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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Don’t just differentiate, motivate!

Consumed => “What Do You Want Your Club to Be Known For? That’s for You to Decide” by Eddie Tock on Club Industry.

http://clubindustry.com/forprofits/fitness-club-known-20101101/index.html

Left a comment…

Good stuff Ed. The bit about “experience” is a key factor more need to embrace. That said, you said:

“Quality is the No. 1 reason people will support and be loyal to your brand. In our industry, it is the quality of the relationship and the experience that the member has with the club and its staff that affects his or her loyalty.”

Pardon me for saying so, but I believe there’s something more important than (subjective) quality. That is, to understand guest motivation. Different people are motivated by different things. What motivates people to join a club? What motivates to join (or not) your club? It’s not about what you have (i.e., points of differentiation) but what they hear, see and experience.

For example, I would think that the experience also includes the “relationship” guest have with each other. We’ve all been somewhere where we feel is not the place for us. Some like friendly and personal, some do not. Some just want low budget basics, some do not. There are always a number of differentiators. But differentiators are not enough. The key is to find the ones that drive motivation.

On the positive, getting feedback is a great way at distilling key motivations. Once distilled you can begin to formulate action, be it changes in marketing, guest services, etc. Again, it’s not what you say, it’s what they hear. The better you understand what they are listening for, the more likely you are to connect. And motivate!

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