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Sales Techniques

Roxy Borger

A MINDBODY University Sneak Peek

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Importance of a Formal

Process Map It Out Train Staff

Welcome Materials

Upsell Materials

Measure and

Quantify

Why Sales?

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10% The average year-over-year retention for a

class-based business/service

A good goal is 50%

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40% The average year-over-year retention for

appointment-based business/service

A good goal is 50%

Retention

*The biggest challenge we face in the wellness industry 7

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Pricing Sales Customer

Love

Simple Upsell

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”For every sale you miss because you’re too

enthusiastic, you will miss a hundred because

you’re not enthusiastic enough.”

- Zig Ziglar

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Marketing vs. Sales

• Increases brand awareness

• Brings them in the door

• New clients

Marketing

• Gets them to spend more $$$

• Keeps them coming back/increases retention

Sales

Map It Out

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Example Sales Process

• Think about the marketing/informational materials and tasks that

happen in connection with new customers

• How do they come in?

• What do they buy?

• Customer signs up online for single session

• Customer uses tablet to sign in to class

• Customer will hopefully come back for second visit!

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Chart Out Your Sales Process

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Simple Upsell

Intro Offer Upsell to

Autopay/Class Package

Increase Revenue

Are You Focused on Upselling?

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Sign up for our membership before your intro offer

expires and get a great deal!

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The more times a client has to make a purchasing

decision, the more likely they are to attrite.

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Write Out Sales Strategy With Upsell

Class-based business example: Customer bought a 30-day intro offer

• Receive welcome email #1 (auto email – new client/first visit)

• After week one: welcome call #1 – check in/customer service call

• After week two: upsell email #2 (auto email – series notification time

running out) with upsell offer

• After week three: upsell phone call #2

• In third week: desk staff will monitor class sign-in and remind clients to re-

purchase/get on Autopay, etc.

• In fourth week: upsell email #3 with final upsell offer prior to expiration

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Write Out Sales Strategy With Upsell

Appt-based business example: Customer bought 3-appt intro offer

1. Receive welcome email (auto email)

2. After first service: welcome call check in/customer service call

3. After second week/session: receive upsell offer (in person/over phone)

4. After last visit: a follow-up email with the upsell offer

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Incentives Are Key to the Upsell

Examples:

“If you buy your next class package before this one expires,

you’ll get $20 off.”

“If you sign up for Autopay prior to your intro offer expiring,

you get $20 off each month.”

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Incentives Are Key to the Upsell

“It’s amazing how this effort pays off so substantially. Making calls and

sending emails costs so little, and yields such great returns.”

– Emma Magenta, South Mountain Yoga

Questions?

Staff Training

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We don’t have to be this guy!

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• Phone call prompts

• Automated SMS messages

• KPI monitoring that keeps your advisor focused and motivated, while

setting weekly or monthly goals and tracking tools

• Insightful dashboard that consolidates the efforts of your sales advisor

or team

Who Will Sell?

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Decide Who Will Own Sales The “Advisor” Role Who Benefits Drawbacks

Instructor Students/clients listen to their

instructors/trainers, are highly

influenced by them, knowledgeable

about services, show results

Not always the best at sales, don’t

have time to sell, can be awkward

due to client/instructor relationship

depending on service, at business

infrequently

Manager Are fully knowledgeable about

services/rates, frequently around

during business hours, accessible,

know clients/students, know

admin/MINDBODY

Not always the best at sales,

need to assess

Front Desk Know the clients/students,

understand the admin/MINDBODY

part of sales, understand

services/rates

Not always the best at sales, need to

assess, usually part-time workers

who are highly transient.

Sometimes busy.

Outside Sales Person Understands sales, knows how to

close, train them to understand

your business

Doesn’t have the history with your

business unless is an actual

client/student

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Advisor Best Practices

• Feature your advisor on your website and have them on the

pricing/new client page

• Should include a bio, a prospect widget, photo or video, and specific

phone number and email for contact

• Create a stand-up piece at the front desk introducing them

• They work onsite during busy times of the day, interact with clients

regularly and support the front desk

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Example

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Example

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Example

Tawk.to is a great,

free Live Chat option!

Phrases That Pay

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Phrases That Pay

• “Did you know that for the price of two drop-ins you can get an entire

month of unlimited classes?”

• “To see the benefits of massage, we recommend coming at least 2x in

the first month.”

• “The intro offer is only good for the FIRST visit. Try a class to see if you

like it. Then, we’ll help you decide which option is best for you.”

• “Does this time work well for you next week?”

• “At your frequency of 2x per week, the Autopay membership would

only be $10 per session/class, and you’ll receive other perks, too. I can

get you signed up right now!”

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Phrases That Pay

• Pricing charts

• Scripts

• Standup signs

• Star for Autopay memberships

Incentivizing Staff to Sell

Targets and bonuses

• Run a contest and reward your team with $$$ or something else (e.g., party, facials, wine tasting, dinner)

Be clear about targets

• Retention KPIs

• The front desk will sell the intro offer to 80% of new clients

• The goal for the studio is 30% conversion of new clients to autopay

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How Does an Advisor Get Paid?

Target

• Each advisor will sell 5 memberships per month/week

Most common incentive

• Hourly rate + bonus/commission on each sale made ranging from $5-25

• Keep in mind that since most Autopays are three+ months, each sale

represents hundreds of dollars

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How Does an Advisor Get Paid?

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Staff Incentives and Bonuses

Use CONTACT LOGS, CONTACT LOG REPORT, and SALES BY SERVICE REPORT to

see how many calls are made, how they go, and find the amount of people who get

bonuses.

Spending Time On Sales Process

• Smaller businesses (50 clients or less per day) can expect to pay

someone for 10 hours/week

• Bigger businesses (multi-location/100+ clients per day) can expect to

pay someone for 20–40 hours per week

• When done correctly, this is the most effective way to grow revenue

and increase retention (other than pricing)

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Ideal Schedule

• Have advisor available during busy class times

• Evenings/weekends usually get more answers, but many clients have

had success anytime.

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Questions?

Welcome Materials

Pricing Materials: Do the Math

• List out the price per class or session with each pricing option

• Give dollar amount off instead of percent

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Examples

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Examples

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Examples

Welcome Auto Email

New student welcome email

• Highlight: • Your intro offer

• The benefits of your service

• How often they should visit to see those benefits

• Provide information like: • MINDBODY login info

• What to wear

• How early they should arrive

• Commonly asked questions

• Where to park

• What to expect

• How to download your mobile app

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Welcome Auto Email

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TIPS: Add some beautification with bold & colors of text, hyperlinks to website and need to know pages, keep

connected section with social media, mobile apps and maybe html images if you want to get really fancy.

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Auto Email Example

Upsell Materials

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Auto Email: Time Running Out

Highlight the benefits you mentioned in your welcome email.

Introduce:

• Autopay upsell price

• Intro offer expiration date

• Regular price

• The savings

Include:

• Direct link to Autopay

• Price per session

• Additional perks

• Minimum commitment

• Rules

Consider including:

• Success story

• Options to purchase other high commitment

packages

• Bullet points, bold/colored font, pictures (using

HTML code)

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Auto Email: Time Running Out

TIPS: Add some beautification with bold & colors of text, hyperlink to upsell membership, keep connected

section with social media, mobile apps and maybe html images if you want to get really fancy.

Auto Email: Time Running Out

• Activate and edit email to include descriptive text, upsell price,

savings, links

(Home > Manager Tools > Auto Emails > Series Notification Time Running Out)

• Edit your intro offer settings to send this email and ensure this email

isn’t being sent for other pricing options under the bottom section

labeled Auto Emails

(Home > Manager Tools > Pricing Options > Intro Offer > Auto Emails > Pricing

Options Time Running Out)

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Website Advertising: Upsell Autopay

On the website

It’s out in the open. Everyone knows they get a discount if

they purchase before their intro offer expires.

Not on the website

It’s used as a secret tool to get clients to purchase.

Is one better than the other? No, both work!

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Upsell in MINDBODY

Promo codes

They’re easier to set up, but they don’t expire with the intro

Membership settings

Deals can expire with intro offer, but takes a little longer

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Promotions

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Membership Settings

• Add a membership called “New Client Members”

• (Home > Manager Tools > Membership Setup)

• Change your intro offer to “New Client Members”, update past transactions and save

• (Home > Manager Tools > Pricing Options)

• Add a discounted contract for your new members called “Membership New Clients”. Be sure to add an online description to promote sales, add contract text for clarity, sell online, and in advanced, check “only available for new client members.”

• (Home > Manager Tools > Contracts & Packages)

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Example

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Example

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Example

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Example

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Use Contact Logs This is the best way to create a running history of what part of the sales process a client is in.

• Add contact log types for better classification and filtering

• Enter contact log with detailed information under client profile

• Create follow-up by date, and assign to staff if needed

• Run the Contact Log report using filters to monitor process

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Use Client Alerts

What Sells Autopays?

• Compelling price: price for a medium/high user with a deadline or

incentive

• Perks: Get creative (e.g., bring a guest, towel service, discounts on

retail, workshops, teacher training, retreats, priority scheduling, mat

lockers, cross marketing)

• Education: Clients don’t know how to achieve their goals, you need

to tell them

• Honesty: Upsell with integrity—match their lifestyle to a package

that makes the most sense for them

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Questions?

Measure and Quantify

Measure and Quantify It

You can’t escape your KPIs. This is how you know the sales process is working.

Good Sales Targets

Intro offer to anything: • 50%–60% for class-based businesses

• 90% for appointment-based businesses

Intro offer to Autopay membership: • 20%–30% for class-based businesses

• 10%–20% for appointment-based businesses

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How to Measure and Quantify

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Case Study

Drop-Ins 55%

[CATEGORY NAME]

[PERCENTAGE]

Memberships 23%

Count Cards 13%

Series 2011

Drop-Ins 15%

[CATEGORY NAME]

[PERCENTAGE]

Memberships 58%

Count Cards 7%

Series Purchased

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Case Study

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Case Study: Moksha Yoga Brampton

“I came to MBU in 2010, the same year I opened the studio. Sales weren’t good at all and

we had a very tight summer.

[After MBU], we changed our price list to make it short and sweet. We focused on Autopay

memberships and intro offer sales. We trained staff and hired them instead of using work

trade. We also created a contest and paid $5 for each membership sold that staff received

on top of their pay. It created teamwork.”

Results were HUGE!

• Our revenue increased by 80%

• Intro offer sales went up 90%

• Our membership sales increased from 9% to 30%

— Paris Moghtader, Moksha Yoga Brampton

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Case Study: Moksha Yoga Brampton

Autopays as a percentage of revenue as high as 67% and

on average 63% over these 8 months!

Recap

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Create Systems and Organize

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77

Importance of a Formal

Process Map It Out Train Staff

Welcome Materials

Upsell Materials

Measure and

Quantify

78

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