The second reason that people often give for canceling a membership is, “I’m too busy.” Now, I’m going to make a confession. Anytime my members tell me, “Hey, I’m canceling my membership because I’m too busy,” it just makes my skin crawl.
Sometimes, I want to just come off the top rope on them and say, “What do you mean you’re too busy? You have time for social media. You’ve got time for phone calls that you shouldn’t be taking. You’re replying to e-mails that you shouldn’t be replying to. You’re surfing the internet. You’re doing all this stuff. It’s not that you’re busy. It’s that you can’t manage your own time.”
Now, as much as you would like to say that to your members, we both know we can’t do that. You can’t say that, “Hey, you shouldn’t be spending the time on social media and Facebook and LinkedIn and Twitter and all of that stuff.” Instead, what you and I should be thinking of is what are all of the things? What are all of the challenges that we are facing? What’s the competition of time that our members are facing?
You know, a healthy exercise for you to think about is to take a moment to think about all the things that compete for your member’s attention. It’s a daunting task. I’ll let you know, but there’s so much. It’s a healthy thing to do to be able to say, “Here are all of the obstacles that compete for the attention of my members.” Then, you begin to think about, “Hey, well, here’s how I can overcome that.Here’s what I can do with our membership program so that there’s not a competition for their attention.”
After all, that they’re really saying is not that they’re too busy, it’s that their attention is in other directions, and you have to bring their attention back to you.
This is the second article in a series. If you would like to read the first article, click here.
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