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Why don’t they join?

It’s no secret that in order to run a successful health club business you need to continually gain new members. Attrition rates have stayed steady for many years and we know that over half of members are gone within 6 months of joining your club. Therefore it is critical to constantly have new members joining the club. The key to gaining new members is understanding why they do and do not join. Do you know the number one reason that a member will not join your club? If you guessed price or location you would be mistaken! The number one reason prospects leave your club without joining is that they don’t think they will feel comfortable there - that they won’t be successful. Research tells us that one of the top things prospects want is a flat stomach. You don’t even need the research because the prospects themselves will tell you this in their interview. If you overwhelm them with all of the things they need to do to achieve this, how do you think they will feel? Perhaps like they won’t fit in there? That they won’t be successful?

A New Perspective

If a prospect walked into your club, told you exactly what they wanted and you showed them you have it, would they join? Of course they would! Let’s go back to our prospect who told you they wanted to flatten their stomach - they wanted to strengthen their core. Instead of talking to them about the diet and cardio, what if you said “That’s great. We have a dedicated area in the club just for this - it’s called the Core Strength Zone. Let me show you!” And then you take them over to a few fun and effective ab machines such as the Ab Coaster or Ab Solo, and show them how it’s done. Don’t you think this will take the tour in a whole new direction? Now the prospect says to themselves - she listened to me, they have what I want here, I bet there are a lot of other great things this club has to offer! The prospect will now feel more comfortable and open to seeing what else your club has to offer. This approach doesn’t just go for people who talk about getting a flat belly. It’s what you could be doing for every prospect that comes through the door. Instead of a standard tour showing the things that you feel are important, customize the tour and gear it to what THEY want to see (based on their initial interview) and watch your closing ratios climb!