2. BILL
MCBRIDEPRESIDENT + CEO
Bill is a health club industry veteran with over 25 years of experience leading
and managing all aspects of commercial health clubs, medical fitness centers,
residential, community, multi-tenant and corporate fitness sites.
He co-founded Active Sports Clubs and Active Wellness, LLC and owns a
health club consultancy - BMC3. Bill has served as Chairman of the
International Health, Racquet & Sportsclub Association (IHRSA) Board of
Directors, President of the Mid-Atlantic Club Management Association
(MACMA) and served on the Industry Advisory Board for the American
Council on Exercise (ACE). He is actively engaged as an author on industry
education, serves on several Advisory Boards and speaks regularly on
industry topics throughout the world.
A kid from Fayetteville, North Carolina.
5. BE CLEAR, BE HONEST, BE THE BEST
CLARITY OF
DIRECTION
HUMILITY &
OPENNESS TO
LEARN,
ADAPT, &
GROW
OPERATE AS
IF YOU’RE
THE BEST
6. SELLING
'sel-ing vb, A process designed to persuade
(manipulate) the prospect to buy your product
and/or services, culminating in a transaction.
7. UN-SELLING
'un-'sel-ing vb, Honest seeking and
sharing to build an ongoing relationship
through collaboration. Products and
services are utilized as part of the
elements of mutual achievement, almost
always resulting in increased business,
repeat business and referrals.
8. ENROLLING
“Enrollment” as used here does not appear in the dictionary. As defined here, enrollment is a way
of supporting another person by offering a product, a service, or simply a solution. It is a way of
being with another person that inspires them to move forward with something they want that you
can supply (McLaren Coaching – Source Point Training for introducing McLaren to this concept)
So what is the difference between an enrollment and a sale?
Enrollment is making sure the other person gets what they want and they chose to enroll versus
being sold into just what you want them to buy, a transaction
I’ve referred to this concept before in articles as “a buyer’s helper”
What you have and what the buyer needs/wants to create a win-win
9. GOLDEN RULE OF SELLING
SELL UNTO OTHER AS THEY WOULD
LIKE TO BUY! PUT YOURSELF IN THE
CUSTOMER’S PLACE...
13. THE IDEAL ENROLLMENT PROCESS
CALL TI
COMPUTER ENTRY
APPOINTMENT SET
(CONFIRM
APPOINTMENT)
SHOW
(GUEST REGISTRATION CARD INTEREST
PROFILE)
(THANK YOU EMAIL SENT)
NEEDS ANALYSIS TOUR CHECK IN
PRESENTATION OF
MEMBERSHIP
(PRESENTATION SHEET)
ENROLLMENT PROCESS
(NEW MEMBER PACKET, APP,
BELT, WELLNESS CORNER)
ADDITIONAL SERVICES PRESENTATION
(THE ZONE, PT, WELLNESS CORNER)
REFERRAL PRESENTATION
(REFERRAL SHEET)
ORIENTATION & ASSESSMENT
(ENTER IN COMPUTER. SCHEDULE
IT)
PROGRAM RECOMMENDATION
COMPUTER UPDATE
(CRM)
THANK YOU SENT FOLLOW UP
18. ENROLLMENT PROCESS
• Telephone Inquiry / Call
• Guest Visit/Welcome Card
• The Needs Analysis
• The F.A.B Tour
• The Enrollment
Presentation, Agreement,
Card, Mobile App, Belt,
Fitness Appointment
• Follow Up – Hand written Thank You
– Calls – Emails – In Person
• Referrals
19. TELEPHONE INQUIRY
Technical:
1. Name
2. Phone Number
3. Email Address
4. Source
5. Appointment
6. Referral To Come With
7. Directions Given
Attitudinal:
“Coming To A Fitness Party”
COMING TO A FITNESS PARTY
20.
21. WINDOWS TO SHUT
• Time
• Need
• Desire
• Facility
• Significant Other
• Money (affordability or value)
PRE-HANDLING OF “BARRIERS”
Handling these during the needs
analysis helps you to coach and
understand true concerns and
realities for your prospect.
23. PROSPECT IDENTITY
• More and more research says personal identification – being (noun)
versus doing (verb) has a greater impact on behavior and triggers play
a significant role in purchasing
• Voter versus voting - Civic minded citizen versus letting us put a sign in
your yard, etc.
• As a health minded or concerned individual (or exerciser) versus
someone looking at joining a program, membership, etc… “As a
proactive individual”
24. DECISION MAKING
• What is the member’s “hassle” with regard to your product?
• Reducing the hassle for the member creates a WIN for everyone!
• Must enroll in the immediate benefits of membership – emotional
aspects versus logical processes…
• People buy based on emotions and justify buying or not buying based on
logic
• Choices = Either/Or
• Avoid Yes/No Questions
27. MEMBER SURVEY
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:
q Please check if your personal information has recently changed.
What do you like most about your Club?
What Do you like least about your Club?
If you owned this Club, what would you change?
28. SERVICES AT ENROLLMENT
• Review Intro Packages offered: Personal Training, Spa/Massage
• Any Food & Beverage Services - coupons
• Any Locker/Laundry services
• Any Small Group Training (SGT) programs
• Present any/all additional services and products your site offers
29. REFERRALS AT ENROLLMENT
• Review Guest Privileges
• Attach a $ value to the passes
• Use System and Form
People are most excited the
day they join – this is the time
to introduce their new club to
their family, friends and co-
workers
30. SUBJECT MATTER EXPERTISE
• Experiential Knowledge
• Classes / Programs / PT / Wellness Corner
• Schedules and Fees
• Rules and Policies
• Fitness Assessment / Orientation
• Team Selling
• Proof / Differentiation
• The “Story” – Creating “Aha” Moment
31. GREAT EXPERIENCES
• Great Design is Invisible
• People “Buy” or “Enroll” based on how they FEEL
• As we have discussed it’s emotional not logical. People buy based
on emotion and justify based on logic (Yes/No is irrelevant to logical
justification)
• Not only GREAT, but HERE
32. BEST PRACTICES
• Have integrity and the best interest of the member at the
forefront… always
• Don’t set the member up for failure with unrealistic
expectations and over promises
• Always say YES if at all possible
• Be reliable and dependable
• Remember this is a relationship not a transaction
• When someone is “Not Right – Don’t Make Them Wrong”
• Selling is Solving
• Be Yourself – Talking to a friend
• It’s a conversation not an interrogation
DON’T SELL ME
SOMETHING.
SOLVE ME
SOMETHING.
33. ORGANIZATION & GOAL SETTING TIPS
• Have S.M.A.R.T. goals
• Begin each day with a list
• Plan your work – Gamify your day
• Schedule your priorities, don’t just
prioritize your schedule
S
M
A
R
T
SPECIFIC
MEASUREABLE
AGREED UPON
REALISTIC
TIME-BASED
34. ORGANIZATION & GOAL SETTING TIPS
Only Handle It Once (O.H.I.O.)
Emails | Paperwork | Data Entry | Thank You cards - All ”Asks”
1. Tackle It
2. Task It
3. Toss It
4. Transfer It
35. ORGANIZATION & GOAL SETTING TIPS
• Have a Sales & Marketing/Outreach Plan for each month and manage daily/weekly
• Use a Industry Specific Customer Relationship Management (CRM) Program
36. THE “EVENT” MEETING
(ACCOUNTABILITY)
• Enrollments
• Leads
• Projected Enrollments
• Plan Revision
• Commitments
• Between the 15th and 20th of Every Month
37. ASK? STOP, START, CONTINUE
• What should we stop doing?
• What should we start doing?
• What should we continue doing?
38. FIND & ENROLL YOUR BEST CUSTOMERS
• Do you know who your best customers are?
• Who stays the longest? Who uses the most? Who has the highest
spend? Who refers the most? Who are the biggest advocates?
• Data collection, “mining” or analytics and predictive segmentation are
now more readily available
40. The problem with “Scrambling to Save” and the cause:
Problem:
• “Too Little Too Late”
• A lack of feeling appreciated
Causes:
• Over promising & under delivering
• Not knowing or listening to your customer
• Not “intervening” or supporting before it’s too late
SCRAMBLING TO SAVE
Remember that people
struggle with quitting
relationships
42. SOCIAL MEDIA
“The Customer Strikes Back”
• The customer is in charge now
• Business problems may be the root cause, not
necessarily negative social media
• You can’t keep up with all vehicles
• Key is to “Listen” & be a part of the conversation
43. “Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to
people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It
realizes that treating people with respect is the best way to earn their attention. Pay attention is a key phrase here,
because permission marketers understand that when someone chooses to pay attention they are actually paying
you with something precious. And there's no way they can get their attention back if they change their mind.
Attention becomes an important asset, something to be valued, not wasted. Real permission is different from
presumed or legalistic permission. Just because you somehow get my email address doesn't mean you have
permission. Just because I don't complain doesn't mean you have permission. Just because it's in the fine print of
your privacy policy doesn't mean it's permission either. Real permission works like this: if you stop showing up,
people complain, they ask where you went.” – Seth Godin
It’s just like coaching – you must have permission.
PERMISSION MARKETING
44. BIG ASS FANS
• “You treat your customers and your employees and your vendors
all the same with the utmost respect and the utmost care and that
will pay you back in spades” - Carey Smith, CEO
• Treat everyone as your customers. It’s not just about customers
CASE STUDY
45. AIR CANADA VS. WESTJET
• Air Canada 125,000 miles to 20,000 miles in one year (Scott’s
experience)
• WestJet - VP of Operations (All Execs) - Show up on flights and
help out
• Everybody Matters – Everybody in the chain matters
• 2 planes going to the same place -- I’m going with the better
experience
CASE STUDY
46. • If something goes wrong, you can talk to vendors, employees and clients to make
things work out
• We all need other’s help
• A good reminder is to explain the “Why” not just the “What, How and When”
• 1% in big companies get this right. Entrepreneurs and small companies (are more
quick) – This people focused philosophy must be top down driven
TAKE NOTHING FOR GRANTED
47. 40%
(N/A)
11%
(8.8)
11%
(9.2)
10%
(8.8)
10%
(8.3)
7%
(8.7)6%
(8.5)
6%
(9)
TOP DRIVERS
WEIGHT (%) | AVERAGE
SCORE (X.X)FRONT DESK STAFF
EQUIPMENT CONDITION
LOCKER ROOM/SHOWERS
EQUIPMENT SELECTION
GROUP EXERCISE PROGRAMS
PERSONAL TRAINING
OTHER
GYM CLEANLINESS
TOUCHPOINTS THAT DRIVE RETENTION
SURVEYED MEMBER ONLY - ALL CLUBS
Members’ experience is largely driven by their satisfaction
with the ‘fundamentals’--Cleanliness, friendliness, facility,...
• Value
• Getting what they pay for
• Communicate the investments you make in these
areas
WHAT CUSTOMERS WANT
50. WINNING
• Putting it all together
• Managing “Funnel” – Now “Cloud” for
Consistent Results
• Scientific Model
• Exponential Build
• Use System
• Be a Subject Matter Expert
• “Be Responsible and Accountable for Results”
