Chapter 25

1. Chapter 25 The Selling Point: Promoting Fitness Products and Services

2. Self Promotion and Sales • Fundamental concepts of self-promotionand basic rules of selling • Self-promotion is simply a matter of selling others on YOU

3. Self Promotion and Sales • Lou Holtz, a famous college football coach said: “The answers to three questions will determine your success or failure” • Can people trust me to do my best? • Am I committed to the task at hand? • Do I care about other people and show it? • If the answers to these questions are “yes”, there is no way you can fail.”

4. Types of Sales Presentations • Sales presentations may take many forms • Face-to-face meetings • Telephone conversations • Internet and letters • Mass media promotions • Educational materials for handouts, trade shows, and direct mail

5. Making a Good Impression • Meeting someone in person • Best opportunity to present oneself and one’s services

6. Making a Good Impression • Using the telephone • Being prepared before the conversation begins • Speaking clearly and positively • Using proper manners • Asking for a follow-up call • Thanking the listener for his/her time

7. Making a Good Impression • Meeting someone in person • Written introductions • Critical to use correct grammar and spelling • Be brief and to the point

8. General Guidelines for Correspondence • Store resume and cover letter in a computer • Print document on a high resolution printer • Use plain, white,100 percent cotton-fiber resume paper

9. General Guidelines for Correspondence • Side margins should always be consistent • Spacing in each section should be consistent • Use a simple, easy-to-read font

10. General Guidelines for Correspondence • Use proper grammar and punctuation • Spell-check to perform a thorough proof • Use correct words and phrases common to the industry • Make sentences short, specific, and truthful • Resume should only be one page

11. Developing a Resume • Heading should include: • Name • Complete address • Complete telephone number • Include any additional phone numbers where one can be reached • Some people include an e-mail address

12. The Resume • Objective: This statement describes a career goal. • Summary of qualifications: • Should include employment history in reverse chronological order • Consider listing responsibilities and duties for your most recent job

13. The Resume • Educational background: • Start with the most recent educational experience and work backwards • College education, vocational training and seminars are all important to employers

14. The Resume • Additional categories: • Include if resume is not too long • One might want to make brief mention of these in a cover letter • Community involvement, offices held, references, salary range (only if requested)

15. The Cover Letter • Resume should be accompanied by a cover letter • Letter is an introduction and communicates one’s desire to obtain a particular position • Keep the letter short and simple • Use words and phrases used in the ad • Make it short and simple and formatted in a business style

16. Techniques for an Interview • Interviews and other in-person meetings can be deal-makers or deal-breakers • The way in which one presents oneself will influence a potential customer or employer’s opinion of the potential employee

17. Techniques for an Interview • Be aware of personal hygiene • Groomed hair, clean hands, manicured nails, brushed teeth and fresh breath • Dress in a professional style • Be punctual! • Look at the client or employer in eyes and provide a firm handshake with a sincere greeting

18. Techniques for an Interview • Listen to what the potential employer is saying • Know the product, whether or not the product is the interviewee or a sales product • Research the product or the company to which employment is sought

19. Techniques for an Interview • Be prepared to give the interviewer any information required • Be versatile in presenting oneself or something one wishes to sell • Always use the client or the potential employer’s name when leaving

20. Promotional Materials • Brochure/web site/handout should contain the following: • Products/service offered • Needs met by the products/services • Company name and logo • Pictures of products • A hook • Distinguish product/service from others

21. Promotional Materials • Brochure/web site/handout should contain the following: • Name, location, address, etc. • How to contact someone for this service/product • Certifications and other licensing qualifications

22. Promotional Materials • Brochure/web site/handout should contain the following: • Memberships in professional organizations pertinent to the product/service • Company’s history, accomplishments, and goals

23. Employment Plan • Steps that one intends to take to achieve career plans • Plan should be specific, but flexible • Be open to any unexpected opportunities that may arise

24. Employment Plan • A realistic and effective plan • Should acknowledge obstacles • Describe expected rewards • Contain motivating statements to envision success • Other comments that might be helpful

25. The Business Plan • Employment plan • For self-employed • To define the business goal and outline a plan for achieving it

26. The Business Plan • Elements of such a plan include: • Statement of purpose • Description of the business • Industry and market analysis • Description of the competition

27. The Business Plan • Elements of such a plan include: • Marketing strategy • Operating procedures • Business insurance • Management strategy • Financial strategy