We’ve all heard that clubs should focus on members while they are in the club. Little points of contact with them when they are away from the front desk area can be a major step in overcoming attrition. Regardless of how shy a member may be, they probably have a desire to feel like they belong in their club, so encourage employees to engage members throughout the club in a friendly, “I’ve known you forever,” style.
This approach can especially help new members to feel like they are really wanted in the club – not simply for their cash! Instead of waiting until they haven’t shown up for a couple of weeks to call or e-mail, try to get employees to build relationships with the members. For example, if a member misses a day, employees could ask about it. If the member has a reason, like a kids sporting event, then the conversation will become personal to the member – and if he or she simply didn’t feel like coming, it will make them feel like they were missed and like they belong in the club.
