One of the most important things about getting leads into your gym is the process of the lead! I created this blog for those of you who need the help with understanding your lead process and leaks so that you can fix them as soon as humanly possible!
Recap: How Does This Work?
For those that know, read on... And for those that don't know. Read this really quick. When you create a Facebook ad and you get someone to click the ad they often will go to a landing page that sells them into a opt in. This is called "Getting the Lead." We typically ask them for some small micro-committed details such as their name, email address and phone number. What happens after this is very important if you want to increase the sales of your business by improving the lead process!
Setting the Appointment: The Conversation
When a lead signs up they will get entered into a system or a process.
1. We will begin to email them some content that explains the value of what they signed up for and what is the next step.
2. We will begin to SMS text them to initiate the front end of the conversation.
You see, the SMS is suppose to get them into a conversation that can commit them into being accountable when it comes time for the appointment.
Most people who you call don't answer their phone because they likely don't know who it is! And besides, (at least for me) I won't answer my phone if it is from an unknown number as well. I do not know who this person is, whether they are a spammer or collections agency. It is important to get that initial conversation going to establish accountability.
Setting the Appointment: The Phone Call
Every business model is structured different. But what we most see is after you have gotten a reply from your lead, now you can pull them into a conversation asking them when is a good time to get them on a phone call to discuss their fitness goals.
Get them into a phone call as soon as you can. If not right away! And hold them accountable for the time to chat!
Obviously for the phone call! The phone call is NOT the sales conversation, it is for setting the appointment only!
Anyone in sales will teach you this, and this is also a tactic used in dating...
Appointment Is Set: Follow Up
Once the appointment is set, now it's time for the follow up! This is where most people fail. They do not do any follow ups at all. And expect people to prioritize their program ahead of their own life schedule! This in most cases won't happen because again people look at this as a luxury not as an necessity (even though we know it is an necessity).
They just are not that committed and life often does get in the way! It is up to us on how we move them from setting the appointment to actually showing up!
It is important to add them into a appointment software such as schedule once and let zapier do the work with sending them a personal SMS message from you (via zapier) a day prior, and an hour prior to ensure they have directions to get to your place.
What happens is this increases the chances of accountability. If for some reason they can not show up, then they will let you know and from there you can reschedule them into another date and time.
The strategy used here is not about the SMS marketing, it is about how it is used and what message we use to increase the probability of a show up!
Record Your Numbers
A common mistake among many is they record how many leads they get and sales. But they do not record the process between. Therefore it is hard to make decisions based on the process because there is not data to look from.
You need to record the following and date it on a per month basis on a excel spreadsheet.
3. Appointments Booked /Month
4. Appointments Showed/Month
5. Appointments Rescheduled/Month
6. Appointments No Showed/Month
This alone will give you an idea of what changes you made to help you next month. And if those changes worked or not based on your past. And what you should use or revert back to to optimize to increase your percentages of sales!
Without this data... You may not know what you should do, and how it will affect your performance of your overall lead process up until the closure of the sale.
We are strategic, and we are very very keen on getting specific with our data so that we can make acute judgement calls within our ad campaigns to help increase the overall performance of our marketing!