In order to run a more successful health club, you as the owner have to begin focusing more on generating more revenue per member rather than focusing solely on more members. Your loyal members will always stay longer and spend more. But loyalty, just like Rome, is not built in a day. It requires a dedicated effort to build relationships, not only among your members, but within your community as a whole.
Though you might be content sticking to your office every day, you need to get more active in your community and more aggressive in building lasting relationships. My father used to say, “It’s not what you know, it’s who you know”. I would take that one step further and say that it’s not what you know OR who you know, but rather how well you know them. In today’s connected world, you must have the ability to meet people, connect people, and have others to genuinely like you. Not an easy task. Here are 5 ways you can become better at building relationships.
1. Make it a point to remember everyone’s name. Not just your members, but everyone you meet. Keep a file on your phone of new people you meet, where you met, and a little about them. Write down their name/info as soon as possible so you don’t forget it. If it was a meaningful encounter, send them a card to let them know it was nice meeting them.
2. Make sure you know the people of influence in your community. Give them first notice of things you want everyone to know. Seek these people out! They are far more important to the success of your business than any others you might network with.
3. Take some steps becoming MORE connected. Join a club. Join a sports league. Take a class for fun. Volunteer your time to a cause. Attend chamber meetings. Join a Meetup.com group. Do something every day to meet new people.
4. Introduce people in your network to others. If you know John has been complaining about a sore back, introduce him to your massage therapist friend. If two members share similar goals, introduce them. If you connect people, you will be known as a relationship builder!
5. Initiate conversation. Next time you’re waiting in line, force yourself to say something to the person next to you. Take a moment to ask how their day is. Comment on their groceries, tell them “nice car”, ask if they “come here often”, etc. *Bonus* Your conversation can easily become one that allows you to introduce yourself as the owner of the local health club, providing you an opportunity to give them a trial membership pass.
The bottom line is that in order to get people to talk about your club, to be more loyal, and to be spending more and referring more, you have to have a solid relationship with them. Follow these 5 methods and you will be well on your way to becoming THE relationship builder in your community.
