Getting personal

Pick up the phone

In the web-dominated world, people still love the reassurance of the telephone. Never make the assumption that, because you are promoting your facility and services on your website, most people will book online. Actually, 60-80% of potential gym members still book introductory tours by telephone.

Putting it into practice

No matter how great your online process, make sure your website is plastered with opportunities for people to pick up the phone. This maximises the number of potential new members and gives customers more confidence in your service, as they can contact you through various means.

Keep in touch

Sending lots of emails does work! I often get asked the question, "how many emails should I send once I've received an email enquiry about membership without a telephone number?"

Some sales people think that if they send a response to the enquiry, a third or fourth email would not make a huge difference. You should never make these assumptions in marketing!

By sending a third and fourth email, you should see a significant boost in converting email enquiries to tours. Staying in touch with your prospects and building relationships through communication will pay dividends.

Putting it into practice

To increase tours, send more personal follow-up emails about club and centre news. Add in exercise and nutritional tips or offers to your potential members to make your email stand out from the others and add value to the reader.

Lesley Aitken
International Business Consultant
Mobile: +44 (0)7815 800 939
www.fitpro.com/business/training