As much as we’d like to get everyone on the first visit we must be prepared for a guest to leave and mull it over. This provides an opportunity to differentiate you from the pack.
If a prospect shopped around they probably got a business card and some price sheets at the other clubs they visited. Why not provide some WOW! by sending them home with a VIP member information packet complete with club facts, an FAQ section, welcome letter from the GM, description of all the amenities, programs and classes, a price guide, club rules, staff bios, eligibility for community discounts, guest passes, referral bonus offers, anything you can think of to sweeten the deal. I even go so far as to include an agreement with their information partially filled out so all they need to do is sign and return it.
When they are busy making their choice which gym wins the impression/impact award: the business card with the rate scribbled on the back, or a well put together, visually pleasing, folder full of everything a person needs to make an informed decision?
Frank Emanuel
Health Club Marketing Contributor
