2010 sell like hell and keep them in heaven ( oct )

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This is a copy of the presentation given at the Cutting Edge Seminar Industry Seminar on the 26th November at the Central YMCA

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2010 sell like hell and keep them in heaven ( oct )

  1. 3. RULE 1 Adopt the mindset !
  2. 4. <ul><li>New to exercise ? </li></ul><ul><li>Experienced exercisers? </li></ul><ul><li>Re - motivated ex members ? </li></ul>
  3. 5. RULE 2 Communicate your member benefits
  4. 6. Motivational Tools <ul><li>Personal Progress packs to measure results </li></ul><ul><li>Programme cards </li></ul><ul><li>Fitness mentoring services </li></ul><ul><li>Regular staff interactions </li></ul><ul><li>Group training </li></ul><ul><li>Measurable results !! </li></ul><ul><li>Usage rewards & badges of honour </li></ul><ul><li>Training with friends and family </li></ul>
  5. 7. <ul><li>Initial Programme session </li></ul><ul><li>Support call service </li></ul><ul><li>Follow Up Sessions if required </li></ul><ul><li>Virtual support by your fitness mentor </li></ul><ul><li>Personal Progress Pack to chart results </li></ul><ul><li>Optional Fitness assessments </li></ul><ul><li>Colour coded Programme cards to note your progress </li></ul><ul><li>5 weeks Free membership for your friends </li></ul><ul><li>Incentive to train 14 times in 6 weeks </li></ul>Educational Strategies
  6. 8. Ongoing Support Programme <ul><li>Fitness support service </li></ul><ul><li>Virtual PT services </li></ul><ul><li>6 weekly re-programme sessions </li></ul><ul><li>Gym rituals – Abs on the hour </li></ul><ul><li>Online Newsletters </li></ul><ul><li>Web links to fitness related sites </li></ul><ul><li>Personal Training Services </li></ul><ul><li>Group Training Programmes </li></ul><ul><li>Online Nutrition programmes </li></ul>
  7. 9. RULE 3 Adopt 6- 10 Pillars of Marketing
  8. 10. <ul><li>Advertising </li></ul><ul><li>PR </li></ul><ul><li>Email </li></ul><ul><li>Social Media </li></ul><ul><li>Telephone Marketing </li></ul><ul><li>Direct Sales </li></ul>Pillars of Marketing
  9. 11. <ul><li>Direct mail </li></ul><ul><li>Partnership Schemes </li></ul><ul><li>Risk Reversal </li></ul><ul><li>Price Promotions </li></ul><ul><li>Joint Ventures </li></ul><ul><li>Website </li></ul>
  10. 12. <ul><li>Budget Airline format </li></ul><ul><li>Added value memberships </li></ul><ul><li>Facility Enhancement fees </li></ul><ul><li>Commitment v yield matrix </li></ul><ul><li>Facility Enhancement fee </li></ul><ul><li>Redundancy Insurance </li></ul>Price Promotions
  11. 13. <ul><li>Charity Programmes </li></ul><ul><li>Fit funds for Schools </li></ul><ul><li>Transformation Programmes (Fitness, Dentists, Cosmetic surgery , Hair , Beauty, Stylists, physios , chiropractors. </li></ul><ul><li>Majestic Wines </li></ul>Joint Ventures
  12. 14. <ul><li>Money Back Guarentees </li></ul><ul><li>Transferable Enrolments </li></ul><ul><li>Residential memberships </li></ul><ul><li>Use or Pay Scheme </li></ul><ul><li>Value Guarantee schemes </li></ul>Risk Reversal Strategies
  13. 15. RULE 4 Adopt a commitment to testing .
  14. 16. <ul><li>NGN Phone Numbers </li></ul><ul><li>Txt in responses </li></ul><ul><li>Web Visits </li></ul><ul><li>Referral Stats </li></ul><ul><li>Email Click throughs </li></ul><ul><li>Accurate Sales Pipeline reports </li></ul>Measurement Strategies
  15. 17. Phase 1 - Analyse your sales pipeline 2340 Leads 1840 Appointments 1660 Tours 800 Sales Club sales statistics
  16. 18. RULE 5 Embrace the internet & email marketing
  17. 19. <ul><li>Inbound Call routing </li></ul><ul><li>Area Specific websites </li></ul><ul><li>Video & Commentary </li></ul><ul><li>Virtual Tours </li></ul><ul><li>Online sign up </li></ul><ul><li>Capture Email Addresses </li></ul>Utilising the internet
  18. 20. Create a fitness services website
  19. 21. RULE 6 Use the phone effectively
  20. 22. <ul><li>New Member calls </li></ul><ul><li>Ongoing Member Engagement </li></ul><ul><li>Renewals </li></ul><ul><li>Lapsed member follow up </li></ul><ul><li>Cold Call Community Surveys </li></ul><ul><li>Corporate appointment setting </li></ul>Utilising the telephone
  21. 23. RULE 7 Become an expert at Direct mail
  22. 24. <ul><li>Target responses of 10 -20 appointments </li></ul><ul><li>Test Profiles , Headlines, Offers. </li></ul><ul><li>Utilise existing members – Unlock the potential </li></ul><ul><li>Referral schemes , Guest days , Special programmes </li></ul>Direct mail Strategies
  23. 25. RULE 8 Create a marketing blueprint
  24. 26. RULE 9 Develop a ‘backend business’
  25. 27. RULE 10 Replace marketing budgets with an acquisition cost

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