For 11 years, I’ve had the honor of consulting with Florida’s Harley-Davidson® dealers. I’ve conducted ambitious cooperative marketing programs together with training for all departments of motorcycle dealerships (sales, parts, service, accessories and general management.) While it may appear from the outside that the Harley-Davidson® brand is as strong as ever, if you’ve been following the stock price of the … Continued
Was I ripping him off?
He told me I was a thief—after a coaching call no less. Tom said that based on his first coaching call, he had figured out how I was trying to rip him off. To him, I was a fraud. I took it personally. It bothered me for weeks, and it cost me a lot of money before I figured out … Continued
Building a Life Entirely Supported by the Trust, Faith, and Loyalty of Members
Every evening when I returned home from work, the drug dealer would be standing on the right side of the road. His house was the fourth one down the street, on the right. My home was on the same street, sixth one down, on the left.
The $5 million dream business that’s become a nightmare
Once you build a large fire, the coals will stay warm for hours as you leisurely cook your favorite campfire meal. You can relax and enjoy the fire, tending to it periodically to maintain its heat. But it’s impossible to start a fire without kindling. Job one of campfire building is to gather kindling, small sticks and leaves that catch … Continued
Ascension: THE Source of Membership Profit
I recently reviewed reports for a client’s membership programs. His company has annual revenues of $7 million. Like many owners of such businesses, he offers multiple levels of membership: a basic level that has about 500 members at $59.00 monthly and a higher level with about 150 members investing $249.00 a month. His average member value for basic is about … Continued
The Five Ways Membership Programs Fail, and the Components that Create Success
It’s frustrating when you do so much right and still fail to grow membership. Turns out, there are five important elements to make sure your programs work. When I conduct a thorough Membership Program Growth AnalyzerTM, I look at each of the five critical growth factors: attraction, conversion, orientation, retention, and support.
Measuring Your Member Relationship
Most of the people I ask tell me they have a great relationship with their customers. Their customers get great results and love their products. No one wants to believe the opposite is true. Your member churn rate is a direct measurement of the relationship you have with your new members. If you have a high churn rate, you are … Continued
The Ugly Truth about Planning
I never thought my son would take a shop class. When Robert was in 8th grade his schedule was determined by the science and math classes he wanted to take, so he was forced to take an elective for 4th period. Although he would have preferred to take keyboard or some other music class, those weren’t offered at that time, … Continued
Multiply the Value of Your Business by Eight!
What if you could increase the value of your business from $15 million to $120 million within a year? Heck, I know a lot of us would gladly take either value! But if you invested 10 years of your life into building a company, it would be a huge life transformation to get the second value, wouldn’t it? Can you … Continued
Double Your Membership at Half the Cost
Imagine having double or even triple the number of members in your program at the end of next year. What would that mean to your business? Your income? Your future growth opportunities? This (and more) is entirely possible when you improve your member retention rates. I have a new client who has 689 members with an 11 percent churn rate. … Continued