Maybe its just a southern saying but, it holds water. Especially in sales and marketing. Make sure you’re selling to the right crowd. In other words, are the prospects that you focus your time, energy and marketing efforts on representative of your actual clientele? Do you waste money and resources talking to groups with a lot of men, if you own a women’s only club? Do you charge more for a membership than everyone else but put lead boxes in the laundry mat? You need to define your ideal member, market directly to them using medium they use, and speak in a language that they understand. This makes the job of sales as easy as water off of a ducks back.
Frank Emanuel
Health Club Marketing Contributor
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
