Sometimes selling CrossFit® memberships can seem like an uphill struggle. That’s because busy box owners can end up chasing their tails and ultimately making things harder than they need to be. In this article WodSites Australia will show you how smart marketers sell CrossFit® memberships and the easy ways that you can join them.
Getting new prospects from the point of browsing the web to becoming members of your box is actually a fairly straightforward process when you perfect it and by the end of this article we think that you will have done just that:
What are the core stages here?
- To evaluate your target market and opportunities
- To create a specific and compelling offer for that market
- To build a landing page (LP) to capture that market
1: What is your target market?
As a busy box owner it could be that you haven’t even thought about this part… right? Well in order to put together a compelling offer for your target market you must first know who they are. When I ask a lot of clients the question “Who is your perfect customer?” or “What type of people do you want to attract to your box?” it is so frustrating to hear the word “Everyone!” Whilst I understand (and agree) that functional fitness is for everyone, you can’t market to everyone! You can try but you will fail. Firstly marketing to everyone is expensive and secondly you can’t tailor a decent sales pitch to everyone! Smart marketing starts by finding your target audience (or audiences) so that we can tailor messages specifically to the needs and desires of your audience.
This is how you find your target audience…
Start by taking a look at your existing clients. These are people who have already bought from you. This will help you to build up a picture of how to target clients just like them. Make a list of the segments that make up your current client list, for example:
- High level executives
- Full time athletes
- Stay at home Moms
Now add to that list two additional segments of clients that you would like to have as members but don’t, for example:
- College students
- Office workers
Great… easy enough right? Okay so now what we do is create an in depth profile for each segment allowing us to address their needs and appeal to them directly. We’ll use the college students as our example from here on out, but realize that we would apply the same profile creation process to any target market we might like to acquire.
The profile will contain
- The Total Addressable Market
- The Segmented Client’s Goals
- Client’s Resistance Points and Fears
*TIP – The Total Addressable Market (TAM) is an estimate of the number of people that could join your gym from any given profile/demographic. If this is very low because the profile is niche then you will need to add more profiles however if it is high then you will need to segment it further.