My girlfriend manages a yoga studio and I was there when it first launched.
The studio had been running for 3-4 weeks and while they had some success they didn't see the foot traffic like they anticipated.
I noticed that they were promoting a lot on social media since they had quite a few local followers... but obviously it wasn't working.
So I sat down with a pen and paper and I asked her how many people could fit in one class and how many classes were they teaching on average every week.
So I determined how many "spaces" were available every week and then determined how much revenue it would bring in... and then multiplied it by 52 to get their potential annual revenue. (each space was a yoga mat on the floor for every class filled to capacity)
Of course her eyes lit up and she was willing to listen to any ideas I had to fill each space to complete the studio's mission of reaching as many people as they could to spread the message of gratitude, love and light.
*** These strategies you are about to read can apply to any business. Just use the concept and apply it to your industry. I'm just using yoga studios for this example.
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How To Turn One Time Clients Into Repeat Clients
Obviously I worked backwards. Meaning I figured out how many clients they needed every week to hit their potential annual revenue.
Then I put together a game plan on how to not only bring in clients, but to psychologically make them buy a full months package of classes.
Here was (and still is) the process:
1. Make it extremely easy for the client to attend their first class.
Instead of offering a free class, charge them $1. Why only $1? Because it's not the revenue we were trying make on their first visit rather than getting them to buy a months worth of classes.
By having the client pay just $1 for their trial class, we have made them a paying customer and now we have their credit card information. This makes it easier to sell more classes to them since it's 10x easier selling to an existing customer than it is to a new customer (even if it's only $1).
2. Make them a deal they can't refuse
After they have finished their first class (when they feel great and on top pf the world) offer them two free classes with a purchase of the month long class package (average of 10 classes).
But they have to do it right then and there because once they leave the studio then the deal is off.
Why does this work so well? Because of fear of loss. We're forcing them to make a decision right there on the spot and the client knows when they walk out the door the free classes are gone forever.
At this point, more often than not, the client agrees and since the studio already has their credit card info, it's just a click of the mouse...
... and we've added a new happy and satisfied client for an entire month (I hope by now you see the power in charging $1 for their first class instead of giving a free trial class).
3. Offer incentives for new business
We offered them two free classes for every person they referred who had purchased at least a ten class package (after they've went through the process above).
Word of mouth advertising is powerful. We knew this. So what better way to have our loyal clients spread the word for us than to incentify them for doing so.
It was our way of saying "Thank You" and it worked. So needless to say this "refer a friend" program is still being used today.
Since we would sell the packages and offer the two free classes if they joined right then, it made is super easy for our existing clients to gain even more free classes because they knew we would do all of the selling... all they had to do was invite them to an awesome yoga class for only $1!
How To Bring Back One Time Clients & Make Them Repeat Clients
Simply put, email marketing.
I've done a lot of work designing websites and online video membership sites for yoga studios and it amazes me how this small but powerful marketing tactic is not being used (or properly being used) by an overwhelming majority of yoga studios.
Just about every yoga POS system has an email newsletter attached to it... why not use it?! If yours doesn't have one, sign up for one of the many services being offered.
I use and recommend MailChimp. It's FREE for up to 2000 contacts and super simple to use.
Make sure to ask EACH and EVERY person who buys any service from you, especially including the $1 trial offer, for their email address.
Also, add an email opt in form on your website. Make sure its visible as soon as your visitor lands on your website. That means they should not have to scroll down in order to see it.
Don't use something lame as to why they should join your newsletter such as "Join Our Newsletter". Why should they join??? You haven't given them any reason to.
Instead, give them a reason. One headline I've used on my client sites that has converted well is "Join Our Newsletter For Special Promo's & Discounts Available ONLY To Our Subscribers!"
Now you've given them a reason to give you permission to email them as much or as little as you'd like and they'll be looking forward to your emails! -- and I'm about to tell you why this is important, because...
... this is how you make cash on demand (and gain new clients too)!
Let's say you've collected 700 email addresses and you're having a slow week. Send a broadcast (meaning one email to all 700 people) letting them know that for this week only, all drop in classes are at a reduced rate.
Can you imagine how many people will come at the spur of the moment, especially since it's a deal?
Now imagine all of the extra revenue you've gained by sending one email!!!
Lastly, think of the opportunity you have to sell more services to these one time clients once they're back in your studio... and had a great class!
Here is a dead-easy way to keep in contact with your one time clients:
1. The day after their first class, send an email reminding them to stay hydrated and perform light active stretching if the soreness isn't too bad (or whatever advice you'd like to give).
That's it... no pitching... just a message to let them know you're thinking about them and giving them more service even though they did not buy! (talk about value and going beyond of what's expected).
2. One week after the first email was sent, send them an email checking up on them to see how they felt after the class and the days after. Share with them the importance and benefits of yoga and that's it... again, no pitching.
3. One week after the 2nd email, offer them the same deal they passed up after their $1 trail class. It's unlikely that they'll tell anyone as they think you're cutting this special deal just for them.
If you're worried about it ruining the "refer a friend" program... it won't.Your client wants the two free referral classes and I highly doubt they'll tell their friend to wait two weeks to get the same freakin deal!
4. Finally, after the third email you've sent, offer them your online yoga membership to where they can practice yoga anytime, anyplace, on any device.
It's way easier than you think to get an online yoga membership started and I'll explain to you how you can run one virtually without any extra work or cost!
Here's How To Create a Lucrative Online Video Membership
I was pleasantly surprised to see the demand for online yoga membership sites.
So naturally, me being a web designer, created a membership site and started offering it yoga studios around the nation.
Click Here For Our Basic Plan (we offer three plans)
Operating one isn't as much work as you think... and I'll break it down now!
You're already paying for studio space and creating new content for your existing students, why not leverage these things to give your existing students and other students globally anytime access via the web... make sense?
All you need is a smart phone (Android or iPhone), a free PayPal account and/or a credit card merchant account, a smart phone tripod, a wireless mic (optional) and the ability to upload a video to sites such as YouTube... and that's it!
Here is the EXACT process you'll use to operate your own:
1. Buy a smart phone tripod. They have tons on Amazon.com for under $20.
2. Purchase a wireless smartphone microphone... again, under $20 like this one here.
3. Film one of your classes (so you're not doing any extra work)
4. Upload your video(s) to YouTube. However, I highly recommend Wistia as they are free to use (up to a certain amount), private, powerful and secure.
5. Add your video to your membership site.
And there you have it. Very minimal work, no extra cost (after the one time costs of the site and equipment) and you've now added another revenue stream, added to your client convenience and now have the ability to spread your teachings globally!
After you do steps 1 & 2, you only have 3 super easy steps to make this work. (go ahead, read steps 3 - 5 again and you'll see how easy this is).
Not to mention the recurring income you'll be receiving day after day, month after month, and year after year... and did I mention with virtually NO extra work involved 🙂
Some Surprising Numbers That'll Get You Excited
I'm going to break down the potential revenue that an online yoga membership site can make.
Let's say you have 2000 Facebook fans and only 3% join at $20/mo, that's 60 people paying you $20/mo... that's $1,200 every single month in recurring revenue... all from free advertising.
Now let's say you have 125 clients and 50% of your existing client base decides to join for the added convenience of still attending class... you know, in the event they don't have time to drive to the studio, stayed late at work, etc. but they still wanted to practice yoga.
That's another 63 memberships at $20/mo for an extra $1,260 every month in recurring revenue... again, all from free advertising.
You will now earn an EXTRA $2,460 in recurring revenue each and every month... and you didn't do anything additional than what you're already doing... except for clicking the record button, uploaded the class, and putting it on your membership site.
This is just the beginning... your very first month. Imagine the size of your membership six months down the road once it grows (because it will).
No worries thinking that you're existing clients will leave for the site... and here are two reasons why:
1. NOTHING will ever take the place of a live studio class.
2. This is just a supplemental service on top of their existing one (you're upgrading their experience).
Here's my disclaimer.... I'm not saying you will make this revenue...or... hit these numbers. I'm just letting you know what's possible from what we've seen from our existing clients and what they report!
The Secret To Selling More Classes & Generating New Clients WITHOUT Doing Any Extra Work
What's the one common trend you've noticed throughout this whole article?
It's how you can massively explode the growth of your business by adding new clients without doing anything more than what you're already doing.
You're just going to do it in a different way.
Here's a recap of the 5 easy but powerfully effective marketing strategies that you can start using today...
1. You're already offering free trial classes, just make them $1 to create the buying psychology of your client pulling out the credit card and paying for your service.
Remember, it's 10x easier to sell to an existing customer than it is to create a new one.
2. You're already offering your services to your new clients after their first class, just add free classes to their first package they purchase and create a "fear of loss" by killing the deal once they walk out. Make it a deal they can't refuse.
3. You're already encouraging your existing client base to refer their friends (at least you should be), just reward your client for bringing you new business... and you'll have them working for you in exchange for free classes... simple!
4. You should already be asking for their email address (in person and on your website). Just email one time customers providing value and then offer your services again (using the same or similar deal you offered them in the first place then downsell to your online membership site in the next email).
5. You're already teaching new classes just about every day, you're just going to film them, put them online and charge for the convenience.
Is there anything hard about this?
Exactly... and always remember, if you take care of your clients and reward them well, they will be raving loyal fans and preach your name to everyone they know.
So what are you waiting for? Go ahead and implement these simple yet effective strategies and literally watch your business grow bigger than you've ever imagined!
Do you own or run a yoga studio, or any business and have implemented dead-easy strategies that work that aren't on this list? Then leave a comment below... I'd love to hear them and I'm sure others will too!