I received a fantastic question in the Gym Owner’s Network from Kieran Duffy, who owns a boutique studio. Kieran shared that his current agency has brought him 12 sales from 100 leads. On the surface, 100 leads is an impressive number, and 12 sales in a month isn’t too shabby. However, Kieran mentioned that the process was exhausting, with many hours and phone calls dedicated to chasing down these leads.
When you break it down, it means that 88% of his time and effort is spent on people who don’t convert. This led Kieran to ask, “Why are the leads on Facebook so sh%t?” My response to him was straightforward: the problem lies in the offer he’s using—it’s what I call “rat bait.”
Watch the video or read on to find out more:
The Problem with Rat Bait Offers
Rat bait is designed to attract rats. If your offer is something like “30 days free,” you’re likely to draw in low-quality leads. You can’t be surprised when only 12% of them convert. Kieran is quite competent at selling and his team is doing a good job, but they still have to sift through a hundred leads to close just 12 sales.
The issue here is the nature of the offer. A free or heavily discounted initial period tends to attract those looking for a quick deal rather than committed clients. While 12 sales from 100 leads might sound okay, the sheer amount of effort and time wasted on uninterested individuals is exhausting.
The Rat Race of Low-Quality Leads
Many gym owners, including agency owners who have sold their gyms, find themselves stuck in this rat race. They rely on offers that attract a lot of interest but little commitment. The result? They become burnt out from the constant follow-ups, messages, and calls needed to convert a small percentage of those leads. It’s no wonder many of them transition to giving advice rather than running gyms.
Rethink Your Offer
So, what’s the solution? If you want to stop attracting rats, stop using rat bait. Here are some key points to consider:
- Shorter Offers: Avoid lengthy free trial periods. A shorter, value-packed offer can attract more serious prospects.
- No Freebies: Free offers often attract those with no intention of committing. Charge something, even a small amount, to weed out the non-serious.
- Qualify Leads: Be more stringent in your ad copy and initial interactions to ensure you’re attracting quality leads.
Unique Selling Points: Highlight what makes your gym unique. Avoid generic images and copy that could apply to any gym. - Efficient Sales Processes: Qualify leads over the phone to save time and ensure that even less experienced salespeople can convert at a higher rate.
By making these adjustments, you can focus your energy on leads who are more likely to convert, reducing the time and effort spent chasing uninterested prospects.
Final Thoughts
Kieran, I hope this advice helps you see why your leads might not be converting as you’d like and offers a path forward. By refining your offer and targeting strategy, you can improve the quality of your leads and make your sales process far less exhausting. Best of luck!
