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How To Build A Sales Machine That Will Produce Under Pressure
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How To Build A Sales Machine That Will Produce Under Pressure


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  • 1. Fitness Industry Association  Manchester, England How to Build a Sales Machine that will Produce under Pressure June 2009
  • 2. “Welcome”
  • 3. Today’s Focus Learn how to maximize sales in today’s economy Discover how to build real value in the sales  process Discuss why sales and service are two sides of the  same coin Learn what to manage in sales And focus on continuous improvement
  • 4. Creating Value Useful Value Creation Usable Desirable
  • 5. Staff Coaching Relationship Goals Train Building Monitor Motivate Feedback Performance
  • 6. The purpose of every business is to create  and keep customers. The purpose of most health clubs is to GET and KEEP Members.
  • 7. What is Sales? An exchange where both parties win
  • 8. THE Ideal Sales Process
  • 9. THE Ideal Sales Process Show Call / TI Appointment Set (Guest Registration Card/Interest Profile) (Computer Entry) (Confirm Appointment) (Thank You Email Sent) Presentation of Membership Needs Analysis Tour Trial close (Presentation Sheet) Enrollment Paperwork Additional Services Presentation Referral Presentation (New Member Packet) (Orientation & Intro Services) (Referral Sheet) Orientation Program Design (Enter into computer - Schedule it!) (Enter into computer) Computer Update Thank You Sent Follow-up (CRM)
  • 10. Sales Skills
  • 11. Golden Rule of Selling Sell unto others as they would like to be sold to!
  • 12. Sales Process • Rapport • Interest • Solution • Motive • Commitment
  • 13. Develop a Winning Attitude 80% of your success in sales will be determined by  your attitude and only 20% by your aptitude.
  • 14. The Winning Edge Concept “Small differences in your ability translate into huge  differences in your results.”
  • 15. Reasons Prospects Buy  Memberships to our Clubs • To alleviate a hurt, pain or embarrassment • Replace something that is missing • To invest in the future • To please someone else
  • 16. Pleasure Pain Principle We do things in life for one of two reasons: To Gain Pleasure Or To Avoid Pain
  • 17. What is Rapport? Rapport is the level of commonality both verbally and  non‐verbally that is felt between two people and it  creates a bond.
  • 18. Ways to Create Rapport • Listen Attentively • Ask Questions • Be sincerely interested in the other person • Find something in common
  • 19. Three Elements of the  Communication Process  • Words account for 7% • Voice Qualities account for 38% • Physiology accounts for 55%
  • 20. Ways to Listen • Judge or Evaluate • Right or Wrong • Agree or Disagree • “I can fix that” • To get it
  • 21. Steps to Effective Listening • Listen attentively • Pause before replying • Question for clarification • Listen to paraphrase
  • 22. Six Stages of Change • Pre‐contemplation • Contemplation • Preparation • Action • Maintenance • Termination
  • 23. Three Types of Prospects • The Exerciser • The previous Exerciser • The non‐Exerciser
  • 24. Goal of the Telephone Inquiry • To get the prospect to visit you at the club • Set an appointment with the prospect and to  have the prospect show up
  • 25. Therefore there are two objectives • Attitudinal • Technical / Structured
  • 26. Telephone Inquiry Checklist • Rapport • Need / why? • Name • E‐mail address • Phone number • Give directions to the club • Ask for a companion to join them • Source of call • Solid appointment • (T.I. Pad is a great tool to have on your desk)
  • 27. Three Reasons Prospects Ask for a Price  Right Off the Bat • Don’t know what else to ask • Believe they will save themselves time and  money by shopping over the phone • Because of their budget, they just want to  visit the cheapest clubs
  • 28. Steps to Calling Guest Card Leads • Introduction • Re‐create the experience/excitement • Qualifying • Closing
  • 29. Use a Guest Registration Card • Make it professional • Make it thorough • Make it a starting point (This gains information for follow up and starts the  needs analysis)
  • 30. Guest Registration
  • 31. The Needs Analysis • Meet and greet • Develop rapport • Determine time prospect has available • Layout the process • Pre‐handle objections • Uncover dominant buying motive • Listen to paraphrase
  • 32. Windows to Close  (Pre‐handling of Objections) • Time • Need • Desire • Facility • Significant Other • Money (affordability or value)
  • 33. Windows unclosed may  become objections later Handling these during the needs analysis helps  you to coach and understand true concerns  and realities for your prospect
  • 34. Touring Guidelines • Conduct the tour as if the prospect is already  a member • Introduce prospect to other staff • Tailor each tour  • Take the prospect to the area of greatest  interest first • Use the FAB System • Avoid answering unasked questions
  • 35. Features – Advantages ‐ Benefits • Features = Facts • Advantages = Generic to all  • Benefits = Specific to the person Benefits answer the question:   “What’s in it for me?”
  • 36. Pre‐Enrollment Questions • Can you see yourself working out here? • Does the group fitness schedule meet your needs? • Do you feel this is a place you would be comfortable  working out? • Does the club have what you are looking for?
  • 37. Checklist for Mastering the  Basics of Enrollment • Did you clearly describe how the club will  benefit the prospect? • Did you invite the prospect to join? • Did you uncover the DBM? • Did you use trial closes on the tour? • Did you try one more time to close ‐ when  you thought the sale was lost?
  • 38. Methods of Gaining Commitment • Direct Question:  Based on what you’ve said, it  sounds like Club One is the club for you.  Why don’t  we get your membership started? • Alternate Choice:  Would you prefer the Full  Network or the Single Site membership?
  • 39. Methods of Gaining Commitment (continued) • Minor Point Method:  How would you like your  name to appear on your membership? • Next Step:  What I see as the next step is for us to  complete the paperwork and schedule your One  Start Orientation.  Shall we get started?
  • 40. Methods of Gaining Commitment (continued) • Opportunity Method:  Special promotion or  deadline. 
  • 41. Why Objections Occur • Because there are concerns or unanswered questions in the mind of the prospect • Because the prospect wants to buy or is  interested but needs clarification, wants a  better deal, or must have third party  approval • Because the prospect doesn’t want to buy
  • 42. Reasons / Objections • Time • Need • Desire • Facility • Significant Other • Money (affordability or value)
  • 43. Referrals at Point of Sale • Be consistent ‐ Have a system and use it • Make it a part of the paperwork • Prepare and practice your presentation • Ask with the intention of getting referrals
  • 44. Steps to Receiving Referrals  at Point of Sale • Review guest privileges • Attach a $ value to the passes • Distinguish between out‐of‐town guests and  prospects • Ask for names by categorizing • Give them time to complete the form
  • 45. Systems to Succeed • Referral form/sheet – value and process • New Member Checklist • Member survey – 3 questions • Action Plan
  • 46. Member Welcome
  • 47. Member Welcome
  • 48. New Member Checklist
  • 49. Member Survey At Club One, we’re constantly striving to improve our services and facilities. Therefore, member feedback is essential in order for us to offer the best the fitness industry has to offer. Please take a moment to fill out this survey and return it to a member representative. Thank you! Name: ________________________ Address: ________________________ Phone: ________________________ Email: ________________________ Home Club: ________________________ Please check if your personal information has recently changed What do you like most about your Club One? What do you like least about your Club One? If you owned this club, what would you change?
  • 50. Monthly Action Sales Plan
  • 51. Organization and Goal Setting Tips • Set S.M.A.R.T. goals • Begin each day with a list • Plan each day the night before • Plan your work and work your plan • Schedule your priorities, don’t just prioritize  your schedule • Follow the O.H.I.O. rule with paperwork
  • 52. Daily Productivity Expectations • Pre‐set Appointments 2‐3 per day • Appointments Show Ratio 65% • Telephone Inquiry Conversion 70% • Phone Contacts 20 per day • Referrals Received 2‐5 per day • Closing Ratio 50%‐75%
  • 53. Behaviors of a Sales Pro • Vicious about time ‐ focus • Spend up to 70% of their time prospecting • Create up to 50% of their own business • Focus on the needs of their clients • Use giveaways and guest passes carefully • Don’t negotiate on price ‐ build value • Know their numbers ‐ productivity statistics
  • 54. Sales • Consistent thorough process that builds connection  from day 1.  Selling and coaching a lifestyle, not a  temporary activity  Enrollment conversation not a  transaction • Personal thank you sent to every new member Sell the lifestyle of exercise adherence not a “membership” that you can quit whenever you want.
  • 55. Final Thought “We are what we repeatedly do. Excellence,  then is not an act but a habit”
  • 56. “I hope this was helpful”
  • 57. “I hope this was helpful”
  • 58. Contact Information Bill McBride Chief Operating Officer Club One, Inc. (Bill underscore