IMPROVING YOUR FITNESS CLUB MEMBERSHIP CONVERSIONS WITH A SALES FUNNEL

AMPLIFYING YOUR FITNESS CLUB MEMBERSHIP CONVERSIONS WITH A SALES FUNNEL

By Atwood Consulting Posted April 17, 2024

In the contemporary digital era, the concept of a sales funnel has emerged as a pivotal aspect of marketing and sales. Your health club memberships aren’t just sold, they are smoothly maneuvered through a refined funnel that’s designed for optimal conversion.

A sales funnel represents the journey your potential members undertake as they contemplate purchasing a membership, class card, package, or any other product or service you offer. This journey may be divided into stages – typically top, middle, and bottom – but the steps can vary based on the unique sales models adopted by different fitness facilities.

Sales is undoubtedly a numbers game, but a well-oiled funnel can substantially enhance your chances of securing a positive response to your sales proposition. It engages the right prospective member, guiding them skillfully through the decision-making process.

AWARENESS

The initial stage of the sales funnel is “awareness” – the point where people first learn about your fitness club or studio. It could be through a host of channels, including referrals, mailers, or increasingly, various digital means such as social media platforms like Facebook, Twitter, Instagram, and YouTube.

Once their attention is captured, the aim is to propel prospects through the funnel using a blend of marketing and sales strategies. This process leads them deep into the funnel where their value transcends mere brand awareness. Consider it a digital equivalent of a passerby taking interest in your gym and stepping in for a tour.

INTEREST

Here, the prospect’s attention is fully gripped. Your digital and even traditional marketing efforts are crucial in converting that prospect into a marketing-qualified lead (MQL). During the interest phase, it’s all about fostering a closer relationship with customers, primarily through capturing their phone numbers and email addresses. Offering a variety of engaging content for sign-up, along with trial passes or free group fitness class offers, can help achieve this.

CONSIDERATION

As a prospect navigates through this stage in the buying journey, membership deliberations get real. They might be comparing your club with a local competitor or considering diverse fitness options. Here, a mix of educational and promotional materials delivered via email, and direct engagement from your sales staff, can tip the scales in your favor. Don’t forget to introduce your fitness staff and other employees, perhaps through a video featuring your high-attendance group fitness class or healthy eating tips from your nutritionist. This can truly showcase the value of a membership at your fitness facility.

DECISION

At this crucial stage, your sales staff’s expertise comes into play. The prospective member acknowledges a need to join a gym or studio. They’ve realized the importance of services offered by your club. But the question remains – is your club the right fit? If your marketing has been effective, the decision should be straightforward. Nevertheless, some persuasion might still be required to convert their intention into actual membership. A well-trained and organized sales staff is key in this phase. Any lapse in prospect follow-up can jeopardize your chances of securing a confirmation.

Harnessing the right strategies to manage your fitness club or studio’s sales funnel can significantly improve your conversion rate, driving more prospects towards your sales team and eventually turning them into new members.