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Lead Nurturing: The Process of Making the Sale

Posted by Calley Belcher on Mar 28, 2017 11:33:10 AM

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We all get lucky every now and then, a lead walks in the door ready to buy a membership or purchase classes no matter the cost or what’s included. Wouldn’t it be a dream if all leads were that way? Sigh. But, since we live in reality and understand the ins-and-outs of the health and fitness world, we know it can take more ground work to turn a lead into a member.

So what is the easiest way to turn a lead into a member? That is the million dollar question. Although some people may give you a magical one sentence answer, the honest answer is that it involves a mix of different communication methods, and finding the ones that work for you.

Communication Delivery: Email, Call, Text

So let’s say a lead walks into your gym or studio. They give you their email, phone number, and opt-in to text message marketing, but they aren’t quite ready to buy a membership or classes just yet. (If you aren’t using texting, check out this blog on why you should be!) This is now your opportunity to take that lead and nurture them into a money-paying member. You can go about this in a lot of ways, that is why testing your delivery is important. At first you may try calling your leads. Track your progress, and the next week try an email. By doing this, you can see what is working and what isn’t. This will help you figure out which communication methods work best for you and your prospects.

Our partners at SWETI Services recommend also adding them to an email drip campaign series, especially if they are a web lead, which you can automate to make things easier on yourself when it comes to follow-up. Some emails should contain direct calls to action (like promoting your intro offer or any current deals), while others can be more informative or educational to keep them engaged and show them why they belong at your gym.

The most important thing you can do with both content and modes of communication is mix it up! If you call the first time, try a text the next. Sticking with one communication method decreases your chances of connecting with your prospect. Also, try to get into the mind of your leads. If you’re nurturing a lead that is a millennial, emailing and texting may work best. Overall, test out different methods and see what works best for your business.


Communication Frequency: Daily, Weekly, Monthly

Just as there are options for the way you send your message, there are tons of options on how often. The entire point of nurturing a lead is to give consistent communication over time until they become a member. But how often is too often, or not often enough? Although this can depend on the lead, the best way to gauge frequency is to put yourself in their shoes. Not the “oh I would want to hear from me” shoes, but really understand what you would want out of a salesperson.

For example, if you went to go buy a TV, and you decided to wait, how often would you want the salesperson to follow-up? Enough to be engaging, but too much communication will quickly frustrate and annoy you. A good rule of thumb is to follow-up two times within the week they came in originally (with different communication methods), and then once a week after that. This gives your leads time to breathe, but allows you to be consistent and nurture. After two months of weekly reach-outs, try reducing it to one time a month. However, you may find that your own custom schedule works best and that your follow-up schedule may differ depending upon the type of lead.


Communication Creativity: Ads, Events, Giveaways

When someone says communication, most people think of direct conversations. Lead nurturing, while often involving direct conversations, also involves reaching your leads in alternate ways. For example, Facebook Lead Ads  or Brand Awareness Campaigns are great ways  to reach prospects without directly speaking to them. SWETI also suggests getting them to like your Facebook page in one of your follow-up emails or texts, letting your lead know they can “like” the page to stay up-to-date on current deals and promotions. A little reminder on their Facebook timeline about your gym or studio keeps your business top-of-mind.

And everyone loves free stuff, so giveaways can be a great way to get your prospects back in the door! SWETI suggests running a giveaway through your social media pages, encouraging people to engage with your content for a chance to win. Giveaways can also work hand-in-hand with community events at your gym. They are a great way to get prospects involved and move them down the sales pipeline.

Overall, nurturing leads is a process that can’t be defined in one sentence. It’s a lot of little pieces working together to create one successful workflow.


SWETI Services is a full-service marketing agency that works exclusively with fitness and wellness businesses to generate leads and increase revenue. Learn more here.


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Topics: Sales