Most gym owners are obsessive about leads, but only until they acquire the leads.
Then, it’s amazing how many gym owners do little or nothing to complete sales conversions with those leads they were so desperate to get.
Rather than follow up on the leads they already have, many will go right back to saying, “The problem is, I just need new leads.”
But getting good leads is just one step. You also need a reliable system for sales conversions – turning those prospects into paying customers.
The problem is often closing the sale — and the steps that come between getting leads and sales conversions.
So, let’s get into it. What do you need to do to increase your sales conversions?
First, Good Job on Getting the Leads
Take a moment to assess what you’ve done to get the leads. What were the best sources? How much did you spend to get the leads? How many sales conversions do you need each month?
If you’re receiving leads, then you are probably doing at least something right. There’s a lot of competition out there, so it’s great that you generated interest through your marketing, reputation, and other tactics to have people say they want to know more.
So, good job.
Now, ask why you’re not getting the sales conversions you want.
The answer likely lies in your lead follow-up process. A poor or inconsistent follow-up system can be the difference between a thriving gym with a steady influx of new members and one that struggles to grow.
The good news? If you improve your follow-ups, your sales will increase. It’s that simple.
Here’s how veteran fitness business coach Pat Rigsby puts it.
“Most people leave some open opportunity when it comes to both the follow up process and the conversion process,” Pat says. “There’s a lot of misunderstanding and angst when it comes to selling. Most people don’t like asking for money in our business.”
You need to remember that your services can be profoundly life-changing for your prospects. Investing in their health is the greatest investment they can make.
Then remember these five points in your sales conversions process.
- Build engagement. In initial conversations, put the person at ease. Make small talk. Don’t neglect this step.
- Ask questions. Don’t just jump directly to selling your program and how great your services are. Learn what problem the client needs help solving.
- It’s a process, not a transaction. “The word ‘closing’ implies the end,” Pat says. “This is really the beginning. Their life is going to be interwoven with your business.”
- Customize how you present your program to what they want. This will help them see how you will be better than things they’ve tried in the past.
- Present two or three options for each prospect and explain why they might want this or that one.
The Critical Role of Lead Follow-Up in Sales Conversions
Don’t make the common mistake of assuming that someone who expresses interest will automatically show up and join. That’s just not how people behave.
Work gets busy. Kids get sick. Other things distract them.
Think how often you’ve been interested in buying something – and then forgot about it when you got the flu, or work hit you with a surprise deadline.
That’s why you need a consistent, strategic follow-up system to keep their interest and to nurture them to sales conversions.
Consider these facts about sales.
- Only a tiny fraction happen at the first interaction. That means most people buy at a later touchpoint.
- Most sales require at least five follow-ups for sales conversions. Some psychological studies say people need to hear a message SEVEN TIMES before it starts to resonate.
- Almost half of salespeople quit after one follow-up.
If you’re not following up with your leads multiple times across different communication channels, you’re losing sales.
Vince Gabriele, a gym owner and fitness marketing expert, says you need to get deep into the mind of your ideal customer and to track your important numbers — like how many leads you’re getting, how many are resulting in sales calls, and how many of those becomes sales conversions.
“Having your numbers down on this is so important,” Vince says. “You can’t run your business by the seat of your pants. You have to run your business on facts and data.”
Your sales conversions process must include pursuing former members for reactivations. And Vince likes a simple, direct email to dormant leads that merely says, “Hey, are you still interested in joining our gym?” (Or hiring a personal trainer, or whatever the case may be.)
Three Channels to Close
Successful follow-up isn’t about just sending one email or making one phone call and hoping for the best. It requires a structured approach using multiple communication methods. Here’s how you can implement a bulletproof follow-up system at your gym.
1. Phone Calls
A phone call is a powerful tool to establish a personal connection. While many people ignore emails and texts, a phone call can break through the noise and give you an opportunity to directly engage with a potential member.
- Call within five minutes of receiving a lead. Research shows that the odds of connecting with a lead are vastly higher within this initial window than waiting 30 minutes or more.
- Use their name and mention their specific interest. Instead of saying, “Hi, this is John from XYZ Gym,” say, “Hi [Lead’s Name], this is John from XYZ Gym! I saw that you were interested in personal training. I wanted to personally invite you in for a free session to see if it’s a good fit for you.”
- Leave a voicemail if they don’t pick up. Keep it short and enthusiastic, and let them know you’ll follow up via text.
2. Text Messages
Texting is one of the most effective ways to follow up with leads. Studies show that people at least see most text messages, so you have a good chance of breaking through.
Text Follow-Up Strategy:
- First text (within 5-10 minutes of lead submission): “Hey [First Name], this is [Your Name] from XYZ Gym. I saw you were interested in a free trial! When would be a good time to schedule your first visit? Reply with a time that works for you!”
- If no response within 24 hours: “Just checking in! I’d love to help you get started on your fitness goals. What day works best for your free session?”
- If no response after two days: “I know life gets busy! Just following up one last time — let me know if you’d still like to come in for your free session. I’d love to help!”
Read “Gym Text Message Marketing: Everything You Need to Know”
Keep your texts short, friendly, and action oriented.
Naamly’s suite of state-of-the-art communications tools is perfect for group messages with clients or trainers; team-client messaging that makes communications smooth; predefined messages; and lots more to facilitate prompt, effective communications.
Using text messages is a great marketing tool to grow your business by bringing more prospects to successful sales conversions; boosting retention; and building community.
And it fits in perfectly with a modern, integrated marketing system that also uses email, social media, and “in real life” networking.
Be sure to schedule an appointment with us about how to build the best follow-up system for your business. SCHEDULE A DEMO NOW!
3. Email
Email follow-up is a great way to build trust and keep your gym top of mind. Unlike phone calls and texts, emails allow you to provide more information, including testimonials, success stories, and special promotions.
Email Follow-Up Schedule:
- Day 1: A welcome email thanking them for their interest, introducing your gym, and inviting them to schedule a free session.
- Day 3: A follow-up email sharing a success story from one of your members who achieved great results at your gym.
- Day 7: A final email with an exclusive limited-time offer to encourage action.
Your emails should be engaging, personal, and valuable — not just sales pitches.
Also, you should send a couple of emails each week to all your prospects on an ongoing basis. This will keep your gym at the top of their minds; it will let them learn more about your business and values; and when the time is right for them, they’ll already have a good sense about your business.
These emails shouldn’t be all about your gym. Just make the interesting, relevant and engaging for the audience.
And don’t worry about becoming a spammer. If you send good stuff, they’ll look forward to your emails!
During the follow-up process, you’ll encounter leads who hesitate to commit. Instead of giving up, ask them detailed follow-ups about their motivations for getting fit. Try to understand their specific needs and fears. Then, present what’s relevant about your business to them.
Common Objections & How to Overcome Them:
- “I’m too busy.” → “I totally understand! That’s why we offer flexible class times and personalized training. Let’s find a schedule that works for you.”
- “It’s too expensive.” → “We have different membership options to fit your budget, and I can help you find the best one. Plus, investing in your health now saves you money in the long run.”
- “I need to think about it.” → “That’s totally fair! While you think it over, why not come in for a free workout? No pressure—just a chance to see if it’s a good fit.”
If you want to increase your gym’s sales conversions and stop losing prospects, you must commit to a consistent and strategic follow-up process. The leads are there—you just need to nurture them properly.
Key Takeaways:
- Follow up fast. The sooner you reach out, the more likely you are to close the sale.
- Use multiple communication methods. Phone calls, texts, and emails work best together.
- Be persistent. Most sales happen after multiple follow-ups.
- Automate where possible. Tools can save time and ensure no lead is forgotten.
- Handle objections effectively. Address concerns and provide solutions, rather than giving up at the first sign of hesitation.
By implementing a strong follow-up system, you’ll convert more leads, increase sales conversions, and grow your gym like never before. Don’t let potential members slip away. Follow up – and follow through.Want more tips on growing your business? Get our free guide, “51 Ways to Acquire Clients Without Facebook Ads.”