In our last blog, we taught you how to ‘Create an Irresistible Low Barrier Experience (LBE)’.
Once we have numerous people joining our LBE on a consistent basis, we then need to ensure we convert them into a full membership once the LBE finishes. It is important to remember that the profit is made on the back end. The aim of the front-end money is to cover our marketing expenses and time.
The fitness industry converts 50% of LBE’s into full members. However, our Game Changers convert at over 80% using the strategy I share below. This is how you optimise your conversion so you can constantly welcome new members into your business:
- Most people wait to the very end of an LBE to make their upgrade sale. This isn’t the most effective strategy as the prospect may not be at their peak of excitement. The prospect may have had an off week due to sickness, long work hours, family issues etc. They may feel that it’s all too hard and decide it’s not worth signing up.
Our alternative is to sign them into a full membership at the same time they are coming in for their initial session for the LBE program. The initial LBE session should be a comprehensive consult where you uncover their needs, obstacles and map out a plan so they have the best chance at crushing their goals. The likelihood is that it will take longer to achieve their goals than the time your LBE goes for. For example, if a client tells me that their major goal is lose 10 KG then I will let them know up front that the 21-day kickstart will be a great starting point where they will learn the habits and behaviours to get them there within a reasonable time frame. However, they will likely lose 2-3 KG within the kickstart. So, this is where I sell them into the full membership. This is the script I would use:
“We have 2 agreements here for you to move forward. The first is for the 21-day kickstart and the 2nd is for the ongoing membership so we can get you to that 10 KG weight loss goal before Christmas. If you change your mind at any point about the ongoing membership during the kickstart then we will simply tear it up.”.
The key is to tie the commitment into their goals that they have just shared with you and don’t let them feel trapped. Give them autonomy to bail out (even though they won’t) and they will feel much more comfortable.
- You should be consistently seeding the long term within their LBE. For example:
“You have improved your strength so much in just a short time. Imagine how strong you are going to be in 12 weeks’ time”
“Your fitness has developed incredibly these last couple of weeks! You are going to be a weapon by year end”.
- Embed the LBE participant into your community as much as possible. Get them involved in as many socials and events as you possibly can so they can feel connected.
If you follow these 3 steps then you will know with certainty where your next client is coming from.