Imagine if every first date ended in a marriage proposal only 10 minutes in. Before the appetizer arrives and as the small talk begins—boom. It’s settled. Committed for life.
I know what you’re probably thinking: whoa, girl…slow your roll. People need to get to know each other first, make sure they’re compatible, swap middle names, uncover awful habits, yada yada. And you’re absolutely right. (At least for that marriage to have a chance at lasting longer than my morning bagel.)
So why should it be any different for your business?
People have a lot of choices when it comes to how to spend their money, and asking them to commit to your business right away is like asking your first date to confirm they’ll join you in car seat shopping.
This is where intro offers come in. Implementing a well-crafted offer attracts new clients through your door and increases the chances they’ll stick around.
Let’s get into the details of what makes a great intro offer.
Encourage repeat visits
You shouldn’t expect a new customer to immediately commit to your business after just one visit. The whole point is to let them see what life would be like with you in it, so creating an intro offer with unlimited classes or sessions will help create a habit—which will make them more likely to commit (and purchase) in the end.
Set an expiration date
Intro offers are all about momentum. The more time people have to sit and wait on it, the more they may forget and the less chance you have of ever seeing them come in. Set your offer to expire 30 days from the purchase date for classes and sessions, or if your services have longer intervals between visits (such as salon or spa treatments) try three months after the purchase date.
Determine your price
When it comes to classes, make sure your intro offer is priced lower than your drop-in rate. Otherwise, your new customer may be tempted to perpetually drop in without ever committing. Try offering the first month’s membership or pass at a discount of around 50%. For appointment-based businesses, try around 50% off your typical three-session pack.
How low should you go? It depends on your business, but offering free classes and sessions usually doesn’t attract paying customers who’d be willing to commit.
Define your terms
Tell consumers upfront exactly what they’re purchasing including any terms, conditions, or restrictions. If someone feels you misled them or their expectations weren’t met, that can be a deal breaker—so lay it out clearly from the beginning. (You can easily do this in your price service notes or receipt notes.)
Make it easy to find
The placement of your offer is equally as important as the creation of it. Think about it: a vegetarian probably wouldn’t try to find their soulmate at a steakhouse… talk about an unlikely meat-cute. Your offer will be most effective if it’s listed where your target customers look. With millions of people searching for health and wellness services on the MINDBODY app, it’s the perfect place to surface your offer. Intro offers appear right on the home screen, so consumers searching can easily find and book you in just a few taps. Ready to get started? Here’s how to do it.
Always follow up
Assign a staff member to be in charge of following up and set up a cadence for them to check in with each customer. Or, at the very least, pull a report of offers purchased and utilize the auto email feature to follow up. Show the customer from the beginning you value their time and feedback. Just like first dates, intro offers are a great way to get to know a bunch of people, but what’s even more exciting is the prospect of them building a lasting (and loving) relationship with your business. Don’t come on too strong, and don’t just ghost them after they’ve purchased. Make it meaningful, and it’ll surely last.