Client Communication Strategies

Client Communications

Client communication doesn't just mean weekly emails.  Sure that's part of it, but every good business needs a communication strategy if they are going to properly nurture, convert and retain clients long into the future. 

I look at my communications as a decision making journey that is very similar to dating (I've been married for 22 years so this is how I remember it to be. Maybe it's not how the kids do it these days so don't judge :) 

Flirting: These are prospects.  They have either subscribed to your mailing list, inquired through your website, signed up for information at a charity event etc.  

We don't want to "sell" these clients on you or your services.  But rather get to know you, your vibe, your value.   

Meet for Coffee: After there's been some flirting, metaphorically ask them out for coffee.  This might be an intro class, a studio tour, a discovery call.  It's low commitment (asking to dinner this soon in the relationship would be too forward), but an opportunity to have a conversation and get to know them a bit more.  The communication strategy is to ask questions, listen and hear their pain points.  What has prompted them to flirt with your studio?  Is it physical aches and pains?  Is it the trend? Is it weight loss? Is it mental health? 

Digest this information and tailor your communication to their pain points.  Customize your conversation.  Then ask them for a "date" in the form of an Intro Pack or month trial (not free of course) 

Dating: This is still not a huge commitment and sure, they might be seeing other people, but the studio's job during this time is to deliver on the promises you made over coffee.  Make them feel welcome, seen, heard and part of the community.  Highlight a movement that is specific for their needs.  Follow up in email to see how their experience has been and share the value they brought to your studio.  

Exclusive: They chose you.  They don't see other people and you want to keep it that way.  Is their daughter graduating from college?  Send a text congratulating them on the big milestone.  Are they having surgery?  Put it in your calendar to wish them luck the day before.  Do they have a birthday? Put balloons on their Reformer.  

Client communication isn't one size fits all.  Segmenting out your population and communicating in a way that speaks to where they are in their decision making journey is imperative.