Encouraging long-term loyalty in your bookers can be a minefield of dos and don’ts. This article will detail why choosing the right booking system can both help actively expand your business and reel in bookers for the long-term, and save you hours of admin work (and hours of disappointment as you find yourself being ghosted)!

Why do people book once and never come back?

A client’s next booking could be as simple as an autopilot response.

It might have been a difficult or technologically-awkward first booking due to lack of a system. By using an efficient booking system, you not only make it easy to rebook but can also keep them up-to-date with new experiences, courses, clubs and sessions
A stand-alone, one-off booker may not know what else you offer. Lack of information equals lack of action. Perhaps a friend recommended your club, or they’re new to the area, or they’re just trying out a new sport. Not everybody can be proactive; they’ve got potatoes in ovens and bills to pay. They don’t necessarily have time to go looking for their next session without a little push
The session might simply just not have been for them. That gives you an opening to promote alternative activities. If you already have their information registered in your booking system, you’ll know just how to direct them to secure another booking

Eequ Pro Tip: Turning old bookers into future customers usually involves endless spreadsheets and hours of admin. Eequ seamlessly creates a marketing list from your previous bookings and allows you to send bulk emails, all within the platform and at the click of a button.

What makes a first session good enough to want to return?

First impressions are, essentially, the most vital part of a session. You want to demonstrate who you are as a club, what you do and, most importantly, how you make a new member feel afterwards.

However, there are also a few elements that are crucial to retaining new bookers.

A check-in system with clear directions to the club and details on what equipment is provided is an easy step that puts your new client instantly at ease. They are not left guessing and Googling
A well-designed booking flow answers common questions before bookers think to ask them, reducing drop-outs or cancellations due to the ‘fear of the unknown’
A listing that includes location maps and detailed descriptions of what to expect at each session is another win, eliminating time spent checking whether you’ve sent the right location pin to everyone…

Eequ Pro Tip: Want to test the waters with a new activity or location? Consider a ‘register interest’ feature on your booking system. This allows you to gauge realistic demand before committing to anything new!

Should you follow up after a one-off booking?

Absolutely.

When you’re considering the success of a session, you should ask yourself:

Did the session run smoothly?
Did they know where to go?
Did they know what to bring and what to expect?

A positive first experience makes your follow-up worthwhile. A clear, straightforward and user-friendly booking process sets the right expectations from the start and makes it easier to build a long-term relationship

It’s just like after a first date; wondering what to say, or whether to say anything at all. You’re aiming for simplicity, not a hard sell. A seamless and easy bulk messaging tool will do the work for you, saving you hours of trying to personalise a message to each person. Timing is important here too; don’t wait too long before touching base.

Does it help to offer something for rebooking?

From a consumer psychology point of view, you’re trying to create a subtle assumption that the new client is now a regular.

Again, I use the dating analogy; you can send a “It was lovely to meet you, I had a great time!” message … or you can send; “So, when can I see you again? How about Friday night, dinner at 8pm at Carluccio’s?”. The difference here is that there’s something tangible, something real. Following up with a new client doesn’t have to be a full force sell but you may want to have something to offer.

Eequ Pro Tip: Offering discount codes, multi-session discounts and multi-sibling discounts can make returning more appealing. Take advantage of Eequ’s in-built discount codes and automatic discounts, to keep your bookers coming back!

How do you make rebooking easy?

A good booking system takes the bulk of work from your already-busy hands. Emails, WhatsApps and online forms create a lot more admin than you have time for. Filling in a new form each session will almost certainly generate some drop-outs. A simple booking system creates a win-win for both you and the client; they don’t need to wait for your replies and you don’t need to spend your nights hunched over your laptop answering individual queries.

Eequ Pro Tip: If you could take a look at your current booking set up, from your customer’s perspective, would you find it a seamless and easy experience? If you have to stop and ask yourself the next steps, your customers probably do too.

FAQs

What kind of discounts should I offer to encourage repeat bookings?

This depends on what kind of behaviour you really need from clients. If you are looking for a secure and reliable weekly attendance, a multi-session offer may make more sense than discounting individual bookings.

When should I follow up after someone's first session?

A follow-up soon after the session gives you the highest chance of securing a rebooking. As the session is fresh in their mind, they will not have fallen back into their routine. Remember: keep it light but with a useful, relevant incentive.

How can I reduce the admin involved in repeat bookings?

Shift from manual to automatic. A reliable and intelligent booking system stores customer information, bookings, payments, discounts and communications all in one space, saving you energy from a minefield of spreadsheets, emails and WhatsApps.

Remove the barrier of rebooking. Eequ brings everything together; bookings, customer information, discounts, marketing tools and registration forms, creating a smoother customer ‘return journey’ and a calmer mind for you. Interested in getting started? Find out more here!

How to Turn One-Off Bookers Into Regulars at Your Sports Club