top 10 methods for membership retention
TRANSCRIPT
Introduction to practical, workable and implementable strategies to assist in minimizing membership attrition at your club
How to deal with “at risk” members and specific methods to increase their club usage
Proven strategies which shall greatly increase membership participation, loyalty and lower attrition
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“You Pay Us Initiation Fee & Dues…”
“…We’ll Provide You Value”
“You Provide Me Value…”
“…I’ll Pay You Initiation Fee & Dues”
Private clubs continue to demand that customers adapt to their outdated fundamental structure.
Forever in the past
You must adapt to the expectations and desires of the 21st century consumer
Facilities and customer service were once the “gold standard”
New normal is a much larger group of members carrying the overhead burden of the club. People are leaving because you do not have the right offering, along with related initiation fee and dues.
Memberships You Must Have: Single Membership – Not everyone gets married or stays married
Weekday Membership – No need to have a Senior Membership
Young Executive Memberships
Ages 21 – 30
Ages 31 – 40
Ages 41 – 45?
Sports Membership – Not only a Tennis Membership
Clubhouse/Dining/Social
A la Carte - Never
Private clubs THRIVE at running events and parties; not so much as their own day-to-day operations.
Events are Easy
Day-to-Day is Tough
Execute a Daily Plan
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Membership Directors should devote as much OR MORE time to retention than recruitment. Private clubs constantly concentrate the most attention to high-users of the club and ignore the most valuable member possible, the non-user.
The “non-user” has enormous potential in new revenue and new referral opportunities.
Use the Software Programs at Your Fingertips
Concentrate on “At-Risk” Members
Give Them What They Ask For
We are in the hospitality business, be hospitable. Private clubs tend to focus too much on golf and not enough on customer service and staff training.
Ritz Carlton Mantra
Increase Your Emphasis on Staff Training and Customer Service
Staff Knowledge of the Club
Make it personal. Know everything you possibly can about your members. Information is power.
Data and Knowledge Allows for Unlimited and Meaningful Promotion
Commitment to Customer Service
Communicate As Much As Possible
Food and beverage is seldom a positive at a private club, at best it’s neutral. Think of food and beverage as a retention opportunity.
Let Your Members Win
Own the Wine Experience in Your Community
Allow Credit Cards
Fine Dining is Gone
(No, not that survey)
The key to retaining your members is knowing what they need, what they value and what they think of your club. Once you have data to paint a good picture, you can begin adapting your strategies so they’re relevant and provide better solutions.
Use Short, Quick, Targeted Surveys
Use Focus Groups to Enhance Your Survey Results
Use Your Survey to Know Your Members by Segments
Build a bandwagon at your club. If you aren’t going to promote the many benefits of membership, who will?
Private Clubs Were Once the Absolute Best of Everything• Golf Course
• Junior Golf Programs
• Pro Shop Inventory
• Golf Tournaments
• Sports and Fitness• Swimming Complex
• Tennis Facilities
• Fitness Center
• Social and Dining• Member Networking
• Food and Beverage Experience
The Power of Pride and Bragging Rights
Community Involvement
Who would ever walk away from a club for which they are winning?
Food and Beverage Minimums – NO
Food and Beverage Pricing – LOWER
Guest Fees – LOWER
Golf Cart Fees – LOWER
Golf and Tennis Instruction – FREE
Daily “Freemiums” – ALWAYS
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