To sustain a healthy club in today’s market, we must be able to consistently convert prospects into new members. Clubs need scalable systems in place to take success at the Attract stage of the Member Lifecycle Journey and turn that into success at the Convert stage. The Member Lifecycle Journey is cyclical, with club owners experiencing conversions at all five stages. Unknown leads convert into prospects, while prospects convert into new and paying members. Current members convert from single service users into engaged promoters of your club, who leverage, utilize and subscribe to multiple services.
There are two main opportunities for strengthening your club at the Convert stage:
- A modern club management solution
- Utilizing artificial intelligence (AI) as a business solution
CLUB MANAGEMENT SOFTWARE SOLUTIONS
A modern club management solution should help in creating a positive first impression during a club tour, membership conversion and member onboarding experience. Modern member management software should support your team by leveraging technology to capture information and ensure a positive first interaction.
How potential members view their prospecting and onboarding experience is more important at this stage than any other. If leads experience any friction during the conversion process, they are more likely to search for other businesses, costing your club memberships.
Your club management solution should have a fast and reliable point-of-sale system and online registration system so your prospects and members can easily make payments at home, on the go or at the front desk.
Club Automation’s member management tools allow you to stay ahead of prospecting and member sales by setting up a custom task-based sales process to help your membership sales team keep track of lead communications, giving them more time on the floor.
SALES AI FOR YOUR HEALTH AND FITNESS CLUB
Whether it’s the first or fourth time you’re reaching out, or whether it’s 1 day or 1 week later, it’s crucial that all your correspondence is made personal. Your future members need to know that they’re not just a dollar sign to you. They need to know that you value them and that you fully support their goals and needs. None of that can be properly expressed through a generic email or text.
In fact, personalized emails are 26% more likely to be opened, deliver 6 times higher traction rates, and generate 58% more revenue. Despite those staggering numbers, less than half of member organizations send personalized emails to members and prospective members. The data speaks for itself—it pays to personalize.
If we truly want to master the Convert stage of the Member Lifecycle Journey, an AI (artificial intelligence) strategy is a must-have. Through custom conversations, AI tools like Conversica are proven to improve member conversion rates, re-engage lost members and improve up-sell results to current customers. The quantity and quality of AI conversations are designed to give your staff more time to focus on the interactions that matter most, the ones inside the club with your prospects and members.
Simply put, these modern technologies help maximize your team’s time and have more meaningful conversations!
FAST FOLLOWUP
One thing that’s easy to agree on is that promptness always pays. After you receive a lead via your website or any another avenue, there’s no time to be wasted in following up with your future member.
The best time to get in with a potential member is when you’re already on their mind. In fact, studies show that prospects are 391% more likely to become members when they’re contacted with a minute of requesting more information. While a minute may be a hard timeline to meet, each passing hour or day your future member has to wait decreases the chance that they’ll sign on as your newest member. With a robust club management system, you’ll be able to track and manage data from incoming prospects and then use the same platform to make first contact with them in a timely manner.
In today’s environment, there’s so much vying for everyone’s attention. The last thing you want is to get drowned out by the noise of competition. However, you also don’t want to become a nuisance to your future members with endless messages. When it comes to the conversion portion of the member lifecycle journey, finding the perfect balance of engagement is key.
Master the Convert stage at your club: Book a demo to learn how Club Automation can help.
