When selling fitness it’s important to realize new clients don’t get to leave with much besides their thoughts, a membership agreement and if they’re lucky, a member welcome packet. The fact is almost all members will experience some level of buyer’s remorse. Which simply means they will wonder if they made the right decision about joining your facility.
This is why the sale does not stop when someone leaves the club. They must be engaged early and often. For example, a thank you note sent from the person who signed them up, a call from the club manager welcoming them to the facility, and as I mentioned a well thought out welcome package. All these items gives them something to hang onto versus a pink copy of their membership agreement that dictates they’ll spend $700 or $800 over the course of the next two years. Since we sell around fitness and feeling good we have to replace the abstract with concrete whenever possible.
Frank Emanuel
Health Club Marketing Contributor
