People are the strongest asset you have in your business. Your staff is key to client retention, and retention depends on a great client experience. So make sure each one of your staff members is trained to be a retention specialist.
When focusing on the bigger parts of your business, it can sometimes be easy to overlook the small things that make a huge difference to your clients. Here are six things you and your staff should be doing all the time.
1. Respond to inbound calls
Answering the phone is important for keeping your current clients happy, and for getting new sign ups. If someone is calling you, it’s because they are looking for information about your business right now. Handle the call well, and you might have yourself a new revenue stream.
Attitude matters, too. If a client takes the time to call your business, you should take the time to respond in a helpful and friendly manner. Letting the stress of your day come through on the call won’t make a good impression on an existing or potential client.
2. Make a great first impression on-site
First impressions are key. Potential clients are searching for a class and a business that feels like a great fit for them. If your business doesn’t meet their standards, they’ll have no problem moving on to the competitor down the street.
All of your staff members should go out of their way to make clients feel welcome, especially ones who are new to your business. A client who feels attended to and happy is much more likely to sign up for a long-term membership. Take the time to welcome new clients to your business, find out what their goals are, and let them know how you and your staff will help them get there.
3. Keep your class structure organized and helpful
Switching up routines can keep things interesting, but some elements should be present in each class your business offers. Each class should start with organized warmups and skill reviews. Staff members should always offer helpful and polite feedback during the class. Structure makes your business feel more professional, and professionalism attracts clients.
Some predictability also makes your clients feel more comfortable in their routine. Structure also helps your clients feel that they are being efficient in working towards their goals and when they sense results they’ll keep coming back to your business.
4. Use some creativity to make classes fun
Some people love doing the work to reach their goals, but for others it’s a chore. If classes aren’t presented in an enjoyable manner it’ll be hard to get new and existing clients to show up. The class experience should be one that your clients want to keep coming back to.
Don’t sacrifice skill building for wacky fun (but it’s absolutely possible to do both–just ask the clients at Nerdstrong Gym). Sometimes it’s as simple as switching up part of the routine. Change the music for your dance class, teach your music students the theme songs from their favorite shows or games, or have a costume theme day at your gym. Get creative at your own business and enable your clients to reach their goals while having a blast. As a bonus, you and your staff will have a great time too.
5. Be professional and punctual
Punctuality is an important part of structure. You expect your clients to be on time for classes so hold your staff to the same expectations. If a staff member is late to class, your clients and your business both suffer. Your clients won’t get the experience they paid for, and your business will likely lose the client if the problem becomes persistent.
Staff members should also make sure to check any ego at the door and always be patient. Remember, the workout is about your clients, not you. If your clients feel berated, unwelcome or harshly judged, they’ll churn. Keep a good attitude, and keep your clients.
6. Keep your facility clean
Atmosphere is an important part of the client experience. Would you want to frequent a business that has trash and dust everywhere? Take pride in the environment you and your clients spend time in, and encourage staff to tidy up as they go. It seems like a small thing, but it makes a huge difference.
At the end of the day, your clients just want to feel like they matter to you. Keep a client-centric environment at your business, and your clients will keep coming back.