Free preview·One standard operating procedure per section is free. Start your free trial to unlock the rest.
Start free trialLead Intake & Qualification
842 words · ~4 min read
Clozo Academy Proprietary Curriculum
Quality Standards
Answer every inquiry within 5 minutes during business hours, within 30 minutes after hours.
Collect 8 data points minimum per lead.
Book 70%+ of qualified leads into a tour or assessment.
Never give pricing over the phone before understanding goals.
Step-by-Step Procedure
Step 1: Acknowledge Within 5 Minutes (0-2 minutes)
Stop any non-urgent task immediately when a lead arrives.
If by phone: answer by the third ring with energy: "Thank you for calling [GYM NAME], this is [NAME], how can I help you crush your goals today?"
If web form: send the immediate auto-response email (see Template Library, Email 1).
If Instagram/Facebook DM: respond with a voice note or personalized text, never a generic auto-reply.
If walk-in: greet within 10 seconds of entry, offer water, and invite them to sit.
Step 2: Build 60 Seconds of Rapport (2-4 minutes)
Ask their name and use it twice in the first 60 seconds.
Ask one non-fitness question: "How's your day going so far?" or "Are you local to the area?"
Mirror their energy level — if they're quiet and cautious, slow down. If they're energetic, match it.
**SCRIPT**: "Before I tell you about us, I want to know about you. What made you reach out today instead of last week?"
Step 3: Qualify with 8 Core Questions (4-10 minutes)
Document answers in CRM or lead sheet:
**Goal**: "What's the #1 thing you want to achieve in the next 90 days?"
**Timeline**: "How long have you been thinking about this?"
**Previous Experience**: "Have you been a gym member before? What happened?"
**Barrier**: "What's stopped you from joining somewhere until now?"
**Decision Maker**: "Is this your decision, or will someone else weigh in?"
**Commitment Level**: "On a scale of 1-10, how ready are you to start?"
**Schedule**: "What times of day work best for you to work out?"
**Budget Indicator**: "Are you looking at a few options, or are you ready to commit to the right fit?"
Step 4: Transition to Tour or Assessment (10-12 minutes)
Never give full pricing over the phone. Instead:
SCRIPT: "I love your energy, [NAME]. The best way for you to see if we're the right fit is to come in for a complimentary assessment and tour. It's 30 minutes, no charge, no pressure. We'll do a body composition scan, walk the facility, and map out a plan for your [GOAL]. Does [DAY] at [TIME] or [DAY] at [TIME] work better?"
Step 5: Confirm & Send Calendar Invite (12-15 minutes)
Lock the appointment in your calendar system immediately while on the call.
Send a confirmation text within 2 minutes.
Send a confirmation email with:
What to bring (water bottle, athletic shoes, towel)
What to expect (30 min, body scan, tour, plan discussion)
Parking instructions
Your direct phone number
Step 6: Log the Lead (15-17 minutes)
Enter all 8 data points into CRM.
Tag the lead source (Google, Facebook, Referral, Walk-in, etc.).
Set follow-up reminders: Day 1 (if no booking), Day 3 (if no-show), Day 7 (if no join).
Assign a temperature: Hot (tour booked within 48 hrs), Warm (interested but delayed), Cold (price shopping, no timeline).
Step 7: Handoff to Next Shift (if applicable)
Brief the incoming staff on all Hot leads for the day.
Leave a sticky note or CRM comment on any lead requiring special attention.
Decision Trees
If the prospect asks for pricing on the phone:
"We have memberships ranging from $[X] to $[Y] depending on how much support you want. The reason I want you to come in first is that the right program for you might not be the cheapest one — and I don't want you to make a decision without seeing what you actually get. Fair?"
If the prospect says they're 'just looking':
"Totally understand. Most of our members said the same thing before they came in. Would it be okay if I just sent you our info packet so you have it when you're ready? Can I get your best email?"
If the prospect says they'll 'think about it' before booking:
"Of course. What's the one thing that would need to be true for you to feel confident booking that tour?"
If the prospect is price-shopping multiple gyms:
"I respect that you're doing your homework. Here's what I'll tell you: we're not the cheapest option in town, and we don't try to be. What we are is the gym where people actually get results. Come see the difference for yourself — complimentary, no obligation."
Metrics to Track
Response time (target: <5 min during hours)
Qualification completion rate (target: 90%+)
Tour booking rate from inquiry (target: 70%+)
Show rate for booked tours (target: 80%+)
Source-to-tour conversion by channel