A Guide to In-Person Outreach: Hit the Streets for More Leads
Getting out and about in the local community is a tried-and-true way to get more prospects for your club. For some, your presence may simply serve as a reminder of your gym and prompt them to join your gym. For others, meeting representatives of your club may prompt someone to take action on a goal or ambition.
If you’ve never been out prospecting before or are looking for new locations to start, here are our top picks:
Shopping centers
Complementary local businesses (e.g., spas)
Community events
Farmers markets
Sports events
This probably goes without saying, but get permission before you start prospecting at any location. It’s a far better idea to build good relationships with local businesses and organizations than to step on someone’s toes.
Additionally, set goals before you head out prospecting. If you want to get 20 leads, you may need to speak to 100 people. Make sure your goals are realistic and clear and that everyone on your team knows what they’re working toward. It’s also a good idea to make sure you and your team are confident to speak about the key benefits and features of your club. Here are some subjects to cover:
- Hours and location
- Class options and availability
- Available equipment
- Products or food/beverages you sell
- Membership and class fees
- Personal training fees
What to Take with You
Take enough marketing and sales collateral with you to appeal to every prospect but not to weigh you down! Here are some suggestions:
- Promotional brochures or flyers about events or classes
- One-sheeters with pricing information
- Flyers with class schedules
- Free class or personal training passes
- Digital sign-up forms or mobile data capture technology
- Free day or week passes
Consider choosing a member management software provider that has a prospect tool built in so you have a central database to store your prospect data and market to them easily. Additionally, if you’re handing out free passes, try to capture a name, phone number, and email address so you can follow-up with prospects to ensure they actually use their passes.
Help Your Club’s Team Stand Out
No matter what location you choose, make sure your team stands out. Here’s what to take with you when you go out prospecting:
- Bring branded helium balloons, hang banners, and play high-energy music.
- Have everyone wear your club’s uniform so you’re easily identifiable.
- Perform live fitness demonstrations, such as the way to do push-ups or explain how squats can benefit the entire body.
- Ask passers-by to do a fitness challenge, such as lunges, and then coach them on their form.
- Offer a complimentary Body Composition Analysis session, and then discuss their results and go through a suitable training plan with them that will help them reach their body composition goals.
- Look eager and ready to help; if someone is interested in talking to you but you’re preoccupied with your phone, you’re going to lose a lead.
Don’t forget to be friendly and polite and to listen. Ask prospects questions to find out what they’re looking for in a club, and be honest about what you have to offer. Lastly, try not to offer too many discounts. The more you value your club’s offerings, the more your members will too. Good luck to you and your team!
If you enjoyed this guide, you should check out our new e-book, Everything You Need to Know About Marketing Your Fitness Club. This e-book will help you identify the most effective marketing strategies for blowing past your local competition, increasing revenue, and bringing in a steady stream of new members throughout the year. You can download it here.