21 Day Heat Map

They say it takes 21 days to change a habit!

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Whether you’re running a 3 session offer, 2-week trial, 21 day intro, 6 week challenge or anything in between. The most empowering customer journeys, with most predictable trial-to-member conversion rates, happen when the sales process during their first few weeks is beautifully aligned with the natural HEAT your customer experiences.

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PLOTTING YOUR 21 DAY HEAT MAP

In our resource around ‘Buyer HEAT’ (if you haven’t read this yet, do this now) we asked you to plot the emotional highs and lows, aka ‘Heat’, that your ideal customer goes through. Revisit this again and consider a few more factors like...

• When is their excitement at it’s peak?
• Is there a difference in Buyer Heat when at the studio vs in between sessions?
• Are there any predictable dips that occur, like when they get stiff or lose interest?

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Refine or even re-draw this now if needed, BEFORE turning the page.

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IMPORTANT CONTEXT BEFORE WE CONTINUE

Over the next few pages we are going to examine our findings from conducting this exercise with around 100 gym owners, managers and trainers, along with our own customer research and mystery shopping exercises. Whilst there were three major similarities across the board, no two people’s accounts were identical and there were sometimes big anomalies. We are dealing with real human beings. Each one of us is beautifully unique and unpredictable.

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There are no rules that will ever apply to every person that walks in the door, every time. But, if we pay closer attention, there are a handful of strong patterns and insights that can be used to build a more effective and customer centric sales process.

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THE THREE MAJOR TRENDS

1. EARLY SESSION SPIKE

Without doubt the most common trend reported by gyms and customers alike, was that people experience a surge of excitement during and immediately after their first and/or second session.

Around half of the time this was reported to extend to session three, but to a lesser extent. In most cases, this was coupled with the observation that new trialists tend to book and attend the first two or three sessions in quick succession. Either consecutive days or with just one day between. There is also more likely to be greater fluctuation in energy levels in and out of the gym during the early phase. The experience in the gym is new and exciting but back home or at work nothing has changed yet, meaning it can sometimes feel like you’re dealing with two separate people.

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2. THE DOMS DANGER ZONE

A close second most commonly reported trend, was that somewhere between session 2 and session 5, usually between days 4 and 8 of their intro/trial period, people get stiff! This is also around the same time frame during which the initial excitement tends to wear off.

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Whilst most gym owners and trainers will agree that this HEAT MAP is the typical pattern most people will follow, very few have aligned their sales process to match. In many cases, operating in direct conflict to the natural peaks and troughs in their customers buyer HEAT. Or simply applying sales pressure throughout the journey and burning all parties out in the process. On the following page we have outlined a simple three-phase structure that will help you...

• Lead a more effective, customer centric sales process

• Funnel your selling energy to align with the natural peaks in your customers BUYER HEAT

• Create a more supportive and less frustrating experience for your customer

• Drive higher participation during your trial and close more members

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When asked: ‘of the people who don’t complete the intro / trial period, after how many sessions do they usually drop off?’ The most common answer was between 2 and 5 sessions. This seems largely consistent regardless of the length of the intro or level of financial investment.

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3. HABIT FORMING

In third place, the most commonly reported trend was that, specifically for the people who make it past the 5-7 session mark within their first 2 weeks, energy and enjoyment levels begin to rise again and we begin to see a more regular pattern of attendance. Whereas during session 1-3 it’s the experience itself which is new and exciting, now it’s their relationship with fitness and the amazing physical and mental benefits they are now beginning to feel in their daily lives.

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WHERE HAVE WE BEEN GOING WRONG?

Contrary to many common practices out there in fitness, the idea of avoiding the tough conversations for the first week until the customer ‘feels more comfortable’ may have some major flaws.

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TIP: PLANT SEEDS IN SOFT SOIL

In the same way we wait until our colleagues or loved ones are in a good frame of mind to ask them for something; The best way to maximise your chances of a smooth sales process, with less friction and discomfort both ways, is to introduce the information that might be harder to digest, during the windows of opportunity when it’s likely to be received most favourably.

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INVEST SUPPORT & MOTIVATE PUSH & PRAISE

PHASE 1: INVEST

The excitement during the first few sessions is hard to get back. This the opportunity to invest in them and invest in the process. Ask questions, learn about them, show them the value and leave them with all of the information they need to make a decision. Getting the first few days right not only increases your chances of bagging a few early member conversions, it means your hard work is done, your energy has been spent efficiently and you can rely on the quality of your product to take over from here.

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PHASE 2: SUPPORT & MOTIVATE

To begin with they needed a friendly and pro-active consultant, now they need supportive and motivating coach. During this challenging and risky patch the priority is to keep them engaged and showing up. Points of contact before sessions, gaining commitment for the next class before they leave. This is also a great time to offer some extra incentives for getting to session 4, 5 or 6. If they make it over this hum then you’re into the home straight.

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PHASE 3: PUSH & PRAISE

The trust built during phase 2 naturally grants you permission to take a more personal and assertive approach as new habits begin to form. Your compliments on their progress will feel genuine and meaningful, your encouragement to push themselves harder will be appreciated and your advice and recommendations on how to continue on their new fitness journey will be welcomed and followed.

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