Telemarketing and follow-up is probably one of the most underutilized tools in the arsenal of gym professionals today. I meet customers who contact us and use their gyms production problem is the lack of people to sell memberships to.
Fortunately, (whether you like to hear it or not), the real problem is not gym marketing, or club location, or the recession, but the inability or unwillingness of health clubs to cultivate the traffic they already have. , EFFECTIVELY. There are usually more than enough membership leads through inquiries and walk-ins, not to mention internal leads, such as expiring club members and upcoming renewals, who are not properly followed up by membership consultants. Physical conditioning.
Now, I could share a bunch of membership lead follow-up tactics using direct mail, autoresponder email, newsletters, referral campaigns but, for the purpose of this article, I’d like to focus on the simplest, least expensive , and the oldest ways to reach these existing leads and see a great return.
Pick up the phone and call them!
However, you must have a plan to carry out effective and consistent telemarketing follow-up. This plan should include all of the following steps and the big MANDATORY
1. Group your list of prospects
2. Separate leads into groups (IT, lost guest, lapsed, referred, lead box ECT)
3. Create a call schedule that starts 2 weeks after the initial follow-up process, 30 days, 90, 180, 1 year
4. Develop a solid offer (sweeten the pot the further you go)
5. Make sure every offer contains a guarantee, a call to action, and a sense of urgency
Most importantly, write a specific SCRIPT that will keep fickle gym salespeople on track, hit the mark, and drive club prospects into action.
The scripts I recommend aim to accomplish one thing, which is to get the potential gym member to take the next step.
In most cases, make an appointment, go to the website, come see the exciting changes we’ve made, or refer a friend.
These types of follow-up calls are rarely designed to close a sale over the phone, as there are so many more possibilities once they’ve had a chance to get comfortable in our club, develop rapport, and get excited about the idea of a lifestyle. fit. While not impossible, this can be difficult in a 2-minute phone conversation.
Armed with a good list, a powerful offer, a properly crafted script, quickly re-introduce yourself and the gym, state the nature of the call, try to build some rapport, and then make an offer that can’t be refused.
Here is an example:
Hi John, this is Frank from XYZ Fitness, how are you?
Great, just wanted to know how you’ve been since your visit to the gym a couple of weeks ago.
(Pause, listen if they divulge any valuable ammunition)
I remember when you arrived you wanted to tone up but you found it difficult with your exercise schedule. (By the way, it is only known if we ask the correct questions and the correct document).
Still busy? (9/10 all say yes)
If so, I know it can be difficult, but I also know you understand the importance of taking care of yourself so you can be even more productive during that hectic schedule.
I have an amazing promotion starting in a couple of weeks and I’d love for you to take advantage of it, so I thought I’d give you a chance to train for the next 30 days at the house and see if you can. hit the gym.
If it works I’ll reserve your spot during the special! If not, then you’re not out of anything. Sound fair?
Great, when do you want your VIP pass ready, today or tomorrow?
If he says no or it’s still no problem or even joined another club, go ahead and make a similar endorsement offer. The point is to follow up, reestablish the connection, and give them a reason to come back. If you play your cards right, you have another chance. In some cases, you may not get them right away, but the act of keeping in touch is usually more than what other clubs do and may turn out to be the deciding factor in winning your business.
The key to remember is to have a plan, have proper follow-up offers, script the conversation, and be consistent. As I mentioned, even if you don’t win the battle, you win the war if they value the fact that you remembered them and cared enough not to let them pass you by.