I recall an interaction with a member of mine when I managed a club of about 3500 members in Adelaide, Australia. I was speaking to this member as it had been another anniversary with the club and as usual I was doing renewals; speaking to members and re-engaging them for another year's membership. In this particular interaction the member proceeded to inform me of the inadequate state of the cleaning of the club, the sub-standard maintenance and a number of other areas that she wanted brought to my attention as "the manager" of the club. After a relatively awkward conversation she agreed to renew and the transaction took place. During our conversation she had at her side a present and card and a bottle of wine that I was aware of but she had paid it no attention. After we had almost concluded our conversation she said,
"Can you please pass this on to Murray, my personal trainer, it is his birthday and I haven't seen him around can you please pass this on to him with my best wishes." Or something to that affect.
I was curious at this gift, on the one hand, I, the manager was not really considered in the process as I was just someone to her to carry out a transaction, a mere afterthought. While Murray, her personal trainer which she passed money to each week for a service was a close confidant, someone she admired and trusted. This stuck with me and I remembered it and I pondered how do I build these types of relationships?
Do you know when your clients' birthdays are? Do you know what they like? What special service do they get in their birthday week? What do they do outside of work or the gym? What makes them happy? What are their kids' names? Answer these questions and you will determine how well you keep your clients coming back.
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