Remember back to when you first started CrossFit. Did you fall in love with it the very first time? Or was it a couple of times then you were hooked? For me, I fell in love at the first WOD(300, you know the WOD the guys in the movie did).
Immediately, I looked for a local CrossFit gym and did everything I could to join that gym, except for drive over and walk in the front door. On their website, they said not to drop in, but to email or call. So I emailed, called, facebook’d them and did everything I could for nearly six weeks. No answer, no response, no free intro class, no nothing.
When I finally got an answer, here it was “Hey, Sorry I’m just getting back to you. You can start on our next On-Ramp.” Me: “When is the next date?” Them: “In about 6 weeks” Me: “Wow, is there any other options?” Them: “No, not at this time.” Me: “Okay, thanks…I’ll get back to you.”
Guess what? I didn’t get back to them. Why did I need to wait 10-12 weeks to start my “official” CrossFit journey? The next nearest box was 30 minutes away. Needless to say, I was extremely frustrated. They lost a potential client, $1000s in revenue and made me feel insignificant. Had their been another box in town, I would have taken my business there. Instead, CrossFit COMO was born.
From an outsiders perspective, CrossFit is intimidating, difficult and unknown. Everybody that does CrossFit has a six pack and big muscles(Ha!). Put yourself in your potential client’s shoes. Think like they think. Then tell your story as they want to read it and you want them to perceive it.
Here’s a scenario.
John is sitting at home at 9:00 pm and is finally fed up being a coach potato. He’s gained 30 lbs since he started working full time post college and was watching his football team. ESPN does a teaser commercial for it’s replay of the 2014 CrossFit Games and shows Camille overhead squat 242 lbs over her head and Rich Froning doing muscle-ups. Intrigued, he pulls out his iPhone and googles CrossFit and google suggests CrossFit Gyms in YourTown, USA and he hits search. 5 local affiliates pop-up and you box isn’t listed. There’s your first Barrier-to-Entry. He searches through a few of the different affiliates and see’s one that has great photos of their members on the home page, see’s a person that looks like him and reads his success story where he can relate. His emotions are high, but he can’t find an email address or a phone number anywhere on the site. Barrier-to-Entry #2. So he drops that affiliate and finds a couple of others and sends emails. Affiliate 1 responds within 20 minutes and invites him to a Free Intro class on a specific date and affiliate 2 doesn’t respond for 3 days. Barrier-to-Entry #3. etc..etc…
You get the picture.
Why do you think those late night infomercials are so effective? They establish an emotional connection with people. P90x has made Tony Horton a multi-millionaire because people can relate to the testimonials. Ron Popeil has “Set it and Forget it” and made millions making the lives of housewives all that much easier.
When people are ready to make a decision, get out of their way and make it super easy for them to do so.
When someone searches from “CrossFit Yourcity, USA” you better be on the first page and the google map directory. Jon Gilson sent me something that showed in the Boston Area alone, there were 30+ affiliates and more than half of them weren’t on google maps. Unreal.
So here’s a few action items for you to take forward and implement today.
- Make sure you show up on google maps – http://www.google.com/business/
- Submit to other business directories such as bing, yahoo, yp.com, etc.
- On your homepage
- Clear and Concise Navigation…Get Started…About…Programs/Schedule…Meet the Trainers….etc.
- Visual Story Telling…Tell the story of your box with pictures of people being awesome.
- Benefits of CrossFit at your location. Why they should choose you!
- A specific Call-to-Action/Opt-in…You want visitors to come to your gym right?…give them an amazing offer for sharing their email address so that you can follow up and invite them in.
- Your address and phone number, big bold and easily found. Preferably at the top.
- Success Stories/Testimonials…tell your story.
- Respond timely with a sense of urgency, make that person feel special. Surprise and Delight.
- Get them in the door, quick. Offer a free trial class or a no-pressure intro 1-on-1
- Make sure that people can sign up, register and pay online. This not only saves you time, but guarantees that they are coming in.
Go out and provide amazing service to people interested in your gym. It’ll pay dividends.