It has been said that we get the government we deserve. The implication, of course, is that in a free democracy the people exercise their own judgment to elect their public officials.
The same applies to your members.
You marketed to them. You awed them with your facility. You impressed them with your tour. You won them over with your slick sales pitch. You agreed to solve their problem (whether you realized it at the time or not). You accepted their money.
You got what you deserved.
When your members complain, when they perform their exercises incorrectly, when they ask stupid questions, when they ask for another discounted price, when they don’t spend in your profit centers, when they ask for different music, when they stop coming in and when they eventually leave… you get what you deserve.
You should have gotten better members in the first place.
Two important things to remember about your members.
- Not all members are created equal.
- Member retention begins with member acquisition.
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