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. 

But how do you know what the right offer is? Let’s get into the details. 

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 customer 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, as well as within your business listing.

Here’s how it works:
Any new or existing pricing option that 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.

Here’s how to get started:
To start, be sure to turn on promoted intro offers through the Marketing screen in your software. Then, set up your exclusive offer and check “Promote in the Mindbody app.” To learn more about how to get started, here’s a support article where you can find more information.

Encourage repeat visits.

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 is like to incorporate your classes or appointments into their routine.

Mindbody customer data shows that fitness businesses that offer at least three sessions in a month at a 30-45% discount see 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 a client more likely to commit (and purchase) with your business in the long run. 

Set an expiration date.

Intro offers are all about momentum. The more time people have to sit and wait after purchasing your offer, the more they may forget about it—and the less chance you have of ever seeing them walk through your doors. Set your offer to expire 30 days from the purchase date for the best results. If your services have longer intervals between visits—like some salon or spa appointments—you may want to extend the expiration date to two or three months after the purchase date.

Determine your price.

Make sure your intro offer is priced lower than your drop-in rate. Otherwise, your new customer may be tempted to perpetually drop in without committing. 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. However, avoid deep discounts that could send the wrong message, like implying your class lacks value. Offering such discounts may also attract clients who don't see the long-term value of your services and may not return.

Define your terms.

Tell consumers upfront exactly what they’re purchasing including any terms, conditions, or restrictions. You want to avoid a potential client feeling like you misled them, which can be a deal breaker. It’s easy to provide this information in your price service or receipt notes.

Always follow up.

Assign a staff member to be in charge of following up with a customer after they take their first class or attend their first appointment and encourage them to book again. With Mindbdody, you can also pull a report of offers purchased and leverage the Mindbody Marketing Suite to automatically send a follow-up email.

Show the customer from the beginning that you value their time and feedback. Just like first dates, intro offers are a great way to get to know potential clients and discover the best way to help hem build a lasting (and loving) relationship with your business. Don’t come on too strong, and don’t just ghost them after they’ve purchased. Make it meaningful, and it’ll surely last.  

1: Mindbody customer data, 2022-2023