant community map with a touch of flair—something attendees remembered.
“That visual made it real. Then I’d say, ‘This is in hotel rooms. Visitor centers. Businesses. This is your brand in front of 5,000+ people.’” — Jillian
They also hosted Zoom info sessions and in-person presentations focused specifically on advertising opportunities. Those sessions helped them reach many members at once—and create a little peer pressure momentum.
“All you need is one person to say, ‘I love this, I’m in,’ and suddenly the whole room’s nodding,” Kelly says. “The room sells it for you.”
Closing the Deal (Without Being Pushy)
Once they aligned the opportunity to the member’s goals, closing came naturally. Jillian often used available marketing credits or first-time advertising discounts to sweeten the deal.
“People liked knowing they were using a benefit they already had,” she says. “It turned hesitation into action.”
And when it came time to close?
“I’d just say, ‘Let’s get you started,’” Kelly says with a smile. “If they weren’t ready, I’d ask, ‘What’s missing? What do you need to hear to say yes?’”
Objections, Handled with Empathy
Objections weren’t seen as resistance—they were seen as puzzles to solve.
“Sometimes it’s not really about the ad. It’s a budget issue, or they’re going through a transition, or just unsure,” Kelly explains. “You’ve got to ask the right questions to uncover the real issue.”
Jillian adds that sometimes, just being consistent and kind made the difference.
“Pleasant persistence is powerful,” she says. “When you’re respectful of their time and stay helpful—not pushy—they’re more likely to say yes.”
Tools, Timing, and Trust
Managing time was a constant challenge, so they relied on systems—lists, Excel spreadsheets, and ChamberMaster task tracking—to stay on top of contacts and follow-ups.
“No two days are the same, but that’s what makes this work exciting,” Jillian says. “I’d rather be too busy than bored.”
And when a member chose not to renew or advertise?
They never took it personally. Instead, they saw it as an opportunity to learn.
“We always ask why. Exit interviews matter,” Jillian says. “And then we ask, ‘When can I follow up with you?’ That keeps the door open.”
“It’s about building relationships that last beyond this one yes or no,” Kelly adds.
Final Takeaways
The Plano Chamber duo’s experience offers a playbook for any chamber or nonprofit pro:
- Reframe sales as problem-solving.
- Use existing events to scale outreach.
- Showcase distribution—don’t just describe it.
- Know when to ask, and when to follow up.
- Track everything. Timing matters.
- Above all, lead with value and kindness.
“Advertising is just another tool in the member’s toolbox,” Jillian says. “We’re here to show them how to use it effectively.”
“You’re not selling space,” Kelly adds. “You’re helping them tell their story and position themselves as a leader. That’s what really moves the needle.”
Want Your Publication to Actually Drive Value?
If you want your chamber’s guide, map, or directory to do more—for your members and your revenue—talk to the experts.
Contact Chamber Marketing Partners to see how your next publication can work harder and sell smarter.
