What will you do differently in your health club, fitness, center, gym or studio during the last three months of the year to improve your new membership sales? If you don’t take time to think about what you’ll do differently, you may not do anything different. It’s Einstein’s definition of insanity, continuing to do the same thing, but expecting a different result.
Now that’s okay if you’re happy with your year to date membership sales. If however, you want better membership sales during the final three months of the year it’s time to think about making some changes now.
One of the keys to improving your membership sales performance in your health club is effective sales planning. For many sales reps selling a membership is fun and planning is not. Remember that health club selling success doesn’t come from doing what everyone else is doing.
The most successful health club salespeople I’ve known do the things that most health club salespeople avoid or put off doing. You can either make things happen or you can wait for things to happen.
There are two requirements for successful health club sales planning. First set aside some quiet time for creative thinking. Second, be sure to put these thoughts on paper (write it down).
At minimum once a year…professional health club salespeople and club owners should dedicate a minimum of one-day to strategically think about your health club and membership sales. And…don’t be too quick to say you’re already doing it.
Most health club sales reps acknowledge they think about their club, members and guests daily. When pressed however most will admit they don’t have time to creatively think or plan about any new scenarios that may happen months or even a year from now. If you can’t devote one solid day for unrestrained creative thinking, don’t think about breaking any health club sales records.
Begin your planning process with these six important questions. Direct these questions at your
health club, your members, your guest traffic, your prospecting/marketing, and of course your competition. These questions will raise even more questions and you should consider this process a success if you end up with more questions than answers.
Here are six questions that can take your health club membership selling success to the next level.
1. Where are you right now? Where are you now relative to your membership selling results and membership sales skills? How’s your sales performance? What’s your sales rank within the industry or within your own health club? What kind of overall membership growth do you have in your health club and in your top corporate accounts? Where are your competitors making inroads in your membership base, personal training and corporate accounts? How well are you managing your time in your health club? What are your biggest challenges and best opportunities for membership growth? Please be specific. Nothing general here, please.
2. Where is your health club headed if you don’t change anything? What’s happens if you don’t acquire new sales skills? What happens to your overall performance next year if you don’t make up the loss of your largest corporate account? How will your members, prospects and guests react to a marketing strategy that is really based on a “More of the same” philosophy, especially when your competitors are becoming more creative in their sales and marketing approach? With more work and less time available, how are you planning to manage membership sales next year when your health club is expected to grow 7% across the board? If you can’t handle the challenges and opportunities in your health club this year, how will you respond to the one’s you are given next year?
3. Where should you be headed? Do you have specific personal and health club goals? Are these
goals specific and clearly defined? Are they in writing? Do you have completion dates established?
For your top corporate membership accounts do you have specific objectives for sales, growth rates, personal training mix, etc? Have you made a commitment to get more training in health club sales?
4. How will you achieve your membership sales objectives? You really can’t “do” a goal or an objective. What you can and must do is create a written plan of action detailing how specifically you plan to achieve the goals you outlined when considering question three. For example, if your goal is to increase your membership sales by 7%, how specifically will you do it? Your goals define (what you want to achieve) and your strategies define (how specifically you’ll do it.) A goal is not a plan.
5. What are the specific details involved in your plan of action? The details referred to are the…who, what, where, why, when, which, and how as they relate to initiating and implementing your health club sales strategies. Ben Franklin once said, “Small leaks can sink big ships.” In health club sales, minor adjustments often create big impacts. When it comes to personal selling in the health club business, never forget that little things mean everything to your membership selling success.
6. What should you measure? Always measure what matters most in your health club. I’m sure you’ve heard it, but “What gets measured gets done.” To keep you on course (objectives) how will you measure your progress in your health club? What key elements of success should your review monthly? Personal growth and development are the result of careful measurement and evaluation. The difference between winning and losing is often a very narrow margin. It’s time for a health club sales tune-up if you’re serious about making this year’s 4th quarter your best 4th quarter ever in your health club membership sales. These questions can make a significant contribution to your membership selling results, but only if you invest the time to ask them. The favorite day of the week for procrastinators is tomorrow. Action-oriented people, the real doers in life, recognize, if you focus your energy on today, tomorrow takes care of itself. The future is yours to live one-day at a time. The shape of your future health club selling success depends on the foundation of your plan. Are you planning your health club future today or waiting for tomorrow to do it? It’s a clear choice and it’s all yours.
The choices you make today will determine the health club selling success you achieve tomorrow.