If you think that everyone who walks through your front door should be treated the same you are in for a serious shift in your psyche! Equality? Everyone deserves the same approach? I had the pleasure of sitting in on a presentation by Alexa Dvorak on how to grow your membership by catering to the female client. I came in with an open mind and a preconceived idea of what I was in for. I couldn’t have been further off the mark. The knowledge and insight I gained has had me looking at my business and personal interactions through a different lens. I always thought I could open my doors, coach with passion, over deliver on service, build a sense of community and we are good to go! Then I was left with the question, “why are 75% of my clients men?” After listening to Alexa I now understand that I wasn’t understanding or catering to the female market. The solutions are simple and I am embarrassed to admit that I was blind to seeing the problem. I love coaching women and have developed lifelong friendships with many of my female athletes I have worked with. I got lucky. These athletes were able to overlook my shortcomings on my initial introduction and knew that in the end The Coach is going to be a good fit. But how many just never came back because I neglected to do the little things that make a female potential client feel safe, valued and a part of my community. Don’t let the same thing happen to you. This episode dives DEEP into the female psyche and Alexa gives concrete tips on how to change your membership’s culture to make it more female friendly. Women only make up 50% of the population! Maybe your business should start taking an active step to creating an environment that caters to them.
Alexa has been kind enough to share her BIG 4 with us:
Okay, so you’ve optimized your programming and women are filling in the door… How do you make a great first impression and keep her running back for more? Use The Dvorak BIG 4:
A tour is one of the most overlooked and underutilized tools in a club’s arsenal. This is where she learns about the club’s culture, becomes comfortable in the space, and begins feeling at home.
During the tour of your facilities, introducing her to your influential staff members is key to your success. Every touch point of your organization whom she may have contact with regularly must have a personal relationship with your client. This not only creates a comfort for the client knowing she is being taken care of from every angle, but also increases cooperation and communication within your team.
3. Orientation (How her body works instead of how it looks)
If your tour and relationship building are spectacular, but you talk about how her body looks instead of how it works, even as a supposed compliment, you will stumble. As you begin a workout, a golf lesson, a fitting, etc please choose your words carefully. Understand their power. Women are especially sensitive to words. Her body language thus performance change when you make her self conscious about her image.
4. Exit Gracefully
This is your last chance to shape her experience in a positive way and receive feedback. Walking her to the front of the facility and making sure she leaves well ensures she exits your presence knowing you care, feeling safe, and reflecting back to you her initial response.
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