Generating leads for your BJJ gym is only half the battle.
You also need to get them to show up and convert to make your marketing successful and your gym profitable.
That’s why it’s essential to track the four lead metrics I lay out in this article.
Your “show rate” is the percentage of total monthly leads that actually show up for a first visit.
It’s crucial that your show rate remains as high as possible, as this means more chances to show and sell your gym.
If your show rate is low, it’s likely that you’re failing in one of the following ways.
Try these tactics to get more leads to show up to your gym.
Contact and Book Your Leads ASAP
The most important factor for successful lead nurture is speed to first contact.
If a lead fills out a form or shows interest in your gym, their motivation to come in is the strongest it will ever be.
Their emotions are highest and you want to take advantage of that.
The longer you wait the more their motivation, and the likelihood that they’ll come in, will drop.
More time between submission and first contact also gives them time to find other competing gyms, who can then reach out and steal your business.
When you do make contact, book their first visit as soon as possible. Ideally, you want to book leads the same day, next day, or at most, 3 days out.
Leads booked longer than 3 days will likely flake.
Speed is king when it comes to booking and show rates.
2. Keep In Contact Until They Show Up
One of the biggest mistakes gym owners make in lead nurture is just that, not nurturing the relationship until the lead shows up.
The worst thing you can do is book them and never contact them again, hoping that they’ll just show up.
Contact them every single day until they show. There is a person on the other end of that message, who ideally, will become a valuable member of your gym.
Take the time to learn about them. Send them success stories of your gym. Ask them what they do for a living.
Be a human and build a relationship with your prospect. You can even start treating them as if they are already a member of your gym.
Assume the coaching role and coach them to show up to class like you would any of your current members.
Just keep the conversation alive until they show.
3. Use A Booking Calendar On Your Website
I’ve had mixed results with allowing leads to book their own first visit, however, it’s worth testing for your school.
What I’ve found is that if someone schedules online, they are more likely to show than if they don’t.
After a lead submits a form (always collect their information first), direct them to an online calendar where they can book up to three days out.
You can manipulate the spaces available to make it appear like your gym is in high demand, however, offer a few time slots for kids and adult beginners.
If they do schedule, always reach out as soon as possible anyway to start building the relationship, confirm the appointment, and learn about their goals.
Calendly offers a free version of their booking app that you can integrate directly into your website.
Try a booking calendar to get more leads to show.
4. Offer Something Free If They Show Up
Many gyms have success with offering an “ethical bribe” to get leads to show. Essentially, you are incentivizing them to show up with some free swag like a t-shirt.
If they book 3 days out, on day 2 text them and say, “hey, what’s your shirt size? I’ll have your free shirt ready for you when you get here.”
Successful gym owners bake the cost of the shirt into marketing expenses because the free shirt helps with a few things.
First, it motivates them to show up.
Next, it’s branding for your gym regardless if they convert or not. The lead will likely wear it around and market your gym for free.
Third, it plays on the social psychology concept of reciprocity. If you give someone something, they subconsciously feel obligated to give you something in return. In this case, it’s buying a membership to your gym.
Try enticing leads to show by giving them free stuff.
5. Charge A No Show Fee
My least favorite tactic is charging a no show fee, but it works.
You can require a lead to pay a $10-$25 no show fee to try your gym. You can also apply this charge back to their account if they sign up.
The no show fee does a few things for you.
First, it weeds out anyone who isn’t serious about trying your gym.
Second, it creates the perception that your gym is busy and in demand. For example, if John Danaher charged a $50 no show fee for his classes would you pay it?
Absolutely, because John is the most sought-after coach in the world and he demands that you respect his time.
You can create the same perception with your gym.
Third, it gets people to show up, which is what you want. If they don’t, the fee pays for the marketing expense to acquire the lead.
If you’re having a problem with leads not showing up and you’ve tried the other tactics, try a no show fee.
Final Thoughts
A low show rate typically means you’re doing a poor job nurturing your leads.
Start first with tracking your book and show rates.
Then, try any or all of the the tactics above to improve your metrics, which will ultimately result in more revenue for your gym.
You can’t convert leads into members if they don’t show up.
You can even automate some of the processes with smart email automations to get leads to show automatically.
If you need help with any of these concepts, book a call here.
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