Getting people to click and commit to coming in is a challenge that we work on by having a great offer. The problem is there are a good number of  people that won't show up to that appointment.  They forget, get nervous, or re-think their need.  We need to have some sort of plan to get them through our doors.

The Thing That Stops Them

I believe there are three big things that get in peoples way of coming in for that first class.

The first is The Unknowns. Will they be able to find you? Where will they park? Who do they talk to when they get there? Will they be able to keep up with the class? Are they going to get hurt? Is their kids gonna like it? The list of questions is endless and you answered them enough for them to book but now they have time to ask more and the experience feels more real and therefore more scary. The more of these you answer for them, the more likely they are to come in.

The second is The Future Commitment. You need to remember their first class may be free, but they still won't come in if they can't see a future with you. They were excited enough they booked the class and that means you did something right already. Now, you will need to make sure they know what will come after their first class. Will they need to come knowing if they are going to sign up? Do you have a trial period for them to take advantage of? Do you have shorter time commitment than the rest of their life? If the price after the trial is too high or the commitment too scary, they might not try your free thing.

The last is the one we have no control over, LIFE. Let's face it things happen, circumstances change. Some people will have to cancel because something crazy happened and the best thing you can do is be there when they are ready to buy again. You won't stop everyone from no showing but you can lower the chances.

Step 1: First Contact

They just signed up to come in. I start by sending an email that confirms the appointment and includes as much personal information as I can. I link them to a place where they can get questions answered and include answers to the most common questions I get right in the email.  If I can help it, I don't let them book more than 4 days in advance because they will have too much time to lose motivation.

example:
Hey Hey,
(Their Name) I am stoked to have you and (their kid's name) join us on (The date and time of the appointment).

It will be a lot of fun and we have you coming in about 15 minutes before class will start so we can give you a tour and get (their kid's name) on the mats before the other children fill it up. You can get the small bit of paperwork done ahead of time by following the link or we will do it when you arrive. CLICK HERE

The answers to some of the most common questions we get are available HERE.

Just remember to come ready to have fun and dressed to move, no dresses please.

Your friendly neighborhood martial artist,
(Your Name)

P.S. We'll reach out the day before your appointment to confirm who you will meet with and get your t-shirt sizes.

This is good place to start and then you adapt it for your style and location because everyone has different challenges. Does everyone worry about parking? Tell them where to look right away. Are you teach an extra intimidating art? Tell them how welcoming your crew is.

Step 2: The Day Before Text

The day before the come in they need a small reminder that they planned to come see you. So, whoever is going to be taking them through the tour should text them to introduce themselves and get any bonus info you may need. In my example this would be t-shirt size so we can have some waiting for them.

example: Hello (their name) I am (your name) and I will be the one taking you through our school tomorrow. I am hoping I can answer any last minute questions you may have and get your t-shirt size so I can have them waiting for you when you arrive.

Remember, nothing is ever perfect. Once you have process you make small changes to see what works better than what you are already doing. You can change words, what time the message goes out, the item you are giving away, and any number of other things.

Step 3: A Quick Video

This is a last chance to confirm in their heads that they made the right choice before they get there. Record a short video of yourself giving them landmarks, where to go in, and where to look for you. It should be less than a minute but it will give them a face a clear up any fog where to go and who to ask for.

example: Alright, last reminder before I see you in a couple of hours. This is our front door (show the door) right across from ____ (show it).  When you get here, come right in and I will be looking for you here. See you soon.

Make sure you are smiling and happy. If you saved a special parking spot for them, make sure to show it in the video.

You will still have a couple no shows but imagine how many fewer you will have with a process like this. As you dial it in you can add or subtract touch points to make sure your new people show up!