Session at Club Industry Show 2017 in Chicago, IL.
Each staff member in the gym and/or healthclub can help sell.
But sell member satisfaction, not only memberships and training sessions.
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Sales is Teamwork
1. Wed., Oct. 4, 12:45-2:00pm
Sales is Teamwork
Matthew Feldman
2. 2
Brief Introduction
• I have been an entrepreneur for 25 years
• GymLynx is my 4th
company
• Extensive experience in Sales, Marketing and Business Development
• I sold my first 2 companies to publicly-traded companies and ran the 3rd
company for 12 years in a highly competitive industry
• I have been weightlifting since I was in 8th
grade and a member of a
gym since I was in 10th
grade
• I played college football
• My recent max lifts
Bench – 275 lbs
Squat – 335 lbs
Deadlift – 365 lbs
3. 3
Brief Self Promotion
• Online marketplace for gyms and trainers
• Gyms rent out unused facilities by the hour and increase “drop in”
revenue
• Trainers browse, compare and rent fitness space by the hour for their
personal training or group classes
• “By the hour” is a slight shift in current business models (e.g. monthly)
• We have over 500 participating gyms in 40 states throughout the USA
• Website gets about 125 visitors per day, each staying about 3 minutes,
and viewing about 3½ webpages.
Please sign up your gym/studio
4. 4
Sales is Teamwork
• When does sales start?
• When does sales end?
• Answer: It Never Ends. It just evolves.
• Each group of gym staff has a role at some point.
• Sell member satisfaction. Don’t only sell memberships and services.
• In the long run, you will earn more revenue $$$.
5. 5
A Satisfied Gym Member
I pay about $32/mo for my gym membership
I spend about $50/mo total at the gym
I use the gym 2-4x/week
There are 3 other full-service gyms near me
I have been with my current gym since 2007
Would you want me as a member?
6. 6
Session Outline
• Brief Self Promotion
• Session Overview – Sales is Teamwork
• Messaging v. Perception
• Sales is Teamwork
Marketing and Advertising
First Impressions – The Front Lobby
New Member Sales
Additional Services Sales – Trainer Sessions, Group Classes, Massages, etc.
Concessions/Apparel
Management
Cleaning Staff
Maintenance
Special Events
• Questions?
7. 7
Messaging v. Perception
• Messaging is what you tell other people
• Perception is how other people see you
• Even before Sales starts, the gym owner needs to decide…
• What kind of gym are you? (want to be?)
Full service healthclub, cardio center, boutique, crossfit box, yoga studio, dojo,…
Do the services you offer reflect your messaging?
• What message do you want to convey?
If your messaging is not consistent with your actual – you will see low sales
conversion for non-members; high turnover for members
• Satisfaction increases when their perception matches your message
This message (and actual) needs to be consistent over a gym member’s lifetime.
If not, then you risk losing members – increased turnover.
8. 8
Marketing and Advertising
• Are you the best at something? Cheapest?
• Most trainers? Most machines? Newest machines?
• Have a pool? Basketball court? Racquetball court?
• Easy accessibility? Parking? Bus route?
• Kids club? Other member services?
• Deliver the right message
To attract the people you want
• Local advertising and marketing
Newspaper, Radio
WOM – from satisfied members
• Messaging sets expectations for people
11. 11
First Impressions
• If people like your message, they will visit
Did your messaging set the right expectation?
• What’s the first thing people see when they enter your facility?
Your lobby and front desk staff
• What’s the last thing people see when they leave your facility?
Your lobby and front desk staff
• Smile. Be helpful and friendly. Say “hello” and “good bye”
• Is your lobby clean, comfortable and inviting?
• This leaves a very good impression
For both prospective members and existing members
People want to feel comfortable in their surroundings
12. 12
New Member Sales
• So, you delivered your message and people responded by coming in
They have expectations
• Don’t hand them a clipboard and have them fill out forms
This interrupts the flow
Clipboards are NOT part of your Sales Team
• Seize the opportunity to grab their attention and impress them!
• Know your target demographic
• Know your message
• Know your audience
• Know your product and services
• Be friendly, helpful, accommodating and knowledgeable
• This isn’t a secret psychology of gym sales, it’s sales for all industries
13. 13
New Member Sales (con’t)
• Get to know the person
Quiet shy people don't like aggressive sales
Loud boisterous people like loud sales
• Ask them questions
What are they most interested in, in a gym?
What are they most interested in accomplishing themselves?
What do they mostly struggle with? food? time? stress? health?
• Introduce them to other employees/trainers
Those other employees should have a positive remark memorized
Reinforce the message
• Make them comfortable. Make them feel welcome to come back
• When the person says “yes”, stop selling and just be a friend
Help them in any way – now… where’s that clipboard?
14. 14
Additional Services
• Personal Training sessions
• GX classes
• Massages and/or Physical Therapy
• These are all ongoing incremental sales (could be big!)
• Highlighting certifications provides comfort and assurance
But still need to be friendly, helpful and competent
• Think of the value they provide
Satisfied members continue to spend money
• Member retention is dependent on member satisfaction
Their satisfaction depends on their perception matching the actual
Are you providing desired services?
Are you providing a good environment?
• Sell member satisfaction. Don’t only sell services.
15. 15
Concessions/Apparel
• Is your concessions profitable? (It should be!)
• Is your staff friendly and helpful?
• “You can lead a horse to water, but you cannot make it drink.”
Maybe its salt water
Maybe its too polluted
Maybe there is a mean alligator lurking at the edge
• Same with members
They may want a post-workout drink, just not the ones you are selling
Occasionally give away free samples (talk to your distributor)
Try different products to improve sales
• Even products for their family – kids, pets, etc
Try different t-shirt designs
• Sell member satisfaction. Don’t only sell services.
16. 16
Management
• Plays an important role in member satisfaction
Do you know the name of most of your members?
Make them feel comfortable
• Do you personally greet each new member?
• Be accessible. Be helpful. Be friendly.
• Don’t discourage people from talking directly to you
• When a member provides feedback (ok, maybe complains), you should
be listening.
No need to talk back, just acknowledge, listen and thank them for their
feedback.
• Suggestion box?
Perception of an attentive gym
Maybe even read one or two
17. 17
Cleaning Staff
• Always be courteous
• Just their presence provides the appearance of cleanliness
Members like cleanliness
May even be subconscious
• Locker Rooms top importance
• Boosts member satisfaction
Some gyms, cleanliness (or lack of) is #1 reason for turnover
• Personal peeve…
Don’t clean the mirror in front of the squat rack while I am doing squats!
I want to see my form
I don’t want to inhale cleaning fumes
18. 18
Maintenance
• Always be courteous
• Is the gym at a comfortable climate?
Fans operating? Not smelly?
• Are all machines in good working order?
• Is everything in the locker room working?
• No holes in the walls or cracked mirrors
• Re-rack weights, straighten ropes, stack steps & mats, etc.
This can be a task for any and all staff
Every 4-6 hours?
• Sell member satisfaction. Don’t only sell services.
19. 19
Special Events
• Member Appreciation Day
BBQ?
• Redecorate front lobby for holidays
• Local Celebrity cameos (e.g., x-Pro Athletes)
• Give-aways
Talk to local distributors and even local retail stores (e.g., apples from market?)
Protein bar samples
Logo key rings, water bottles, member milestone t-shirts
• If you’re a big healthclub, have a “special events” person
• Sell member satisfaction. Don’t only sell services.
• These activities really increase member satisfaction.
20. 20
Small Gym?
• Do you fill the roll of every group I mentioned above?
Owner – what type of gym are you
Marketing – messaging
Front desk – friendly and courteous
New Member Sales
Trainer/Instructor – add-on revenue
Concession Sales – sell what your members want to buy
Management – talk to your members
Cleaning Staff – presence
Maintenance – keep equipment working
• That’s OK. Same guidelines apply.
• Smile, be friendly, make your members feel comfortable
• Sell member satisfaction. Don’t only sell services.