Listen for the Job Behind the Membership
Use Jobs to Be Done language to diagnose why a student is considering a membership.
A membership is not the job. It is the tool. When someone says yes to a studio, they are usually trying to make progress in a life situation. Jobs to Be Done helps you hear that situation before you recommend an offer. The functional job This is the practical outcome: improve mobility, build strength, recover from sitting all day, keep a weekly routine, or train safely during pregnancy. The emotional job This is the feeling the student wants more or less of: calmer evenings, less intimidation, more confidence, fewer stress spikes, or a reliable reset after work. The social job…
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