In this installment of our Low Cost Marketing Tips topic, we will now take on converting your leads to actual paying customers.

By this time, you have now utilized our tutorial on effective free trials to effectively use a free trial system for your gym and this tip about social media marketing to make yourself more visible using social media? If so, then you know for sure that people are talking about your gym. Your phones are ringing with client inquiries, emails here and there, and new people are filling up your gym enjoying the amazing free trial program you offer with the help from this tutorial for free trial.

You are at the stage where you want to start convincing your free trial clients to upgrade and become a regular member of your gym.

Depending on how many free trials (1 – 5 days) you offer, you will be able to establish your relationship accordingly with your client. An individual becomes a part of your gym, and your gym becomes a part of their daily routine, so it is only natural to keep that relationship going. Even after a client realizes the benefits of working out; on some occasions, they might need a gentle push to become a member. To convince such a client to commit to your fitness facility as a long term members, you’ll have to follow the steps mentioned below:

• STEP 1: Qualify leads

  Leads are potential paying customers and no matter how high or low their probability of signing up for a membership, leads will always be leads until you convert them to paying members. From the moment they walk into your gym & sign up for a free trial, or gives’ your gym a call to inquire, you must first qualify them as a good or a bad lead. This would let you effectively manage your sales strategy. Remember, the more you engage and ask questions, the better you can qualify your leads. What brings you to our gym? What are your goals? Are you looking for something long term or short term? Are you in town just for a vacation? Do you train regularly or is this your first time? Are you nursing an injury? These kinds of questions bring us to the second point of our discussion.

• STEP 2: Keep your leads warm

  The moment you engage with your customer, you must immediately establish a rapport and connection with them. Make them feel your concern and support for their health and well-being. Don’t make them feel that they’re just another point in your sales report. Make their stay memorable and be their number one fan in supporting them to reach their fitness goals. Make sure you ask them questions about how their free trial was, and what are they looking for next. As long as you can keep them motivated, the conversion happens naturally. This is why we will talk about the third point below.

• STEP 3: Don’t make your leads wait

  As part of great customer service, people want to feel that they are valued not for the money but as a valued client. You want to see them because you miss them. You can show them that you are concerned by asking them, how have they been? How were their exams? How was their business trip? etc. Once you have established a genuine relationship, then making a follow up would just seem like a quick conversation between good friends.

• STEP 4: Do not push the sale

  Never! Always keep in mind that you are establishing a relationship first, before the sale. This has a long-term benefit for your gym in terms of membership retention. They’re not decided? Use probing questions to find out what’s keeping them from signing up. Are they uncertain? Offer another free session to convince them otherwise. They are busy? Offer to work a free trial around with their schedule. If they are turning cold, do not further turn them off by being too pushy. Ask for their permission to call them again for a follow up in the next two to four weeks. On the day you call, remind them that you were given permission to give them a follow up call, so they are premeditated to be welcoming to your call. Follow up with possible incentives (another free trial with a different Instructor, or lower the fee with a new promotion) to get them back onboard.

• STEP 5: Track lead generation and conversion efforts of your staff

  Remember when we mentioned about having a trained staff? Luckily, it is not hard as it sounds if you have a good Customer Relationship Software to aid your business in analyzing the strong and weak points of your leads and the rates of converting trial users to paying customers. You can also determine which staff is most effective on convincing free trial users to sign up for memberships?

• STEP 6: Work on your leads efficiently – prioritize, leads scoring

  Remember when we said to qualify your leads? Having a Customer Relationship Software will also let you effectively categorize your leads to be able to come up with a sales and marketing plan to engage them again depending on which category of lead they fall into. It is always good to keep a professional tool like this to keep your business growing and manage your leads effectively.

Please note that the items mentioned above can only work if you have properly trained staff. We will discuss about later.

Managing leads and converting your free trial users into paying customers is a rewarding task once done right. Everybody is a winner here and you get to contribute and promote wellness in your local community. Leads management and conversion will come naturally if personal relationships were established as early as possible and with our tool, these will all feel like a seamless process.

Sign up today for a free trial and free business coaching to get your sales up in no time!