7 Step Membership Sales Process. The Greeting #2

Welcome to our series on “Maximising your Fitness Club Sales”.

The Greeting

The first 10 seconds is going to be vital in creating the right first impression and to overcome the prospects likely anxiety about the experience.

The really good sales people will prepare themselves for the meeting by adopting a particular ‘game face’ and attitude by thinking themselves in to the customer centric zone with these self questions

customer centric zone  questions

  1. I wonder how i will be able to help this person
  2. I wonder what we will have in common
  3. I wonder what i will really like about this person

By psyching yourself up, the sales person is preparing to ask a lot of investigative questions to uncover the deep seated motivations of the prospect and most importantly to relax the visitor by getting them to open up about themselves and start a line of communication with the sales staff.

The other benefit is that this technique creates a lift in self confidence evident in the body language of the sales person and key to establishing the right type of image in the first 10 seconds of the meeting .

7 Step Membership Sales Process. Step #1 – Pre Meet Key Actions

Welcome to our series on “Maximising your Fitness Club Sales”. Over the next 2 weeks we will be explaining the ultimate sales system.

 Pre Meet Key Actions

  1. Your sales team to have pre-confirmed the appointment – show rates increase 20% with a confirmation call on the day of; (for afternoon and evening appointments ) or the night before for morning meetings.
  2. The customer knows exactly where to report to and who to ask for.
  3. Reception are suitably prepared and briefed for the visit (with some sort of diary system) They know the name of the visitor, the time and reason for the visit and the sales staff handling the visit.
  4. There is a waiting area where the customer can be seated, if there is a delay in the arrival of the sales person. Ideally the Club should provide a range of information for the prospect to look at, particularly testimonials of happy members, events that show the club to be more than just a workout gym and the expertise of the staff . If possible the waiting area should have facilities for presentations (powerpoint or video ), wallcharts of club achievements. You will notice I am not advocating the customer filling in customer enquiry cards which i think is counter productive .My new mantra is “ If John Lewis don’t do it when i visit there stores – we need to think again”

6 questions about your website and internet marketing

Below are six questions about your website and internet marketing. Please give them serious consideration.

6Q

  1. Do you try to sell to people immediately on your website or are you doing ‘lead generation‘ where you get visitors to begin a relationship with you? This approach has been known to increase conversions by over 1000%.
  2. Do you have professional video on your website, produced in high definition and integrating the lead generation strategy mentioned above?
  3. Do you have an email auto responder system on your website and have you found a good copywriter who can write your customer emails, leaving you free to grow your business?
  4. Do you have ‘remarketing’ banner ads in place to reach people who leave your website without buying?
  5. Do you have a professional Facebook presence and a system to create your Facebook posts for the next year?
  6. Has the copy on the homepage of your website been written by a professional copywriter who understands the fundamentals of direct response marketing?

key word is Optimisation

In the next few lines, I am going to tell you precisely how successful online marketeers  do it. In all seriousness, this is probably the most potentially profitable email I have ever written for you. You may want to read these few paragraphs several times, print them out and stick them to the wall. This is, in many ways, THE secret.

They key word – and it’s not a sexy or exciting word – but the key word is Optimisation.

 

Multi-Channel-Funnels

 

You’ve been sold a big lie by the internet world. The big lie is that there are one or maybe two marketing methods that hold the key to your riches. It’s all about SEO or it’s all about Facebook, etc etc.

The truth is less glamorous. But it’s far, far more exciting, if you’re willing to grasp is.

The truth is that if you really want to achieve extraordinary things with the internet, you must start obsessing about Optimisation.

What is Optimisation? Put simply, it is the process of making small to medium improvements to EVERYTHING that leads to a sale.

Here’s a simple example. Someone looking for a 6 week Beach Body Programme for a forthcoming holiday clicks on a Google pay per click ad. They arrive at a web page with copy and a video promoting the programme. They click the order button, fill out the form and buy the product. The thank you page says ‘thank you’ and confirms the order. They receive an email confirming the order. Sale complete

100 people click on the Google ad every day. Half of them watch the video in full. 10% of those buy. That’s 5 sales per day.

Optimisation is the process of testing and improving every small element in that process. That would include improving:

  1.  The keywords used on Google
  2.  The headline of the ad
  3.  The copy of the ad
  4.  The display URL in the ad
  5.  The headline on the page they land at
  6.  The copy on the page
  7.  The font and colours used on the page
  8.  Pictures and graphics on the page
  9.  The first 10 seconds of the video
  10. The rest of the video
  11. The ‘call to action’ at the end of the video
  12. The wording on the order button
  13. The colour of the order button
  14. The actual offer – including the price and bonuses
  15. The wording at the top of the order page
  16. The layout and wording and ease of use of the order page
  17. The use of testimonials on the order page
  18. The wording of the confirmation button
  19. An additional upsell offer on the thank you page
  20. The price and positioning of that offer
  21. Adding an additional purchase option in the confirmation email
  22. Writing a sequence of follow up emails offering additional items
  23. Following up on the phone with the customer
  24. Following up with direct mail with the customer
  25. Online remarketing to the customers and to people who did not buy

There are actually many more….but those are 25 to keep going.

Can you even begin to imagine the increase in profits if you achieved just a 5% increase in all 25 areas?

Going back to our example, It would be very normal for this type of optimisation to increase the clicks from Google to 150 per day, increase the numbers watching all of the video to 75% and increase the percentage who buy to at least 15%. That would produce 16 sales per day compared to 5 previously. An increase of over 200%

I have just told you how to become a marketing genius online. It is that simple but virtually no one does it.

How many of the 25 above are you focusing on?

Success is a choice. You just need to make the right choices. And stop making the wrong ones.