The desire for instant gratification, more clients, more revenue and more profit leads many club operators to forget their current loyal members. The cost to acquire new members can be six to seven times more than retaining an existing member. Concentrating on current customers can increase referrals, reduce switching to competitors, reduce price sensitivity and increase repeat purchases. Here are five great ways to increase loyalty, referrals and profit: 1. Listen to your members. When a ...

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