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1. Contact all of your existing members

Too many gym owners are focusing on the influx of new members. Never forget that this is the time of year when your current members are looking to spend more and get better results.  I’d rather sell one current member a big PT package or bootcamp upgrade than to sell 3 new members on a basic monthly membership.  Your current members are your meal ticket next month!

Call them and offer them something special.  Maybe offer to them that the gym is going to pay for them to have a personal training session this month.  Allowing them to experience a workout with a trainer is the best way to get them to buy more.

2. Contact all of your missed guests

I’m sure your guest registers have lots of people on it who will once again be thinking about making the decision to join a gym and get in shape.  DON’T let them go somewhere else!  Grab all of your past guest registers the past 12 months; anyone who never joined deserves a text, a call, or a letter…or all three!

3. Call all of your JV partners and affiliates

JV’s and affiliates aren’t just for Internet marketers.  You too have plenty of these.  Call on any business who has let you place a lead box in their business, or market to their employees, or allowed you to participate in an auction, or let you conduct a lunch and learn, or was featured as a business of the month.  Any local business who has worked with you in some way this past year, call and thank them and brainstorm with them new ways to work together this year.

4. Contact anyone who has referred someone

Look back through your records and identify anyone who referred someone this past year.  Call to thank them and let them know of any special referral incentives you have planned for the New Year.  Ask them if they want YOU to do all the work for them.  Ask for the contact info of anyone they think might join in January and you’ll make sure they get credit for any sales that are made. This group probably deserves a mailed letter stuffed with day passes or gift cards for their friends

5. Get your upsell process ready

Remember that when someone buys a membership or basic package, their hot buttons have already been pushed.  Asking them to invest in something else becomes much easier.  If you sell a gym membership for $39/month, be sure to ask if they would like to upgrade to the bootcamp plus membership for only $99/month.  If they say no to your first upsell attempt, you should also have a downsell offer ready.  Maybe the new member says no to your 3 day/week bootcamp, but would be happy to try bootcamp once per week for only $59/month.

You lose 100% of the sales you don’t ask for.  Don’t be afraid to ask for more.  They’ve already committed to join, they want to reach their goals faster, and I’m certain they have more expendable income they can part with.  Don’t feel bad…I promise they’ll find something much less important to spend it on if they don’t spend it with you!

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