Donna Coyne. Executive Director Professional Club Marketing Association

Transcription

1 Donna Coyne Executive Director Professional Club Marketing Association

2 Back to the Basics & Member Retention in Crisis Times How Do They Work Together?

3 Is There A SILVER BULLET To Get Us Through??? Some think there is.

4 Let s s 1 st Begin With Understanding the Challenges of Today, As it Relates to Member Retention

5 Retention vs Challenges Retention Issues Affordability Needs Provided For Justification of Expense with so little time Job Security Today s Challenges Financial Uncertainty Diverse Membership Competitor for Leisure Time Business Away from the Office

6 Starting Point. and Forward As Greg Patterson states We are in the Relationship Business, not the Dues Business! It Truly Starts Before the Sale is Final!

7 Member Retention Through Relationship Management Members? Why do they stay? Why do they join? Why do they leave?

8 Why Do They Join Motivators (Rate them in order of importance) Location Friendships Price/Value Culture Lifestyle & Environment Business Entertainment Family Activities

9 The Friendship Factor Creating the Culture & Connection Increased Activities Events & Activities, Clubs within the Club Create Reasons to Invite Friends Family Friendly Environment

10 What is Price/Value It is Not Discounting It is Not Cheap Goods and Cheap Prices It is Providing the Best Quality Product at a Price That is Both Reasonable and Fair. Value occurs when reality exceeds expectation.

11 Lifestyle & Environment Dynamic Programming to Fit Each Member s Need Décor, Maintenance & Upkeep Personalization Making Them Feel Good An Inviting Atmosphere to Entertain A Place to be Proud of..

12 Business & Entertainment Clubs Not on Pace With Technology Business Environment Activities to Attract Businesses Appropriate Equipment for Meetings A Place to be Proud of..

13 Why They Stay Involve the Whole Family What Events Did You Offer in the Past Year That Would Fit This Criteria? Remember, if you sell the kids, you ve sold the family.

14 Why They Stay In most all cases, it is a proven fact that they stay because: Their friends are still members Pricing is fair and the product is good The club meets their individual needs Plus, all the other reasons that caused them to come in the first place.

15 High Retention Clubs Will tell you that the key to member retention is: Identifying wants and needs Meeting or exceeding expectations Helping players to connect with the club staff and fellow members Managing each point of contact - experience

16 What are the competitive advantages of retaining members? Knowledge of the members Guaranteed repeat business Creating an at large sales staff Ambassadors Protective / Ownership

17 Retention 101 Assisting it s a Team Effort Retaining Existing Members: Building strong member relations Attentive to their needs Demonstrate the value of involvement Get Them Involved!

18 The Team s Effort in the Marketing Process Staff Members Don t Sell They Market by Each Impression They Make

19 Who Should Assist in being a part of the Team Effort The General Manger/COO All Department Heads The Recreational Pros The Wait Staff, Maitre de, Hostess The Bag Boy, Cart Boy, Valet The Admin Staff

20 What is Your Club s Vision of the Immediate Future? Make it the Vision of the Team!

21 Team Work Gaining Commitment & Involvement Creates Differentiation

22 Create Differentiation By..... Knowing What Our Members Want Provide For Their Needs Accordingly Understand, it s not about making a profit, it s about involvement Know Their Options!

23 Pts. To Keep In Mind: Focus on What The Club Does Best and Then do it BETTER. Stay Fresh. Do it Differently Next time Reverse Roles. See What Our Member s See and Ask Are We Providing What We Would Want? Be Patient and DON T Panic, It Takes Time to Get Members on Board

24 Pts. To Keep In Mind: Never Miss an Opportunity to Ask How We Did Plan Ahead. Develop a Schedule of Events to Enhance all Marketing Efforts and Communicate it Early Shake Some Hands. Members Want That Recognition and Connectivity Thank Members/Guests for Participating

25 Attitude: Light Up the House Positive Attitude Smile On All Faces Communication It s not what you say it s how you say it

26 Interpersonal Communications Strategies Each of us have certain personality preferences that, when combined, form a style of interaction. We must learn to recognize our own style as well as the style of our members, prospects and the Team

27 Identification of Personalities Understand that There are Lots of Different Personalities Behaviors of Each Type Will be Different Know Your Own Personality Type

28 Relax, Have Fun and Laugh If You are at Ease, the Member Will Likely Follow in Kind Create a Relaxed Atmosphere in Person, on the Phone or by Letter Smile, It s Visible in any Medium

29 Interpersonal Communications Strategies Responding to your audience appropriately will deepen the relationship and strengthen the bond of trust between the Team and our members.

30 Active Listening Skills If you sincerely try to understand another person s point of view, then they become psychologically obligated to try to understand your point of view

31 Active Listening Skills Use Acceptance Responses to Communicate to the Member That They are being Heard Repeat Critical Elements to Ensure Understanding

32 A Few Things To Take Away! Success doesn t lie in the performance of one person alone Member Retention is a Team Effort.use all of your assets (team members) Assist in helping Members recall why they joined, why they ve stayed and what they will miss if they leave.

33 You are the Future of the Private Club Industry and Gatekeepers of it s Success Make it Happen!

34 Thank You Donna Coyne Professional Club Marketing Association