What if you could make twice as much money for every new member you recruited? And, what if you made more money overall from your membership program? That’s what early indications are showing us when you abandon free trial memberships. The idea behind free trial memberships was you’d end up with more long-term members because some people would join for … Continued
Becoming Known for Speaking What They Don’t Want to Hear
Imagine walking into a church just before the service begins, striding up to the front, getting everyone’s attention and proclaiming there is no God. Or—this could get you injured—imagine going to a Veteran’s Day ceremony and telling everyone their service to our country was just another job, like spending four years working at a Chrysler plant. How are you going … Continued
What a Former Chicago Drug Dealer Taught Me About Membership Marketing
I was on my way to Chicago to visit a client for two days of planning their new membership offering. I was late to board the plane, so first class was full except for my seat. Sitting in the seat next to mine, I saw a gentlemen who didn’t look like someone you’d ever see on a plane much less … Continued
Attracting New Members with a With Delegation Tools
Before I created and sold information products, I delivered consulting services for many years. Most projects required strategic planning; some entailed creating systems and business process; and others involved marketing. While the projects varied in scope, they had one thing in common: The business owner always thought his or her employees were the problem. I was brought in to train … Continued
Retain Members Longer by Engagement with Your Team
Imagine you’re signing up for a new membership when you’re suddenly told you’re about to be connected with “customer service.” What image comes to mind? Is it the bad service you’ve received from other customer service departments in the past? Are you about to be delegated to the poorest trained, newest employee in the company? Now that you’ve finished your … Continued
How to stand out from the swirl
You and I are bombarded by commercial messages. While Consumer Reports estimates the average American receives 247 commercial messages each day, it seems like I get more than that in emails alone. Each of us has to adopt a coping mechanism to get through the day without spending all of our time reading and listening to advertising. You and I … Continued
How to Stop Your Members from Quitting
With all the reasons your members have for quitting, is it any wonder you’re able to keep your members at all? As a matter of fact, while there are many reasons for your members to quit, there are five — and only five — reasons your members will stay. Members stay for … 1. Return on investment — value received … Continued
Something I believed that held me back
“I’m amazed at how much you get done.” I hear this all the time from clients and friends. Actually, I’m the one who’s amazed. Not because of how much I accomplish, but because they are impressed. It doesn’t seem like I’m accomplishing that much to me. All I see is the long list of unfinished projects left to do. Still, … Continued
Unleash a Vibrant Community Among Your Customers to Become the No. 1 Player in Your Industry
What if you owned more than 45 percent of your market? The mutual fund company, The Vanguard Group, does just that. More than 45 percent of the money flowing into mutual funds today goes into a Vanguard managed fund. You’d think they wouldn’t need to do much for their customers. In fact, since they specialize in index traded, set-it-and-forget-it type … Continued
If you ran a Harley dealership
“The swirl” is one of the things we talk about with Harley-Davidson dealers when we are coaching them to improve the profitability of their dealerships. At any given time in a dealership, there are customers considering buying motorcycles, trying on clothes or waiting for their motorcycles to be serviced; service techs working on motorcycles; parts orders arriving via UPS; and … Continued