Alexx saw the sign outside the local gym and decided that there was no excuse. It was just a hundred metres from her front door and was advertising a six week membership for just $99. An opportunity not to be missed.

As she signed up Alexx tried to overlook the quiet desperation of the owner. The headphone jack that didn’t work. Not to mention the dated posters advertising extinct products in the toilet stalls.

When she asked about rush hour periods that she should avoid the gym owner told her that there were none, because things had been a bit quiet lately. He explained the options for extending her membership, the plans and the monthly rates once her initial six weeks were up, then went on to tell her that as long as she didn’t broadcast it he would keep renewing her membership at the $99 rate… “no strings”.

Alexx being a real food low tox living guru asked if he would consider stocking coconut water as an alternative to the high sugar energy drinks that glowed out at her from the fridge.

He said he’d think about it.

Fast forward six weeks and as she passed the fridge Alexx remarked, “Still no coconut water?”

“Hmmm, yeaaaah. Not really at the top of the list I have to be honest. There’s obviously quite a bit to do in the day, as I’m sure you know.”

She did. But despite the convenience and the bargain Alexx didn’t renew her membership.

If you’re going to go to the trouble of losing money to get your customer through the door. Why not go the extra mile to keep her?

‘Strings’ are exactly the reason you’re in business. Connection with your customers is the reason you exist. Your job is to find ways to create as many strings as possible, by going out of your way to make them feel like you care and that they belong.

More strings are your emergency.

Image by Bethan.