» Health & Fitness Management Manage Guest Traffic


Properly to MAXIMIZE SALES Create a guest procedure process to accelerate and increase new member sales and referrals.


BY PERRY TUCCIARONE I


n today’s competitive world, it’s more important than ever to track, monitor and measure guest traffic within your club. A comprehensive guest tracking


system lets you review, analyze and measure the club’s and your member- ship consultants’ performances and provide guidance, training and sup- port as needed. To maximize sales success, this


process must begin the moment a guest calls on the telephone or enters the club. Guests must feel comfort- able as your team begins the sales process. Remember that you only have one chance to make a first im- pression and start the process in a positive way. Your reception staff members need


to control the club’s front desk traffic the same way that air traffic control- lers control the flight traffic at an air- port. They must quickly identify and categorize all guests when they enter or call the club. With guests there are two typi-


cal scenarios and ways that reception staff members can seamlessly channel them into the club’s “guest procedure process.”


1. The guest walks into your club with or without an appointment


Ask: “Is this your first time visiting


the club?”“Do you have an appoint- ment?” and, “How did you hear about our club?” Then register the prospect as a guest, obtain the person’s name, phone number and ask how they heard about the club. Then refer the guest to a membership consultant.


30 Fitness Business Canada March/April 2011


2. The guest calls by telephone for information


Ask: “How did you hear about the


club?” and register the prospect as a guest. Then obtain the caller’s name, phone number and ask how they heard about the club. Then refer the guest to a membership consultant.


You must control your guest traf-


fic through a systemized guest proce- dure so you can measure and analyze your club’s performance. You must be- gin obtaining and recording informa- tion at the first contact. You must also record the results of the interaction when the guest leaves or the telephone call ends. Of course along with guest traf-


fic data, all of your club sales-related activity must be captured each day. A proper traffic log system is necessary


to analyze and measure your success and to maximize your profits. Be sure you document, analyze and


utilize data to track and measure self- generated appointments, telephone information calls, telephone informa- tion call appointments, daily tours and marketing sources. With this informa- tion you can then create monthly re- ports that measure your club’s perfor- mance and identify issues that need attention. FBC


Perry Tucciarone has owned, managed and consulted for fitness clubs for over 20 years and is currently responsible for business de- velopment for Merchant Treasury Services for Eastern Canada. MTS is a payment process- ing company which provides a comprehensive member receivables management program to help clubs streamline and manage the recur- ring payment process. Contact Perry at perry. tucciarone@merchanttreasury.com.


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