Telemarketing and follow-up is probably one of the most underutilized tools in the arsenal of the professionals of today's health club. I meet clients who contact us and swear their problem gyms production is the lack of people to sell memberships to.
Fortunately, (whether they want to hear it or not) the real problem is not the marketing in the gym, club or position, or the recession, but rather the inability spas or unwillingness to grow traffic that already they have, effectively. There is generally more than sufficient adhesion leads through surveys and walk-in not to mention the homemade cables as members of expired club and Upcoming renewals not be followed in the right way by fitness consultants.
Now, I could share a fancy boat belonging lead follow-up tactics using direct mail, email w / auto answer, newsletters, reference unit but, for the purposes of this article I would like to focus on the simplest, least expensive and oldest ways to achieve these existing associative cables and see a huge return.
Pick up the phone and give them a call!
However, you must have a plan in place to conduct effective and consistent way to follow-up of successful telemarketing. This plan should include all of the following stages and that big HAVE-TO
1. Pool your list of prospects
2. separate perspectives groups (TI, missed host, expired, referral, lead box ECT)
3. Create calling plan starting 2wks after the process of the initial follow-up, 30 days, 0, 180, 1 year
4. Develop strong offering (sweeten the pot the farther you go)
5. make sure that each offer contains a guarantee, a call to action, and the sense of urgency
more importantly, write a specific script that keeps gym fickle employees to track sales, accomplishes the goal, and the prospects of clubs drives the action.
The scripts I suggest you set out to accomplish something that is to get the potential member gym to take the next step.
In most cases, make an appointment, visit the Web site, come check out the exciting changes we made, or refer you to a friend.
This type of follow-up calls are rarely designed to close the sale on the phone as there is a much better chance once they have had the opportunity to get comfortable in our club, develop the relationship, and become excited the idea of a lifestyle fit. While not impossible, this can be difficult in a 2-minute telephone conversation.
Armed with a good list, a powerful offer, the script properly designed to quickly re-introduce themselves and the gym, the state of the nature of the call, try to establish a bit 'of money and then make an offer that it can not be refused.
Here's an example:
Hello John, this is Frank from XYZ Fitness how are you?
Great, I just wanted to know how things were going since your visit to the gym a couple of weeks ago.
(Pause, listen to disclose any ammunition value)
I remember when you came in you wanted to tone up but found it difficult with your exercise program. (By the way, note only if we ask the right questions and documents).
Are you still staying busy? (9/10 all say yes)
If yes, well I know it can be difficult, but I also know that you understand the importance of taking care of yourself so you can be even more productive during that hectic schedule.
I have an awesome promotion starting in a couple of weeks and I would love for you to be able to take advantage of it so I thought I'd give you the opportunity to workout for the next 30 days on the house and see if you can squeeze the gym.
If it works I will reserve your seat during the special! If not then you are not out anything. Sound fair?
Great, when do you want me to have a VIP pass ready, today or tomorrow?
If they say no or that it is not yet a problem or have even joined another club still proceed and make such a backup offer. The point is the follow-up, reconnect and give them a reason to return. If you play your cards right you get another shot at them. In some cases you can not get away, but the act of staying in touch is usually more than other clubs do and can prove to be the deciding factor in later gain their business.
The key to remember is to have plan, have adequate follow-up offers, the conversation script and be consistent. As I said, even if you do not win the battle you win the war if they appreciate the fact that remembered them and care enough to not let fall through the cracks.
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