There is no such thing as a business that can thrive without clients. Most importantly, there needs to be a steady stream of new clients. As the owner of a fitness center, you must do more than build a wonderful facility and wait for people to show up. It’s up to you to connect with those who could use what you have to offer and motivate them to become members. Here is what you should understand about the sales cycle and what the right type of software for personal trainers will do in terms of helping your efforts along.
Defining a Lead
The first stage of the sale cycle is identifying a lead. This is actually easier today than it was in the past. Thanks to online advertising and social media, you can identify who has at least a passing interest in your fitness center.
Using the resources on hand, it’s possible to find out who is viewing your ads, who visits your website, and who is liking and following you on social media sites. All of these expressions of interest are worth following up on. Some of them will turn out to be dead ends but others will move to the next phase of the cycle.
What’s a Qualified Lead?
With a qualified lead, you no longer wonder if there is any real interest. What was once a raw lead has responded to your contact in a positive way and is open to finding out more. A qualified lead may choose to join your mailing list or agree to receive a direct mail piece. They may even accept an invitation to visit your center and try one free workout or class.
Becoming a Prospect
Prospects have done more than affirmed their interest in your fitness center. They are ready to ask more specific questions and listen to your responses. They’ll still be following you on social media, but now they are commenting as well as liking. Chances are they are coming back to your place of business and seriously thinking about joining. All they need now is that last bit of incentive.
Reaching Client Status
A prospect becomes a client when the commitment is asked for and accepted. You or your staff ask the golden question about joining and the response is in the affirmative. Congratulations! You now have a new customer!
Remember that now you have this new client, it’s up to you and your staff to keep the customer happy and engaged. This is another area where the right software for fitness studios makes a difference. Use it to track attendance, suggest upcoming classes or events, or recommend a personal trainer to help the client get in the swing of working out. That personalized attention will go a long way toward making sure the relationship lasts for a long time.
With projections that over 300,000 personal trainers will be needed in fitness centers and other facilities by 2020, the chance to attract new customers is definitely there. The path from raw lead to client can be a lot of work, but it’s also a lot of fun. Bring all your resources to bear on finding and keeping new clients. In the long run, both parties will benefit.
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