As a business strategy, I like the measurable confidence a term agreement can provide. However, a contract is a tool to help you budget, forecast and make assumptions about expected earnings. However, it is not a retention strategy. All too often I speak to club owners who say things like “Well, I know I have them for the next year.” Maybe. Of course, that’s no guarantee nor should the attitude ever be “I got them for X months!”
I’d rather approach each person whether contracted or not with “I got X months to get them.” In other words, everyday they are your clients is a blessing, and a chance to prove you’re worth it. Imagine a world in which the roles were reversed. Are they counting down the months until their contract is up or are they standing at the counter with renewal letter in hand worried they’ll miss a chance to stay?
Frank Emanuel
Health Club Marketing Contributor
