Sell like hell and keep them in heaven january 13
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This document provides guidance on strategies for increasing member retention and sales at a fitness club. It discusses prospecting new members through various marketing tactics, qualifying potential members, presenting membership options during tours, closing sales, obtaining referrals, and providing ongoing member support. Key aspects include developing 12-week planning periods, using technology to communicate with and educate members, measuring performance metrics, focusing fitness services, clarifying staff roles, and motivating employees. The overall aim is to establish repeatable processes to consistently deliver a positive member experience and achieve business goals.
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Sell like hell and keep them in heaven january 13
- 2. The 4 Member Killers 1.Lack of interaction 2.Failure to integrate 3.Lack of motivation 4.Failure to achieve
- 3. A B £Income Sales £Income Sales Residual Value Residual Value The Budget Club v Traditional Fitness Club Model Monthly Fee Monthly Fee A B
- 4. Calculate and Total: • Advertising & Marketing costs £ ________ • Sales costs £ ________ • Administration costs £ ________ • Orientation Costs £ ________ • New member packs £ ________ TOTAL CO. COSTS / No.of (expected) Sales = Average COST of SALE per member Identifying the cost of sales
- 5. Phase 1 - Analyse your sales pipeline 2340 Leads 1840 Appointments 1660 Tours 800 Sales Club sales statistics
- 6. Phase 1 - Handling inbound call traffic • Call handling and appointing service • Call to email messaging service • Membership enquiry line set up
- 7. 8 Step Process 1. Prospecting 2. Greeting 3. Qualification 4. Presentation (tour)
- 8. 8 Step Process ( pt 2 ) 5. Price presentation 6. Close 7. Ask for referrals 8. Ongoing Support
- 9. 1. Prospecting Social Media Email Video Testimonial Trial Experiences Referral obsession 4 & 6 week trials Group presentations
- 10. ..London 28th jan 13Seminar You Tube VideosThe Benefits of Exercise.mp4
- 12. 2. Greeting “First Impressions count” •Telephone systems •Web 2 Lead •Asset based marketing
- 13. Does it really work ? Measure the differences.. Inch loss Weight loss Fitness tests Heart rate reaction Reps & weights Usage Challenges
- 14. The 4 types of Customer High Low Self motivation Fitness club experience High 32 41 • High self -motivation • Low experience • High self -motivation • High experience • Low self -motivation • Low experience • Low self -motivation • High experience
- 15. 3. Qualify •What’s the story.. •S.A.L.E.S •The 4 types of customer
- 18. ..London 28th jan 13Seminar You Tube VideosSecrets of world's most successful fitness
- 19. 4. Presentation ( tour) •Create visual presentations •Tell the story : motivate educate integrate
- 20. 3 The 3 Levels of Service Excellence Service excellence model • Consistent • Intentional • Non differentiated • Non Valuable Level Two Predictable Experience • Consistent • Differentiated • Valuable • Inconsistent • Unintentional Level three Branded Experience Level One Random Experience
- 27. 5. Price presentation •Sell on service & quality •Price discounts v commitment •Non contract memberships •Don’t give the joining fee away •Fairness & equality
- 28. •5. Income boosters • 30 days notice payments • Facility Enhancement fees • Thurs – Sunday memberships • Extended term residential transferable • 4 & 6 Week Programme marketing
- 29. 6. Close the sale Reduce the barrier to entry ...
- 30. 6. Close the sale •Money Back Guarentees (14 days ) •Transferable enrolment •Refundable Joining Fees •Book the first visit •Follow up the first visit
- 31. ..London 28th jan 13Seminar You Tube VideosRSA Animate - Drive The surprising truth about what
- 32. 7.Ask for referrals ... Nomination programme Ongoing member referral Win / Win Use caps to ‘Rev up the promo’
- 33. Finish Strong.... • Thank you notes • Thank you emails • Book the first session • Book the first follow up call
- 34. 8. Ongoing Support • Mentoring schemes • Fitness team accountability • Member & Guest days • Comprehensive member journey
- 35. 3 Phase Lifecycle of a Member Phase 3 – Commitment StagePhase 3 – Commitment Stage ImprovementImprovement FunFun Phase 1 – Integration PhasePhase 1 – Integration Phase IntroductionIntroduction InstructionInstruction Phase 2 - AcceptancePhase 2 - Acceptance InvolvementInvolvement AchievementAchievement
- 36. • Initial Programme session with a PTInitial Programme session with a PT • Support call serviceSupport call service • Follow Up Sessions if requiredFollow Up Sessions if required • Virtual support by your fitness mentorVirtual support by your fitness mentor • Personal Progress Pack to chart resultsPersonal Progress Pack to chart results • Optional FitnessAGE assessmentOptional FitnessAGE assessment • Colour coded Programme card to note your progressColour coded Programme card to note your progress • 5 weeks Free membership for your friends5 weeks Free membership for your friends • Incentive to train 14 times in 6 weeksIncentive to train 14 times in 6 weeks Integrate the customer ....
- 37. Motivational Tools • Usage rewards & badges of honour • Group identity – Specific targeted programmes • Social events • Regular staff interactions • Group training & Activities • Training with friends and family
- 44. X 2
- 46. X 2
- 48. Embrace email & crm technology •Inform •Educate •Survey •Support •Celebrate •Instruct •Promote
- 49. ..London 28th jan 13Seminar You Tube VideosWhat Happens to your Heart when you Exercise - The
- 50. • To give managers and key staff the KNOWLEDGE to do the job. Your Brand Development Aims • To help create a REPLICABLE FRAMEWORK of process so that learnt skills, techniques, and systems can be consistently applied across the business. • To provide TRAINING SUPPORT in the systems to ensure consistency of delivery and to overcome problems of succession.
- 51. • Lead generation tactics • Developments to the fitness services offering • Monthly Member & Guest day content • Club events • Enrolment days for group activity sessions • Communications timetable & Staff meetings What to plan?
- 52. Create 12 week planning periods • January - March - • April – June • July – September • October – December Period Planning Finalise Brief Review Jan – March Oct Nov Dec Feb April - June Jan Feb March May July - Sept April May June Aug Oct – Dec July August Sept Nov The Momentum 12 week planning Cycle
- 53. To finish ... The 10 Rules of Success
- 54. RULE 1 Start with the end in mind
- 55. RULE 2 Aim at a target
- 56. RULE 3 Motivate the members
- 57. RULE 4 Support the new guys
- 58. RULE 5 Establish 12 week Planning windows
- 62. RULE 9 Relook at your functional roles
- 63. RULE 10 Motivate the team