H
by Mark Louter
aving a steady flow
of new members
joining your business
is key for success but has
never been so difficult
within the fitness industry as
it is these days.
The game has changed compared to
a decade ago and businesses need to
adjust. The average acquisition costs
for a new lead (potential client) has
increased five-fold or even more. So
the need to convert these leads to
new members is more important than
ever. Here are four key tips to sell more
memberships.
A ‘Nice to Meet You’ form
Getting the details of every lead that
walks into your business is a basic
principle of selling more memberships.
I’ve visited a lot of businesses over the
last couple of years and came to notice
that less than 25% of them took the effort
to write down my contact details for a
personal follow-up. ‘Nice to meet you’
forms (NTMY) are crucial within your
business. If you already have a NTMY
form, that’s great! Make sure that your
front desk employee hands it out to
every lead. If not, this is the first thing you
should implement right away. A NTMY
form is a contact form that asks your
lead about their health and for their
contact details like their name, email
and phone number. As soon as a lead
walks into your business, this should be
handed out by your front desk employee
(if you have one). The benefit of using the
NTMY form is that your staff will always
get the details of all those valuable leads
so that you can guarantee a proper
follow-up.
A Needs Analysis
Never make the mistake to show the
lead your facilities right away before
you’ve had a good conversation first.
Sitting down with the lead to analyse
their needs will help you give more value
to your facility and/or services.
A way to structure this needs analysis is
by using the other side of the NTMY form
and by creating the following categories
on the form. Here are some great
examples of powerful questions you
should always ask:
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WHAT’S NEW IN FITNESS - WINTER 2016