Before I found a doctor that I was happy with, I was frustrated in my search by one particular quality: indifference.
During my visits with doctors who were indifferent, he or she would enter the room, barely say hello, barely ask me any questions and then say “good day.” Often, I was promised a follow-up call, which never came.
My current doctor does none of those things. He says hello genuinely, asks me detailed questions I know he cares about, and always follows up.
I fear that the qualities I love in my current doctor are qualities that a lot of clubs today lack. I fear that being indifferent is a commonplace quality instead.
How many times has a member entered your club, only to be greeted with an insincere “hello?”
How many times has your staff followed up with a new member to see how they’re doing?
How many times has a member walked out your door without hearing, “we look forward to seeing you tomorrow!”
I ask these questions, because members can tell the difference between staff that truly care about their well-being, versus staff who only say hello because they’re paid to.
I understand that you and your staff are busy. Just like with doctors, it can be hard to give every customer the care and attention they deserve. However, you can set yourself apart by being the club that does make an effort to make every member feel like they’re important part of your business.
Make sure you don’t exude an indifference towards your members. Get involved in their health and fitness journey, and I hypothesize you’ll see happier and more satisfied members.
Rachel Zabonick is the assistant editor for Club Solutions Magazine. She can be reached at rachel@clubsolutionsmagazine.com. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.
