You might have heard this advice from a number of sales consultants in our industry, “You buy the sale”.
Of course, the implication is that you have to incentivize the sale with various freebies (t-shirts, water bottles, workout towels, caps…) to convince the prospect to buy your membership.
Sure, buying the sale works on some people, at least for a while… but sooner or later the “freebie high” wears off and buyers remorse is never far away.
It is much better to earn the sale by focusing on negative reinforcement techniques, removing their barriers, and moving them up the expertise curve. These have a much more profound effect on the member/client experience and also have a much longer lasting effect on retention.
When you buy the sale you pay for it in terms of retention… but when you earn the sale you also earn their loyalty.
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