When we're talking about giving clients bonuses - or 'mangoes' - we're talking about altering their brain chemistry.
Put up a notice that you'll give a client 10% off their membership for referring a friend? Okay. Appealing to some, definitely. When you deduct 10% off their price next month, they'll feel as if your convenant has been fulfilled. You've satisfied them. Their brain checks a box, and moves on.
However, if they're NOT expecting a bonus for a referral, and they bring in a new client ANYWAY, we have a dramatic opportunity to create joy. A happy surprise triggers a neurotropin release, which helps to cement the memory of the moment (and the emotional response) into their unconscious mind. There's a long-term association built - though small - between your face, or your gym, and 'happy!'
Over time, as this association is strengthened through MORE instances of joy, a client becomes hard-wired to your service. This is good; it's a small-scale chemical dependence, and it's the reason so many of your clients say, "I'm totally addicted to CrossFit!" They are.
Ginger Comstock, owner of CrossFit Westfield (NJ,) has created gorgeous hoodies for the occasion, with her new logo on the back. They're in a special shade of blue. You CAN'T buy the hoodies; they're not for sale. She doesn't advertise they're available; just gives them, along with a genuine 'thank you!' to anyone who refers a long-term signup.
(this isn't the real one; I just chose a blue Reebok hoodie. Want one? Refer someone you know to CrossFit Westfield in NJ.)
It's a truly special gift, a fantastic surprise, and a conversation-starter in her gym.
"Where'd you get that sweet CFW hoodie?"
"Oh, I brought my friend in last week. They loved it and signed up, and Ginger gave this to me to thank me."
"How do I get one....?"
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