12. THE Ideal Sales Process
Show
Call / TI Appointment Set (Guest Registration Card/Interest Profile)
(Computer Entry) (Confirm Appointment) (Thank You Email Sent)
Presentation of Membership
Needs Analysis Tour Trial close
(Presentation Sheet)
Enrollment Paperwork Additional Services Presentation Referral Presentation
(New Member Packet) (Orientation & Intro Services) (Referral Sheet)
Orientation Program Design
(Enter into computer - Schedule it!) (Enter into computer)
Computer Update Thank You Sent Follow-up
(CRM)
18. Reasons Prospects Buy
Memberships to our Clubs
• To alleviate a hurt, pain or embarrassment
• Replace something that is missing
• To invest in the future
• To please someone else
30. Telephone Inquiry Checklist
• Rapport
• Need / why?
• Name
• E‐mail address
• Phone number
• Give directions to the club
• Ask for a companion to join them
• Source of call
• Solid appointment
• (T.I. Pad is a great tool to have on your desk)
31. Three Reasons Prospects Ask for a Price
Right Off the Bat
• Don’t know what else to ask
• Believe they will save themselves time and
money by shopping over the phone
• Because of their budget, they just want to
visit the cheapest clubs
35. The Needs Analysis
• Meet and greet
• Develop rapport
• Determine time prospect has available
• Layout the process
• Pre‐handle objections
• Uncover dominant buying motive
• Listen to paraphrase
36. Windows to Close
(Pre‐handling of Objections)
• Time
• Need
• Desire
• Facility
• Significant Other
• Money (affordability or value)
37. Windows unclosed may
become objections later
Handling these during the needs analysis helps
you to coach and understand true concerns
and realities for your prospect
39. Features – Advantages ‐ Benefits
• Features = Facts
• Advantages = Generic to all
• Benefits = Specific to the person
Benefits answer the question:
“What’s in it for me?”
41. Checklist for Mastering the
Basics of Enrollment
• Did you clearly describe how the club will
benefit the prospect?
• Did you invite the prospect to join?
• Did you uncover the DBM?
• Did you use trial closes on the tour?
• Did you try one more time to close ‐ when
you thought the sale was lost?
43. Methods of Gaining Commitment
(continued)
• Minor Point Method: How would you like your
name to appear on your membership?
• Next Step: What I see as the next step is for us to
complete the paperwork and schedule your One
Start Orientation. Shall we get started?
45. Why Objections Occur
• Because there are concerns or unanswered
questions in the mind of the prospect
• Because the prospect wants to buy or is
interested but needs clarification, wants a
better deal, or must have third party
approval
• Because the prospect doesn’t want to buy
46. Reasons / Objections
• Time
• Need
• Desire
• Facility
• Significant Other
• Money (affordability or value)
47. Referrals at Point of Sale
• Be consistent ‐ Have a system and use it
• Make it a part of the paperwork
• Prepare and practice your presentation
• Ask with the intention of getting referrals
48. Steps to Receiving Referrals
at Point of Sale
• Review guest privileges
• Attach a $ value to the passes
• Distinguish between out‐of‐town guests and
prospects
• Ask for names by categorizing
• Give them time to complete the form
49. Systems to Succeed
• Referral form/sheet – value and process
• New Member Checklist
• Member survey – 3 questions
• Action Plan
53. Member Survey
At Club One, we’re constantly striving to improve our services and facilities.
Therefore, member feedback is essential in order for us to offer the best the
fitness industry has to offer. Please take a moment to fill out this survey and
return it to a member representative. Thank you!
Name: ________________________
Address: ________________________
Phone: ________________________
Email: ________________________
Home Club: ________________________
Please check if your personal information has recently changed
What do you like most about your Club One?
What do you like least about your Club One?
If you owned this club, what would you change?
56. Daily Productivity Expectations
• Pre‐set Appointments 2‐3 per day
• Appointments Show Ratio 65%
• Telephone Inquiry Conversion 70%
• Phone Contacts 20 per day
• Referrals Received 2‐5 per day
• Closing Ratio 50%‐75%
57. Behaviors of a Sales Pro
• Vicious about time ‐ focus
• Spend up to 70% of their time prospecting
• Create up to 50% of their own business
• Focus on the needs of their clients
• Use giveaways and guest passes carefully
• Don’t negotiate on price ‐ build value
• Know their numbers ‐ productivity statistics
58. Sales
• Consistent thorough process that builds connection
from day 1. Selling and coaching a lifestyle, not a
temporary activity Enrollment conversation not a
transaction
• Personal thank you sent to every new member
Sell the lifestyle of exercise adherence not a
“membership” that you can quit whenever you want.
62. Contact Information
Bill McBride
Chief Operating Officer
Club One, Inc.
Bill.McBride@ClubOne.com
Bill_McBride@Comcast.net
(Bill underscore McBride@Comcast.net)
