A lead generation and sales tactic we've seen emerge with ferocity lately is the "6-Week Challenge". This blog post is meant to outline the process as well as the pros and the cons of the 6-Week Challenge for those who are considering it.Please note, due to the complexity of these challenges, this is a simple overview. Each step and process has an intricate amount of detail to complete successfully.
The premise behind this marketing/sales tactic is simple:
A free 6-week fitness program.You will be marketing a free program, generally via social media. The tactic of offering as a free program is meant to increase the amount of leads you get while also lowering your cost per lead.We all know you cannot sustain offering a completely free 6 week fitness program to your community - so there's obviously a catch. And most of your leads will know there's a "but" coming when they sign up.But you have to put a $X00 deposit down to stay accountable. If you hit our agreed upon fitness goals, you get it back. If you don't, you don't.While this is very bait/switch-y, it plays to human nature and is explainable. Without something on the line, everyone will take this challenge and no one will finish. Therefore, without lying you can tell them, you're taking this deposit to help ensure their success while also giving some recourse if someone is wasting your time.
A well structured fitness programwhich will:
Regardless of their success in the challenge, offer them their deposit back in the form of a discount over a one year contract.If you executed right during the challenge, you should have a client waiting to join. If you helped them hit their fitness targets, the sale will be even easier.If you did not help them hit their targets it's OK! As long as you structured the challenge correctly, you and they both will know they didn't follow the instructions and guidance correctly. Use this as a talking point when you sit them down to join the gym.
Remember, the goal of the entire 6-weeks is to get them to this point. In order to pull off an effective challenge, you must execute here.The conversation will branch slightly depending if they hit their fitness goals or not, but will ultimately lead to the same discount and contract, explained below.They hit their fitness goals.If they hit their goals, this is a pretty intuitive conversation. They won the challenge and are entitled to their deposit back, per the challenge rules.They did not hit their fitness goals.Have a frank discussion with them. Ask them if there was any reason that they knew of for the missed mark. Generally, if they're being honest with themselves and you they'll divulge that they slipped somewhere.Regardless, you can point to the challengers that DID hit the mark and say "Clearly, this stuff works, if you want to hit your goals we can totally do this. We just need more time".The Contract / DiscountTo explain this part, let's assume you sold the challenge against a $500 deposit and your memberships are $150 per month.Offer your client a membership contract with the following terms:
This works for everyone involved:
All this being said, challenges aren't for every market and for every person. It does require a rather sophisticated sales ability. It also requires you to have a very detailed and well thought out system for funneling all the challengers toward the end goal of joining the gym. Since you will rely on paid lead generation, if you do not execute well at any stage of this challenge (up front sales, program, back end sales) you might stand to actually lose money doing this.The other major downside to running a challenge is all the organization you must have to keep all your leads in order. Keeping track of who responded to the ad, who . you have talked to, who's coming to the gym for a consultation, etc. can be a beast when you're getting 200 leads from an ad!
Running a challenge at your gym? Talk to one of our gym-owning consultants today about how to use our App Store and Integrations to automate the management of your challenge!
Get actionable strategies and ideas to help you grow your gym and manage it successfully, in your inbox every week!