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 .

17 questions about your fitness club you should answer YES!

17 questions about your fitness club

The Science of Fitness Club Marketing

 

  1. Have you test marketed a range of initial introductory services & products before you even consider marketing the membership offer to your market?
  2. Are you aware that SEO is no more? And how are you guaranteeing your website the best possible chance of attracting traffic?
  3. Have you looked at utilising a secondary sales system and process to cross sell after membership?
  4. Are you actively marketing a comprehensive fitness services portfolio to both active members and prospects?
  5. Is P.T really what your customers want? Is there a better way to deliver greater value for customers?
  6. Are you using all the different form of membership options to drive sales?
  7. Have you reduced the barrier to entry for all prospects to make sales easier?
  8. Have you reviewed your staff structure in the light of the growing emphasis on service?
  9. Are you aware of the value of each and every customer you acquire and can calculate accurately the recruitment costs of each customer?
  10. Are you using facebook to send messages JUST to your current customers?
  11. Is MENTORING the breakthrough job for clubs that want to establish a reputation as member – centric?
  12. Do you have a 7 – 28 step approach to converting prospects to paying customers?
  13. Are you deploying video in the right way on your websites?
  14. Are you using Google adwords and PPC advertising and if you are ,are you ensuring visibility by ensuring youre visible on the Left hand side ?
  15. Have you considered the benefits of income share rather than rental for outsourcing personal training?
  16. Have you re-evaluated your pricing policies using a 3 tier premium pricing strategy?
  17. Do you understand that coming to the Science of Fitness Club Marketing could fast track you to greater success this year?

 

Questions that you will be able to answer YES to after your day at “The Science of Fitness Club Marketing” seminar with Duncan Green & Kenny McAndrew


 

Adopt this proven system and recover the cost of your seminar, travel and time (as minimum) or we will provide a 100% refund


 

The Science of Fitness Club Marketing

 

More info here >

The most powerful marketing strategy in the world

This post is about how to tap into possibly the most powerful marketing strategy in the world.

Word of mouth recommendation is an incredibly effective form of marketing, because what other people say about you is more believable than what you say about yourself (this is why testimonials are so good for business).

referrals

And the very best word of mouth marketing of all is a referral, where someone is essentially saying, “this person solved my problem….you should go to them so they can solve yours too”.
We all like referrals but most business owners are doing nothing proactive to get them. In this economy, that is very dangerous.

Here are some fundamentals on how to maximise the effectiveness of Free Referrals:

  1. From day one, customers need to know that Referrals are a key part of your business and that if you do a good job for them, you expect them to recommend you. If that sounds like taking a tough stance – it is but try it – you’ll be surprised at how effective it is.
  2. If you’re getting Referrals at the moment without asking for them, you’ll double or triple the number you get when you do ask. Ask in person, ask by mail and email, ask on the phone. Ask – and keep asking.
  3. Remember that customers are not just doing you a favour by giving you a Referral. We ENJOY giving Referrals. Don’t you love recommending a great film you’ve seen to a family member or friend? Your customers will actually get pleasure from giving the people they know the same experience they’ve had. This is one of the reasons that asking for Referrals works better than many think.
  4. Thank your customers when they give you Referrals. Send them a letter or call them.
  5. Reward your customers for giving you a Referral. Either with a gift, or something of value from your business or, if appropriate, with cash. The better the gift, the more likely they are to give you more Referrals.
  6. Have a formal Referral system where you ‘Market’ referrals in the same way that you Market your product and services. Promote your business’s Referral process with emails, direct mail, phone calls and meetings.

http://www.eventbrite.co.uk/e/2-day-membership-sales-training-course-tickets-1672537605

One final point: Referrals are a vital part of the Marketing mix during the best of times. But in a challenging economy, they’re simply essential. People are far more cautious with the money they spend. If you’re recommended to them by someone they trust, it will massively reduce that caution.

Because they’re Free, the typical business owner thinks Referrals are too good to be true. In this economy, be anything, but don’t be typical.

Our Mission:


We have been helping fitness club owners and managers for over a decade to make more money and have more fun running their fitness club business.

There are two sets of people who we aim at and hope that we will help:

  • Club owners, to assist them make more money but equally importantly to make them feel that there is someone who grasps the problems of their business and who they can turn to. 
  • And the second group are the up and coming Managers and corporate business leaders at who want to achieve a long profitable career in the sector and want to be at the cutting edge of the latest marketing concepts, sales strategies and business ideas.

http://www.eventbrite.co.uk/e/2-day-membership-sales-training-course-tickets-1672537605

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?