Lead Management to Fuel Private Club Growth [ep. 38]

Most successful businesses have a defined sales process. One that identifies the best prospects, converts them into leads and then nurtures those leads with emails into customers. Most private clubs are missing this process. If your club has enjoyed a waitlist, this isn’t a big deal, but what happens when the well runs dry? In this episode we’re talking about lead management with Kevin Page, Managing Director at StoryTeller and lead HubSpot strategist and lead management expert. We'll dive into managing new prospective member leads, increasing efficiency and helping clubs avoid reactive membership recruitment.

Key Moments

• 1:36 - Ed and Kevin discuss typical prospective member intake processes at most clubs.
• 5:04 - Ed explains the need to help Membership Directors operate more efficiently.
• 7:00 - Automating the inquiry process for prospective members doesn't have to be "robotic", Ed and Kevin discuss the advantages and consderations of automation.
• 9:36 - Responding in a timely manner to a prospective member's inquiry is important and email communication that is tailored for that inquiry can add customization while also utilize automation to make it more efficient and reliable.
• 10:46 - Kevin explains you can still communicate a level of exclusivity with automated email responses.
• 12:24 - Kevin explains the importance of sending membership information as part of an automated reply to a website form inquiry. Many clubs already send a "template" response which is not as efficient.
• 15:01 - Membership directors can get valuable time returned to them by having a process that leverages email automation. Membership Directors will spend less time on unqualified leads and more time with qualified prospects.
• 19:50 - Ed and Kevin discuss the importance of staying in touch with prospective members who are not ready to join this year, but possibly in the future.
• 21:08 - Kevin recaps the valuable engagement analytics gained from tracking emails sent and opened.
• 23:02 - Marketing automation can help clubs beyond new member acquisition. Clubs that host outside catering events can leverage similar technology and CRM platforms to manage leads and forecast new business.
• 25:57 - Ed and Kevin talk about tracking online activity of prospects and how it can help your membership and catering teams prioritize the most qualified prospects. A high performing CRM will also help your team provide accurate forecasts to report back to committee chairs and the board.
• 31:04 - Kevin talks about the importance of tracking tasks in a CRM so Membership Directors can stay on top of the many responsibilities they juggle.

Podcast Transcript

Ed Heil: You are listening to Crushing Club Marketing, a podcast for progressive club leaders ready to increase their club's revenue. Time for change begins right now.

Most successful businesses have a defined sales process, one that identifies the best prospects, converts them into leads, and then nurtures those leads with emails into customers. Most private clubs are missing this process. When your club has a waitlist this isn't a big deal, but what happens when the well runs dry? Today we're talking about lead management with Kevin Page, StoryTeller's lead HubSpot strategist and lead management expert.

Hey, Kevin Page in the house. How's it going, Kev?  

Kevin Page: [00:00:48] I'm great. How are you, Ed? 

Ed Heil: [00:00:49] Awesome. Well, thanks for joining us today. And, I know that our audience is, is interested in this topic because, you know, as you know, working with many of our clients and in clubs that, the actual like, how would you say the actual, like, member application and intake process for that is, is not always the same at every club. And, it can differ from club to club, but in general, it's a pretty outdated process. Like in your work in, in the clubs you've worked. What sort of the typical process when someone expresses an interest or goes to a website to learn more about about a club. 

Kevin Page: [00:01:36] Yeah. Good question. Often times, you know, these, clubs will have some type of form on the website, whether that be, contact us form, request a tour, download our membership pricing, something along those lines. And that will send a notification to the membership director that membership director, you know, typically is doing one of two things right there, either reaching out and sending, you know, some type of personalized email, to try to nurture that relationship and get to know the person a little bit better, or oftentimes,