acquiring new members
TRANSCRIPT
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Chevy Kelly [email protected] @chevykellycfmDean Godfrey [email protected] @deangodfrey
CFM Twitter : @_CFM
“Don’t Blow Kisses in the Dark!”
The Fundamentals of Attracting and Joining New Members
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Webinar Objectives - Marketing
• Triangle Of Success• What is the Marketing Challenge• Why People Join Health Clubs• Fundamentals of any Marketing Piece• Going Guerilla
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Webinar Objectives Sales
• Building value – The key to sales• HELP – the basics of what to find out• Information gathering • How to tour your facility• How to deal with objections• Importance of Systems
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Triangle of Success
• Marketing – attracting attention• Sales – converting attention• Retention – keeping attention
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‘They say it takes 7 exposures to a product advertisement before you’ll want to buy it, but after 7384 spam emails for Viagra, I still don’t want it!’ – Erin Pavlina
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The UK Market
• 15% Penetration Is that a Failure?• What is the Opportunity?
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The Marketing Challenge
1. Time2. Manpower3. Budget
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Every Marketing Method should have…
• The Who- Your Branding• The What - What are you. Your USP• The Why - What’s In it For Me?• The Where - All Contact Details • The When – Call to Action!
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Guerilla Vs Traditional• Traditional – Getting Members to the Club• Guerilla – Taking the Club to the Members
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Establish your battle ground
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BRAND UP!
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Have others Advertise you
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Write For Local Paper/Mag
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FREE HEALTH CHECKS
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LOCAL RADIO
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Social Networking
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Talk To Community Groups
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Flexible Options
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Support Local Charity
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Success Stories
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Try Before Buy!
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Not Rocket Science!!• Know who your market is and engage with
them!• Don’t go Chasing the already converted!
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Prepare for December Now!
• Friends Free for a Month during December• Person who brings in the most Friends wins a
specific prize…TV, Bike Etc Presented under a Christmas Tree.
• This is free leads for January and get them to experience your club first!
• Offer a Call to Action.
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• Time
= Sale = Sale
= No Sale
BenefitSaving Reward
Money TimeEffort
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5 Steps of Selling
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How do you HELP people?
• H = How did they hear about you• E = What’s their experience?• L= What's their lifestyle?• P= What's their problem?
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Information Gathering
• Have a Needs Analysis / Fitness Profile in place• Ask open ended questions• Build value and quash objections before they
come up• Kill the Monster before it grows
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TIME
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Money
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Other Objections…
• Need to ask my partner
• Will I keep it up
• I've never tried it before
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Tour of your Gym
• FFBQ– Feature, Function, Benefit, Question
• Avoid a ‘Museum Tour’• Yes momentum
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LEAPq
• Listen• Empathise• Ask to isolate• Propose a solution• Question
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Sales Systems
• Telephone Enquiry Script• Confirming Appts• Appointment registers• Chasing referrals• Following up
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Love What You Sell
Sales can be described simply as a transfer of enthusiasm from one person to another. Excellent sales people have a passion for what they sell. They fall in love with their product, believe in it, and often use it themselves