The New Year is upon us — one of the busiest times of year and most impactful.
As most of you know, getting off to a good start sets the entire tone for the year. However, we can’t be shortsighted in our actions. Sure, New Year’s is fun for salespeople and large commission checks make it even more exciting, yet are we really selling the right members? The ones who will be here for the long term? Or will it be like Groundhog Day — with those new members doing a six-week stint and then never to be heard from again, like every year?
This year, let’s change the game and make them members for life. Here are three simple strategies for doing so.
First, ensure all team members understand it will be a crazy, busy and frantic time. Work with your teams to help everyone realign with the purpose of your club and deliver a great customer experience. Make sure they understand the importance of stopping and taking the time to listen and understand what members want and need. Take notes about members in your CRM and share with all staff so they can deliver surprising and unbelievable service.
Second, ensure you have enough staff and availability to properly get members off to the right start. The worst thing you can do is have someone wait seven to 10 or even 14 days to get started. The goal should be to get all new members with someone within 72 hours max — whether it’s a trainer, club advisor or member concierge — whose job is to uncover the member’s goals and then guide them to the right solutions.
Lastly, it’s about connections. It is critical members feel like they belong and are connected to the club. To do this, staff must learn their names, greet them, make eye contact and engage them. This is not just the job of your welcome desk — it’s everyone’s job. Teach the teams how to create an experience, provide remarkable service and build rapport.
This year commit to being out front, making an impact and making a real difference. This will truly make you stand out.
Happy New Year and have a great 2018.
Mark Miller is the COO of Merritt Clubs. Email him at firstname.lastname@example.org.