Marketing malpractice. La palestra perfetta

Molte palestre sono bravissime a sfidelizzare i clienti. Questo accade perchè forse non hanno capito bene cosa cerca un cliente quando si iscrive nella loro palestra.

Il circolo virtuoso della palestra perfetta "dovrebbe" garantire l'iscrizione a vita del cliente. Sempre se parliamo del cliente che si sicrive alla palestra per avere risultati dal punto di vista fisico e non dal punto di vista affettivo/sessuale.

Il cliente  si iscrive perchè non è soddisfatto del proprio aspetto fisico.

Arriva in palestra e viene seguito fin dall'inizio e pian piano apprende la "matematica" arte del body building. Scrivo matematica, visto che chi la pratica nel modo corretto, ha matematicamente dei risultati visibili dopo un mese o poco più. 

Chiaramente, i risultati ottenuti non fanno altro motivare il cliente ad andare avanti… La maggiore prestanza fisica non può che migliorare anche la dimensione affettivo/sessuale.

Invece, questo è quello che succede nelle palestre meno virtuose: il cliente si iscrive, viene seguito per il primo giorno e per il secondo (solo se di seso femminile) e poi viene abbandonato (o quasi) a se stesso.  

Gli allenamenti, fatti di esercizi eseguiti nella maniera sbagliata, sono pesantissimi ed i risultati tardano ad arrivare. Tutto ciò dopo più di un mese porta alla depressione (per modo dire) e non resta altro che abbandonare tutto e buttarsi su un bel panino ricco di calorie.

L'unico beneficio che un cliente (donna)  potrebbe avere è una serata con l'istruttore preferito che, di solito, non si nega a nessuno di bell'aspetto. 

Mah……..stiamo parlando di mancanza di marketing skill o di semplice buon senso?

Forse del secondo!!


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