A couple of months ago I won a free, three-month membership to a gym.
I actually went! I toddled in and met the manager, registered and got my membership pass.
Each week I diligently went to this new gym (shirking my gym of 10 years), spoke with some of my fellow flabbies and generally enjoyed the experience. The gym was clean, well-appointed…and didn’t smell like gym socks. Always a selling point in my book.
My three, free months ended two weeks ago. I’m kind of sad. I liked the place. But I haven’t called them to talk about joining because…well, like many of you…I’m too busy.
Here’s the point of my story: They haven’t called me.
Their records clearly show I came into their gym. Their records clearly show that my free membership has expired. Someone might even miss me!
But I’ve received no call from them to discuss really joining this time. Like for money.
Who’s responsibility is it to reach out? Mine or theirs?
Clearly, it is their responsibility. They are the experts. They could talk to me about what I want to accomplish in a gym and really show me how I can get there with them. They might want a new member or four. Yet, they have done NOTHING to encourage me to join.
How many of your past clients, or folks who have gotten something for free from you, have you called? Or do you think they’ll just phone you up?
We were talking to one of our clients the other day, and mentioned that he had an opportunity to build his business by tracking down some of the folks who used him and now work for another business. He’s got a bunch of them. They would be a great source of new business because they already have an opinion of him and his service, and it’s a good opinion.
He said, “They’ll call me when they leave.”
Me, “Really? Have they called you?”
Him, “No.”
Me, “Who’s responsibility is it to call?”
Silence…
Ah…it’s yours.
Not theirs.
Might you see yourself in this little picture? Are you of the belief that your customers and former customers will just pick up the phone and call you? Because they have so much time on their hands? Because they just love you that much? Because it’s their responsibility???
This ball is in your court.
Let’s pick up that ball. This is an easy situation to change.
How about this for your assignment this week: put 30 minutes on your calendar this week to write down the names of all your former customers, maybe those who have moved to a new business or have completed a piece of work with you.
Call them. Reopen your relationship. I promise you your efforts will bear fruit.
Go forth and do great things,
Martha Hanlon and Chris Williams