It all started with a visit to my local gym…
It was a cold January morning in Salt Lake City in 2013, and one of my new year’s resolutions was to get in shape.
Salesman Steve slid the paperwork over his desk to me and as I signed up, I couldn’t help but wonder if I’d beat the stats. Stats? Yeah, ironically, that same morning I had read a news article that said 82% of people who join a gym in January cancel within 3 months!
Woaaah! That’s crazy! That has to be the worst retention rate of almost any industry, right?!
As it happened, this particular gym was well aware of the challenge, and as soon as I had signed on the dotted line, Steve smoothly guided me through a checklist of items clearly designed to WOW me, and avoid the dreaded cancellation.
As a business owner and ever curious marketer, as soon as Steve showed me the new member ‘checklist’ I immediately started studying and analyzing what they were doing, and it made me even more curious.
First, Steve sincerely congratulated me for my decision. Next, he gave me a tour of the facility and introduced me to key members of staff. Then he took me into a high-tech room that looked a bit like a lab, and introduced me to Tiffany, who measured my body mass, blood pressure, heart rate, and so on, as a “baseline to work from.” And so it went on… I was escorted like a celebrity from one area to another, rolling out the red carpet. The tour ended in the on-site juice bar where I was given a really cool sports bag, and then invited to order whatever I liked off the menu, as a welcome gift!
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