How to Attract New Clients With Introductory Offers at Your Gym
By Lauren McAlister
Intro offers bring in new clients, but more than that, they allow your staff to establish relationships and integrate them into your community from day one.
Plus, intro offers help you retain new clients. So much so that data from MINDBODY University shows 90-day retention numbers increase from 35% to 54% for customers who purchase intro offers versus those who don't.
So, what’s the key to creating a successful intro offer? Here are some tips:
Encourage multiple visits
The whole idea behind an intro offer is to let new clients see what it would be like to visit your facility regularly. That’s why an intro offer including unlimited access to your floor, including classes, is the most effective. This will help create a habit, which will make them more likely to commit once the intro is over.
Put a price on it
When pricing your intro offer, offer a discount of around 50% on a monthly membership.
For example, if your unlimited membership is regularly $159, price an unlimited access pass (e.g., your introductory offer) at $79.
Keep in mind that your intro offer should be a better deal than if new clients perpetually purchase day passes (if this isn’t the case, then you might consider raising that day-pass rate).
Set an expiration date
Intro offers are all about momentum, so it’s important to get new clients up and running from the get-go.
Set up your intro offer to expire 15 to 30 days from the purchase date. Point is, you don't want people hanging on to your offer; the more time that passes, the less likely it is that they’ll use it.
Deliver the details
Consumers want to know exactly what they’re purchasing, as well as any terms and conditions—especially for pricier purchases. Provide as much detail as possible about what’s included in the intro offer and what's not. If you’re a MINDBODY customer, you can do this in your Service Notes or Receipt Notes.
Promote it everywhere
Make your intro offer easy to find, and purchase, by promoting it prominently on your website, social media accounts, and email marketing.
With millions of people searching for wellness services on the MINDBODY app, you’ll want to promote your intro offer there too. The best part? Intro offers are displayed right on the home screen, so prospective customers can find and take advantage easily. Here’s how to promote your intro offer on the MINDBODY app.
With intro offers, the best part isn’t the sale itself; it’s that the offer could result in a long-term member. So, don’t forget to follow through with a detailed sales process to build rapport and highlight the value of your facility and community.
Your sales process should include several touchpoints, including emails, texts, phone calls, or a combination of all three.
Save time for your staff by setting up automated texts and emails that keep in touch with your newest clients during their introductory offers. Never underestimate the power of the personal touch though; consider adding personal emails and/or phone calls into the mix, too.
Get customers in the door with an intro offer and let them take a test drive at your gym. If they like what they see, everybody wins.