Reasons to Keep a Door Open for a Member’s Return

Reasons to Keep a Door Open for a Member's Return

Membership has a life cycle. Just because a member cancels, it doesn’t mean they won’t return. So, why not leave an open door for them to come back?

I’ve seen memberships where, if you cancel, they basically say, “You’re dead to me!”

I know of one such membership business, that if you cancel your membership, you’re literally blacklisted and are not allowed to rejoin. Never! Your email is removed, you’re wiped from the database and put on a list.

As I listened to this person boast about his cancellation process, he bragged about how he had someone who canceled and tried to join again. The customer paid a membership fee and everything. This person then bragged about how he’d refunded the new customer and said that person was not welcome as a member.

I understand that some memberships have a waiting list, application process, or other means that might prevent a member from immediately returning.

But if you can create an open door… if you can create an opportunity for when they get past their trouble, tension, or transition to return, then you will help perpetuate the membership life cycle.

When you set out to “rescue” your members from canceling, you’re showing that you have a genuine interest in their well-being.

As you do this, here are a few more suggestions:

  • Do not continue to bill them for their membership. There are some memberships that are giving the rest of us a bad reputation. They make it difficult for people to cancel. You can make it easy for someone to cancel their membership and billing, just difficult to leave and no longer be a member.
  • Put them in a “reactivation campaign.” They were once sold on your membership. This can make it easier to sell them again on your membership. Those members who have canceled can be some of the easiest to get to sign up. Why not market to them and invite them to come back?
  • Always smile! Let’s face it. Someone canceling their membership can feel personal to you. But their decision isn’t personal to you, so smile and let them know it’s okay to come back.

When you do this, you send your member a life preserver to help rescue them from canceling and they’ll actually thank you for it.

Think about that – when is the last time a member thanked you for not letting them cancel? I’ve seen it happen all the time. You can have it happen, too.

If you’re interested in learning more about if and how I can help you scale your coaching business, here are three ways we can work together:

1. Grab a copy of “High-Ticket Coach.” It’s my brand new book on how to create, launch and sell your high-ticket membership offer. You’ll also get a ton of free resources and tools to help sell your current membership offers.

Go here to get your copy.

2. Get a FREE copy of Accelerate: How to Get Your Next 10, 100, 500 or Even 1,000 Members… Yes, you can get a free copy of my brand-new book! In it, you discover more on how to promote your membership, get more members and increase retention.

Go get your free copy here.

3. If you’d like to work directly with me and my team to help you create and sell a high ticket membership… If you’d like to work directly with me and my team to multiply your membership… just schedule a free strategy session. We’ll map out a strategy and then take a look to see if and how we may be able to grow your business.

Go here to complete this brief survey and schedule your free call.

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About Scott Whitaker

Scott is an expert in creating and building membership programs within businesses, giving greater value to customers and multiplying income. Using his "Seven Systems of a Healthy Membership Program," he will help you get new members, increase retention and structure your membership program for long-term growth.