Selling Gym Memberships with Les Mills

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Increase club traffic and convert more guests into members using Les Mills proven strategy for creating powerful Group Fitness events. Includes tutorials on event setup, staff training, and goal setting.

Published in: Education, Health & Medicine

Selling Gym Memberships with Les Mills

  1. 1. 1 THE SECRET TO SELLING WITH LES MILLS™ Drew Surprenant drew@getlesmills.com One Tribe – Changing the World Les Mills International © 2010
  2. 2. Selling Gym Memberships Time to make it isn’t EASY! EASIER!! One Tribe – Changing the World Les Mills International © 2010
  3. 3. The PROBLEM Is…. There is NOT enough REVENUE!! One Tribe – Changing the World Les Mills International © 2010
  4. 4. LOW Attendance One Tribe – Changing the World Les Mills International © 2010
  5. 5. Harder to be PROFITABLE … … Members are leaving …  One Tribe – Changing the World Les Mills International © 2010
  6. 6. Another way to GROW profits? One Tribe – Changing the World Les Mills International © 2010
  7. 7. AMAZING GROUP EXERCISE EVENTS! Even this guy buys a MEMBERSHIP $$$... One Tribe – Changing the World Les Mills International © 2010
  8. 8. One Tribe – Changing the World Les Mills International © 2010
  9. 9. What is YOUR goal? One Tribe – Changing the World Les Mills International © 2010
  10. 10. 10 2. 1. $ EVENT Revenue # 3. + MINIMUM Attendance NEW Members One Tribe – Changing the World Les Mills International © 2010
  11. 11. SO… 11 If you need 20 new members….. Equals $10,800…annually At $45 a month... And your Closing Rate is 50%…. Your GOAL is One Tribe – Changing the World 40 qualified guests! Les Mills International © 2010
  12. 12. • Set REALISTIC targets for event day • Execute your revenue generating plan! 29 34 15 61 57 One Tribe – Changing the World Les Mills International © 2010
  13. 13. 13 Gets your 20 New Members! One Tribe – Changing the World Les Mills International © 2010
  14. 14. What’s the PLAN? One Tribe – Changing the World Les Mills International © 2010
  15. 15. One Tribe – Changing the World Les Mills International © 2010
  16. 16. 16 Create a “Business” Plan! One Tribe – Changing the World Les Mills International © 2010
  17. 17. The METRIC SYSTEM  S A L E S EXPERIENCE One Tribe – Changing the World Les Mills International © 2010
  18. 18. Must Do’s 18 • Design a great event • Marketing Plan • Ready staff • Event Logistics One Tribe – Changing the World Les Mills International © 2010
  19. 19. 19 Create an EXPERIENCE they WON’T forget! One Tribe – Changing the World Les Mills International © 2010
  20. 20. Potential Members should have only ONE reaction… One Tribe – Changing the World 20 Les Mills International © 2010
  21. 21. Focus on the EMOTIONAL needs of your guests or members.. Understand what YOUR people WANT. One Tribe – Changing the World 21 Les Mills International © 2010
  22. 22. 22 Time To One Tribe – Changing the World GET TO WORK Les Mills International © 2010
  23. 23. One Tribe – Changing the World Les Mills International © 2010
  24. 24. Come up with CREATIVE Ideas…. One Tribe – Changing the World 24 Les Mills International © 2010
  25. 25. 25 Les Mills Themed Event One Tribe – Changing the World Les Mills International © 2010
  26. 26. Co-Brand!! One Tribe – Changing the World 26 Les Mills International © 2010
  27. 27. 27 Build It…. One Tribe – Changing the World And They Will Come. Les Mills International © 2010
  28. 28. 28 Class Setup! Need 40 potential guests.. Which equals 20 new members… How many classes, including existing members, do you NEED to have? One Tribe – Changing the World Les Mills International © 2010
  29. 29. promote…….Promote…….PROmote……PROMOTE!!! One Tribe – Changing the World Les Mills International © 2010
  30. 30. ECLUB One Tribe – Changing the World 30 Les Mills International © 2010
  31. 31. Use the Marketing PROVIDED… One Tribe – Changing the World 31 Les Mills International © 2010
  32. 32. ? Invite Family, Friends, EVERYONE YOU KNOW! One Tribe – Changing the World 32 Les Mills International © 2010
  33. 33. 33 Email, Text, Call, Newsletter, and Social Media One Tribe – Changing the World Les Mills International © 2010
  34. 34. Social Media is a BIG ONE! One Tribe – Changing the World 34 Les Mills International © 2010
  35. 35. 35 Everyone on staff is IMPORTANT on Launch Day! Make sure the entire team is on board! One Tribe – Changing the World Les Mills International © 2010
  36. 36. One Tribe – Changing the World Les Mills International © 2010
  37. 37. 37 STICK TO THE One Tribe – Changing the World PLAN Les Mills International © 2010
  38. 38. 38 • 20-30 % for guests • Use pre-booking/registration forms • 60-70% should be filled a week before event One Tribe – Changing the World Les Mills International © 2010
  39. 39. What is wrong with this registration form? Best representation of the FACILITY….? One Tribe – Changing the World Les Mills International © 2010
  40. 40. 40 Have enough Space for All the INFORMATION.. YOUR FACILITY NAME… Make sure THEY fill it out.. One Tribe – Changing the World Les Mills International © 2010
  41. 41. What we DON’T WANT…. One Tribe – Changing the World Is NO 41 ONE to show up! Les Mills International © 2010
  42. 42. WHAT IS THE MOST EFFICIENT ACTION TO REDUCE NO SHOWS? One Tribe – Changing the World Les Mills International © 2010
  43. 43. PRE-Qualify Follow Up One Tribe – Changing the World Email Les Mills International © 2010
  44. 44. One Tribe – Changing the World Les Mills International © 2010
  45. 45. Essentials 45 Everyone Must Register Confirm Guest Details if on a Guest Pass Sales Team Follow Up for Each Guest Keep both Offerings Available for each Guest One Tribe – Changing the World Les Mills International © 2010
  46. 46. HOSTED AN OUTSTANDING EVENT!! One Tribe – Changing the World Les Mills International © 2010
  47. 47. THE SELLING PROCESS SHOULD BE ENJOYABLE, RELATIVELY QUICK AND FEEL PERSONAL… One Tribe – Changing the World Les Mills International © 2010
  48. 48. What did they LIKE? One Tribe – Changing the World Discuss BENEFITS… Les Mills International © 2010
  49. 49. Present Two OFFERS: Gear them to the one SPECIFIC to LAUNCH day One Tribe – Changing the World Les Mills International © 2010
  50. 50. Write the OFFERS down…. OFFER A 7 DAY PASS SPECIAL OFFER • Full access to all facilities • 3 free PT sessions • 2 quarterly assessments • 50% discount on joining fee • Monthly rate of $45 • 12-month term Which do you prefer? One Tribe – Changing the World OFFER B EVENT SPECIAL OFFER • Full access to all facilities • 3 free PT sessions • 4 quarterly assessments • No joining fee • RPM™ free for 6 months • Monthly rate of $40 • 24-month term Les Mills International © 2010
  51. 51. 3rd Option Available if Need be… Offer 1 – Just for Event Day Offer 2 – Week Guest Pass Offer 3 – Regular Gym Membership One Tribe – Changing the World Les Mills International © 2010
  52. 52. Offering more than one ITEM across the board … Is more appealing to the CUSTOMER. One Tribe – Changing the World 52 Les Mills International © 2010
  53. 53. LESW1804 5. SELL EFFECTIVELY AT THE EVENT One Tribe – Changing the World Les Mills International © 2010
  54. 54. 54 REACH GOAL! One Tribe – Changing the World Les Mills International © 2010
  55. 55. 55 Celebrate!!! One Tribe – Changing the World Les Mills International © 2010
  56. 56. 56 THUMBS Up to a Job WELL DONE! One Tribe – Changing the World And your 20 NEW MEMBERS! Les Mills International © 2010
  57. 57. 57 RECAP Party Time! Create a schedule to complete every necessary item! Set a realistic goal for the event day! Have a plan in place to make it successful! One Tribe – Changing the World Don’t falter away from the plan! Every step is crucial! Les Mills International © 2010
  58. 58. 58 THANK YOU!! If you have any questions, please email drew@getlesmills.com Visit WWW.THE-BIG-SQUEEZE.COM One Tribe – Changing the World Les Mills International © 2010

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