It’s the “Creatine Guy” back again with another installment to help gym owners like you to find the hidden profits in your business. This month I want to revisit a subject I wrote about a few issues back: selling supplements in your gym to increase bottom line revenue.
Now let it be known that I do own a supplement company. As you would expect, I’m an advocate for this endeavor. However, let it also be known that I’m not an advocate for selling nutritional products just for the sake of making a quick buck.
You should only sell products to your clients if you firmly believe that they will actually deliver what they promise. And, only if you are willing to promote them to your clients. In other words, most products usually won’t sell themselves, no matter how good they are, or how strong the marketing is behind them.
To make your pro shop a “cash cow” use proven methods to get the ball rolling. For example, let’s say you offer at least the basics of a good nutrition program such as protein, multi-vitamins, etc.
Why not put together a simple starter kit or welcome package for new members featuring samples of these items? Once they run out, you are all but guaranteed to get future purchases from most of them.
Another way to create more product sales is by offering a complete nutritional profile consultation to both new and prospective members. There are many software packages available, and some are very inexpensive. This way, you can see if any major gaps exist in each person’s diet. Most of these programs can even print out charts that give visual proof of deficiencies, while giving your case even greater credibility.
You should experiment with doing such consultations for free versus charging a fee for them. On one hand, a free consultation will bring you more prospects and generate greater interest. However, your closing ratio on your products will likely be lower for potential customers. Therefore, consider the following idea to help cut down on “tire kickers” while also increasing a higher ratio of buyers. Charge prospects $5 to $10 for their consultations. But, make sure they know up front that this amount will be deducted from any future purchases from your pro shop after the session. This way, those who are just looking to get something for free won’t take your valuable time just because they want something for free. The key is to weigh your options and then choose the one that provides the best balance on all sides.
Finally, you already have some of the best salespeople on the planet working for you: personal trainers. Why? Because they are already seen as the in-house experts. Nearly anyone under their charge will listen to what they recommend. Therefore, once they “prescribe” a product or regimen of products, the odds of a sale are extremely high. Here’s how to create a sales incentive program that really makes products move. Let’s say your average product sells for $35. If you have good margins, give $5 to any trainer who promotes that product. Depending on the product, simply attach a fixed dollar amount to each one. Believe me, trainers will jump at the chance to move as much product as possible with this sort of offer in place.
Let me close with the following. I hope I haven’t come across as if you should only view members with dollar signs on their heads. Quite the contrary, I am a firm believer that you should ONLY recommend a supplement program to someone once you know for sure he or she is eating and training correctly first. Only then should you recommend supplements to them. With that said, I know the three methods I mentioned will prove themselves to be valuable many times over – month after month, year after year.
For more information call Brian Andrews at 1.800.659.3406, or email him at bandrews@aaefx.com. You can also download his new FREE book called “CREATINE: Industry Insider Secrets Revealed” at www.aaefx.com. Or, simply contact him to have a printed copy mailed to you.
