How to Handle & Outsmart the Competition Your BTS Strategy ERIN KELLY

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How to Handle & Outsmart the Competition Your BTS Strategy ERIN KELLY. Sals 08 Visit to BTS Offices, Atlanta GA. BTS Offices, Atlanta GA. M. Best Practise How to Handle & Outsmart the Competition. Objective - PowerPoint PPT Presentation

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  • How to Handle & Outsmart the CompetitionYour BTS StrategyERIN KELLY

  • Sals 08 Visit to BTS Offices, Atlanta GA

  • BTS Offices, Atlanta GA

  • M. Best Practise How to Handle & Outsmart the Competition ObjectiveTo communicate the primary differences between Les Mills and BTS, and convince key decision makers to chose the superior productStrategiesHighlight key differencesMusicRegionalized supportBenefits of brand awarenessRegionalized training and event opportunitiesDont focus on why NOT to choose BTS, but instead why they SHOULD choose Les Mills (Dont be negative about the competition)Communicate that is is NOT a point of differentiation to utilize BTS to compete with other Les Mills licensed facilitiesTake the opportunity to over-service the facility

  • M. Best Practise How to Handle & Outsmart the CompetitionActionsIt is essential to have a face to face with the decision makersThis is something that the competition can often times NOT provideOffer to provide a master class - seeing is believingBe sure to address any concerns, hesitations, or misrepresentations around Les MillsUtilize support materials to bolster our case Why to chose Les MillsReferences and testimonials4. Timing:Be FIRST to create the relationship beat the competition to the punchKnow the prospect's timeline of executionAlways be proactive and responsive5. Target:Anyone and everyone considering the competition!

  • M. Best Practise How to Handle & Outsmart the Competition6. CostBe prepared to match the price of our competitorsMaster classesTime and travelOther possible incentivesFree month(s) at time of start upInitial training incentivesEquipment financingEvent admission tickets (quarterlies)Music Clothing7. Result:Les Mills becomes the ONLY choice

  • M. Worst Practise How to Handle & Outsmart the Competition5 Things to AvoidDont bash the competition, but professionally articulate their weaknessesLack of market share and growth since inceptionLack of brand awarenessUnder-capitalizationNon-regionalizaton and lack of support infrastructureDont get into a price warDont take things personally Dont be defensive - always be professionalDont give up on a prospect even if they select the competition there is always a chance they may become a Les Mills licensee in the future