Fix the Leaks Before You Spend More on Marketing
If you want more members or clients, you’ve got two options:
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Get more leads.
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Increase your conversion rate.
Your conversion rate: how many people join compared to how many you ask to join.
Now, here’s the trap: most owners keep pouring money into marketing to chase more leads. But if there’s a leak in your sales process, it doesn’t matter how many leads you get you’re wasting money.
The most cost-effective way to boost conversions? Know exactly what happens when your staff ask someone to join. And the only way to find out is through mystery shopping.
So why don’t more owners do it?
- They think they already know what happens.
- They’re scared to face the reality (because it can be brutal).
- They don’t know where to start.
- Or they assume it costs a fortune.
Your challenge: find out what REALLY happens when a prospect calls or visits your facility. The truth might sting — but it’s the first step to fixing the leaks and closing more sales.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.