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PHOTOS: COURTESY OF U.S. FIGURE SKATING REAL PROGRAMS Successful programs to consider adopting 48 / JULY.AUGUST.2020 USICERINKS.COM Leverage the power of experiences People crave unique experiences and are drawn to opportunities that allow them to try something new and exciting without commitment. Because of this, many boutique fitness studios offer free-trial classes and great introductory offers for first-time customers. These businesses know that if they can hold a new or potential customer's attention long enough to showcase the true value of their product, a vast percentage of customers will re-enroll and continue with their business offerings. Learn to Skate programs can tap into this mentality by offering open house events and free ice skating lessons at periodic times throughout the year. Rather than focusing on the ins and outs of your program, tap into the basic desire to learn how to skate and what can be accomplished with just one lesson. Create a sense of urgency by offering a one-day only opportunity with limited space available, and people will sign up to participate because they fear that they will never have the opportunity again. Then, once your potential customer comes to your event and has the experience of a lifetime, follow-up with an enticing enrollment offer they can't refuse. If you're going to host open- house events, it's important to have a methodical plan in place before and after the event to ensure you're maximizing your connections with these new potential customers. Limiting the space available and requiring pre-registrations will ensure a high rate of attendance and will give you a sense of the head count before the event arrives. Plus, it allows you to reach out to all registrants before the event to remind them about their participation. Likewise, when your event is over, be sure to follow up with all participants within two business days, as that will ensure that the fun and positive experience they had with your program is fresh on their minds when you present them with a limited-time enrollment offer. J YOU NEED TO BE PREPARED TO GIVE YOUR POTENTIAL CUSTOMERS THE INFORMATION THEY WANT WITHIN SECONDS OF THEM WANTING IT OR ELSE YOU RISK LOSING THEIR BUSINESS FOREVER. , Don't forget to market your program to adults too! , Learn to skate and one-day only offerings create a sense of urgency.