Applicable to any small business that sells memberships, this presentation focuses on the overall picture of your sales process, and what you need to provide your staff to be successful within the process.
Managing Sales Efforts in Your School /jial14 firstname.lastname@example.org
What this discussion is about. This isn’t a “how to sell” class. Goal: to provide something that everyone can implement.
Key Takeaways from this Discussion:1. Understanding the overall picture of all activities involved in making sales happen.2. What you need to provide your staff in order to succeed at every stage of the process.3. What to manage and when to manage it.4. Deciding when someone just can’t do the job.5. Tools you need to make all this work.
#1. The Overall Picture After the Booking Making the Appointment Conducting the AppointmentsAppointments Appointment(s) (if the sale was happen not made) *please do not focus on the naming of the 1st visit to the school *this class is specific selling the 1st membership, not upgrades or renewals
Booking Appointments–Not making enough outbound efforts–Low quality within the efforts
Making Appointments Happen–Lack of urgency within the confirmation–No confirmation process to be followed
Conducting the Appointment- Loving what you offer is missing–Not knowing who you are introducing your lessons to and what makes them “tick”
Following up if sales is not made–Lack of quality perseverance with the people who didn’t sign up
Trick Question? Do you see anything in common with the challenges at each stage?
It’s up to you to solve them allFact: All solutions needed will require your participation in some capacity
• Nothing will improve until you start providing: –Motivation –Guidance & Direction –Tools & Content ***In Combination!***
Takeaway #2What you need to provide yourstaff in order to succeed atevery stage of the process.
2 Types of Staff to Provide for:Staff who are not selling memberships Staff who are selling memberships asyet, they build and set appointments. well as setting appointments.
If You have 1 Person in PlaceThen All Will Apply to Them
3 Things BOTH GROUPS Need• Performance-Based Pay Structures (next class) – When money talks, people tend to listen.• “That” Leader to follow: – “If you think you are leading and no one is following, you’re just going for a walk…” – 3 reasons my staff follow me are…
What Both Groups NeedStudents that are perceived as quality MartialArtists in the community. (It is very hard to be committed to trying to sell a poor quality product)
For first 2 steps of the process: (we have some ground to cover here)– Who to contact– Scripts– Email Templates– Shadowing– Print Collateral– Daily Report– Physical “sales” board– Minimum expectations– Pay Structure
(Warning, here come the text-heavy slides) Who to contactCall Lists:• Inbound web leads• referral submissions• old leads (special events, camps etc.)• former studentsBuilding Their Own lists:• In person introductions• Tablet lease (optional)• Online networks
Scripts• The formula • example greetings specific to the type of contact • the content that will support the concept of “no empty hands” • quick instructions to get the content (check email, go to website/lounge, visit network) • what’s notable about your school (initial answers to popular questions, including questions that are thought, but not asked) • solid breakdown for booking the appointment (some calls get hot quick) • booking best practices• Tips • must sound natural coming out of their mouth, if not they must revise it • best script is one that has bullet points to cover, reading is easy to detect
Email templates– Your tone should be in them– Content specific to “interests” and “heard of us by”– They have to look good if you want staff to be excited to send them out– Must be easy to send them– Template types • Initial thank you to new prospect (web/phone/in-person) • Nurturing Templates • Confirmation template • Missed appointment follow up’s 1-X • Thank you for coming today! • Have not signed up yet follow up’s 1-X *We have other classes on email templates alone*
Timeline- Separate class on email marketing timelines- Call timeline for new contacts • dependent on the lead count and no. of hours per/week you staff them • Full time is 24,48,72,72, 7, 7, 7, 7.
Print Collateral• Business cards – If you don’t take them seriously, they won’t take themselves seriously – Confidence is everything, being proud of the school will always help (connection to card) – QR codes with “you can trust this scan” labelled under them may shorten the cycle one step! *Not there yet with new hire, small flyer will do*
Confirming Appointments• The confirmation email: – Eliminate fears and surprises (how to tie a belt, why we bow, what to expect) – Provide convenience (directions etc) – Reinforce quality (link to content) – Present a face (why not have a bio of each staff member, even a short smartphone-shot video will help).
The Confirmation Call• Always have something extra to offer ready in case you are getting the “maybe” person – no one likes being asked if they “have thought about it any further” – staff will pick up on this, and then they’ll feel they are becoming that annoying sales person – not everyone is a born salesperson, so give them something to take both their focus and the prospect’s focus off the fact that this is not “sales call.”• Light motivation coaching
Minimum Expectations• Includes sufficient time to complete the tasks • How long should someone spend on each activity? – 1 educated follow up is worth 5 blind ones • Activities with contacts of all types• Focus on “shows”, use bookings as another indicator of effort
Shadowing• The process of the appointment – Shadowing you on at least 10 intros and commitment discussions – If you can’t show them how you want it done, it’s tough to lead them or expect from them – Debrief after every single session• The process of completing the payment agreement form
Guidelines for offering deals and discounts• Offers to change up for the appointment booking• Discounts• Delayed payments• Pro-shop items• Cash rewards
Sales training• Knowledge of what they are selling• Connecting with people of all walks of life• Excitement about the school• Motivation coaching• Boundaries*different meaning here than the popular perception
Personal presentation• Attire• Hygiene• Voice projection• Body language
If the Sale was not made• Follow up scripts• Follow up email templates• Content to prevent “empty hands”• Host seminars/special events regularly for alternative reasons to visit again
Daily Report• All from Group 1’s report, plus: – Appointments Performed – Sales made (memberships + pro-shop) – Money Collected
(Quick Breather)We are well past the ½ way point, if you havequestions, hang on just a little longer ok?
Takeaway #3What to manage and when to manage it Daily/Weekly/Monthly/Yearly
Check-in’s Twice Per/Day:• Ask about the stats every time• Ask about successes and failures every time• Coach and reassure, coach and push(balance the tone of friendly to firm based onthe situation)
Weekly Meetings:• Discuss Wins, Losses & Key Stats• Coach, empower, reinforce• Set current expectations
Month-End Review:• Tally it all up• Pay total• Set current expectations