How to Intro an Offer They Can't Refuse

Imagine if every first date ended in a marriage proposal only 10 minutes in. Before the appetizer arrives and as the small talk begins—boom. It's settled. Committed for life.  

You may be thinking...whoa, slow your roll. People need to get to know each other first, make sure they're compatible, swap middle names, uncover awful habits...yada yada yada. And you're absolutely right—at least for that marriage to have a chance at lasting longer than my morning bagel.  

So why should it be any different for your business? 

People have a lot of choices for how to spend their money and asking them to commit to your business right away is like asking your first date to confirm they'll be your date at a family wedding 6 months down the line. This is where intro offers come in. Implementing a well-crafted offer can attract new clients to your business and increase the chance they'll stick around.  

What is an introductory offer?

Before we start, let's break down the meaning of an introductory offer.  

An introductory offer is a discount or promotion available for new customers to encourage them to try out a service or product for the first time. The intention is to attract potential clients using a captivating incentive, such as a discounted rate or a free trial, making it easier for them to experience your business offering. For fitness and wellness businesses, an intro offer might include free sessions, discounted classes, or special membership package pricing to eventually convert new clients into long-term clients.  

Example intro offer: Join today and get your 1st month for just $10, plus a free personal training consultation! 

Pro tip: Make sure your introductory offer is appealing and easy to understand. Clearly communicate its value and benefits. 

Take advantage of Promoted Intro Offers

Introductory offers are always a great way to give a hesitant, potential client the extra nudge they need to commit, especially when you promote them in the Mindbody app. In fact, Mindbody customer data shows that 90-day retention increases 35-45% when a client discovers you through a promoted intro offer¹. When you choose to promote your offer, you can get the attention of new clients by giving it premium placement on the Mindbody app Home, Search, and Deals screens and within your business listing. 

 Here's how it works: 

Any new or existing pricing option you sell online and mark as an introductory offer can be promoted and featured front and center on the Mindbody app at the top of the screen. The best part is that it's easy and free to opt-in—you'll only pay if a client books at your business. Any discovery commissions are performance-based, which means it will cost you nothing if there are no results. 

Encourage repeat visits

Keep in mind that it takes time to form a habit, so you shouldn't expect a new customer to immediately commit to your business after just one visit. The whole point is to let them see what life would be like with you in it, so creating an intro offer with multiple or even unlimited classes or sessions can help a potential client start to get a taste of what it's like to incorporate your classes or appointments into their routine. 

By encouraging repeat visits, prospective clients can engage with your business over time, allowing them to see results and explore different aspects of what it offers. This may include trying out various fitness classes, instructors, or amenities. Eventually, the repeated exposure to your business will nudge them to transition to a full membership. 

Example intro offer: Enjoy one month of unlimited classes for just $60! Experience everything we offer, from yoga to HIIT, and find the perfect fit for your fitness journey. 

Pro tip: While you may be tempted to discount a single class as your introductory offer, consider that single-session offers usually attract discount shoppers and don't create a routine practice that helps you build loyalty. 

Set an expiration date

Mindbody customer data shows that fitness businesses that offer at least three sessions in a month at a 30-45% discount see a 6x ROI in terms of lifetime customer value¹. For spas and salons, top-performing offers are typically three sessions at a 35% discount¹. These repeat visits make clients more likely to commit (and purchase) with your business in the long run.  

While regular promotional pricing can drive new traffic, prolonging these offers can also negatively impact your business. Expiration dates create a sense of urgency and encourage potential clients to take action sooner rather than later. Additionally, running offers for too long could diminish the value of your services and deter clients from acting on them immediately. Be sure to establish a deadline for intro offers ahead of time.  

Example intro offer: Treat yourself to 3 spa treatments for only $125! This special offer is available for August, so book today before it expires! 

Pro tip: Communicate the expiration date clearly in all your promotional materials and send gentle reminders as the deadline approaches.  

Determine your price

Find the right balance between value and affordability when setting the price for your introductory offer. Your offer should be priced lower than your standard drop-in rate to encourage new clients to commit to more than one visit. If the price is too close to your drop-in rate, your new client may be tempted to perpetually drop in without committing.  

When setting your prices, it's important to consider the lifetime value of acquiring a client rather than just the short-term gain. Offering a slightly lower intro price can pay off in the long run when trial clients become loyal supporters. Additionally, be sure to price discounted services accordingly so that they still reflect the quality of your services and so that clients perceive them as a valuable investment. 

Example intro offer: Enjoy 35% off your first 3 cold plunge sessions for a limited time.  

Pro tip: Try offering the first month's membership or pass at a discount of 30-50%. For appointment-based businesses, Mindbody recommends offering a 35% discount for a typical three-session pack. 

Define your terms

Transparency is key when running a business. Tell consumers upfront exactly what they're purchasing, including any terms, conditions, or restrictions. This allows you to build trustworthy client relationships and earn their repeat business. You want to avoid a potential client feeling like you misled them, which can be a deal breaker.   

Make these terms easily accessible by including them in your advertisements, promotional materials, service descriptions, and sales receipts. Also, highlight any additional information, such as the number of sessions included, the length of the offer, limitations for services included, and any details regarding policies for canceling sessions, appointments, or memberships.  

Example intro offer: Get started with us today and enjoy 40% off your first month of unlimited classes! This offer includes access to all our fitness classes and is valid for new clients only. (Terms: Offer expires 30 days from purchase and cannot be combined with other promotions.) 

Pro tip: Add a FAQ section to address common questions and concerns. 

Always follow up

Following up with prospective clients is an important step in earning new and repeat business. Assign a staff member to be in charge of following up with clients after they take their first class or attend their first appointment and encourage them to book again. With Mindbdody, you can streamline the process by pulling a report of offers purchased and using the Mindbody Marketing Suite to automatically send a follow-up email.  

A well-timed prospect follow-up supports your client's positive experience and keeps your business top of mind. It also showcases quality customer service, which can boost client satisfaction and retention. 

Example intro offer: We hope you enjoyed your first session with us! To help you continue making progress, we'd love to offer you an exclusive deal: Book your next session within the next 7 days and receive 15% off. 

Pro tip: Consider developing a sales cadence to consistently follow up with prospective clients.  

1: Mindbody customer data, 2022-2023