The Sales Process. Do you have one?

Afternoon everyone,

I often ask club operators what their sales conversion rate is e.g. 'how many people who visit your club actually join' The answer is rarely a percentage, it is always 'nearly everyone' or 'most people'.

Guys, 'if you cannot measure it, you cannot manage it!'

As a club operator, it is your responsability to know exactly how many people walk into your club, exactly what happend during their visit and of course the result of that visit e.g. did they join your club. As an industry we underestimate the psychological process that has taken place before a prospect actually enters your club with a possability of joining. They are ready to make a commitment and it is up to you to help them make it.

I have given you some guidelines below on how to put together a sales process that if followed, should ensure that you maximise the opportunity to sell your club.

Step I. The Greeting- You absolutely need to greet every new prospect with a smile on your face and a positive attitude. Never pre-judge whether or not someone can afford your club based on their appearance. You never know what this person's financial situation is. Perhaps this is something they have saved up for or included in their budget. You just don't know...and should extend the same respect to everyone. First impression is everything. This applies to everyone in the club. If you are smiling but the receptionist is chewing gum and looking miserable you have problems!

Step 2. The Qualification- After you've introduced yourself and brought the prospective customer back to your office, it's your job to make them feel comfortable and at ease. People are programmed naturally to be resistant to situations that require them to make a decision quickly. You must get them to talk about themselves and the reasons they are looking to possibly join your club. Perhaps they have a health issue or they want to meet new people. Find out everything you can about their lifestyle and their desires. Listen and record every important thing they say very carefully. This is your "ammunition" for later on in the Sales process.

Step 3. The Tour- Once you have acquired all the information during the Qualification, take the prospective customer on a tour of your facility. Be sure to highlight the areas of your club that they have expressed an interest in during your talk. If they have specific health concerns, introduce them to a trainer who is experienced in dealing with the issue. If they want to meet people, show them the cafe or social area that your club may have. The important thing is to tailor each tour to the exact needs of your customer. Walk around your club and find the area that your club looks its best. We use to place small stars on the floor which we would try to close the customer depending on their interest. Saying the same tired speech for every tour will not get the job done.

Step 4. The Price Presentation- Once you've finished the tour, bring the prospective customer back to your office and show them the different packages they have to choose from. Start with the most expensive package and work your way downward. Don't forget to include any extras like personal training, individual lockers or any other service your club provides. It is amazing what small add/ons you can sell at this point with very little effort.

Step 5. The Close. If you have presented your club in the right manner and it meets the prospective customer's needs and budget, there is no reason they should not buy a membership on the spot. If they have an objection, you overcome it by highlighting the specific way in which your club addresses that particular concern. We often lose sales because we simply dont ask for them!

Step 6. Referrals- Once you have made the sale, be sure to ask your new member for referrals. This is the single best way to build your business. If they like you and like the way that you represented your company, they should have no problem helping you entice their friends, families and co-workers improve their lives as well.

I hope this is useful, and have a good week

George