FBC


UPFRONT» Q&A Q&A


What is one simple thing a club operator can do today to improve their club?


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evelop a process to get regular member feedback. Can you real- ly know how you’re doing from


an experience standpoint without ask- ing for feedback along the way? Think of how much time an opera-


tor spends on developing the opera- tional guidelines to create an excep- tional member experience. Does your team really fol- low these guide- lines? How can you know if you don’t audit the process? Finding gaps in ser- vice, experience, sales and retention


Paula Comfort


can dramatically improve your club. Make it a collaborative team project so it is about everyone getting better and contributing to superior member experiences. Mystery shopping now and again


is a fantastic and objective way to get feedback. Other ways of getting mem- ber feedback are a suggestion box, an online link for member feedback, sur- veys, interacting with members in the club and simply asking, “How are we


14 Fitness Business Canada September/October 2017


doing?” Follow-up calls along the way at one week, one month, 90 days and six months and beyond by email or phone are also a good strategy. Gathering member feedback helps


develop a transparent get-better cul- ture that positively impacts both your club members and team members.


Paula Comfort partner, 360impact Group Toronto www.360impactgroup.com


help new members get started. One of the most common objections


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we hear in the industry is, “I need to think about it.” Although it’s easy to put this response down to the incred- ible indecisiveness of today’s consum- ers, a lot of times it’s just the result of too much information. Have a look at your pricing options.


If your sales staff and personal trainers are offering more than three packages to choose from, you’ve got too many.


ne simple thing you can do to improve your club is to keep things as simple as possible to


Claire Garrigan


Although you may think it pays to have multiple choices to suit all kinds of budgets, choice paralysis is a real thing and it may be costing you. Remember the last time you went


for ice cream and there were 27 fla- vours to choose from? You had to think about it didn’t you? Your pro- spective client feels the same way about your pricing. The simplest way to improve your


chances of a new member saying yes is to have three pricing options: basic, standard and platinum. However, don’t leave the decision


entirely in their hands. Why? Because making a decision bears the responsi- bility of potentially making the wrong decision. You’re the professional, and they’re looking to you for a recommen- dation so they don’t have to agonize over the options.


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