Don’t Treat Your Customers Like Gym Members

Imagine that you go to look at a gym. You’re taken around by staff, shown all of the great features, and are made to feel special. They you sign up and before long you notice that something has changed in the relationship. You’re surprised to realize that once you sign on the dotted line, the gym doesn’t care about you.

While this isn’t true for all fitness facilities, most are based on a business model that’s all about getting new customers. They want to sign you up, get any initiation fee, and take your dues every month. The gym would love it if you stopped coming but kept paying your membership.

You’re never asked for your opinion or suggestions for the facility. As a loyal customer, you never receive any special treatment. Management doesn’t care if equipment gets worn down or the locker rooms aren’t as clean as they used to be. They’re happy to take your money every month and they’re betting that you won’t leave. Why do you stay? Because getting out of your contract is a complicated process, you still want to make good on your fitness commitment, and there’s no other gyms nearby.

That is until a new gym opens in town. Then you start to see a mass exodus to the new place. Suddenly you may see the old gym get a bit of a facelift with things like balloons. New membership offers will be promoted as a way to pull in more more members. But as a current member, you’re not getting anything new or better out of the situation. So why should you stay?

A lot of businesses treat their customers like gym members. Don’t forget the people who helped make your business what it is and instead only focus on getting new customers. People will stay loyal to a place that they feel cares about them. But if you take them for granted, they’ll run to the next new thing in town.

When was the last time you reached out to a longtime customer and told them that they are appreciated? Do you ever go to them for advice or guidance? Do you communicate with them about exciting products and services that are coming in the future or is your only contact with them, a monthly bill?

In this economy, relationships matter more than ever. If you treat your customers like a dumbbell, then don’t be surprised if they drop you.