Manny Sarmiento, President & CEO, Doral Chamber of Commerce

Invest: spoke with Manny Sarmiento, president and CEO of the Doral Chamber of Commerce, about how the organization supports local businesses through visibility, access, and hands-on engagement. “Small businesses need visibility and connection,” Sarmiento said, underscoring the chamber’s role as both a connector and a growth platform. 

What programs or initiatives is the chamber currently offering to support small businesses in Doral, especially those that need additional support to grow?

Small businesses need visibility and connection. We do the traditional chamber activities like morning breakfasts, after-hours events, business lunches, and member grand openings. Many of our after-hours events are hosted by member businesses, and we help market them and bring people through the door.

Where we go beyond the typical chamber model is on the digital side. We built a system where members can upload promotions, announcements, and events, and our team distributes that content through email, social media, and our website. That gives small businesses access to an audience they simply would not reach on their own.

How does that digital distribution work in practice, and what does it mean for a member trying to build awareness?

A member uploads a promotion, it goes through our marketing process, and we schedule it for distribution. We have an email database of about 46,000 contacts built since 2008, and we typically send to a segmented list of about 23,000 engaged contacts. That improves open rates and results.

We’re often seeing 10,000 to 11,000 people opening these emails. We also distribute content across more than 40 social media channels and publish posts on our website. Those posts link back to the member’s business, which is important for SEO and long-term visibility.

For a small business, that kind of consistent exposure matters. It creates traffic, awareness, and credibility over time.

You describe the Doral Chamber as a boutique chamber. What does that mean for members day to day?

Boutique means personalized and responsive. People can reach us, and we actually follow through. We answer the phone, and that alone has brought us members who couldn’t get a call back elsewhere.

When someone joins, they receive a welcome email that we create for them, including graphics and messaging. We send it out through our email system, social channels, and website. We do the same when a member renews.

I also meet personally with every new member. They receive my Calendly link and are encouraged to schedule an introductory meeting right away. I want to understand what they do, what they need, and show them how they can use the benefits effectively.

How do you coach members to network effectively instead of showing up and selling?

A lot of people approach networking the wrong way. They think it’s about selling immediately, and that usually hurts them. I tell people not to sell at events and not to hand out business cards unless someone asks.

The person you meet at an event is usually not the buyer. But that person might know the buyer, or they might be connected to thousands of people. So the goal is to build a relationship, ask questions, and be memorable.

The old saying is always be closing. I don’t agree with that. You shouldn’t always be closing. Focus on building connections first, and business follows.

How do your events reinforce that relationship-driven approach?

We design events with a practical purpose. Our speed networking format moves quickly and is built to create real matches. We also include a business matchmaking component at the end.

At our lunches, we bring speakers who offer useful, relevant information. We frequently invite public-sector leaders and decision-makers because those conversations matter for business owners. We’ve hosted mayors, department leaders, and community officials.

I’m active during events. If people come from the same company, I separate them so they actually network. I make introductions intentionally because that’s where value is created.

What role does the chamber play in attracting and supporting new businesses in Doral, including international companies?

Doral attracts businesses because it’s dynamic and business-friendly. You have multinational companies, small and mid-sized businesses, and a city that supports growth. That combination makes it attractive for investment.

We act as connectors. If a business needs a bank, professional services, or introductions, we make those connections and follow through. We also share information with our members, like lists of new businesses opening in the city, which creates opportunities for relationship-building and growth.

What challenges do you see with member engagement, and how do you address them?

In any organization, the biggest challenge is getting people to use what they’ve joined. That’s why we reach out quickly when someone joins, schedule a meeting, and show them how to use the benefits.

If we haven’t seen a member in a while, we call or text. We still do a lot of that manually because personal outreach works. Members who succeed are the ones who participate, attend events, and use the promotion tools consistently.

What advice would you give international small business owners entering the U.S. market?

They need to understand how business works here and operate properly. That means licensing, compliance, paying taxes, and building a professional structure.

Another challenge is trying to do everything alone. Marketing is essential, and you need a budget for it. You can’t rely on sweat equity forever. Smart marketing is targeted, measurable, and consistent.

I also caution people about shortcuts. Not all marketing is good marketing. Business owners need to educate themselves and invest wisely.

You mentioned AI and efficiency. How does technology factor into how you run the chamber?

AI is a tool that helps with efficiency when used correctly. It saves time on tasks like organizing data, formatting information, and preparing communications. That time savings allows us to focus more on service and relationships.

The key is education and practical use. Businesses need systems, and technology helps strengthen those systems when it’s applied thoughtfully.

What is the single biggest differentiator for businesses today?

Customer service. Across industries, customer service has declined, and that creates an opportunity. Answer the phone. Be accessible. Follow up.

That’s how we differentiate ourselves as a chamber, and it’s what I encourage every business to do. If you combine service, visibility, and strong relationships, people remember you.