The most popular aspect of the Internet is “immediate interaction.” Gazillions of people each day interact via chat rooms, instant messaging and of course, email. Email is by far, not only the most popular, but the most profitable too – especially for the health club operator. Businesses everywhere have capitalized on the use of email to inexpensively sell products and services to their prospects and customers. To the health club operator, email can potentially sell thousands of memberships and help save thousands in member retention.
Here are 7 ways to use email to sell and retain more members and profit from the Internet’s most powerful tool:
1. Email new members: Each new member should receive an immediate email the day they join. This email should be from the management, not the salesperson. It should do nothing but thank them profusely for joining. Don’t upsell them, ask for referrals, or do anything but thank them in this email.
2. Email a newsletter: Have a formal, monthly e-newsletter. Send it once per month. Include interesting articles and information. Make it short and sweet. Don’t include ten million articles about nutrition, exercise, etc. Include one or two really good articles on popular topics. Make the topics relevant to what’s going on in your club. If you’re starting a new juice bar, write about after-workout nutrition. If you’re starting a new group fitness class, talk about alternative cardio.
3. Email updates: Updates are just another way of saying promotions. At least once per month, send a simple text email to your members promoting one of your products or services. Include testimonials and case studies if you have them. If not, don’t worry, send the promotional email anyway. Remember, in each promotional email, include a call to action, i.e., tell them what specific action to take and how to take it.
4. Email prospects: Hopefully you’re collecting the emails of every living creature that comes in contact with you and your employees. If not, start immediately. Once you collect emails for a week (or if you have an existing list), start to email them. Send at least one email per week to every prospect on your list. Offer them incentives, specials, and ask for referrals.
5. Email missed tours: Chances are, regardless of how great a selling superstar you have (or you are), you miss sales. In reality, missed sales only happen after the prospect dies. Not to be morbid, but unless your prospect passes into the next life, they’re still a possible sale. Emailing missed sales/prospects is one way to easily and inexpensively stay in contact with every missed sale forever. If you can, categorize why they didn’t join. (“I need to think about it,” “Talk to my wife,” “No time,” etc.) and then send targeted emails to each category. For instance, send an email about procrastination to all those that said, “I need to think about it.”) You get the idea.
6. Email referrals: Every time you or your salespeople sell a membership, ask the new member to write down anyone they know that may need fitness. (Hopefully you and your people are doing this, in one way or another.) Once they give you referrals, probably on some sort of referral sheet, have them give you the email address of each referral. Tell the new member, “We’re really busy right now, so I can’t promise I can call your friends right away, however, give me their email address and I’ll send them an email letting them know you sent them a free pass.” Of course, call the referral and email them immediately if possible.
7. Email new members (again): We already mentioned that you should email new members immediately upon them joining, i.e., the day they join. However, even more important is to email them at least four to eight times within their first month. Each email should deliver value to the new member. Have the salesperson as the sender of these emails. These emails can have motivational quotes, inspiration, and of course…a request for referrals. Ask the new member to reply with anyone they know that would enjoy a free pass courtesy of “them” (the new members). Don’t worry if you already asked them for referrals when they joined, keep asking. As a matter of fact, you should ask for referrals in one way or another, within every email contact.
Pat Necerato is a Sales and Marketing Expert with over 15 years experience in the fitness industry. He can be contacted at 866.468.2832, or go to www.MoreNewMembers.com and get his FREE Marketing Video & Report.
