Maximizing Revenue Per Member Through Strategy, Sales and Service - Chinese Translation

1. Maximizing Revenue Per Member Through
Strategy, Sales and Service
通过策略、销售与服务最大化单个会员收入
www.brentdarden.com

3. How can you leverage existing customers
into more business?
如何利用现有会员获得更多商机？

4. “Ancillary” Income by definition 定义辅助收入
• Webster - “secondary, auxiliary, supplemental,
additional, incremental. 字典中 - 次要的、辅助的
、补充的额外的
• IHRSA - “revenue from sources other than
membership dues and initiation fees.”IHRSA 的
定义是除了会籍与注册费的收入

5. Benchmarking “non-dues” revenue of 非入会费收
入
TYPICAL CLUBS SURVEYED 典型俱乐部
Dues/ Iniation Fees
32%
入会费
68%
Ancillary Fees
其他费用

6. Benchmarking “non-dues” revenue at
TELOS FITNESS CENTER
TELOS 健身中心
Ancillary Fees
其他费用
Dues/ Initiation Fees
32%
入会费
68%

7. Clubs have one thing retail businesses crave...
俱乐部有一种零售业需求
•Repeat Foot Traffic 重复客流量

8. The Impact & Influence of Incremental Sales.
销售增量的冲击与影响

9. Increasing revenue per member can
pay big dividends. 增加单个会员收入
可以获得大量额外收入
For Example: 例如
Total # Members = 3,000 x Additional Revenue Per
Member/Per Month of $ 2.00 = $ 6,000 Revenue
Per Month
总会员数 =3000× 每月额外单个会员收入 2 美金 = 每月额外收
入 6000 美金

10. Increasing revenue per member can
pay big dividends. 增加单个会员收入
可以获得大量额外收入
For Example: 例如
Total # “Active” Members = 1,800 x Additional
Revenue Per Month of $ 10.00 = $ 18,000
Revenue Per Month
活跃会员总数 1800× 每月额外收入 10 美金 = 每月额外收入
18000 美金

11. Increasing revenue per member can
pay big dividends. 增加单个会员收入
可以获得大量额外收入
For Example:
Total Member “Visits” Per Day = 600 x 10% “Upsell”
Success = 60 Members x $ 1.50 Additional Revenue
Per Visit x 30 Days = $ 2,700 Revenue Per Month

12. Generating incremental sales actually
helps member retention. 产生销售增量实际
可以帮助会员续费
•“ The more members
spend the longer they
stay!”
•会员花的越多，留
得越久！

13. Member Connections = Member Retention
会员联系 = 会员续费

14. Maximizing revenue per member through
strategy, sales and service
通过策略、销售和服务最大化单个会员收入

15. Competitive Lodging Industry – Lessons
住宿业竞争的教训

16. Lodging Industry REPVAR Strategy
住宿业单个可用房收入策略
REVPAR
• REV =Revenue 收入
• P = Per 每个
• A = Available 可用
• R = Room 房间

17. Generating Incremental Sales
创造销售增量
• Mini Bar
• Convenient
Bottled Water 瓶
装水
• Internet 网络
Access
• Retail 零售

18. Generating Incremental Sales
创造销售增量
• Pay Per View
Movies 观看
电影
• Laundry
Service 洗衣
• Phone Calls
电话

19. Generating Incremental Sales
创造销售增量
•Fitness Center Usage
•使用健身中心
•Room Service 客房服务
•Gift Shop 礼物店
•Restaurant 餐厅

20. Lessons from Cinema/ Theater Industry
影院业的教训
Approximately 70%
of Gross Revenue is
derived from movie
tickets 70% 毛利来自
票房
Cost of the product is 52% 55% 产品成本 52%-55%
Profit contribution is
approximately 57% 贡
献利润为 57%

21. Lessons from Cinema/ Theater Industry
影院业的教训
Approximately 30% of
Gross Revenue is
derived from
concessions 毛利的 3 成来
自
Cost of the product is 15% 20% 成本 15%-20%
Profit contribution
is approximately
43% 贡献利润 43%

22. Generating Incremental Sales
创造销售增量
“Something sweet, something
salty, & something else” 甜的、咸
的、别的

23. Generating Incremental Sales
创造销售增量
Suggestive selling works
暗示性销售很有用效

24. Lessons from the Fast Food Industry
快餐业的教训
“Would you like to
supersize that?”
您的套餐需要加大吗？
Up-selling works
加量销售很有效 !

25. Strategic Approach to “Added Value”
创造附加值的策略
1
Current
Customer
现客户
2
Potential Value
Adds
潜在附加值
3
Opportunity
Analysis
机遇分析
4
Delivery
System(s)
输送系统

26. Step 1: Define Your Current Customers
第一步：确认你的现客户
1
Current
Customers
现客户
• Characteristics 特性
• Demographics 人口统计
• Behavior Trends 行为趋
势
• Purchasing Patterns 采
购模式

27. DEFINING CURRENT
CUSTOMERS 定义现客户
Retired 退休人士
Stay at Home Mom 家
庭主妇
College Students
大学生
Business Professionals
白领

28. Step 2 第二步 :
2
Potential Value
Adds
潜在附加价值
•
“What might our members
want/ purchase? 我们的会员
想购买什么呢？

29. Generating Ancillary Income Through
Membership Options 通过会籍选项创造额
外收入
TELOS Individual Membership Options:
Basic Membership 基础会籍
$450 initiation fee 入会费 450
$115 per month 每月 115
Performance Membership 高级会员
$450 initiation fee 入会费 450
$134 per month 每月 134
Performance Plus Membership 超高级
$499 initiation fee 入会费 499
$285 per month 每月 285

30. Generating Ancillary Income Through
Membership Options 通过会籍选项创造额外
收入
• TELOS PERFORMANCE PLUS Membership:
• Unlimited Yoga and Pilates Mat & Tower Classes 无限瑜伽、普拉提垫、毛巾、
课程
• $100 credit towards private sessions:100 美金私教课程
– Professional Training 专业训练
– MAT 地垫
– Private Pilates 私教普拉提
– Nutrition 营养
• Buy one get one free Massage each month ($80 value) 每月买一送一按摩
• Permanent Kit Locker & Laundry Service ($30 value) 常设配套储物柜和洗衣服
务
• Two meals per month at Caesar’s Café ($20 value) 每月两餐免费
• DFW Society Membership ($42 value) 州内消费场所会员卡
• Four complimentary guest passes each month ($80 value) 每月张免费体验卡
• Complimentary child care 免费儿童看护
• Complimentary Educational Lectures/Seminars 免费参加学习班

31. Potential Profit Contributors 潜在利润点
Personal Training
私教
• Featured Service 特色服务
•
•
•
•
Professional Trainers 职业教练
•
Supportive Culture 辅助文化
Team Concept 团队理念
Systematic Approach 系统方法
Accountability Measures 责任
考量

32. Potential Profit Contributors 潜在利润点
Group Training 小组私教
• Fee Based 付费制
• Affordable 价格合理
• Social 可以社交

33. Potential Profit Contributors 潜在利润点
Pilates & Yoga 瑜伽和普拉
提
• Introductory Offer 入门介绍
• Fee Based Program 收费课
程
• Membership Option 会籍选
项
• Private Training 私教
• Non-Member Participation
非会员参与
• Dedicated Space 专属空间

34. Potential Profit Contributors 潜在利润点
Spa & Therapy Services 理疗和 Spa
• Market Research 市场调
查
• Member Demographic
会员情况统计
• Club Culture 俱乐部文化
• Member & Non-Member
Pricing 会员与非会员定价

35. Potential Profit Contributors 潜在利润点
Nutrition 营养
•
Introductory Offer 入门
介绍
•
•
Diet Analysis 食谱分析
•
Registered Dietician 注册
营养师
•
•
Nutrition Coach 营养教练
Resting Metabolic Rate
静止代谢率
Virtual Consultations
实际顾问

36. Potential Profit Contributors 潜在利润点
Programs 课程
•Wellness Programs
•保健课程
•Competitions 竞赛
•Social Events 社交活动
•Sponsorship 赞助

37. Potential Profit Contributors 潜在利润点
Retail 零售
• Nutritional Products
• 营养品
• Supplements 补剂
• Self-Serve 自助
• Location 地点

38. Potential Profit Contributors 潜在利润点
Pro Shop 专卖店
•
Open/ Entry Space
•
开放 / 进入空间
•
Limited Selections/
Inventory
•
有限的选择 / 库存
•
“Trunk Shows”
•
专为某些客户举办的非公开
展示
•
Retail Responsibility
•
零售责任

39. Potential Profit Contributors 潜在利润点
Cafe/ Conference Room
咖啡厅与会议室
• Profitability 盈利
• Juice/ Smoothie Bar 水吧
• Meeting Space 会见空间

40. Potential Profit Contributors 潜在利润点
Other Services/ Tenants 其他服务与租户
• Salon 美发
• Anti-Aging Medicine 抗
老化药物
•
•
•
•
•
Physical Therapy 理疗
Chiropractor 脊柱理疗
Martial Arts 武术
Shoe Shine 擦鞋
Recreational Groups 娱
乐小组

41. Potential Profit Contributors 潜在利润点
Possible Add-ons/ Upgrades 可能的附加项与升级
•
•
•
•
•
Kit Locker 配套储物柜
Laundry Service 洗衣
Full Locker 全套储物柜
Executive Locker Room
专属更衣室

42. Strategic Approach to “Added Value”
创造附加值的策略途径
1
Current
Customer
现客户
2
Potential Value
Adds
潜在附加
3
Opportunity
Analysis
机遇分析
What makes sense for your club? Why?
什么对你的俱乐部有效？为什么？

43. Step 3 第三步 :
3
Opportunity
Analysis
机遇分析
• Matches Business Philosophy?
• 匹配的经营理念？
• Relevant/ Add Value? 相关 / 增值
• Sizable? 规模
• Deliverable? 可实施性
• Profitable? 利润？

44. Step 3 第三步 :
Opportunity Analysis Calculation
3
Opportunity
Analysis
机遇分析
Concept: _____________
Potential Customers: _________
Revenue Estimates: customers x price = $
Expense Estimates:
- Direct Cost = _____
- Indirect Cost = _____
- Overhead Allocation = _____
Profit Contribution: _________

45. Step 3 第三步 :
3
Opportunity
Analysis
机遇分析
“choosing what not to do is often more important
that choosing what to do.” 选择不做什么经常比选择
做什么更重要

46. Maximizing revenue per member through
strategy, sales and service 通过策略、销售与服
务最大化单个会员收入

47. Step 4 第四步 :
• Marketing Channels 市场管道
4
• Operating Processes 运营流程
Delivery Systems
输送系统
• Accounting Functions 核算能力
• Staffing Responsibilities 人士职
•责Staff Training 员工培训
• Incentive Plans 激励计划
• Overall Service Experience
•整体服务体验

48. Step 4 第四步 :
4
Delivery Systems
输送系统
You must: Ask for the Business 你必须自己争
取

49. Step 4 第四部 : Delivery Systems 输送系
统
“Begin with the end in
mind” during the new
member enrollment
process. 从会员注册时就将
业务终点牢记于心

50. 4
Delivery Systems
输送系统
Member Experience
Managers 会员体验经理

51. Step 4:
4
Delivery Systems
输送系统
“One Throat To Choke”
专人解决客户所有不满

52. Maximizing revenue per member through
strategy, sales and service 通过策略、销售与服
务最大化单个会员收入

53. Know Your Best Customers 了解你最好的客户
• Biggest Spenders 花钱最多的

54. Tale of Two Members 两个会员案例
John Doe: Profile 资料
• Attends 5 times a week 一周来 5 次
• Swims/ Strength Training/ Cardio 游泳 / 力量 / 有氧
• Pays monthly dues of $115 月消费 15 美金
•Does not utilize any “services” or spend on “added value” offerings 不使用任何
服务或购买附加产品
• A “core” member known and enjoyed by staff 核心会员，了解也也喜欢我们的员工
Total Annual Spent: $1,380

55. Tale of Two Members 两个会员案例
Jane Doe: Profile 资料
• Attends 4 - 5 times/ week 一周来 4-5 次
• Personal Trains / Private Pilates Sessions / Therapy 私教 / 私人普拉提课程 / 理疗
•Pays monthly dues of $285 月交费 285
•Personal Trains 3x/week, Private Pilates 1x/ week, Therapy 2x/ month 一周私教三
次，私人普拉提 1 次，理疗 1 月 2 次
•Frequently eats in the cafe, occasionally makes Pro-Shop purchases 精彩在咖啡厅吃
饭，偶尔去专卖店采购
• A “core” member known and enjoyed by staff 核心会员，了解并喜欢员工
Total Annual Spent: $32,000

56. Know Your Best Customers 了解你最好的客户
• Biggest Spenders
• 花钱最多的
• Long Term Members
• 长期会员
• High Attenders
• 出勤率最高的

57. •In the future we must move toward an
“Experience Economy”. 未来是体验经济的时代

58. Capitalize on Your Captive Audience 利用你已经俘获的观众

59. Maximizing Revenue Per Member Through
Strategy, Sales and Service
通过策略、销售与服务最大化单个会员收入
www.brentdarden.com