I constantly hear from fitness business owners that December is a slow month.
If it is a slow month, it’s usually because the owner has decided it will be a slow month.
December can also be a very busy month. Again, it’s usually because the owner has decided it will be a busy productive month.
What is your December like? This December, right now? A slow month so far, or a busy growing month? If it’s slower than you would like it to be, you’re in the majority of fitness businesses.
If you’re exploding, and you should be given this economy, congratulations and keep up the good work.
Let’s go back to the majority of owners who are having a slower month than they would like. If this is you and you’re not comfortable with the outcome you see coming, you can make some changes now that will bring in more business. But you must act now!
There simply isn’t enough space and time to write about all the possibilities here. Let’s explore one proven solution in more depth.
Do you offer gift certificates? If not, then offer one today. It’s really easy to set up.
If you are offering them now, or are just setting them up today, that are useless unless they are marketed in a massive way.
People are looking for gifts. What better gift is there than the service you provide? But again, people need to know you have gift certificates available. You are entering a competitive arena of getting shopper’s attention, so be careful. Do not go out and spend your hard-earned money on advertising and competing with the big box gyms, unless you can easily afford to lose the money you will be spending. Yes, it’s that risky!
Instead, focus on building awareness and promoting within your existing client base. It’s not enough to simply put it out there and hope people find it.
Here are some FREE things you can do today to get attention and sell your gift certificates.
Create a simple flyer outlining your offer and the benefits to the buyer
- Meet with your team of coaches and staff to promote your gift certificate program
- Post the flyer on every door in your business at eye level
- Post a copy of the flyer on your Facebook business page
- Make copies of the flyer available to your customers and encourage that they help you distribute them
- Personally take a few flyers to your business neighbors and ask how you can help each other
- Post your flyers in appropriate public places
- Send out a special newsletter (short and simple) to your customers promoting your gift certificates
- Make short verbal announcements in all your group sessions about the program
- Post a picture of your flyer on Instagram
- The point is to implement a massive awareness campaign. Do not assume that one promotion is enough.
Be prepared for last-minute shoppers. In fact, I would anticipate it. I sent out a reminder on Christmas Eve one year and got sales that afternoon. (And big thank you from one of my customers for helping her solve her problem of finding a last-minute gift!)
Remember you only get results if you take immediate action on your ideas!
