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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
Webinar Objectives - Marketing
• Triangle Of Success• What is the Marketing Challenge• Why People Join Health Clubs• Fundamentals of any Marketing Piece• Going Guerilla
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
Triangle of Success
• Marketing – attracting attention• Sales – converting attention• Retention – keeping attention
‘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
The UK Market
• 15% Penetration Is that a Failure?• What is the Opportunity?
The Marketing Challenge
1. Time2. Manpower3. Budget
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!
Guerilla Vs Traditional• Traditional – Getting Members to the Club• Guerilla – Taking the Club to the Members
Establish your battle ground
BRAND UP!
Have others Advertise you
Write For Local Paper/Mag
FREE HEALTH CHECKS
LOCAL RADIO
Social Networking
Talk To Community Groups
Flexible Options
Support Local Charity
Success Stories
Try Before Buy!
Not Rocket Science!!• Know who your market is and engage with
them!• Don’t go Chasing the already converted!
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.
• Time
= Sale = Sale
= No Sale
BenefitSaving Reward
Money TimeEffort
5 Steps of Selling
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?
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
TIME
Money
Other Objections…
• Need to ask my partner
• Will I keep it up
• I've never tried it before
Tour of your Gym
• FFBQ– Feature, Function, Benefit, Question
• Avoid a ‘Museum Tour’• Yes momentum
LEAPq
• Listen• Empathise• Ask to isolate• Propose a solution• Question
Sales Systems
• Telephone Enquiry Script• Confirming Appts• Appointment registers• Chasing referrals• Following up
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
