Sports and Fitness Club Marketing Plan

Jamestown Sports and Fitness

Lead Conversion Plan

Lead conversion begins with either a call, walk-in customer, or email requesting membership information. Emails are responded to by phone (a phone number is required for email inquiries) so are treated like calls for the purpose of lead conversion methods:

Calls:

• A membership consultant will be available to take calls during business hours or return the call within two hours. Emails will be responded to within two hours during business hours.
• The membership consultant has the goal of getting the interested caller to come to the club in person for a tour. They do not attempt to get a prospect to sign up over the phone, although they can take information and do so if the caller expresses interest.
• Membership consultants will use a modified version of a script, but will be trained to make it their own so that they do not read as they describe the club's key service offerings.

Visits:

• For prospects who walk in or make an appointment to meet a membership consultant, they will be given a tour of the club
• These prospects will be asked if they are settled on joining at the end of the tour (trial close)
• If they are not sure yet, they are offered the free three day guest pass to try out the club

Membership consultants are incentivized to sign up new members and, even more so, to sign up the right type of members - members who do not cancel within one year of starting membership and who actively refer other customers. The membership consultant receives a small base salary, commission on member enrollments, and bonuses based on enrolling members who refer other customers, stay members for years, and become "premium clients."