Posted by: Sales Makers | October 19, 2013

X-Selling at Membership Sales, Chapter II, Proven Profit Procedures, page 18

PROVEN PROFIT PROCEDURE No. 7

Every NEW member must be sent a hand written Thank You Note on the day they join.

Remember the X-sell motto: I will not settle for you being polite, it’s not good enough – I’ll settle only for Assertive Hospitality.  (You read this when you learned about the 4th PPP.)

You can get so much mileage, simply by acknowledging people as people.  Yes we send a thank you note to the guest and we send another when they join, simply to acknowledge them.  (No, you don’t send them two if they visit and then join – on the same day.)

The message that the Membership Advisors sends out is brief and to the point (also hand written)

‘Thank s for joining us here at the Club.  I enjoyed meeting you.  If there’s anything I can do for you, don’t hesitate to call.

DO NOT utilise form letters, they’re much too impersonal.  If you can insert something specific you may have learned about the Member, by all means; use it – instead of: I enjoyed meeting you – USE: I hope you enjoy your aerobics classes, squash games, whatever their primary area of interest.

I will normally utilise postcards, in lieu of a letter or note.  When I use a note it’s always the size of an invitation – with no return address on the envelope.  The Member feels that they’ve been invited to a party and are more inclined to open the note.

Also, I try to interject some humour into the card.  I normally will use some type of cartoon about working out on the cover – with the word THANKS… and the continuation …FOR INCLUDING US IN YOUR LIFESTYLE inside.

Another great time to utilise Thank You Notes for Members is relatively obvious, yet virtually nobody does…

I was taught to thank people when they did something for me.

So, as a Membership Advisor, when a Member gives me a referral that is interested in joining and/or actually brings a guest into the Club as a prospective Member – I thank them.  Normally enclosing a new guest pass that they can use to bring in yet another.  If you want someone to do something – reward them (remember Pavlov’s dogs.)

Going back a second to guest passes.  You normally never allow a guest pass to leave your Club without the name of the Prospect and an expiry date.  This is one of the few times that the pass does not have a name, but – you’re giving this to a good member, you should be able to trust them.  You do, however; have an expiry date, normally two weeks from when you send the pass.  Yes, of course, if they come in after the expiry date, you accept it.

 


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