Last week, I offered a new class at my club on how to change your nutrition, now. I charged a modest sum for a 90-minute presentation. The class was advertised at several of our clubs with fliers and posters. In addition, I did an evening food demonstration a week earlier to draw attention to the class.
There were numerous inquiries. One particular inquiry card was brought to me. A member suggested that I should open up the class to non-members for free.
Now, I’m not opposed to offering my services for free. Invariably, I benefit in some way later on. I had conducted some free sessions a few months ago, so I felt this more extensive presentation deserved remuneration. After all, we are all interested in creating revenue!
But, I took the time to call this member and get more information. Apparently, she had a friend who was thinking about getting a nutritionist and wanted to know more about me before paying for my class. Of course, I invited both women to call me any time and ask any questions they would like.
In the meantime, they did some research and discovered me on our company’s Facebook page. The member had seen me numerous times training clients on the fitness floor, and yet hadn’t made the connection despite all the advertising. Once the member put my name with my face, they both decided to come to the class.
This delayed connection is curious because the member recognized me as a trainer, which I have been for many years, and then made the association with my role as a nutritionist, which I have also been for years in the same club.
What I found so surprising about this is that regardless of all the posters, fliers and 50-inch TV’s showing my name and face all over the club, I was still sort of … invisible!
There’s an old sales adage that says that it takes at least six contacts or “touches” with a prospect before making a sale on the seventh or maybe the eighth try! Could this have been her eighth touch?
Well, this process could explain a lot of things that happen in the club. We know it is definitely not enough to simply post advertising. Many people come to our facilities and head straight for their habitual activity with blinders on for anything else. You have to often place new information as obstacles in their path so they practically stumble over it to be noticed.
There must be some interpersonal contact with members in order for them to associate you with what you do.
This is exactly the reason why it is necessary to craft an interactive environment where the members can experience the services you offer. This will have the desired effect of creating value for those services. What do you think?
Judith Samuels, M.A. is a certified nutrition and wellness consultant and master personal trainer at Sport&Health Clubs in the Washington D.C. Metro Area. She can be reached via e-mail at judi@judisamuels.com.
