THE SIDELINE › PLAYBOOK · 5 MIN READ
Run the plays: the field guide
Run the plays: the field guide
Run the plays: the field guide
Trigger words, graceful moves and what to log for each of the four faces of the squeeze.
Trigger words, graceful moves and what to log for each of the four faces of the squeeze.
Trigger words, graceful moves and what to log for each of the four faces of the squeeze.
When members tell us why money is tight, the reasons cluster into four groups, and the groups behave nothing alike. Treating them with one script wastes effort on some members and risks goodwill with others. Only about one in six names a specific driver, but from those who do, clear patterns emerge.
When members tell us why money is tight, the reasons cluster into four groups, and the groups behave nothing alike. Treating them with one script wastes effort on some members and risks goodwill with others. Only about one in six names a specific driver, but from those who do, clear patterns emerge.
When members tell us why money is tight, the reasons cluster into four groups, and the groups behave nothing alike. Treating them with one script wastes effort on some members and risks goodwill with others. Only about one in six names a specific driver, but from those who do, clear patterns emerge.
The fixed-income faithful
The fixed-income faithful
Trigger words: pension, fixed income, watching our money. This is the most workable group of the four: their issue is cashflow, not commitment. Take the no warmly, then offer rhythm rather than discount: smaller payments, monthly, whatever suits. One in seven still buys when the club can be flexible. Log their preferred rhythm and renew them on it next season.
Trigger words: pension, fixed income, watching our money. This is the most workable group of the four: their issue is cashflow, not commitment. Take the no warmly, then offer rhythm rather than discount: smaller payments, monthly, whatever suits. One in seven still buys when the club can be flexible. Log their preferred rhythm and renew them on it next season.
Trigger words: pension, fixed income, watching our money. This is the most workable group of the four: their issue is cashflow, not commitment. Take the no warmly, then offer rhythm rather than discount: smaller payments, monthly, whatever suits. One in seven still buys when the club can be flexible. Log their preferred rhythm and renew them on it next season.
The stretched family
The stretched family
Trigger words: the mortgage, the kids, school fees, everything going up. This is a timing problem more than a price problem, and the group most likely to genuinely want a call back. Book a real date and honour it to the day. If timing is the sticking point, use the payment plan’s start date: the first payment can land next month.
Trigger words: the mortgage, the kids, school fees, everything going up. This is a timing problem more than a price problem, and the group most likely to genuinely want a call back. Book a real date and honour it to the day. If timing is the sticking point, use the payment plan’s start date: the first payment can land next month.
Trigger words: the mortgage, the kids, school fees, everything going up. This is a timing problem more than a price problem, and the group most likely to genuinely want a call back. Book a real date and honour it to the day. If timing is the sticking point, use the payment plan’s start date: the first payment can land next month.
The sudden shock
The sudden shock
Trigger words: out of work, surgery, unexpected bills. This is genuine hardship and the least prepared to purchase. Drop the ask entirely. Empathy and gratitude, nothing else. How the club shows up in this conversation is remembered long after the season ends.
Trigger words: out of work, surgery, unexpected bills. This is genuine hardship and the least prepared to purchase. Drop the ask entirely. Empathy and gratitude, nothing else. How the club shows up in this conversation is remembered long after the season ends.
Trigger words: out of work, surgery, unexpected bills. This is genuine hardship and the least prepared to purchase. Drop the ask entirely. Empathy and gratitude, nothing else. How the club shows up in this conversation is remembered long after the season ends.
The cheerful decliner
The cheerful decliner
Trigger words: holiday, overseas, a warm tone with a firm no. The happiest group, and the least likely to buy. Match the warmth, mention the smallest way to keep their membership ticking over, and wish them well. Pocket the goodwill.
Trigger words: holiday, overseas, a warm tone with a firm no. The happiest group, and the least likely to buy. Match the warmth, mention the smallest way to keep their membership ticking over, and wish them well. Pocket the goodwill.
Trigger words: holiday, overseas, a warm tone with a firm no. The happiest group, and the least likely to buy. Match the warmth, mention the smallest way to keep their membership ticking over, and wish them well. Pocket the goodwill.
In every case, end with thanks: for the membership, the fandom, the support. A member should leave the call feeling valued, because the call is not really about this season. It is about all the ones after it.
In every case, end with thanks: for the membership, the fandom, the support. A member should leave the call feeling valued, because the call is not really about this season. It is about all the ones after it.
In every case, end with thanks: for the membership, the fandom, the support. A member should leave the call feeling valued, because the call is not really about this season. It is about all the ones after it.
The full picture, charts and playbook are in our insight paper, The Squeeze and the Scarf.
The full picture, charts and playbook are in our insight paper, The Squeeze and the Scarf.
Get the paper