Software management packages should allow you to handle backoffice functions and administrative jobs efficiently and give you the tools to communicate with members and guests effectively. In today’s competitive club environment, managing and utilizing your membership information is critical and a major key to success. Making a profit in this industry means mastering some of your computer technology and functionality. For multiple club operators, you want the ability to share data between sites, either by site or consolidated into a single database. Using email and other Internet capabilities will bring positive results. It will improve communication with your members and guests and it should make data management easier.
A Successful Billing System Managing the in-house data is first priority. Managing the data via the Internet is secondary. Working to establish a membership base with at least 70 percent or more of your members on monthly dues paying electronically will lead to profitability and provide excellent tracking of all members, prospects and guests. Ideally your billing system is collecting on at least 94 to 97 percent of the accounts you bill. This is an important number to know and to have the ability to manage. Billing one to two days per month is the easiest way to manage and control revenues and cash flow. Multiple billing days confuse staff and provide unclear revenue forecasts.
Internet Capabilities The larger your club, the more you will lean on Internet capabilities. Yet, even the smallest facilities should have the ability to view vital information from off-site locations, such as a home office or when on vacation. Clubs can operate successfully without Internet-integration features but will be somewhat limited. These are typically well-established facilities that may be in competitor-free zones, or they just operate with small networks and have minimal need for Internet benefits.
Minimally, your program should have the ability, via the Internet, to:
• Upload and send billing files
• Download and receive billing returns
• Download collections payments
• Make last-minute member changes to billing files
• View club billing statements and reports
• Share data between sites automatically – usually when the club is closed
• Allow for software upgrades to be remotely integrated.
Internet-dependent programs often have capabilities that drive-up the cost of using the software and the company that developed it. These costs are not necessarily in the program itself but they are in: the original development expense; the payroll to have technicians who are knowledgeable enough to support it, and then of course, the maintenance fees to keep it running. It is also quite risky – if the Internet goes down, and you’re Internet-reliant, then you’re down. In most cases, and for the majority of facilities, a desktop version is sufficient and very effective.
Email Marketing and Communications Email marketing has become huge. In the U.S. alone, 130 million people are now online. Another 50 million use it at work if they don’t have it at home. The use of email marketing in some ways is beginning to outpace the use of websites in direct marketing. It’s certainly quicker, easier, and cheaper than snail mail.
Using email instead of, or in addition to, the traditional phone call or mail can bring you a host of benefits. It’s fast – many people access their email several times a day. If you get an inquiry you can respond that day versus by mail, waiting three to five days. Email is also non-intrusive, you’re not interrupting someone. There’s time flexibility, people check their email anytime, but clubs can also send email at 7 a.m., 11 p.m., or anytime. Email takes the intimidation factor away for those who are leery of coming in. A personal rapport can be established in advance and it may eventually lead to a prospective member joining your club.
Use your club management software email to communicate club hours, shutdowns, holiday closings, special promotions, staff announcements, the list is endless. Most of your emails will go through. Since the member or guest voluntarily gave their email address, it is less likely to be considered spam. Keep the emails brief, to the point, and not too frequent. This will increase receptiveness. Your club management software should allow you to “filter” when sending emails. In essence, giving you the option to only send an email to either a certain membership type, just prospects, or by any other parameter you need. Use the subject line to properly identify the purpose of the email and make sure the return address is recognizable.
The key to success is to get started. Make sure there’s a line item on your membership contract for email. Gather them from telephone inquiries and other prospects and send a follow-up email to confirm an appointment or just to introduce someone. Follow-up after tours or trial workouts. Most importantly, use email to follow-up on website inquiries.
Web-savvy people are prime candidates for Web follow-ups. Also, make sure your desk staff can easily capture new email addresses when a member needs to report a change.
Carole Oat is the National Sales Manager for Twin Oaks Software. She can be contacted at 860.829.6000, or by email at coat@tosd.com, or visit www.tosd.com.
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Carole Oat is a national sales manager at Twin Oaks Software and a former club owner and operator for 15 years. She can be reached at coat@tosd.com or 860.829.6000 x 281.
