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Deep Thinking About Selling and Marketing

Deep Thinking About Selling and Marketing. Better Decisions. Discover Break Throughs. Compare Numbers. Gain Insights. Dig Deeper. Higher Performance. Be Challenged. 160 Club Owners/Executives 8 Roundtables in the U.S. 9 Overseas. SALES PAST. Mailers, door hangers, emails

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Deep Thinking About Selling and Marketing

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  1. Deep Thinking About Selling and Marketing

  2. Better Decisions

  3. Discover Break Throughs

  4. Compare Numbers

  5. Gain Insights

  6. Dig Deeper

  7. Higher Performance

  8. Be Challenged

  9. 160 Club Owners/Executives • 8 Roundtables in the U.S. • 9 Overseas

  10. SALES PAST • Mailers, door hangers, emails • Plus well managed sales people • Produced double digit sales

  11. SALES PRESENT • $10 a month clubs sell THOUSANDS • Extract 5,000 to12,000 from mature markets

  12. SALES PRESENT • Niche or micro clubs • Soul Cycle • Orange Theory • Full with users buying programs at $120 to $300 a month.

  13. SALES PRESENT • Low price-$9.95 a month offer: • Group X • Pool • Basketball • Yoga • Personal Training • 12,000-15,000 Members

  14. SALES PRESENT • LA Fitness • PT is now in house • 8,000 average members; some 20,000 • EBITDA per club 1$m. • 20% members are in PT • PT equals dues line in many • Added 50 sites per year last two years

  15. SALES PRESENT • Any Time • Is Booming • “The Best Convention I ever Attended!”

  16. SALES PRESENT • 30% LA Fitness Sales are on line • Majority are on mobile devices • Gym It • 100% on line sales • Cancel any time without pretending you moved! • $20 a month basic • 4,000 members • 31 five star Yelps

  17. SALES PRESENT • Many traditional clubs are flat. 2 to5% 10 years

  18. Summarize Your Business Environment

  19. The ‘S’ Curve Ambiguity Confusion Costs Frustration Risk Time Uncertainty Circle of Chaos www.REXonline.org

  20. CLUBS PRESENT • Clubs are succeeding • Are you?

  21. CLUBS FUTURE • Economy is flat for 5-10 years • Europe • Global • Consumers are • Cautious • Programs vs. Membership • Value conscious

  22. CLUBS FUTURE • Outside In • The game has changed; have you?

  23. What Can You Do?

  24. 1-Suprise Members • Copy articles on health and fitness and hand out as they leave. • 50% off on sporting goods store for long term members or just members. • Stunning new programs • Exercise to classic movies • TRX • Member parties • Special evening dance • Thank you letter • r

  25. 2-Focus on the Customer • Weekly focus groups • Different time of day each week • Hand out invitations at front desk or • Solicit on the floor. • 50 minutes long • Prepare with 3-5 questions • Then listen

  26. Focus Group Questions: • What little things could we do better to serve? • Make your visits better? • What have we done wrong recently? • Here is a video of a new type of programming. • What do you like? Dislike about it? • Who do you think it’d appeal to? • Would $10 a class be reasonable? • Here is a new ad, brochure, offer we are considering. • Reactions?

  27. Focus on the Customer • Read Outside In • The world of business has changed • Co Creation • Customer is in control

  28. Focus Group Success • Invite ex customers who joined another club • Give them free membership • Pay them $100 • Direct face to face: words, tone, expressions • In room and silent not defensive • One way mirrors • Record • Neutral observer/reporter

  29. 3-Let Members/Public Know • How are you different? Better? • Name 3 ways • Do all staff know this? • Do these three pervade your systems, procedures ? • Read Nick Sarillo’ s A Slice of the Pie • Customers love consumer satisfaction surveys that rank businesses e.g. JD Powers • Conduct an online survey/super market/mall survey where you and competitors are ranked on 5-7 items.

  30. 4-Offer Safety and Trust • Money back • Comfort Guarantee • No Obligation • Buy you the best dinner in town if you’re not satisfied. • NO TRICKS-e.g 1stand last, 30 days notice, expired PT sessions are lost

  31. 5-Name Your Product • From the Customers view not yours • Comfort Care not quality service • Mornings for Mothers not Pi-Yoga • Check the names in your focus groups to be sure they appeal.

  32. 6-Be Persistent • Creating an image in the public’s mind takes time. • Words-Tagline • Music • Colors • Image

  33. 7-Prospect Every Day • Every staff member • Every day • One prospect • Have a contest for a week • 1 prospect = 1 ticket • Draw at end of week for a new TV or iPod.

  34. 8-Get and Use Testimonials • Let others speak for you • Third party endorsements are more credible than your best ad • The most powerful person on your sales team is your customer. • Metal pass for new members: Bring as many guests as often as you like for the first 30 days.

  35. 9-Why Buy From Us? • Ask this questions regularly • To staff • To members • To strangers • Do not fall into club clichés • Quality, service, best • Did deep and frequently and relentlessly for the answer.

  36. 10-Upsell & Double Revenue • Start exploring ways to sell more to those who are members: • Executive lockers/locker room • Personal training • Personal nutrition

  37. 11-Incentivize • Members • Referrals • Sales Staff • Referrals • Sales • The Fourth Grade or the High School Band • Selling Introductory Members to raise money for their class trip

  38. Incentives • Gift cards: Every catalog company and chain has them. • Cool Products: iPods, Elph SD20 cameras • PrivaCash cards: $25 to $500 • Accepted where ever MasterCard is accepted • Your logo on the card.

  39. 12-What’s Worked For You? • Welcome back offer: no enrollment, one week, one day? Promote for a month! -6 months after leaving -Anniversary of when competitor opened. • New Member Makeover • One chance for each referral • Member chosen gets makeover

  40. Monthly B 2 B • Members with a business do display in lobby. • We do display at their site.

  41. 13 CULTURE • ZAPPOS • NICK’S • GAINESVILLE HEALTH AND FITNESS • MIRAMONT

  42. For a copy of thisand an invitation to the REX Conference Marsh 19Email:garringerb@ gmail. comPut SALES in subject andREX Roundtables You Tube ChannelCULTURE Video

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