There is no doubt January is busy. Sooooo busy that at times it feels like you can’t fully do your job. Which means certain elements may get missed or be omitted. That is a big mistake for your sales success.
Make sure you are consistent with the following 5 tools with each and every prospect/member. Consistency is the key to making a good January a great January and a great January a strong February, March and April.
- Complete pre-tour – in every selling conversation there is the pre-tour, tour and post-tour. The pre- tour sets the stage for success in the tour and the post tour. If you do not do it well and completely the rest of your selling conversation will be adversely affected. A complete and well done pre-tour reveals to you precisely what will make the prospect say yes to joining and what will make them hesitate to join. Thus, you know precisely what to discuss/show them on the tour and how to build in solutions to their hesitations and have it feel more naturally conversational versus the strong-arm technique of “overcoming objections” at the end of the selling conversation. A complete pre-tour includes questions that reveal the prospect’s Interests, Needs, Urgency and Motivation – all the reasons they will say yes. It equally includes questions that reveal the prospect’s potential hesitations such as Eagerness, Decision Making Ability, Time Availability, Financial Availability and Other Limitations.
You can see that if you ask these questions and take good notes on the answers then you will be able to create a sales presentation that is about the prospect and not just about the club. Far more compelling for them then the boring club tour.
- Early and often – the concept of early and often relates to anything you want to have happen in the sales presentation today you need to bring up early and often. The things you want to have happen include having the prospect join today, having the prospect feel comfortable enough with you that they want to participate in your New Member Guest Privilege program, as well as purchase an intro program to personal training/pilates/swim lessons/small group training, etc. The mistake we make is that we may present these elements at the end of the selling conversation in a harried manner because we are just trying to get through all the joining documents, and the importance of getting involved in these programs gets lost and you do not earn the sale or the commission. Begin the conversation about these points while you are on the tour and do it multiple times. By doing so, you eliminate the “let me think about it” response that you likely get by presenting it only at the end of the conversation.
- Zip up the next step – if your prospect does not join today (this assumes you have had a discussion about their hesitations) then you need to have the follow up plan zipped up. What that means is that before they leave the club you have invited them to be your guest to do something they expressed they would like to be doing as a member. If their Interest is Yoga then you will specifically invite them to the 10am yoga class tomorrow or the following day as your guest. They will agree and you will now have an appointment with them. Most membership sales people simply give the prospect a guest pass to come back to the club without scheduling a specific time or event. By giving a guest pass, you give away all of your influence and ability to manage your time and leads. By scheduling a specific activity at a specific time you will shorten your sales cycle, manage your time more effectively and provide a better experience for the prospect to become a member.
- NMGP – the New Member Guest Privilege is something that should be done early and often with every prospect. There needs to be a value difference between a NMGP and regular guest passes. For example, the NMGP might be three-day access for three of the new member’s friends that allows them to participate in small group training and is only active for the first 30 days of their membership. This is different than a guest pass for up to three people. It has value and urgency. You can arrange this in several ways – either through a link that you send your new member or the good old fashion way of having them write down the names and contact info of the folks they would like you to arrange the privilege for. The latter creates a lot more work for the sales person. The link sure makes it easier.
- Set appointments – please, please, please avoid the mistake of having people “stop by” when you are responding to their web inquiries or phone inquiries. It places you in a position of providing potentially terrible service when you have to make the prospect wait as well as does not allow you to manage your time well when someone just “stops by”. As discussed earlier, January, February and March are a verrrry busy time of year and you want to maximize every opportunity you can as well as provide the best service you can. Set yourself up for success by finding out very early what the prospect’s Interests are and what time of day they prefer to exercise. Then, you invite them in to do what they want to do at the time they like to do it as your guest. Let people know that, “We are in our very busy season and we want to provide the best service to you possible, therefore, we are scheduling appointments”, and there you go…you have an appointment. If they buck and ask for a guest pass instead of scheduling an appointment, then you will respond by saying, “Yes, we do have guest passes and I can leave one for you. However, they are $25 per day. If you would like to be my guest, which is by appointment only, then there is no fee. Which would you prefer?”
Practice these 5 tools consistently and you will close more sales, shorten your sales cycle and create more guests that turn into members for the months to come. If you would like 5 more tools to create a great January, February, March and April please join Karen in a free webinar hosted by Matrix on January 18 at 2p MST. To register please click on the following link: https://attendee.gotowebinar.com/register/1741224376624596482
Karen is President of Premium Performance Training in Boulder, Colorado and Ixtapa, Mexico. Karen has owned and operated clubs since 1985 and now consults and trains staff throughout the world on sales, service, management and leadership. These services are offered on-site, online and through her books, manuals and DVDs. Karen can be reached at firstname.lastname@example.org or 303.417.0653.