Ten Ways #5

Everyone Needs a Buddy
In a long waiting list private club this is unnecessary since the sponsoring members are expected to fill this role (or professional staff). But if that was the status of your club, you wouldn’t be reading this. The #1 way to get new members in the current environment is to make sure the people who just joined have an outstanding experience.

Why? Because your experienced members are stale. They didn’t just leave another club and so have a cellphone full of buddies to introduce to a better club. They won’t give their real estate agent a glowing report about how easy it was to get settled in a new town. Their children and spouses are immune to the lure of upgrades to a family membership.

In today’s conditions, I would merge the membership committee into the marketing committee and sprinkle in a healthy dose of retention. They are all one and the same.

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