He signed up for the discount and spent it the same afternoon
Whatever made him join was gone before the truck left. Month six is when that turns up on the cancellation report.
The offer works, and that is what makes it hard to see. Put a discount on today’s repair behind the membership and people take it. Enrollment climbs. Everybody in the office feels good about it on a Friday.
Then he pays the second month, and the third, and somewhere in there he works out that he has bought nothing since. The discount arrived, he used it, it went. What is left on his card is a charge for a visit he has thought about once.
Whatever made him join has to still be there in month six, because month six is when he goes looking for it.
So the test is quick. Picture him half a year out, holding the statement, having received nothing since the day he signed. What is he getting? If the honest answer is a discount he already used, you have built a way of enrolling people who leave.
A shop can run like that for two years and read its enrollment numbers as a win the whole time. The cancellations land on a different report, a season later, and nobody sets the two side by side.
Picture a member six months in who has received nothing since the day he joined, looking at the charge on his card. Write down what he is still getting. An empty list means you are enrolling people who will leave.
The notebook is where this turned up. If you want it fixed rather than described, that is a look at how yours is built, over at Titan Tech Tools.
One question a week.
Two minutes, one problem, something to do about it. No pitch.