This article is based on an email message I recently sent to the manager of a Lagos based fitness club branch, after I visited the facility and was taken round by one of her instructors.
In line with my passion for sharing my smart marketing insights with other business owners, I decided to send her this message in form of feedback about 2 things I identified could be done to boost chances of increased leads generation happening.
If you run a fitness club or gym, you may find the ideas I offer below of potential use and benefit. Click here to send me a message if you would like to partner with my Discover Cotonou Mobile Fitness Club.
Thanks for taking time to speak with me and my son when we came over earlier today.
I have a vision to PROMOTE a serious interest in healthy and fit living amongst Nigerians/Africans in particular.
As a result, my interest in building a relationship with your outfit goes beyond considerations of any financial gains that may accrue from doing business with you.
For instance, starting from this month (April) I will be adding names and details of as many health and fitness clubs I can find along the Lagos - Cotonou axis which I will then use as a basis for offering information and education to travelers who are fitness enthusiasts (my primary target audience).
To that end, regardless of how my offers to you end up, I will be reaching out to you at some point to schedule an appointment for a short (15 to 30 minute interview) that I will be using to gather details for my database.
Now, I feel a need to offer you some feedback based on our visit to your gym.
This is based on my experiences, observations and review of similar outfits to yours, with regard to their marketing operations - both within and outside Africa.
I noticed 2 important things missing from your operations today, based on my personal experience while visiting
1. NO Gym Sales Lead Database Generation
Marketing is the lifeblood of ANY business. Sales conversations must constantly be happening, for sales conversations to take place. The instrument for creating sales conversation opportunities is a SALES LEADS DATABASE - it's a list (with details) of potential clients you can contact based on their interest in what you sell.
Whenever people walk in to a gym (or indeed any other enterprise), it can be quite useful to get them to fill a form that captures information you can use to reach out to them later on. Some may signup and become members, but others may not. Both will however be useful to contact, as a way of not just keeping in touch/reminding them to visit the gym, but also to follow up with them to join up.
I did not see any such form on your reception desk, neither did I see it being handed out to. or filled by clients that were in the gym.
This is different from a Membership Records Database - it is for PROSPECTS who have yet to signup as members. Experts in the fitness business recommend that gyms make it a rule to get WALK IN prospects to fill such forms before they leave. There are ways to use that information that can yield massive benefits
2. NO Needs Analysis BEFORE Giving A Gym Tour to a NEW Prospect/Lead
Again, I refer to this as a recommendation widely made by successful fitness gym business owners. They noted that it is never wise to take a potential client on what is called a "Disney Tour". This is because quite often, the individual will have unique needs that s/he is looking to meet at the gym.
If you want him/her to feel YOUR gym is the right one for her, ALL the communication you do with him/her MUST let him/her see that you UNDERSTAND his/her needs and are prepared to tailor the solution you offer to meet it.
You can TELL him/her that, but it is always better to SHOW rather than TELL. And the best way to SHOW is to ASK QUESTIONS, preferably by getting him/her to fill a NEEDS ANALYSIS form that will then be reviewed by your fitness expert as a basis for deciding what kind of TOUR of your facility is needed!
I am able to say the above, based on the personal experience I had during my visit today, with my son.
I came in with a specific set of needs in mind, mainly relating to the goal my son and I have agreed he is to aim for by usuing a gym we settle on.
In order to establish if your gym would help us in that regard, I asked your instructor, who you asked to take us round, a set of pointed questions about what facilities could be used to achieve what outcomes.
However if a Needs Analysis form had been designed for your gym, based on a review of the past experiences you've had as a team, providing fitness solutions to your clients, it would have simply been given to me,.
Then I would simply have completed it, giving your man a better idea of what to SHOW me (or indeed other leads/prospects) who visit your gym and where to focus in providing explanations etc.
Note that the 2 points I've made above, apply to SALES LEADS generation BOTH off and ON the web. In the latter case (i.e online), a variety of methods can be exploited.
By way of interest, if your company becomes my client, I WILL actually do 1 and 2 for you, and more of that kind of sales leads generation strategies, at no extra charge, as part of the implementation of a comprehensive Web Marketing System.
I hope you find these ideas of some use.
They are offered to you with my compliments as a gesture of goodwill.
However I do believe I can add greater value to your company by developing a comprehensive Web Marketing Strategy that enables you achieve 1 and 2 on and off the web, and more.
With kindest regards,