Fitness Business Canada March/April 2011

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SPRING CLEAN YOUR TOUR

Spring Clean Your Tour

It’s time to renew and refresh the club tour. 

Why? “The club sells itself!” says everyone. More often than not, membership ad- visors move to auto-pilot mode and give the same old structured museum tour to every prospect. Believe it or not, the tour is when membership advisors build trustworthy and respectful relationships with potential members. Think about it: you are no longer asking a ton of ques- tions (qualifying), you are out of the of- fi ce and interview environment which can be t intimidating, and you are about to go o tnh an educational journey that is complestely customized for each prospect. elationships w th potential members. Think about it: you are no longer ask- ing a ton of questions (qualifying), you are out of the office and interview en- vironment which can be intimidating, and you are about to go on an educa- tional journey that is completely cus- tomized for each prospect.

M

ent your brand! How do you make this happen? You need to be obsessed with detailed product knowledge and all the benefi ts of each piece of equipment, ser- vice and program.

Weekly Sales Meeting Agenda 1. Icebreaker (5 minutes)

It’s is show time and time to really

          team member.)

Icebreaker (5 minutes) “What motivates me?”

(As the general manager or sale

                     (10 minutes)

Training Component (30

     

18 Fitness Business Canada January/February 2009 Fitness Business Canada March/April 2011

present your brand! How do you make this happen? You need to be obsessed with detailed product knowledge and all the benefits of each piece of equip- ment, service and program. Weekly Sales Meeting Agenda 1. •

manager you need to know what mo- tivates each individual on your team. Use this simple icebreaker to help cre- ate dialogue and a plan for each team member.) 2.

any of us erroneously believe that the tour is the least impor- tant aspect of the sales process.

By Paula Comfort It’s tim to renew and refresh the club tour.

Many of us erroneously believe that the tour is the least important aspect of the sales process. Why? “The club sells itself!” says everyone.

More often than n t, membership advisors move to auto-pilo mode and give the same old structured museum our to every prospect. Believe it or not, e tour is when membership advi- ors b ild trustworthy and respectful It’s s rhow time and time to really pres-

analyze their own KPI and then the club overall. (Example of KPIs are monthly closing ratio, first time clos- ing ratio, # of appointments booked from outgoing calls and information call booking ratio.) •

Set individual goals for

improvement. 4.

Prospecting and Marketing

Update (10 minutes) •

Spring Theme: Spring

            

and-learns this month. 5.

minutes) •

Open Communication (5 Send your team the agen-

Training Topic: Customizing Your Tour Tour

For the meeting:

CreateF towo teams: Each team consists of membership advisors, personal train- ers and fi tness consultants. Play a game of Jeopardy. The leader is the facilitator and asks questions related tof p Jroduct knowledge/benefi ts, services and pro- grams at the club. Create a point system for correct answers. Treat the best team to breakfast or lunch. Create

r th meeting:

Create two teams: Each team consists of membership advisors, personal trainers and fitness con- sultant . Play a game

eopardy.

minutes) Topic: How to Customize Your Tour 3. •

performance indicator) and analyze it. Have each membership advisor

The leader is the facilitator and asks questions related to product knowl- edge/benefits, services and programs at the club. (See sample questions.) After the game have each trainer and fi tnesss professional tour a membership advisofra. Typically, these staff members include lots of educational information

point system for correct an-

wers. Treat the best t am to break- st or lunch.

Results to Date (10 minutes) in their tours. Pick one single KPI (key

After the game have each trainer and fitness professional tour a mem- As a homework exercise, ask membership advisors to a create a new and improved t ur based o information they learned from the fi tness professional’s tour.

As a homework exercise ask

bership advisor. Typically, these staff members include lots of educational information in their tours.

da the day before the meeting. Ask them if they have any agenda items they would like to contribute. Involve them – it’s their meeting too! Training Topic: Customizing Your

Holds the Promise of Something Better. The new season brings about change and renewal. •

Focus on corporate lunch-

membership advisors to a create new and improved tour based on informa- tion they learned from the fitness pro- fessional’s tour. Sales tips: 1.

Don’t stop qualifying until

you know the prospects’ needs and interests. 2.

they are most interested in first. 3.

team and club members. 4.

Introduce them to other

Sales tips: 1. Don’t stop qualifying until you

Continue to develop rapport:

know the prospects’ needs and interests. 2. Take prospects to the area they are most interested in fi rst. see yourself doing?” 6.

“Tell me a bit about the work you do.” 5.

Ask trial closing questions:

“Which group exe cise classes do you 3. Introduce them to other team and

club members. 4. Continue to develop rapport: “Tell

Know your stuff! Never un-

derestimate the impact of your prod- uct and programming knowledge. Paula Comfort has 20+ years of ex erien e in the fitness industry. Most recently, she was managing di- r6. Know your stuff! Never underesti- mat leu txhe impact of your product and pro- gramming knowledge.

me a bit about the work you do.” 5. Ask trial closing questions: “Which group exercise classes do you see your- self doing?”

ector of Fitne s for Spa Chakra Inc., ury sp and health club com-

where she started the division. Previous roles include area vice-president of The Sports Clubs of Canada/Bally Total Fitness. She is currently a partner in her own consulting company, 360 Impact Group. Contact her at Paula.360impactgroup@rogers.com or 416 565 6025.

pany where she started the division. Previous roles include area vice-pres- ident of The Sports Clubs of Canada/ Bally Total Fitness. She is currently a partner in her own consulting compa- ny, 360 Impact Group. Contact her at paula.360impactgroup@rogers.com or 416-565-6025. ###

 has 20+ years of experience in the fi tness in- dustry. Most recently, she was managing director of Fitness for Spa Chakra Inc., a luxury spa and health club company

Take prospects to the area

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