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Emergency Action Plan
Sound the
alarms, the bills are due but you are considerably short of your
membership targets for the week, fortnight, or even the month. Where are
you going to turn? Should you find a rock to hide under until it all
blows over? Don’t answer the bank manager’s phone calls? There is
nothing that you can do about it well is there? Not at this late stage
anyway…
WRONG
This
months ClubMarketer eNews investigates a few immediate options for
implementation when membership numbers are flagging. Welcome to your
emergency
action plan! While your plan may be different to the one
below, which is only a general guide, some form of an emergency action
plan needs to be in place at your facility to ensure that if you are
struggling, everyone know the steps to follow to ensure that a poor start
to the month can still mean that the monthly budgets are achieved.
Sales are below the monthly target
following
week one of the month.
1.
Talk to your sales consultants. Have them increase the volume of outgoing
calls that they are making to increase appointment numbers.
2.
Roll play
call scripts with your sales team to ensure that they are gaining the
optimal call to appointment conversion rates.
3.
Increase
the amount of outreach activity that your staff are completing to promote
your facility to the public.
4.
Develop
more contra deals in busy retail environments (see earlier articles for
details on contra deals).
5.
Mail and
follow up call all outstanding 7 day leads to gain appointments. Ensure
that an incentive to join is being offered on day one.
6.
Identify
10 medium to large sized businesses and send promotional letters out.
Follow up call all businesses within 3 days.
Sales are
below the target
following
week two.
1.
Talk to
your sales consultants. Have them increase the volume of outgoing calls
that they are making to increase appointment numbers.
2.
Increase
the amount of outreach activity that your staff are completing to promote
your facility to the public.
3.
Ensure at
least 2 hours of FITT Street happen every day (flyers distributed to
mapped out designated streets in
your
catchment
area).
4.
Conduct 2
lucky dip promotions in the gym this week – lucky dip choice given out for
leads handed to MC’s.
5.
Hold 1
telesales night with all Membership Consultants in attendance to increase
appointment generation.
If Sales are below targets
following
week 3.
1.
Hold 1 further telesales night for appointment generation.
2.
Mail
cancelled and ex members with 1 month free if
they
join before the end of the month.
3.
Talk to
your sales consultants. Have them increase the volume of outgoing calls
that they are making to increase appointment numbers.
4.
Increase
the amount of outreach activity that your staff are completing to promote
your facility to the public.
5.
Ensure at
least 2 hours of FITT Street happens every day with
a
‘1 week sale’ theme.
6.
Reception
to hand out flyers
promoting an
‘Open Weekend’.
7.
Maximum
amount of MC’s and centre staff
called in
for 1
evening for a telesales night.
8.
End of
month close. Display stand at reception with days left until
the
end of
the
promotion.
If sales
are below targets
following
week 4 of the month … perhaps you need to investigate how effectively
some of your sales staff are
completing the
activity listed above, of maybe you need to look at the conversion rates
from enquiries to appointments and / or appointments to sales that your
staff are currently achieving.
Trial Closing Questions
Are you having trouble gaining a commitment from members of the public
whilst touring them through your facility? Often a failure to get
them to join your club there and then can be due to missing out important
steps earlier in the sales process. If you are not uncovering
objections, or perhaps you are missing the opportunity to gain some sort
of commitment early in the piece then it can be difficult to get them to
sign on the dotted line come price time.
Below are a few trial closing questions that you can use while touring
your prospect, to not only assess whether they are interested in your
facility, but also to start to gain a level of commitment prior to the
final close.
1. Is this the kind of club you were hoping to see today?
2. Do you think you will feel comfortable working out here?
3. Have we met your expectations?
4. Can you imagine yourself using the ......?
5. Do you think you'll come along to any social events?
6. Do you want to bring any family of friends down with you?
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