How to get your customers back post lockdown

There’s great excitement amongst the customers of the health and fitness industry.  The Government have eased lockdown and businesses are reopening.  Some customers are raring to go; they’re knocking on your door already.  Other customers are full of anxiety for their safety or have become disengaged – when it’s time to start the payments and come back… they simply won’t.

 

So when they don’t come back, you’ll need a catalyst to encourage them to do so.

 

The current covid situation has some comparisons to Robin Dunbar's number theory.  His theory suggests there is a cognitive limit to the number of people with whom one can maintain stable social relationships and, as the number of people grow – it generally requires more interventions to maintain a stable, cohesive group.  The comparison here is that the current covid period and lockdown has disrupted the existing stable social relationships; so more intervention is required.

 

The health and fitness industry uses a good range of catalysts such as financial incentives, freebies and provision of expertise to complement their facilities and customer service.

 

According to Tony Lewis, director of the sports science company sportsbehaviour, businesses shouldn’t overlook the psychosocial needs of its customers when trying to re-engage and encourage them back.  Psychosocial applications relates to development and interaction with the social environment.  There are generally four different types of people - direction action, happy radiant, conscientious dependable or clear analytical and they have different communication needs. 

 

Direct action types like communications to be direct, well structured and to the point.  Information should be quickly and clearly delivered but in sufficient detail not to allow them to jump to or come to wrong conclusions.  They like facts so these should be included and they’ll turn off if you deliver the messages slowly or ramble. They’ll probably be content if you give them direct reassurances and demonstrate everything is ready and in place.

 

Happy radiant types are strongly extroverted, positive and friendly.  They are interested in social interaction and are often persuasive and inclusive. Communications should be delivered in a positive, open and enthusiastic way.  They are happy with a more casual and informal style.  They will respond better when references are made to their past successes and when they receive praise.  They will benefit from a number of short contacts and the promise of safe, social interaction. 

 

Conscientious dependable types are inclusive and democratic.  They focus on values and have a desire for understanding. Communications should be clear and logical.  They should be delivered with supporting facts and devoid of too much dressing, flowering and unnecessary detail.  They will probably be the ones that will want to see for themselves what arrangements you have made.

 

Clear analytical are generally introverted and want to know more about what’s going on around them.  They like precision and need time to complete their desired analysis.   Communications should be delivered sincerely and in a more serious than casual manner.  They will need the detail, particularly as changes are being made.  They will need time to consider and ask questions and will be the ones where seeing is believing.

 

All types will have been missing the human nature part of interaction and businesses should consider this in the catalyst it chooses.  Tailor the approach and make it personal.  If you try something and it works; do more of the same.  If you try something and it doesn’t work; do something different.  sportsbehaviour personalised sports science profiles can be used as a catalyst to re-engage customers, putting them back in the health and fitness frame of mind – and it’s personal to them.

 

sportsbehaviour can help businesses develop a strategy for getting customers back.

 

hello@sportsbehaviour.com

Psychosocial - the four different types of people

Psychosocial applications relates to development and interaction with the social environment. 

 

You’ll be dominant in one of the four types from direction action, happy radiant, conscientious dependable or clear analytical.   

 

Direct action types are generally extrovert with high levels of energy.  They are direct and always on the go.  Communications should be direct, well structured and to the point.  Information should be quickly and clearly delivered but in sufficient detail not to allow them to jump to or come to wrong conclusions.  They like facts so these should be included and they’ll turn off if you deliver the messages slowly or ramble.

 

Happy radiant types are strongly extroverted, positive and friendly.  They are interested in social interaction and are often persuasive and inclusive. Communications should be delivered in a positive, open and enthusiastic way.  They are happy with a more casual and informal style.  They will respond better when references are made to their past successes and when they receive praise.  They will benefit from lots of short contact or touching base every now and again.  They will need to know what the expected outcomes are so you will need to be explicit on this.

 

Conscientious dependable types are inclusive and democratic.  They focus on values and have a desire for understanding. Communications should be clear and logical.  They should be delivered with supporting facts and devoid of too much dressing, flowering and unnecessary detail.  They will deliver on communications so don’t necessarily need you to check it with them too many times.

 

Clear analytical are generally introverted and want to know more about what’s going on around them.  They like precision and need time to complete their desired analysis.   Communications should be delivered sincerely and in a more serious than casual manner.  There should be no confrontation and would benefit in receiving the message if they are at ease.  They will need the detail, particularly if there are any changes being made.  They will need time to consider and ask questions and they need people to clearly state what they mean.

When businesses and PTs truly understand which type their customer is, they can communicate more effectively with them.

The use of Physiology

Physiological application is concerned with the systems in the body which play a role in the reception and transmission of signals that provide your functionality.  This is not a preference expressed by the mind; it’s the way you are made. It does manifest itself in how you do like to function - because you are more adept at doing it.  According to Tony Lewis, director of the sports science company sportsbehaviour, you’ll be either a finesse, speed, strength or power athlete.  By understanding which type you are you can train better, workout happy and improve performance.  By understanding which type your customer is, you can provide a better service.

‘finesse’ athletes like complexity of co-ordination, endurance and rhythm.  It would generally be true that they prefer repeat and longer activities/distances and training sets in which to deploy their technical ability, rhythm and balance.  Short events and thrashing about won’t be much fun but speed and strength need to be part of the programme, particularly as they may find it hard to build muscle.

‘speed’ athletes like agility, reaction and velocity. They like medium distance activities and broken training sets with short rest so that they can perform fast all the way through. They will demonstrate efficiency and good technical ability but are likely to need to work on explosiveness and muscle strength.

‘strength’ athletes like the intensity of it all and the build to maximum.  They have the ability to build muscle and to blast their way through training sets and competition events. They will have some holes in their technique which will be hidden by their strength.  These may be small but, if corrected, will help them perform better.

‘power’ athletes likes fast tempos, explosiveness and acceleration. Short events and short training sets with ample rest help them go all out. Their power partly offsets any deficiency in stamina and technique but these would be areas to work on when training and be mindful of in competition.

sportsbehaviour provide personalised sports science reports to help coaches, squads and athletes understand how their mind and body work.  Clients range from Olympians and Word IronMan champions to gym goers who want to enjoy their workout more.   

hello@sportsbehaviour.com

Physical - response rates are important

Physical application is concerned with how the body responds to conditions of training and competition.  Tony Lewis, director of the sports science company sportsbehaviour, tells us you’ll fall into one of three categories being a fast, medium or slow responder.  By understanding which type you are you can train better, workout happy and improve performance.  By understanding which type your customer is, you can provide a better service.

 

Fast responders produce good results from relatively short periods of focussed training.  They like to go fast and will sometimes have trouble in holding back.  Whilst this is good news in terms of preparation for events; it does come with problems such as high muscle damage, a lack of consistency and some frustration with that based on the previous ease at which they got results.  Fast responders generally form less than 20% of the population.

 

Medium responders make up the majority of the population and will need solid training programmes to produce good results.  They will need to prepare and pay attention to injury and illness prevention.  They are more likely to compete effectively over a wider range of disciplines, events and distances.

 

Slow responders get results from putting work in.  High achievers from this category will develop pride in doing the work and doing it consistently.  They have the ability to recover quicker and would often have less muscle damage.  It will often be true that slow responders will have lots of energy.

ENGAGED IS THE NEW HAPPY

Business benefits of Engagement

We moved on a lot.  We’re past the feeling that people just had to be content with life – put up with your place in the bigger scheme of things.  People became empowered and took control.  As a generation demanded more - businesses cottoned to the importance of keeping customers happy. 
A new democracy is emerging – one of leadership from within and self-worth fuelled by the digital march, increasing transparency and heightened expectations. To attract and keep customers, the need has shifted far beyond keeping the customer happy to that of providing a productive and engaging experience.  An enormous opportunity has been spotted to improve the customer experience – giving them what they need to be loyal and committed as well as luring the discerning new customer into the fold.
Many businesses make the mistake of confusing ‘happy’ with ‘engaged’ or indeed missing the opportunity that ‘engaged’ brings.  Happy doesn’t necessarily translate into the customer performing at their best and giving the business what it needs.  Engaged customers are good for business, they feel empowered, respected and acknowledged, and importantly, they are likely to be more loyal, play and pay the more they are engaged. 
What’s trending now is the move from simple customer satisfaction to the customer experience through engagement… and what an enormous opportunity it presents. 
This started with employers realising that their staff needed to be engaged rather than just happy.  It’s well documented that an engaged team member who is on board with the company’s strategy and values can create an additional 30% better results for the company. This is happening now - in their 2017 Global Human Capital report, Deloitte state that engagement is one of the biggest trends in business for decades.  The emphasis of the Deloitte report is employee engagement, but think of the possibilities this presents when engagement is created with the customer.
An example of driving customer engagement is that of Sportsbehaviour.  Businesses who use the Sportsbehaviour system report a higher level of engagement from their customers.  Once customers know how their mind and body work, they apply this in their exercise routine, training and competition.  This in turn leads to improved results and fitness levels and a more enjoyable experience.  All the better if the staff in the business engage with the customer, helping them respond to the very thing that make a customer experience unique and fulfilling – the uniqueness of customer themselves.  The engagement outcomes can include higher levels of membership, more participation in a range of activities, more kit purchased, more use of personal trainers, more positive feedback, increased loyalty and increased membership numbers coming from the all important personal recommendation and word of mouth.
Engage your customers today.

ENGAGED IS THE NEW HAPPY


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