The Owner's Corner

Helping gym owners achieve sustainable growth

The Art of Prospect Conversion

Hi Reader,

Let's say you have a newbie that was brave enough to inquire about your gym through a social media ad, online, through a referral... it doesn't matter; they've arrived at your inbox with an interest.

How do you turn them into a paying member?

The tactical answer

The simple (but not easy) answer you've heard before is speed to lead. Whenever a prospect inquires about a gym, your gym is usually not the only inquiry they make. The first gym that replies has the highest chance of getting the prospect into your gym and converting into a member.

The strategic answer

One of the most effective ways of converting a prospect is to focus on reducing friction between well-defined lead stages.

What do we mean by this?

When a prospect inquires about your gym, your ONLY JOB at THAT TIME is to get them to show up at your gym for an intro session or trial.

This is NOT the time to try to get to ask them about their fitness goals or motivations. Would a prospect want to answer these questions at the grocery store trying to wrangle 2 kids? The answer is no. The lowest friction wins the prospect.

This IS the time to ask: "Would you like to come in for a trial on a weekday or weekend?" "Morning or afternoon?" "8am or 11am?

Once they're at the trial, you change your goal to get the prospect to take your intro offer. Then from the intro offer into a membership.

Reduce the friction, and make it easy every step of the way. This is how you win.

Key Takeaways:

Be the first gym to respond to the prospect
Reduce friction in every step of the process
Your only job is to get your prospect to the next stage

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Until next time!

Team Barbell Jobs

113 Cherry St #92768, Seattle, WA 98104-2205
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