Is “Online Joining” hurting your sales process rather than helping it?

One of the key changes that has happened out of the rise of the internet compared with traditional fitness marketing is that it’s become possible now for customers to find out a lot of detail about your club online without leaving there place of “personal security”.

Many Clubs have produced Websites (mistakenly in our view!) packed with facility detail, and  (unhelpfully we think )with their membership prices quoted online alongside the join up online app.

Our research is that this is more often than not counterproductive unless you are very careful. 

Here’s why:

Presenting your membership options is more than enough detail to satisfy UNEDUCATED BROWSERS and the danger is that prospects use this information to build a FALSE or at best NEUTRAL personal impression of your club.

If you are the cheapest Club in town then the challenge is straightforward. QUOTE your prices big and bold and point out how cheap you are compared to the competition. If you want to attract people who are buying largely on price then that’s the best plan.

If you are at the other end of the fee spectrum OR you want to establish clear water between you and clubs in the same price point then your mission is to INDOCTRINATE; to convey an impression of your club to the customer online which will stimulate the email enquiry, the telephone or ideally the appointment to tour.

Here are the questions you need to answer in the INDOCTRINATION phase online:

–  WHO are you aiming at?

– WHAT is your U.S.P (UNIQUE SELLING PROPOSITION)? Why should these people join you?

– Explain HOW you deliver the U.S.P to the people you are aiming it at!

– Provide PROOF that you deliver it

So, the solution to successful INDOCTRINATION is as follows ( it’s a pretty complex phase so forgive us for simplifying it but hopefully you get the main tenets of it ):

– Test different ideas to get the most Effective data capture of prospects details online. Give away FREE information in exchange for a prospects email address  

– Create Video and audio representation of your club, and the STORY of your how your club works for people like THEM!

–  Link these presentations to your online enquiries via a series of sequential emails. The prospect will unsubscribe if they’re not happy and you can use email technology which shows who is looking at which emails.

–  Use a sales system (preferably online) that allows easy follow up and prospect management.

– Promote Testimonials from your satisfied customers that the claims you make stand up to scrutiny.

– Advertise results! Weight loss by our new members last week/month. Calories burnt this month.

– Titles matter! Give your staff job titles that establish EXPERTISE. Replace “fitness Instructor “with a specialism like “Muscle Conditioning Specialist “, Gym staff with “Fitness Guru”. Receptionist with “Customer Service Coordinator”.

– Utilise the facilities on Google PLUS to establish AUTHORITY by member Club reviews.

–  Utilise YELP! with positive Club reviews

– Be seen in your Community as The Go to “EXPERTS” in fitness

– Write articles for local websites, magazines and blogs.

– Present regular webinars on health and fitness issues

– Create an “At Home Fitness Service” (programme service, nutrition advice, home equipment consultancy) for people who are not ready /interested to join you YET! 

– Focus on ONLY ONE COURSE of ACTION at the conclusion of the phase – GET PROSPECTS TO VISIT YOU FOR A TOUR!!

Once they tour, the sole objective for your sales process is to make a decision. It’s as important that the Close delivers a YES or a NO to joining. At least the decision has been made. If you offer the “get out” of the “Think about it” objection because the opportunity to utilise online joining exists then that can only harm the sales person’s opportunity to close the sale.

So, in conclusion, Online Joining is a very useful tool to the sign up administration process in club.

It’s very good if you have price point advantage over your competition.

The big “but” here is this.

If you’re not the cheapest player in town and if prospects don’t join you immediately from the tour, then and only then, is this the sensible time to SEND them (along with your follow up messages) to the previously hidden link which is your Clubs ONLINE JOINING PAGE.

What do you think?

 What experience have you found of the impact of Online Joining facilities on your sales process?

Fit Digital Launch!

It’s the eve of L.I.W and we are delighted to announce the launch of FIT DIGITAL, our latest fitness club marketing initiative.

It’s all previewed in the Momentum newsletter online and it’s here for you to read ….

Fiti digital logo -06

It’s taken about 2 years of hard graft, sometimes painful product development, definitely extensive market testing and a shed load of sweat and tears from the team in the Momentum office.

It’s all been worthwhile though and we are happy to be right there now.

We can promise you, without hesitation, robust, exciting and most importantly PROVEN marketing solutions for you to deploy.

You will read in the newsletter or see on our website, that we are so confident of the POWER of these cool solutions to improve your fitness club business that we positively GUARENTEE them to work!

Yes, you did hear that right!

 

If you use our solutions and they don’t make you PROFIT – YOU DONT PAY!

We are absolutely over the moon at the potential of our catalogue so we urge you download it, feast on it, and then get in touch with us!

Alongside our 100% MONEY BACK GUARENTEE we also extend a CATCHMENT EXCLUSIVITY benefit for our client clubs,

This means that if you’re using our programmes, then your competition CAN’T get access under ANY CONDITIONS!

You have a COMPLETE MONOPOLY in your area and that seems fair enough to us to protect your interests.

What that also means for you is that you shouldn’t hang about over thinking the proposal. Your competition may be watching too!

Take a look, NOW, at what we can do for you and make a decision before your competition gets the upper hand!  Remember – you have 60 days of 100% Money Back Reassurance so you can’t lose !

If you are NOT going to L.I.W then download our newsletter here and see for yourself what the fuss is all about.

 

CLICK

If you ARE going to LIW and you would like to meet up for a coffee or a beer then please get in touch. I have a couple of slots left on Wednesday but we are filling up.

 

So, enjoy the show if you’re going

Don’t forget to subscribe to our blueprint library on our website

www.momentumbd.co.uk

They are free, very useful and the first one will be with you just a couple of minutes after you register on the site.

Hope that you find them useful. Enjoy!

The Membership Sales Accelerator Process – Part 2 – The Commitment Phase

membership-commitment

So to summarise, the indoctrination phase has been successful and an appointment has been made. The customer has bought your pre–eminence in the market, understands the sophistication of your offering and has a feeling for your price point range.

The purpose of this phase is to ensure that the prospect SHOWS for the appointment and ideally brings a friend with them.

Here are some actions points that we would suggest you focus on:

  1.  That each prospect is appointed to a 20 minute window using an alternative close method“I have an opening at either 10.20 or 10.40.Which would work for you?”Precise appointment setting ensures punctuality and greater show rates.
  2.  Your sales team to pre-confirm each 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.
  3. The prospect has been asked whether “to make you feel a bit more comfortable when you visit, would you like to bring a friend? “
    (“Supersizing” your appointment referral will give you leads increases of around 10% just by saying these magic words! Ensure the membership team use them EVERY time!)
  4.  The customer knows exactly where to report to and who to ask for. Ideally this would have been confirmed in an email at least, before the visit.( the email is also used to reinforce the appointment referral)
  5. Reception are suitably prepared and briefed for the visit (with some sort of diary system) importantly they know the name of the visitor, the time and reason for the visit and the sales staff handling the visit. Ideally you would operate a “A V.I.P Welcome to ..Board “with the prospects name and greeting visible when they arrive at the club. First impressions make a massive difference!
  6. Ensure 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 stories of and testimonials of happy members .Details of events that show the club to be more than just a workout gym are good too as well as items that show off the expertise of the staff.

  7. If possible the waiting area should have facilities for presentations (PowerPoint or video), wall charts of club achievements.

You will notice that we are NOT advocating the customer filling in “customer enquiry cards “at any stage. Our view is that this process is counterproductive. Our new mantra is “If John Lewis don’t do it when we visit there stores – we need to think again about why we do it” In the next two days, we will be sending you the third part in the series “The Ascension Phase “

 www.momentumbd.co.uk

 

The Membership sales accelerator Process – Part 1 The Indoctrination Phase

One of the key changes that have happened out of the rise of the internet compared with traditional fitness marketing is that it’s become possible now for customers to find out a lot of detail about your club online without leaving there place of “personal security”.

 

Many Clubs have produced Websites (mistakenly in our view!)packed with facility detail, and (unhelpfully we think )with their membership prices quoted online .This is more than enough detail to satisfy UNEDUCATED BROWSERS and the danger is that prospects use this information to build a FALSE or at best NEUTRAL personal impression of your club.

 

If you are the cheapest Club in town then the challenge is straightforward. QUOTE your prices big and bold and point out how cheap you are compared to the competition. If you want to attract people who are buying largely on price then that’s the best plan.

 

If you are at the other end of the fee spectrum OR you want to establish clear water between you and clubs in the same price point then your mission is to INDOCTRINATE; To convey an impression of your club to the customer online which will stimulate the email enquiry, the telephone or ideally the appointment to tour.

 

· WHO are you aiming at? Segmentation is key here.

 

· WHAT is your U.S.P (UNIQUE SELLING PROPOSITION)? Why should these people join you? Differentiation is the aim.

 

· Explain HOW you deliver the U.S.P to the people you are aiming it at!

 

· Provide PROOF that you deliver it

 

So, the solution to successful INDOCTRINATION is as follows ( it’s a pretty complex phase so forgive us for simplifying it but hopefully you get the main tenets of it

 

· Test different ideas to get the most Effective datacapture of prospects details online. Give away FREE information in exchange for a prospects email address

 

· Create Video and audio representation of your club, and the STORY of your how your club works for people like THEM!

 

· Link these presentations to your online enquiries via a series of sequential emails. The prospect will unsubscribe if there not happy and you can use email technology which shows who is looking at which emails.

 

· Use a sales system (preferably online) that allows easy follow up and prospect management.

 

· Promote Testimonials from your satisfied customers that the claims you make stand up to scrutiny.

 

· Advertise results! Weight loss by our new members last week/month. Calories burnt this month.

 

· Titles matter! Give your staff job titles that establish EXPERTISE. Replace “fitness Instructor “with a specialism like “Muscle Conditioning Specialist “, Gym staff with “Fitness Guru”. Receptionist with “Customer Service Co-ordinator” .

 

· Utilise the facilities on Google PLUS to establish AUTHORITY by member Club reviews.

 

· Utilise YELP! with positive Club reviews

 

· Be seen in your Community as The Go to “EXPERTS” in fitness

 

· Write articles for local websites, magazines and blogs.

 

· Present regular webinars on health and fitness issues

 

· Create an “At Home Fitness Service” ( programme service, nutrition advice , home equipment consultancy ) for people who are not ready /interested to join you YET!

 

· Focus on ONLY ONE COURSE of ACTION at the conclusion of the phase – GET PROSPECTS TO VISIT YOU FOR A TOUR!!

 

· P.S> If you arrived at this blog without going to our website , you will be reading this without a copy of our Membership Sales Accelerator Blueprint. If you would like a copy , Go to the website and register – Its FREE!And .. its part of a 9 Blueprint series we are giving away which will make you a heap of new income !!!

 

· www.momentumbd.co.uk

· or even better ….call me on 0207 917 2780 and let’s chat about your club .

Our Marketing Planning Day on September 9th – What happens to you if you attend !

Join us on a Marketing Planning Day – London September 9th .We will be working with you and our clients to create a highly effective lead generation and sales programme for October – December 2016

The whole mission is for you to leave the day with a systemised but sophisticated thought through lead generation and sales conversion plan that you can deploy in your club come October 1st all the way to the New Year!

 

What’s going to happen on the day?

To start with we will give you complimentary copies of our “Momentum 12 Marketing Planning System”

This pack includes schedules, checklists, and planning templates for you to use to formulate your quarterly campaigns.

During the main event of the day, we will be breaking the 12 week period down into its constituent marketing areas using our “Golden Triangle Model”

We will then present to you a range of suggestions for the lead generation activities, sales conversion strategies, and customer service initiatives we recommend as well as a number of alternative options for you to consider.

We will make sure that you have time to discuss the ideas with your colleagues or simply consider what’s right for your own club.

 

Here are some more good reasons to attend

· You will hear some great new ideas that will transform the season from one that is traditionally a slow time of the year to one in which extraordinary membership volume can be achieved

· You will learn tons from the experiences of the other delegates and share their successes

· You will hear and learn some new cutting edge offer incentive strategies

· You can take away Artwork templates and use or customise as your own

· You will leave the day with “ready to go” Email campaigns, blog posts, tweets

· You will hear and see how and why our pre – built online marketing offers deliver so successfully

· See how we utilise “Affiliates” to help you without you lifting a finger!

· Steal “Referral” ideas you can use immediately to ramp up interest and boost your sales.

· You will Swipe scores of ideas that will improve your sales and marketing performance the minute you get back to your club!

We guarantee you a great session and one which will both SAVE you time and MAKE you more productive

We look forward to you joining us …Bring a Colleague and share the experience of the day

· Spaces are limited

· We can only take around 20 people on the day so don’t delay ….

· It’s going to make a great deal of difference to your business

Click Here

Regards

Duncan

 

· Duncan Green

 

· P.S> If you can’t come to the day but you would like to find out more about how we help fitness operators like yourself make more money ,….Go to the website and download our FREE Blueprint Library

 

· www.momentumbd.co.uk

 

· or even better ….call me on 0207 917 2780 and let’s chat about your club .

The Membership sales accelerator Process – Part 2 – The Commitment Phase

So to summarise,

 

The indoctrination phase has been successful and an appointment has been made. The customer has bought your pre – eminence in the market, understands the sophistication of your offering and has a feeling for your price point range.

 

The purpose of this phase is to ensure that the prospect SHOWS for the appointment and ideally brings a friend with them.

 

Here are some actions points that we would suggest you focus on;

 

1. That each prospect is appointed to a 20 minute window using an alternative close method

 

“I have an opening at either 10.20 or 10.40.Which would work for you?”

 

Precise appointment setting ensures punctuality and greater show rates.

 

2. Your sales team to pre-confirm each 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.

 

3. The prospect has been asked whether “to make you feel a bit more comfortable when you visit, would you like to bring a friend? “

 

(“Supersizing” your appointment referral will give you leads increases of around 10% just by saying these magic words! Ensure the membership team use them EVERY time!)

 

4. The customer knows exactly where to report to and who to ask for. Ideally this would have been confirmed in an email at least, before the visit.( the email is also used to reinforce the appointment referral)

 

5. Reception are suitably prepared and briefed for the visit (with some sort of diary system) importantly they know the name of the visitor, the time and reason for the visit and the sales staff handling the visit. Ideally you would operate a “A V.I.P Welcome to ..Board “with the prospects name and greeting visible when they arrive at the club. First impressions make a massive difference!

 

6. Ensure 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 stories of and testimonials of happy members .Details of events that show the club to be more than just a workout gym are good too as well as items that show off the expertise of the staff.

 

You will notice that we are NOT advocating the customer filling in “customer enquiry cards “at any stage. Our view is that this process is counterproductive.

 

7. If possible the waiting area should have facilities for presentations (PowerPoint or video), wall charts of club achievements.

 

Our new mantra is “If John Lewis don’t do it when we visit there stores – we need to think again about why we do it”

 

In the next two days, we will be sending you the third part in the series “The Ascension Phase “

 

· P.S> If you arrived at this blog without going to our website , you will be reading this without a copy of our Membership Sales Accelerator Blueprint. If you would like a copy , Go to the website and register – Its FREE!And .. its part of a 9 Blueprint series we are giving away which will make you a heap of new income !!!

 

· www.momentumbd.co.uk

 

· or even better ….call me on 0207 917 2780 and let’s chat about your club .

Elements 4 and 5 of The Science of Fitness Club Marketing

In this post we discuss elements 4 and 5 of the core elements that you must use whatever size of club you are.

4. Membership Prospecting

Sales guru Zig Ziglar once said “Timid salesmen have skinny kids”.

Meaning… if you just wait around for your prospects to buy when they feel like it… you’ll be waiting a long, long time.

Fact is, on average you’ll need to contact a potential customer seven times before they become a paying customer.

But most fitness clubs give up after just one or two points of contact and they’re losing a fortune as a result… a fortune that ends up going into the pockets of their competitors.

In this economy, an effective follow up strategy can make the difference between success and failure.

Its a vitally important lesson to learn and we will be covering it in The Science of Fitness Club Marketing Seminar

fitness sales

Why sometimes saying “nothing” is the best sales technique

The image most people have of membership sales people is of fast-talking, loud, and pushy sellers of anything they can get money for.

I think it’s actually an honourable profession IF you’re honest and act with integrity. After all, what could be a better way of serving your members and prospects than giving them exactly what they need to solve their health problems and improve their lives?

The trouble is, actually making the sale can be hard. Even asking for the sale is bad enough… but overcoming resistance when you have asked for the sale is even harder.

But here’s a simple way to make it much easier for you.

First, make sure you’re offering more than one option.

Secondly, ask not, “would you like this?” but “which one of these is going to work out best for you ?”. The question is actually a presupposition they’re going to buy something from you: it’s not IF but WHICH.

And thirdly, BE QUIET. If you’ve done a decent presentation at this point they’re going to want to buy – and ought not be asking for the sale until you feel they ARE ready to buy: the only choice they need to be making is WHICH OPTION. So you need to go quiet and let them think (and if it’s a couple, let them talk).

Too often the strain gets too much and we dive in there trying to reinforce a sale we’ve already made… and end up either offering an unnecessary discount or talking ourselves out of a sale at all.

5. Money Back Guarantees

Helping Prospects say YES !

90days money back guarantee3-01

Everyone knows guarantees are an excellent way to increase sales and conversions because they remove the risk and uncertainty from the sale. In effect, the Club is saying, “I’ll assume all the risk, and if anything goes wrong or it doesn’t work the way I’ve said it will, you can have your money back”.

And human nature being what it is means not only do very, very few people ever cheat you, but many people who THOUGHT they might take advantage of it at the outset to claim on your guarantee simply don’t bother.

But what a lot of fitness club owners DON’T know is there are guarantees… and there are GUARANTEES. In other words, there are some very simple things you can do to make your guarantees much more compelling and so increase your membership sales and profits.

 

Here are just two of them:

  1. Make your guarantees plain and simple. I’m forever amazed by the small print people insist on putting in their guarantees, loads of pernickety terms and conditions. Forget them. Not only do they make you seem a bit of a weasel when your customers read them, but they water the whole idea down. Make your guarantees unconditional; or if you can’t do that, make the conditions big and bold and give a reason for them.
  2. Make your guarantees more exciting and generous.“I promise, if this Transformation Workout Programme doesn’t drop you a dress size in JUST 6 weeks clean, I’ll give you your money back

So, take time this week to introduce Money Back Guarantees and if you have got them now , how you can change them to make them even more compelling than they are now.

Well be covering a whole host of tips to make it easier for customers to say “yes”at The Science of Fitness Club Marketing

 

The Science of Fitness Club Marketing

 

 

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 .

3 of the 7 core elements of the science of fitness club marketing

3 out of 7 core elements of fitness club marketing

Fitness Club Marketing is the core of every fitness club. It requires a scientific approach. With the new online marketing landscape of Google PPC, Facebook advertising , Remarketing and the rise of social media we break apart the core activities of modern fitness club marketing.

In this post we discuss 3 of the core elements that you must use whatever size of club you are.

1. OnlineVideo

Online Video is vital for your business: You tube is the second most widely used search engine after Google. TV advertising is the most influential media. If you are in the Fitness Club industry Video is something you must be embracing in 2015. It’s your chance to tell your story. Whatever your price point it allows you to get across the USP’s (unique selling points) the vital differences between you and the competition

Screenshot 2014-06-17 15.11.43

Just 4 facts about why you should have video on your webpage….

  1. If you have a video you will receive a 53% better listing from Google, which means you will be ranked higher in the search engine
  2. On Youtube there is over 6 billion hours of video watched every month
  3. The easiest method to pass emotions such as excitement, passion and warmth to your customers is through a video *

* Psychology and Brain Scientist, Susan Weinschenk, Ph.D

  1. A website with a video will engage an average visitor up 2 minutes more than others

2. Customer Referrals

A Referral is one of the best and cheapest forms of getting new business there is.

No doubt about it, “word of mouth” Marketing is the most potent form of Marketing around But, here’s the thing: even though it’s one of the most powerful form of Marketing there is, and it’s almost always Free… why do so many fitness club owners leave Referrals to chance?
So in this special seminar we will share with you some of the most powerful of the dozens of different referral strategies you can get working for you in your fitness business:

member referral

Let me put it to you plainly: many fitness club owners find when they start measuring their marketing… referrals are their No. 1 source of new business. And that’s even before they try to get them!

So imagine what it’s going to do for your bottom line when you’ve listened to this seminar and put these strategies to work with a proper, formal Referral strategy.

3.Emails

If you think sending emails to your prospects is hard work, then your day is about to get better.

Virtually every fitness club owner I meet is making the same mistake: they’re not sending enough emails to their members and potential customers.

“Autoresponders” offer a simple way of using computers for what they’re best at: doing repetitive tasks so you don’t have to bother. In this case, you get them to send the emails for you.

reading e-mail

One of the major ways to make emailing effective is to “Split test” and analyse before you broadcast to your list.

Ever wondered if making a change to your email content or subject line will improve your results or make them worse?

It makes a difference for sure. You must split test all of your campaigns before sending it to your members.

Here are the simple stages in running effective email campaigns.We will be covering these in the seminar.

  • Collect – gathering information on the customer and getting their consent to stay in contact
  • Create – designing engaging, relevant messages that will appeal to the customer
  • Send – delivering the message to the customer at the right time
  • Share – leveraging social media to let customers spread your message
  • Analyse – measuring the results so that you can continually improve your campaigns

Do you find it useful so far?

Why not join us on the Seminar:

The Science of Fitness Club Marketing

.

http://www.momentumbd.co.uk/fitness%20club%20marketing/booking.html

Early birds who read this will get 50% off !!!


 

If you are busy on the day please follow us on our social media platforms:

https://www.linkedin.com/company/momentum-business-development-cfb-ltd-

https://www.facebook.com/pages/Momentum-Business-Development-CFB-Ltd/860347984006964

https://www.youtube.com/channel/UC2Va6nKS88pkHQYnS373pSA

https://plus.google.com/u/1/b/101574249867504461551/+MomentumbdCoUk-ltd/

https://twitter.com/Momentum_bd

https://vimeo.com/user24112995