#JTInTheRaw Show 39: On Boarding Customers For Long Term Loyalty

Research from Paul Bedford indicates that gym inductions can add up to seven months of additional membership.  So if the average monthly fee is say 50 bucks, that’s 350 bucks extra for $25 worth of labour.  I think that’s a great return on investment – pay 25 and get a 14 times return!

Welcome to show 39 of JTInTheRaw where I am going to share what I have learned for building an on-boarding process for new clients and members.  Today is a snippet of my Filex presentation at the end of the month in Australia.

So further into the show, the focus will be mainly for fitness industry viewers but right now . . . no matter what industry you are in I want you to listen to What Cheeses Me Off!

As a gym member what really cheeses me off is equipment that is not working.  My main gripe is batteries and rowers.  But last week when I was trying to get in my zone for my spin class a lady was swapping handle bars because the ones on her bike didn’t have water bottle holders.

I’m sorry but as a paying member I don’t give you any leniency in your equipment.  If I tell you that the battery is going in the rower, my expectation is it fixed by the next day.

#JTShoutOuts

As you know I like to start shows with some shout outs and I like to start with a shout out to the 700+ people who downloaded Fitness Business Podcast shows yesterday.  Thanks to you the Fitness Business Podcast hit a record month of downloads.  And while on the Fitness Business Podcast, this week’s show is a cracker!  On my recent trip to IHRSA, Chantal the amazing host of the show and I trained in 9 gyms and this week we share the good, the bad and the ugly of LA fitness studios.  Listen to show 96 here.

Another shout out this week to Missy, Carrie, Luke, Kristen, and Kate who have been marvellous with your contributions to the Active Management blog this week.  My peers have done an incredible job summarising what their takeaways have been from IHRSA.  If you have missed the blogs, click here.

Let’s talk about onboarding a new client.

Regardless of the industry you are in your on-boarding process should have two aims:

• Create an experience on every visit, so they want to come back;

• Manage their expectations for success

According to Robbie Kellman-Baxter in her book the Membership Economy she defines on-boarding as:

• Providing new members, a road map of what to expect;
• Help them get up to speed with your culture, so they don’t look or feel stupid;
• Provide them the knowledge and habits to be successful in their new community.

In the fitness industry, while new members are itching to get out on the floor, we need to sit down with them and map out what will happen as they embark on this journey.  I’d suggest:

• Explain an appropriate time line
• Explain how they will feel
• Take them through their “IF THEN” strategies
• Give them take away info, as they will not remember everything
• Back this up with an email reinforcing the first session’s education
• Show them one or two pieces of equipment – maybe!

It doesn’t matter your industry IF you get a new client on-board them appropriately IF you want long term loyalty.

Some examples . . .

When I first attended a spin class at the gym I go to, I had no idea why I was getting snarled at by so many people.  It was because I was someone else’s bike!

If I am new to your club there are certain aspects I just don’t understand until you tell me or I discover them.  If I discover them, this can cause friction in my experience.  If we can tackle them in advance I am ready and know what to do.

As an example: I would have my group fitness staff stand at the door welcoming members into the studio with a hand shake, high five or cuddle.  And then when a new person arrives they can immediately look after them and show them where to go and what to do in the class.  You may even like to introduce them to another a member.  In fact, I recommend to listen to Chantal’s experience at Barry’s Bootcamp on show 96 of the Fitness Business Podcast.

I suggest there is a 3 step formula to use in the on boarding process when we have a new member.

Step 1 – remove the friction points.

This means you must remove anything that will slow the process down.  Simple things like:

• Where do I park when the parking is full?
• How do I log in if I forget my key tag?
• How do the lockers work?
• Remembering how to use equipment
• And the list can go on . . .

Step 2 – deliver immediate value.

We know it is IMPOSSIBLE to deliver immediate results (ie weight loss, increased flexibility, getting stronger or fitter) so we should not promise that or try to deliver that.  What would they value – ask them?  For me it’s being acknowledged. For others it will be an automated email sequence. Some it maybe clean change rooms.  We need to understand what they value and then deliver it.

I would focus on the ‘workout experience.’  I want them to get value from their touch points when in the club.  I want them to say to me in the car park, I loved that experience today.

Step 3 – Reward the desired behaviour.

And what is the desired behaviour we want from a new member?  Usage!  We want them using the club!  So we need to develop an exercise adherence program and a reward system for members in their first 12 weeks.  We want them to feel the love when they do what they are suppose to do.

An example is MyZone.  When you have achieved the World Health Organisation’s recommended activity levels, you receive an email from MyZone.  That rewards the desired behaviour.

Your job is then rinse and repeat these steps in order to turn the new members into super users.

I think that should get you started on your on-boarding process.  It is NOT easy and I am excited to speak about this at Filex because I am passionate about getting any new client in any business starting on the right foot.  I love sitting in front of a whiteboard, identifying the friction points and either educating clients about how to overcome them or getting rid of them.  So if you would like me to work with you on your on-boarding process, no matter where in the world you are I can work with you.  Just drop me a message or email me [email protected].

Next week

There is more work on my Filex presentation.  I have a strong desire to really shape this presentation so people walk away with real action items.  So more work to do.

I’m working on the marketing of the Fitness Business Podcast Meetup on the 28th April.  Chantal will be running the meet up and we are keen to get 30+ people along at 6am for a networking, walking, meet up.  To come along book your spot at http://fitnessbusinesspodcast.com/event/filexmeetup/.

And today I am off to Anytime Fitness at Oran Park.  I am working with a dozen personal trainers on gaining new clients.  In other words teaching them to be more likeable and engaging.

So before I head west, let me finish quote of the week which of course relates to the on-boarding of your new members or clients. Actually, this week I am not ending with a quote but rather a formula:

Quote of The Week

“Remove the friction points + deliver immediate value + reward the desired behaviour = on-boarding”

Do you want to work one on one with JT?

 

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/