For this reason, after the consultant's specific competence, Customer Relationship Manager (CRM) is the best and indispensable tool to create a second chance of registration in all those who have postponed their decision.
At the same time, data and direct testimonies from the clubs show that structuring and using this information tool well can greatly increase the number of secondary entries.
The interesting thing is that you don't have to be a computer expert to build a good CRM, because modern management systems dedicated to fitness centres are mostly built with user friendly logic, allowing managers to customize them with a certain simplicity. Instead, what the manager sometimes lacks is initial knowledge, i. e. the ability to structure processes in an engineering way.
Where does this process start? - From the information request.
Before handing over to the CRM, it is necessary to reason methodically by drawing the process flow on a sheet of paper or other visual support, through a constant work of questions and answers.
What can happen when a person asks for information? - Whether he registers right away or not.
And if he doesn't sign up, what could he say? - That he doesn't register at all or that he has to think about it.
And if he doesn't register at all, why does he make this decision? Because the centre does not offer what he was looking for; because the ticket costs more than he can afford; because the timetables do not match up with his commitments.
And if the person is simply undecided and asks for a few days to reflect? What are the aspects or reasons for postponing the decision? - Fear of not attending; organization of one's own time; distance from work or home; confrontation with a third person; weighting spending well; lack of one or more areas or activities considered important.
In the absence of a real CRM, moreover, if the calls set in the diary are not made, there is no alarm or control and the risk is that, in the long run, these calls are forgotten and are no longer made, losing important opportunities to leverage potential customers left in the limbo of indecision.
This means that, for each person who has requested information and who has not registered, the consultant sees on his CRM the contact telephone call to be made, finding in a clear and immediate way all the useful information to set up the call, customizing it for each individual customer.
The difference is substantial. Not only for the consultant but also for his manager, who is able to keep under control the precise situation of advice, telephone calls and their effectiveness.
What is the outcome of this contact call? The client makes an appointment for the registration; the customer has not yet made a decision; the client has decided not to register; the consultant offers a proof.
Once again, a new counter-action for the counsellor or club will correspond to each outcome, depending on the management's choices.
If an appointment is made for enrolment or a test, the CRM will create the appointment on the day and at the chosen time and will remind both the consultant and all those who access this information in the staff, thus allowing to organize the day according to the appointments.
Not only that. The most advanced managements also allow you to set reminding notifications to be send to the customer, either via email or text message, to remind him of the appointment made, thus reducing the number of appointments not respected.
If the customer still asks for time to think about, we agree to be resented at a later time and the CRM marks this next phone call again, so that the consultant won't forget it.
If the client has decided not to register instead, as for those who had already communicated this decision during the consultation, the CRM will tell the consultant to select the reason why the client chose not to attend the centre.
Without being able to access CRM information, the consultant would be at the mercy of the case, without any possibility to retrieve the names and contact details of the people the consultant met or, when they were included in the management but without a well organized CRM, would find the contact information without knowing anything about the dialogue in the consultation. This kind of undefined situation creates a feeling of insecurity, which results in a meagre and inefficient phone call.
Having all the useful information available, the consultant would have the fantastic opportunity to unleash knowledge, security and give a positive and professional image of himself and the club, being able to sustain with the utmost tranquility that "my colleague is not able to be here these days, but he recommended me to call you, since you agreed to have a call in order to know if you were able to arrange the activities you were interested in with the commitments of your children".
It's difficult to get to such customer care without a skillfully built CRM, isn't it?