Recently, a good friend of mine decided to hire a gardener to do lawn maintenance in his yard. After performing a Google search for gardeners, he finally settled on three different companies whose websites impressed him. He filled out forms on each company’s websites, providing details regarding the services he was requesting. He also provided his full name and cell phone number where he could be reached. Then, he sat back and waited for a response. Since he was happy with everything he’d read about each company on their website, he reasoned that the first company to call him back would get his business.
How quickly do your salespeople follow up on leads? In five minutes? In an hour? Two hours? 24 hours? Does your club have a specific policy for following up on leads? As the saying goes, “The early bird gets the worm”. If you wait too long to follow up on a lead, you run the risk of losing them to the competition. The facts are, the health club industry is highly competitive. Clubs these days offer something for everyone. True, not all clubs have the same amenities, but there’s a club that will suit everyone’s individual interest.
Most consumers are not very discerning when it comes to selecting a club to join. People are primarily looking for a “good deal” on membership rates, amenities, and testimonials showing how well your club has been helping people in the community get fit. The point being people have options when it comes to selecting a club. So, the sooner your sales people contact the prospect, the better their chances are of convincing them that your club has all the tools, the expertise, and the willingness to help them get in the best shape of their life!
Given the pool of prospective club members in the community and the fact that your competitors are just as eager to increase their membership sales as you are, it’s imperative that your salespeople follow up on leads as quickly as possible. The most successful health clubs allow only a 5-minute window for lead follow up. They don’t want to run the risk of having the lead sign up with another club, potentially losing a new membership sale by just minutes!
So whenever you’re reviewing the leads that came in but failed to convert into new membership sales, how many of those missed opportunities could have been due to a lack of prompt follow up? Regardless of your current procedure for following up on leads, could there be room for improvement? Shortening the length of time it takes salespeople to follow up on leads will only help improve sales. You may not close every lead. However, it is within your power to put a system in place so that you never allow a lapse of time to be the reason you lose a potential member to the competition.
So what’s your NEW lead follow-up time?