There are a series of things that sales people must do after a sale. Often, many of these things go undone over a period of time and it creates problems for other areas of the club. So, let’s go over a mental checklist of some things to inspect that sale managers often take for granted.
Thank-you cards: The little note that says, “thank you,” goes a long way in establishing a relationship. Every sale must be followed with a mailed hand-written thank you on company letterhead or a card stock that is professional. If want to make people feel welcomed, then treat them like gold, put in a few guest passes and follow up with the new member on a regular basis. When thank you notes get left undone, referrals often go down.
60-day cycle: Every new member should be communicated with, within the first two months — each new member should be contacted six times in the first 60 days. So when the sale is complete, every sales rep should go to outlook, or their scheduling device, and create six different calls about two weeks apart. This way you have helped your new members through the most difficult period of a new member’s fitness career. Studies have shown that if you lock in a member in the first 60 days, they are more likely to continue their workout.
Taking members’ pictures: Often sales people in a hurry forget to take a picture. Not only does this not make the new member feel good as they come into the club over the next several days, but it also creates a security challenge. All clubs need a picture of everyone using the facility. Just being a little bit lazy can cause a major security breach. You need to protect your members and your guests the best that you can.
Referral presentation: After a member decided to invest in your facility, they probably are at an all-time high. They feel really good about their new life-changing decision. They can’t wait to tell others what they have done. They want to share the news about your club with everyone. Don’t make the mistake of not asking, “who do you know that shares the same values as you?” Talk about your MVP pass program. I am amazed at the number of sales reps who don’t ask for referrals until weeks after the sale. This often leads to less referrals, because the member starts to take ownership of the club and is less likely to share the club with others. When members are new they want everyone to come in — when they are established, they become territorial and they want the gym all to themselves.
None of these four things seem earth shattering, but let each of them go undone and I can guarantee your club is running at a low efficiency. Checking off your list of things that must be done, will allow you to continue to grow your business and allow you to help each sale rep have continued success.
Chuck Hall is the executive director at Big Vanilla Athletic Clubs.
