When prospects are trying to decide which membership to buy do you make it harder than it has to be? There is a tendency to want to be able to offer a custom membership for every situation. Especially these days where the prospects can go right down the street to get some cheap month-to-month deal. I get it; once you have a guest in your facility you want to capitalize.
Having variety is fine, throwing every type of membership imaginable on the table all at once, is not. The reason is simple— too many choices confuse people, and if someone has too many choices, chances are they won’t make one.
I recommend presenting no more than three options. Which three you offer comes down to what you learned from the guest. What makes the most sense yet, maximizes the clubs earning potential. Certainly you can keep a card in your hand and play it if needed, but by revealing too much you might be doing more harm than good.
Frank Emanuel
Health Club Marketing Contributor
