We use free trial sessions at Athletic Lab to bring in new potential clients because we believe that once they experience the level of service we provide that they will be sold. It also allows the potential client an opportunity to ‘try before they buy’ which is important to us because we recognize that what we provide isn’t for everyone and we don’t want clients to ever have buyers remorse. When offering a free trial we’ve learned a couple things:
- Don’t let those who aren’t potential clients sign up for the free trial because. We sometimes get people from out-of-town who try to use us for the free trial with no intent of signing up as a client. Now we steer people with a non-local address to pay a drop-in fee rather than get a free ride.
- Put your best foot forward. We actively sell me in our marketing. When I am not the trainer doing the free trial our conversion rate for those people becoming clients is less than a third of when I do the free trial. I don’t think this is a reflection on our other trainers as I know they do an excellent job. I believe it’s more likely a case that the potential client is coming in with an expectation of working with me and if that isn’t met there’s a feeling of disappointment. Kinda like if you went to the best steakhouse in town expecting to get a steak and they’re all out of the steak. So instead you’re served an awesome tuna filet….it didn’t matter that the tuna was great, you came in expecting steak and are disappointed because of it.
- Be prepared.
- Welcome and follow-up. Most of the time we try to send out a welcome email prior to their visit and a follow-up email or call to see how they liked there visit. At the very list this adds a personal touch and allows us to gain valuable feedback from the person after the client that might help us secure future clients.
- Don’t be pushy. The last thing we want is become used car salesman or a typical sleeze-ball fitness gym salesperson. We don’t sell gimmicks or talk about membership before or during the session.
- Provide feedback. After the session, we give information to insure the client is informed. For us, a client that is informed is will recognize the value of what we have to offer.
- Ask for the sale. Many people don’t do this. Once the session is done we try to ask when we’ll see them back again and how they enjoyed the session. This allows us to attain feedback and get someone off of the proverbial fence.
- How to Convert Website Visitors into Customers! (inewsindia.com)
- 4 Metrics to Measure Your Best Leads (hubspot.com)