#JTInTheRaw Show 41: Real Strategies to Reactivate Former Members & Clients
How hard do you work to re-activate former members, clients and customers? Today’s show I will share REAL ideas and thoughts on re-activating former clients. Grab a pen and paper you’ll need it.
Today I want to get down and dirty. I want to get into the trenches and help you.
Way back in show 4, I explained why we should focus on winning back our former clients and why they are a perfect market for us. If you missed show 4, click here to watch.
We all know it is more cost effective to get an old customer back than trying to get new customers, so lets go through a few strategies . . .
Please understand these can work for ex-members of a gym, former clients of a PT business – regardless of where that business operates from; and even former participants in challenges you run.
I believe that once you opted to connect with my business, it is then up to you opt out. Let me explain . .
When you “joined” with me I gained your personal details: name, address, email and birthdate. I am saying use this information until your former clients say “don’t contact me.”
I would hope you also collected other personal information about your client like what are their goals? And why they are important. PLUS you have saved this information!
If we know the results that someone wanted from their gym membership, their PT or their transformation challenge then we can have a qualified and quality conversation.
The data you collect on your members has a massive impact when on-boarding a client – check out show 39 here where I explain about on-boarding for loyalty – it also has a monumental impact in a re-starting conversation with the former client.
Imagine this for a moment this phone call . . . “Hi Fiona, it’s Justin from Active Fitness Centre here and I just wanted to follow up on how you are going in regard to keeping off the weight you wanted to lose for your daughter’s wedding last year? As part of our service here, do you mind if ask you once simple question? Are you 100% happy with your weight now?”
If we have personal information on our former members, we can re-enter the sale from an emotional perspective.
My first tip or is it my second tip, because I have already said record information, is to call every former member within 4 to 6 months after they cancelled their membership or their PT using the script I just shared.
When else should we contact former members?
I would leave them in any closed Facebook groups. The community may just help them return.
I would every year send a hand written birthday card. No offer or call to action just a branded birthday card that says “you care.”
I would email members and especially former clients when a new PT joins the team. The email would include a video of the PT introducing themselves and explaining why people should train with them.
Here is the key, this email ONLY goes to people this trainer can help i.e. based on the results the former member wants and what the trainer’s expertise is. Don’t clog up in-boxes of former member with information that won’t help them. They’ll see this as junk email and unsubscribe!
Further, I would have the new PT call them within 3 days of them receiving the email. And if there is no email, I’d use snail mail and follow up with a call.
When we launch a new program, change the time table, buy new equipment, change the opening hours or anything else we do “new”, it gives me a reason to contact former members.
Email is easiest and cheapest and more importantly allows you to add value to the relationship. You have more substance and depth in an email rather than text.
Let me explain . . .
When we segment our former members into ‘buckets’ based on the results they want or services they used, we can tailor the emails notifying them of our new services or programs and most importantly HOW this will help them. The email can have education included, hence the value. It won’t come across as a pushy offer. You are educating them, positioning yourself as the expert and showing you still genuinely care.
Can you see now why collecting and then recording member information is so critical?
And my final suggestion, when the member comes into cancel their membership or their PT, I would give them 5 free visits to the gym and a free PT session with no expiry date. Just so they walk away feeling good about the brand.
Once you have a system in your business to “bucket” members, you will reap the benefits! Segmenting prospects, current and former members or clients is now integral to your marketing plan.
If you got value from these tips, let me know with some Facebook love and if you know anyone who could benefit then please tag them in the comments.
I am sure after watching this week’s show you will have questions. Please pop questions in the comments below or PM me – whatever you like. Lets just start maximising the opportunity with people who once loved us enough to join.
I need to ask a favour of everyone watching today. Can you please head across to The Fitness Business Podcast on iTunes or www.FitnessBusinessPodcast.com and download two of your fav shows! I spoke with Chantal and she tells me this month we are aiming for the target of 100,000 downloads! We have 2 weeks to get there, so head across! In fact this week is a great interview with Sue B Zimmerman who is the Instagram Queen. Check it out www.FitnessBusinessPodcast.com
Next week
Remember, next week I return to Fridays and I can feel a rant coming on! So tune in next week for a little rant . . .
Quote of The Week
When we have personal information on our former members, we can re-enter the sale from an emotional perspective.
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/
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.