You have spent a lot of time and resources developing your new member onboarding program. Now what? Well, you have to sign your new members up for the program, but that is not always easy. Let’s go over three strategies that will help your staff get more members to participate.
Step 1: Train your staff on the program
Your staff should understand that signing up a new member for the onboarding program is going to give that member a better chance of achieving their goals. Every new member walks into your facility with a goal in mind and it is up to your staff to set them up for a successful journey.
Also, your staff needs to have a clear understanding of what the onboarding program consists of. What benefit will the member get out of the program? Are there different program options, based on the interest of the member? Prizes for the program?
Step 2: Ask the member
Every new member deserves to be set up for success. Staff should never assume that a member would not be interested in signing up for the onboarding program. In fact, you should have your staff learn a talk track to use while going through the new member activation process. A sample talk track is below:
“You mentioned that you want to lose 10lbs before your reunion in six weeks, let’s get you signed up for our (Name of Onboarding program) so one of our health coaches can work with you to help you achieve that goal.”
Step 3: Overcoming objections
Many of your members will have been through orientations before, either at your facility or at a different location, so their first reaction might be to decline your offer. However, your staff should try to overcome the objection at least once. We know that only 15% of the population can make a behavior change on their own. So, allowing your member to go off on their own is not giving them the best chance for success. Have your staff learn two or three ways to overcome objectives so they are prepared. Here are a couple of suggestions to help you get started:
“I understand that you have been through an orientation before, however this is a program that will increase your chances of reaching your goals.”
“I understand that you need to check your calendar, however by signing up today we will waive the $35 activation fee for the program.”
If your team consistently uses these three steps, not only will you have more of your new members signing up for your onboarding program, but you will also see improvement in your long term member retention because more of those members will be reaching their health and fitness goals.
To learn more about selling your onboarding program download our e-book on, Developing the Ultimate Membership Sales Machine.