MEMBERS & RECRUITMENT Effective Retention of Find a Member
Keep a Member!!!
Slide 2
The Fitness Market Only 11% work out! 30% on a diet? 80% of
Women do Group Exercise
Slide 3
Why join a Health Club ? Why join? Why us? Health Weight Loss
Wedding Social Sport related Fitness Partner or Friend Muscle gain
Price Location Facilities Social Partner
Slide 4
SALES RESIDUAL VALUE SALES RESIDUAL VALUE Sales Revenue Which
one are you?
Slide 5
The 4 Types of CUSTOMER 23 14 HI LOHI Self Motivation Fitness
Club Experience Confused Claire High Self-Motivation Low Experience
Sporty Sam High Self-Motivation High Experience Lack Luster Luke
Low Self-Motivation Low Experience Lost it Lorraine Low
Self-Motivation High Experience
Slide 6
Customer Characteristics Lack Luster Luke Low level of self
motivation/confidence. Little knowledge of clubs, exercise,
programmes, club code of behaviour etc REQUIREMENTS Need lots of
encouragement from either or both fellow members/staff, until
CONFIDENCE is achieved. Need lots of instruction in how too, when,
how often, with what, with whom, to ensure Compliance RISK FACTOR
Extremely High BUYING MOTIVATIONS Partner of Existing Members
Unconvinced Medical Referral Peer Group Pressure 1
Slide 7
Confused Claire Highly Motivated/Confident Low Club/Exercise
Experience REQUIREMENTS Instruction crucial. How to, when, how
often, with what, whom Threats to membership adherence - Inability
to understand how equipment works or how programme is put together
- Feels insecure in normal club life RISK FACTOR High if induction
process is ineffective BUYING MOTIVATIONS Medically Referred
Avoidance of Pain 2 Customer Characteristics
Slide 8
Sporty Sam Highly Self Motivated Experienced REQUIREMENTS Their
own PERSONAL requirements RISK FACTOR Very Stable Members unless
established behaviours are interrupted, will join elsewhere. BUYING
MOTIVATIONS Location Facilities Range & Volume of Kit Price 3
Customer Characteristics
Slide 9
Lost it Lorraine Low Levels of Self Motivation Experienced in
Exercise/Club Life REQUIREMENTS High Intensity Motivation &
Encouragement from fellow members/staff RISK FACTOR Extremely high
no contact Serial re-joiners BUYING MOTIVATIONS Body changes (post
xmas, pre-holidays, etc) Peer group pressure 4 Customer
Characteristics
Slide 10
Candidate Notes 1.Think about your last 3 members why did they
join? 2.What sort of club are you? 3.What is a Goal? 4. What is a
hot spot?
Slide 11
Retention Strategies 5 Stages 1. Identify the appropriate
segment for each new member 2. Induct accordingly to their number
1-4 3. Follow-up regularly & often - by phone - face to face 4.
Keep full & comprehensive records of each conversation 5.
Develop programmes, events and awards based on results of the
follow ups
Slide 12
Retention Strategies Face to Face Hello & Goodbye How is
your work out? Technique correction or programme review Up and
coming events By Phone New member call Low usage call Offer and
Events
Slide 13
Programme Suggestions Monthly Social Programmes Newsletter
Hourly Abdominal Sessions at fixed times Hourly Stretching Sessions
Group Exercise Sessions Personal Training Review Sessions Programme
Cards with progressive Gym Challenges Award Schemes for users
certificates ( i.e. achieve your goal ) Induction sessions with
visual support ( Personal profile sheets ) Specialist Sessions: -
Weight Management - Strength Training - Endurance Training
Slide 14
Candidate Notes 1. What retention programmes do you have in
your club at the moment? 2.What programmes do you think would work
well? 3. What will you implement tomorrow? Notes
Slide 15
Psychology of Sales People 23 14 HI LOHI Self Determination
Experience Maverick Matt High Self Confidence but low experience
High Risk of Turnover Near perfect Pete High Self- Determination
High Experience Medium Risk Could become complacent New Boy Bob Low
Self Determination Low Experience High Risk of Turnover Got it
Garry Low Determination High Experience Medium risk
Slide 16
Lead Generation FREE LEADS ?????????
Slide 17
Lead Generations Referral Prize, POSR, In Reach, Street of the
Week Guest passes, Hand to Hand leafleting, Door2Door Leafleting
Free Friend Friday, Coffee Morning, Member Forums Gym Competitions,
Business Card Drop, Open Weekend Corporate Drop, Health Awareness
Days, 7 day Welcome Call
Slide 18
Candidate Notes 1.What no would you give yourself and why?
2.What lead generation activity is being used in your club? 3.Where
is your clubs monthly sales plan? 4. What lead generation activity
will you implement tomorrow? Notes
Slide 19
Club Essentials Establish a Plan with a Start & Finish
Slide 20
12 Week Sales & Marketing Campaign Week 1 2 3 4 5 6 7 8 9
10 11 12 Open Days Open Day Corporate Promotion Leaflet Drop Guest
Nights Dedication Reward Point of Sale Referral Member Referral
Welcome Calls Outreach 1 event per month Draw 500 Night 1 Night 2
Draw Email 1 Text 2 Email 3 1 2 3 Email 1: Dedication Reward,
Introduction Referral, Introduction Guest Night - Week 4 Open Day -
Week 6 Text 2: Dedication Reward Referral, Guest Night - Week 8,
Open Day, Week 12 Email 3: Draw - Week 12, Draw - Week 12, Open
Day, Week 12
Slide 21
Generating Leads I ce Breaker I ntroduce R apport A bout them A
ppointment F ile & Follow up
Slide 22
POSR Ask the question Every time!! Who will you tell about
joining? Establish on tour Who would you like to train with?
Establish on tour Free guest passes but we need to contact them!
Follow up call New member call
Slide 23
Keys to Success All calls must be logical Management must
respond to issues raised If contact programme is organised &
planned it is trainable Staff must be CONFIDENT to carry out the
programme
Slide 24
Handling Leads Stage 1 Contact Details Commit to Personal
Record Needs & Objectives Conduct Tour Close Price Present Ask
for POS Referrals Book Induction & Program Enter Contact
Programme Establish wants/needs - Buying Motivations VIP membership
Passes - TRYERS Bring a Friend - TRYERS Summarise and ask for the
Sale
Slide 25
Needs Analysis Only 20% of an iceberg is visible. The other 80%
is below the water. The Needs Analysis works in the same way. A
prospect is only willing to give you 20% of the information you
need. Your job is to find the other 80% which we call the Hot Spot
If we find the emotional reason (Hot Spot) why someone wants to
join a gym we have sold the membership.
Slide 26
Build Rapport
Slide 27
Candidate Notes 1.Think of some one you really like, how was
your 1 st meeting? Did you build rapport? 2. Think of some one you
really dislike, how was your 1 st meeting? Did you build rapport?
3.What is a Goal? 4. What is a hot spot?
Slide 28
Needs Analysis
Slide 29
Member Contact Programme
Slide 30
Candidate Notes 1.Are we following the member promise in your
club? 2. Are we completing welcome calls to all new members? 3. Are
we completing Low usage calls? 4. Do we say hello and goodbye to
every member? Notes
Slide 31
Time Management
Slide 32
Establish Written Targets 1. New member leads (
Inreach,outreach & POSR ) 2. Contacts to ( Incoming enquires,
new members and 1-31 contacts) 3. Appointments ( Confirmations and
setting appts ) 4. Sales ( touring and price presenting )
Slide 33
Establish 1. Regular Meetings: to praise, motivate & review
plan 2. Regular Training: to boost confidence in system 3. Auditing
Procedure: to ensure system adherence
Slide 34
Make Success the Product of Industry Not Fortune The harder you
practice - The better you get Peter Treharne
Slide 35
Candidate Notes 1. What tasks takes you out of your comfort
zone? 2. What was the best bit of the course today? 3. What will
you differently tomorrow? Notes
Slide 36
Glossary & Useful documents www.impactslf.co.uk/club
support/www.impactslf.co.uk/club support/salesdocuments 1.Sales
training slides 2.Low usage Call scripts 3.Call enquiry script
4.Sales plan 5.Source report 6.DAP 7.Training declaration 8.Lapsed
member Call Script 9.New Members Call Script
