My mentor to the fitness industry, Shawn Stewart, often tells me, “We all spend countless time, money and resources focused on the critical aspect of hiring the right people. However, how much time do you put into measuring the results?”
This same statement could be applied to the everyday coaching of your sales team. It is first important to identify what your team’s critical numbers are in order to create a regular coaching schedule for your team; ours is done every single day.
The first critical item that we track is contacts made. When we refer to contacts, we look at how many active contacts sales counselors have made that day. This doesn’t include bulk e-mails, mass texts or other forms of mass communication. We are looking for how many conversations that person has had, which would lead to the next critical item — appointments. Through this we are able to directly correlate how productive one’s outreach was that day through the ratio from contacts to appointments.
We then look at what was their appointment-show rate. You can break down how solid their leads were based on the types of appointments that were made. From here, you could determine which prospects are more likely to show, so they may focus on those leads more thoroughly in the future. This number would then lead to how many sales were made from those appointments. This ratio would help to show your team whether or not someone is performing, how well they overcome objectives, as well as many other items. From their sales, we review how many referrals they were able to derive from their sales from that day, and the cycle continues.
We review these critical numbers every single day with each of our sales team members, and create a coaching plan based on their results. Some days we focus on phone scripts, tours, objections and sales presentations, but the main thing to derive from all of this is that we are easily able to identify the areas needing improvement immediately, rather than three months down the road, when bad habits become harder to break.
Adrian Antigua is the operations manager for Gainesville Health and Fitness in Tioga, Fla. Formerly a desk manager, Antigua is heavily involved in customer service and staff training. For questions on operations, e-mail Antigua at AdrianA@ghfc.com.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
