Club Insider

A Simple Tip for "Selling Out" Your Club Programs

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Karen Woodard-ChavezKaren Woodard-Chavez

When I ask my clients how their programs are doing, they often respond with disappointing results. They report that they're just not getting the participation they expected. Does this sound familiar? When they implement the following tool, they see very different results.

Often times, when planning a program, what is thought about is the title or the activity... rather than the desired outcome. If you're planning with outcomes in mind that your population has expressed a desire to achieve, it will make it easier for them to recognize that you're providing a solution for their needs. Ensure that at least one of your outcomes is incorporated into the title of the program so it's simple to understand what the program is about, and what the participant can expect, without having to read through a lot of marketing material. Naturally, we think of a title first, and we need to go into a bit more depth to include the outcomes and who the program will best serve.

Once this is done, it makes it amazingly simple to identify the people of your population that you will target to engage in the program. This is a critical step because, if you can name 30 people in your business (for an 8-person program) that the program will serve, then you can contact them to give them the first crack at the program and sell the program out. When you can contact a resident/member/customer because you were thinking of how you have a solution that will meet their needs, that is very powerful for not only filling your programs but for relationship building with your residents/members/customers.

By contacting and verbally inviting these people to participate, rather than simply placing visual ads in your business or on your website, you make the program very visible and in the forefront of people's minds. If you simply rely on flyers, posters, emails, etc., people become blind to those things and literally have low or no awareness of the offering. VERBAL communication makes your programs VISIBLE. Additionally, this provides the opportunity to connect with your residents/members/customers affecting results, retention and revenue. See the following example for outlining concept and outcomes:

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