Spit in the Eye of the Economy... by Art Rothafel

I don't know about you... but, I plan to spit right in the eye of this down economy!   Therefore, I'm going to keep pounding on this subject.

 Shift... Shift.... SHIFT.... your focus, energy and marketing dollars away from chasing new clients and members and put it toward leveraging your existing clients and members.   (* I'm not saying don't get new clients... but judge how much and where you put your focus.)

Look, I know you receive loads of e-mail from sales consultants, gurus and marketing experts.  All of them claim to have the best way to get new clients or members.  And they might... but, new client/member acquisition is at an all time high $$$$$$.  

Think about it.  How many people during a recession are even thinking about joining a club or hiring a trainer.  If anything, they're wondering if it's something they going to cut.

Shift... Shift.... SHIFT....

• Sell hard goods. 
• Create new services. 
• Establish loyalty. 
• Treat your best members and clients like kings and queens.

Right now in this economy it's all about RETENTION and LEVERAGE. 

Take an hour today or tomorrow and just THINK:

Can you:

• Offer new products in your pro shop?
• Establish a frequency "rewards program" in your facility?
• Provide a paid class like weight-management 101 curriculum?
• Present a local speaker (like a family financial planner) to speak at your facility (trade out)?
• Co-Sponsor or cross promote with any local merchants?

 If so... then, put your full energy into it.  We can spit together!