Mastering the Art of Membership Sales in Private Clubs: Strategies, Challenges, and Solutions

Welcome to a deep dive into the world of private club membership sales. In this blog post, we're thrilled to share valuable insights from a recent Club Innovators podcast episode. We had the privilege of hosting some industry heavyweights: Melissa Hansen, a private club membership and marketing educator as well as the Director of Membership & Marketing at The Club at Olde Cypress, and Rick Coffey, a certified membership professional and the Director of Private Clubs at NBC Sports Next. With our guests, as always, are the co-hosts of the Club Innovators podcast, Brian Friederichs and Adam Murchinson. Together, we unraveled the mysteries and challenges of membership sales in the private club industry.

The State of Membership Sales in Private Clubs

Our conversation began with a shocking revelation by Adam, who detailed a national campaign that secret-shopped private clubs. Astonishingly, a staggering 25% of the clubs sampled failed to follow up after receiving inquiries. As Rick pointed out, this isn't unique to our industry, but it's disheartening nonetheless. Melissa raised an interesting point about waitlists causing clubs to become complacent, emphasizing that neglecting prompt responses can harm a club's reputation and cost valuable opportunities.

The Importance of Follow-Up and Multiple Touch points

One critical issue we all agreed upon is that many organizations allocate inadequate time and resources to sales, leading to a lack of follow-up and missed potential members. Shockingly, only 8% of salespeople make an effort to follow up after initial contact, despite sending pricing information to 86% of prospects. Rick emphasized the importance of multiple touchpoints, revealing that it typically takes 7 to 8 interactions to convert a prospect into a club member.

Overcoming Challenges Faced by Membership Directors

Membership Directors, especially those juggling multiple roles, face substantial challenges. Melissa, a one-person department in a midsize club, suggested a solution she has incorporated at her club - automated campaigns to ensure consistent communication with prospects. A single monthly campaign almost always resulted in at least one new member. Adam underscored the need for effective systems and structures to manage the sales process efficiently.

The Role of Personalization and Onboarding

Personalization emerged as a unanimous priority in the sales process for private clubs. Tailoring interactions based on prospects' interests and backgrounds is pivotal. Melissa shared her success story of implementing virtual new member orientations and a dedicated microsite, leading to increased attendance and positive onboarding experiences. Adam stressed the importance of onboarding, setting the stage for a great member experience and increasing the likelihood of referrals.

The Power of a Strong Sales Process

Being the first to reach out and providing swift responses carry immense value. Connecting potential members with existing ones fosters relationships and addresses concerns about demographics. One tip Melissa gave was to Display photos of club events in her office, offering prospective members a glimpse of the club's vibrant atmosphere.

Lead Generation and Marketing Campaigns

Our conversation turned to lead generation and marketing campaigns. Melissa suggested using gated content on websites to capture leads, like offering the club calendar in exchange for contact information. Adam proposed realtor referral programs and a dynamic realtor rewards initiative to attract new homebuyers.

The Marketplace Leads Program

Adam discussed concerns about public play potentially devaluing private clubs. Rick introduced NBC Sports Next’s Marketplace Leads program, which generates leads from individuals interested in membership. Since March 2020, the program has generated approximately 7,000 leads. Adam also emphasized diversifying lead generation strategies, including member referral programs, realtor referral programs, direct mailers, and online ad campaigns.

Capstone Hospitality's Comprehensive Sales Training and Management Software

Brian praised Melissa and Rick for their remarkable marketing and sales skills and introduced Capstone Hospitality's comprehensive sales training and management software, aptly named "Drive." This robust software provides access to training, a custom-built CRM system, meeting tools, automatic notifications, and benchmarking services. Brian concluded by offering a special discount and a capstone box of goodies for the first people who sign up for Drive.

Conclusion

In conclusion, the private club industry presents both challenges and rewarding opportunities. By focusing on the core principles of effective sales, leveraging technology, and implementing innovative strategies, we can forge lasting relationships and offer members unforgettable leisure experiences in our beautiful club spaces. Mastering the art of membership sales in the private club industry is within reach, and the rewards are truly worth the effort.