The marketplace is saturated with advertising messages, bold promises, white noise and the odd pearl. It’s very difficult to make decisions in such a cluttered environment. The fitness industry is rife with noise, and cutting through it can be tough. So, once you attract the attention of a prospective client (or anyone for that matter) you must engage them. Pronto!
Many gym owners miss the opportunity to engage with the people they attract for one simple reason: they don’t let these folks know what to do next.
When you attract the attention of someone – especially on the internet – you must tell them what to do next. People are time poor and they don’t want to spend time and effort finding out what the next step is. It’s up to you to lead them.
You will dramatically increase your qualified leads and sales numbers by defining the path that you want them to travel along.
You need a clear call to action!
Your website must have a clear call to action.
What is it that you want visitors to your website to do?
Do you want them to call you?
Do you want them to join your mailing list?
Should they send an email?
Do you want them to buy something?
I can’t tell you how many websites I’ve visited that don’t have a call to action. Like most visitors I have a quick look around and then hop off to another site.
Look at your website from the visitor’s perspective.
Why have they visited?
What information do they want?
What do they want to do if they like what they see?
What is the simplest and easiest way for them to get what they want?
Your social media profiles
Your social media profiles should likewise let people know how to take the next step.
What should your followers do if they want more info?
How do they get in touch?
How can they find out more about you?
Should they visit your website?
Should they tweet?
Should they message you?
Even when you pick up the phone you have to be able to clearly articulate the next step.
If someone wants to get started at your gym, what’s the first step?
Do they come in for a free trial?
Do you offer a consultation?
Do they have to pay on the phone?
What to do now
Next, take the time to create a system that clearly details the step-by-step flow through your business from initial contact to the desired outcome. Spend the time and effort to get this right. You simply cannot afford to be losing leads and sales by not having a well developed sales system.
A few things to consider:
- What is the end goal of this interaction? Why?
- What is the next step you want this person to take? Why?
- How long is the path?
- How will you measure the effectiveness of the path?
A simple call to action, followed by a well defined follow-up system will boost leads and sales. Guaranteed.