If your members are the lifeblood of your business (and they should be), then tracking their behavior is what keeps the blood pumping.
Being able to regularly and systematically track, assess, and triage weak spots in your membership strategy will not only keep your business running smoothly, but it also will spotlight areas of opportunity to grow even further.
Here’s what you need to know to generate leads and drive more membership sales:
Know Your Lead Count and Lead Status
The beginning of the year is one of the busiest and most critical times in the fitness industry. For a multitude of reasons, people are flocking to your facility en masse. You need to be equipped to accommodate these prospective clients to make sure no one slips through the cracks.
Utilizing the lead management functionality in our member management software will allow you to:
- Gather and store prospects’ contact information
- Track prospects’ areas of interest
- Assign follow-up actions for you and/or your staff
- Automate email messages to engage potential members after the initial inquiry
Through your software, you can see exactly how many inquiries came through your door, how many prospects converted to full members, and how many you still need to follow up with.
Know What Marketing Channels Work
What kind of marketing actually produces leads for you? This question can be answered by your member management software as well. Make sure to assign each lead a source, such as “website,” “walk-in,” “Facebook,” or “referral.”
The lead source data will tell you if that ad in the newspaper is driving any leads or if your marketing efforts are better served on Facebook advertising. Knowing this, you can appropriately allocate marketing dollars to what works and stop spending money on what doesn’t.
Know Your Conversion and Membership Sales Numbers
Maybe you are doing well with bringing in leads but lack conversions and new members. In this case, you’ll want to pinpoint the piece (or person) in your sales process that needs improvement or re-training.
The Lead Activity Report in our member management software will show a list of prospects and where they are in the sales process. The report also will show which program they chose if they did enroll.
If you find that you lose one or two out of ten sales, you may have encountered some tough prospects. If you lose eight out of ten, then it may be time to reconsider your value proposition and how your team presents it.
Make Reporting Part of Your Daily Routine
In addition to making the entry of key data a part of your business process, you need to make the management of this data a part of your daily routine. I recommend running the End of Day Report (an overview of your sales from the previous day, including what was sold and how much was charged) and the Lead Activity Report every day.
A good rule of thumb: Pick three to four reports that are important to your business. Run them every morning as soon as you turn the lights on. You’ll start every day with clear insight into what you need to make and keep your business successful.
These are just a few examples to show the impact that keeping close track of your stats can have on your business. Without tracking these numbers, it’s all too easy to bury your head in the sand and hope the problem goes away; something no business, regardless of industry, can afford to do.
Automate Sales Reporting with Member Management Software
Whether you’re just getting started or you want to fine-tune your existing process, member management software gives you a shortcut to uncovering vital data about your prospects and members. Pre-set fields will encourage you to collect the information you need, while automatic reports make it easy to create good data habits.