A marketing asset is something that has value and can be used to generate increased revenues and profits.
Many health clubs make the mistake of failing to capitalise on some fundamental marketing assets.
This means they leave a lot of potential new members and new revenue on the table.
You may have heard the business saying that "the money is in the list". Collecting the contact information of ALL prospects and leads should be a priority for all gyms.
Your leads can come through a number of different channels.
It may be an online enquiry.
It may be someone visiting the centre.
It may be someone phoning the centre.
The key is to have simple processes to collect contact information at each of these points.
If you have an online form for a free trial, make sure you collect that information, and it goes into a database or CRM system.
If someone visits your gym for a tour, ask for their contact details so you can send some follow up information.
This can be done via a paper form or more ideally via a digital form on a tablet that integrates straight into your CRM system.
Be sure to train your reception staff on how to take down contact information from online enquiries.
The key message here is to capture contact information as it allows you to have the opportunity to follow up and deliver additional value to the prospect that may help them take action and make a decision to join your gym.
It's incredible how many gyms do not do this simple thing. I often drop into gyms and pretend to be a prospect, I show interest and ask a heap of questions about available programs, where lockers are etc. and the salesperson says goodbye to me at the end without asking for any contact information.
It doesn't take a lot of extra energy or time to ask for the lead's contact details, so there should not be any excuses.
With the right follow up and "lead nurturing" processes in place, it is not unrealistic for a medium-sized gym to acquire an additional 3-5 memberships each month. This can equate to another 20,000-30,000 dollars in membership revenue over the course of a year.
Business success comes from making the most from what you already have got. Your leads are relevant and valuable so make sure you make the most of them by collecting their contact information and following up.
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