The fall is the gateway to the New Year. It is easy to say that building a strong fourth quarter will lead to a strong first quarter of next year. So, if you want to get off to a good start next year, you must finish strong this year. Let’s take a quick analysis of some minor obstacles you could come across in the fourth quarter.
September
September usually means “back to school” for most of the country. Parents have to get back into a routine, kids get into new seasonal sports, kids are getting up early, lunches have to be made, school bus schedules, new meal schedules — everything is in disorder! I have always found that it takes two weeks in September to get back to some level of flow in our business. How can my business be running smoothly from a sales perspective if all of my potential prospects have their households in disarray? It just seems like everyone is scrambling. Don’t get discouraged — you will recover, but prospects will be lighter your first two weeks. The solution? Introduce back-to-school specials, have your team go out to fall sporting events, etc. Let the community know you are there, and the first two weeks go visit them directly.
October
Halloween — this is a holiday? Well just look at the last ten years — costume store openings year round, more parties, schools doing safe events for children, treats, parents having more parties around themes and neighbors doing block parties. Yes after 5 o’clock your club will be empty, so you have to plan around this one-night festival that clearly takes over a sales day. Go with the flow, let your staff wear outfits, have parties at the club for children, have contests and make something happen!
November
Thanksgiving has become a 4-day holiday. Families are getting a mini vacation before the New Year. It’s a football fest, old friends are coming home, everybody is thinking about something else, including your employees. Don’t let all of the activity turn into a 4-day slump for your club. Talk about the holiday at the beginning of the month, have a plan around it, do a no-enrollment special over the 4-day weekend and attack old prospects. On national holidays everyone is home — more people can be reached by phone than any other time of the year. Use the time to catch up with people, embrace all of the out-of-town guests you will get, and use the time to build referral rapport with old members you have not seen. There is always something to do.
December
Christmas, Hanukkah, Kwanzaa — it’s a big holiday month. For me, it’s Christmas. Christmas is a 7-day vacation for many. Many people take off the next several days after the holiday, though of course everyone is different. But December is a month that has major distractions, including your employees taking care of their own families during all of these celebrations. No worries here — people are in buying mode, they are looking for gift opportunities, they are preparing for New Year’s goals, and this major distraction month is a major sales month. December can be your best month of the year.
So here is the skinny — the fourth quarter is exciting! Get with your marketing department and plan events for all of the holidays. Make every distraction an opportunity. Embrace the holidays and your members, and good things will happen for you and your team. September sales will be a little off, but October through December will be great. The last week of December will begin your January drive and before you know it, you are pushing for your News Year’s goals and setting records in January. Everyone sets records in January. I am having a little fun with the calendar, so please don’t take me too seriously, but I want you to analyze all of the possible hick-ups now, and go make something happen. If you wait to build next year it will be too late.
Chuck Hall is the executive director at Big Vanilla Athletic Clubs.
