Paying for a service is a complex buying decision, we get that. We especially understand the thought process that then goes into renewing or even just continuing to pay for that service.
Cara is the FD of CMA and is forever giving me a hard time…
“Why do we pay them? What’s this for?”
That’s why it’s no surprise to us when a CMA member decides that we are no longer of value to them.
Most members will let us know they’re leaving, in the main because they genuinely like us as real human beings.
The nature of our role as teachers, mentors and consultants means it’s often hard for us to take it on when someone says they’re leaving. We like to think that we can help everyone, that everyone is capable and that our members are the best people on the planet.
It really breaks our feels when they say things like;
- It’s a money thing, we’re making cut backs
- I haven’t been active in Slack (Forum)
- I don’t have time to concentrate on content at the moment
- I’m not seeing the results I’d hope for
I often reflect on what could I do better. What do I need to do so members don’t get to this point?
Cara doesn’t reflect that way. Her pragmatic view is that a member who cancels isn’t in the right place to commit.
Which is true, however. There’s more to it than that.
In this blog we’ll talk about the pitfalls of failed memberships and how to get the most value from yours.
Back in the beginning, I’d run a face to face service whereby people would sign up to a 6-month masterclass – I’d have clients and I’d consult. I was building an audience for a new service – one that would be subscription based and provide a membership model for people who wanted to LEARN content marketing.
Emphasis on the ‘learn’ because this is the first of 5 reasons people falter with their commitment to CMA.Continue reading →