Most clubs sell more memberships in January than any other month of the year. We all know why. I’m going to suggest that you set some sales standards right now so you can really cash-in on the increased traffic in January.
Standards On Tour
In order for your sales team to have a high-closing percentage, you must have tour standards in place. After touring prospective members for 20 years my sales success rate was 70 percent. I made a list of everything I did on tour that gave me greater success of getting a new member. I promise, if your reps hit all of these standards on every tour, their sales will increase as much as 50 percent!
Here is my checklist of tour standards:
• Greet Your Guest Warmly And Introduce Them To Front Desk Staff Before Leaving The Front Desk.
Let your guest know that these friendly folks will be here to greet you each time you come to the club and wish you well each time you leave.
• Offer Your Guest Something To Drink Before Sitting Down To Do Your Needs Analysis.
When guests come to your home, do you offer them refreshments? This is no different.
• Complete A Needs Analysis Before Every Tour.
See ClubSolutions October issue for my complete needs analysis
• Maintain A High Level Of Enthusiasm On Every Tour.
Convey your passion for the club and the many benefits your guest will receive by purchasing a membership.
• Be Sincere In Your Desire To Help Your Guest Make A Lifestyle Change.
• Introduce Your Guest To Several Members Who Have Similar Interests.
Happy members are a powerful resource, let them help you sell a membership.
• Introduce Your Prospective Member To As Many Employees As Possible.
Any employee who encounters your guest should be introduced, or at least say a friendly “Hello.”
• Tailor Membership Benefits To Suit Your Guest’s Needs.
Simply put, sell benefits not features and tie those benefits to customers’ needs.
• Point Out Features Which Differentiate Your Club From The Competition.
Know everything that sets your club above the rest. Make a list of all the things your club offers that the competition does not. Learn these distinguishing features and bring them up on tour.
• Use Trial Closes Often On Tour.
Trial closes help the prospective member get comfortable with the fact that you are going to ask them to join. My Favorite, “Is this the type of club you’re looking for?”
• Never Pressure Your Guest.
Specials come and go. The most important thing you can do is to make this a comfortable decision for your guest.
• Remember To Have Fun On Tour!
It’s one reason you chose this career and it’s a reason your guest is here.
• Offer A Trial Membership To Every Tour That Does Not Join.
If your guest does not join and leaves the club with a promise to get back with you, your prospect is in control of when, and if, they come back. Give them a trial membership and they leave with an appointment!
• Send A Thank You Note To Everyone You Tour.
Do this in appreciation of the opportunity your prospect gave you to sell a membership.
• Find Out Where Your Guest Works And Determine If They Would Be A Good Corporate Partner.
• Ask Every Single Tour To Join.
You are in the business of changing lifestyles for the better via health club memberships. Your job is to sell memberships. You should never feel uncomfortable asking a prospective member to join.
• Always Do A Complete Referral Presentation.
The number one reason reps don’t get referrals is because they don’t ask for them. Even if the new member says they are in a hurry, don’t give in and omit this all-important step in closing the sale.
• Always Walk Your Guest to The Door And Thank Them For Coming To The Club.
This is very important whether they’ve joined or not. If you have guests in your home, do you walk them to the door when they leave?
• Always Take A Few Minutes To Reflect On Why Your Guest Did Or Did Not Join.
Take notes on the back of your needs analysis, and review them. This will be helpful when you follow up.
• Walk The Walk.
It’s extremely important that you are a walking testimonial of what you sell. Regular exercise should be an important part of your life.
My Personal Guarantee
If you practice these standards and make them an integral part of every tour, I guarantee that you will drastically increase your closing percentage. Do you know what your sales reps people say and do on tour? I recommend you tour with them on a regular basis as part of your club’s quality assurance program. At the end of each tour, check off how many “Standards On Tour” were performed. When reps consistently get 100 percent of all standards checked off, their closing rate will be significantly higher. They will also join the ranks of truly professional membership consultants in our industry.
So, set your “Standards On Tour” and start using them on every tour. If you start now, you’ll have the best January ever, and higher sales every month!
Jim Martin is the President of Powerful Promotions. He can be contacted at 877.822.5577, or visitwww.powerfulpromotions.com.
