This is a guest post by the irrepressible Jenni McFaull of GymSales. If you’re a Personal Trainer or Club Owner/Manager, here’s a few points on getting more traction with your sales.
Many people ask me what is the best process to get the greatest traction from sales, including how often should we contact a prospect and when. Following is my advice:
1) Respond immediately to the first point of contact
Emails, or even automated email responders, are a great confirmation that the enquiry was received and is being dealt, but a phone call is always the preferred method of activity.
2) Book the Prospect in for a tour that will happen within 48 hours
Ideally today or tomorrow so you can strike whilst the iron is hot. Leave it longer than 48 hours and you run the risk that the lead will go cold or join another club.
3) Confirm the appointment with a text to add importance and value
Prospects who have their appointments confirmed are far less likely to be a “No Show.” If they are a “No Show” then it is imperative to call them immediately to ensure that you keep the heat turned up under the pot….
4) If not ready to commit, agree on a follow up time
This should be no longer than 48 hours from the tour. Again this keeps the topic hot for the prospect. A phone call is best but if this is not possible or there is no answer do not leave a voice mail message. Instead, send them a text. Stats tell us that 95% of texts are opened as opposed to emails.
5) If not ready to commit, offer a trial
Try and keep this under 7 days so you can manage the communication. Ideally, you should communicate with the lead in the middle of the Trial and again at the end. This is a Touch Base to see how they are going and whether they are enjoying the trial. It is important to get the Prospect to confirm that they like the Gym. Once the Trial is expired you need to ask “What’s Next?” Now you need to get them across the line quickly with a close out offer.
6) The use of urgency will help to close the prospect quickly
It’s important to create that sense of urgency to get the Prospect across the line whilst they are still hot. You can create a sense of urgency by putting a closing date or time frame around the offer. You can keep contacting this prospect but make the gap between contact longer and longer, once a month, once bi monthly then quarterly or bi annually.
7) Ask for the Referral
Once the Prospect is now a Sale you can reach out to this new member and ask for a referral “Do you have a friend just like you who could benefit from the service that you have purchased?” Referral is your strongest tool to gain new members and is often forgotten or neglected when filling the Sales Funnel.
8) Member Engagement in the first 30 days is essential
It is imperative that you keep the new member engaged in the first 30 days. The more engaged in the first 30 days the new member is the longer they are likely to stay at your club. For example, a 7 or 10 day call is a great way to keep the member feeling important. A 21 0r 30 day touch-base to see if they have booked a Personal Trainer yet or “liked” the club on Facebook. Get the member involved as much as possible into the community atmosphere by inviting them to attend buddy nights or member evenings.
How do you manage all these stages of the Sale and ensure that none are missed?
GymSales is a tool designed for this purpose. It will take away all the stress, pressure and give you back that valuable time you need to invest in your business.
Book a 14 day free trial and watch your sales funnel swell. Contact me at firstname.lastname@example.org or visit the gymsales site