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Lesson Plan: Nurture Your New Member Relations By Paula Comfort Retention and referrals are all about


relationships. Topnotch membership advisors are


LESSON PLAN


relationship builders, and they ensure that new members are immediately en- gaged and welcomed in their clubs. However, few membership advisors,


BY PAULA COMFORT


Topic: Let’s Nurture Our Team Member Relations! Before the meeting have each team member send you a statement about themselves that team members do not know. (Example: I was born in England. Or, I won the Terry Fox Award in high school.) M ke sure you number each stateme t. At the meeting have each team m mber’s name listed on a s eet of paper, and distribu e the pap rs to all team members present. Read out each statement (with its number) one at a time. Ask the team to r cord who they think the stat ments belongs to. The team member with the most cor- rect matches gets a prize. 2.


minutes) Topic: Nurturing New Member Relations (s e below) 3. •


last month • •


4.


nately, deliver on this promise. Typically they quickly move on to their next lead as soon as an agreement is signed. The top 20% of membership advisors do things differ- ently. Their integrity drives them to ensure that member Wee ikntegration is part of the sales process. They nurture rela- tionships well after the sale. They also understand that re- lationship building accelerates new-member engagement – and referrals too.


nate y, deliver on this p omise. Typically they quickly move on to their next lead as soon as an agreement is signed. The top 20% of membership advisors do things differ-


T 1.


ly Sales Meeting Agenda Icebreaker (15 minutes) –


ently. Their integrity drives them to ensure that member integration is part of the sales process. They nurture rela- tionships well after the sale. They also understand that re- lationship building accelerates new-member engagement – and referrals too.


Weekly Sales Meeting Agenda


Weekly Sales Meeting Agenda 1. Icebreaker (15 minutes) – Topic: Let’s Nurture Our


Team Member Relations! Before the meeting have each team member send you a statement about themselves that team members do not know. (Example: I was born in England. Or, I won the Terry Fox Award in high school.) Make sure you number each statement. At the meeting have each team mem- ber’s name listed on a sheet of paper, an td distribute the papers to all team members present. Rea fd out each state- ment (with its number) one at a time. As ak the team to re- ord who they think the statements belongs to. The team member with the most correct matches gets a prize.


1. Icebreaker (15 minutes) – Topic: Let’is Nurture Our Team M mber Relations!


Topic: Nurturing New Member Relations (see below) 3. Results to Date 10 m nute


•• Review integration stats from last month Review referral stats Review retention stats


4. Prospecting and Marketing Updatec (e (10 miinutess)) •• Brainstorm referral options at point of sale and within first 30 days


fi rst 30 days 5. Open Communication (5 minutes) • Send the team the agenda the day before the meet-


5. Open Communication (5 minutes) Prospecting and M rketing


Update (10 minutes) •


minutes) •


Brainstorm referral options at Open Communication (5


point of sale and within first 30 days 5.


Training Topic: • Send the team the agenda the day before the meet-


4. Prospecting and Marketing Update 1s0 m nute Brainstorm referral options at point of sale and within Review referral stats Review retention stats


Results to Date (10 minutes) Review integration stats from


BY PAULA COMFORT


unfortunately, deliver on this prom- ise. Typically they quickly move on to their next lead as soon as an agreement is signed. The top 20% of membership advi- sors do things differently. Their integ- rity drives them to ensure that member integration is part of the sales pro- cess. They nurture relationships well after the sale. They also understand that relationship building accelerates new-member engagement– and refer- rals too.


about relationships.


opnotch membership advisors are relationship builders, and they ensure that new members are immediately engaged and welcomed in their clubs. However, few membership advisors, unfortu-


opnotch membership advisors are relationship builders, and they ensure that new members are immediately engaged and welcomed in their clubs. However, few membership advisors, unfortu-


day before the meeting, and ask them if they have ag nda items to contrib- ute. Involve them – it’s th ir meeting too!


Training Topic: Nurturing New


tent and information from the members. Share the posi- tives and the gaps. Come prepared with a flow chart and/or the steps that are expected in this process. Depending on the size of your eam, break into groups. Have a few personal trainers or fit- ness team members involved in this section. They have a otally different perspectiSve and great insight. Review this process and brainstorm for improvement.


them for feedback regarding their new-member integration process. Did the club deliver what was promised? Where were the gaps? Begin the training component with this detailed con- tent and information from the members. Share the posi- tives and the gaps.


Member Relations Every club has a process for integra- on and retention. Prior to this meet- ing, call five-10 new memb


s and


Before the meeting have each team member send you a statement about themselves that team members do not know. (Example: I was born in England. Or, I won the Terry Fox Award in high school.) Make sure you number each statement. At the meeting have each team mem- ber’s name listed on a sheet of paper, and distribute the papers to all team members present. Reard out each state- ment (with its number) one at a time. Ask the team to re- ccord who they think the statements belongs to. The team member with the most correct matches gets a prize. 2. Training Component 30 m nute Training Compon nt (30


ask them for feedback regarding their new-member integration process. Did the club deliver what was promised? Where were the gaps?


colleagues or friends. Within the first seven days, con- ach new member. Confirm that


Come prepared with a fl ow chart and/or the steps that are expected in this process. Depending on the size of your t team, break into groups. Have a few personal trainers or fi t- ness team members involved in this section. They have a t totally different perspective and great insight. Review this process and brainstorm for improvement.


them for feedback regarding their new-member integration process. Did the club deliver what was promised? Where were the gaps? Begin the training component with this detailed con- sh uld strive to make your internal communication seamless. Use your software.


At point of sale, offer an introducto- ry personal training pack ge (e.g., two or three sessions w th a savings). end a welcome note or thank you


Begin the training component with his detailed content and information om the memb rs. Share the positives nd the gaps.


2. Training Component ( (30 miinutess)) this process. Depending o• Within the fi rst seven days, contact each new member. Topic: Nurturing New Member Relations (see below) 3. Results to Date ( (10 miinutess))


and/or the steps that are expected in n the s ze of


Come prepared with a flow chart friends.


your team, break into groups. Have a few personal trainers or fitness team


Review integration stats from last month members involved in this section. •• Review referral stats •• Review retention stats


They have a totally different perspec- tive and great insight. Review this pro- s and brainstorm for improvem t. Tips to get you started:


At the point of sale, new members


ing, and ask them if they have agenda items to contribute. Involve them – it’s their meeting too!


Nurturing New Member Relations Send the team the ag nda the


16 Fitness Business Canada November/December 2012 16 Fitness Business Canada November/December 2012


Training Topic: Nurturing New Member Relations Every club has a process for integration and retention. Prior to this meeting, call five-10 new members and ask


Every club has a process for integration and retention. Prior to this meeting, call fi ve-10 new members and ask


ing, and ask them if they have agenda items to contribute. Involve them – it’s their meeting too!


Tips to get you started: • At the point of sale, new members should be booked for a personal fi tness constultation with your fi tness team. If not booked at the point of sale (which is ideal), then they should r receive notice by email or phone within 24 hours of enrolling. I It is so important that you have “notes” to send your fi tness t team regarding your new member. You should strive to make your internal communication seamless. Use your software. •• At point of sale, offer an introductory personal training package (e.g., two or three sessions with a savings). • Send a welcome note or thank you card.


Tips to get you started: • At the point of sale, new members should be booked for a personal fitness consualtcatit eon with your fitness team. If not booked at the point of sale (which is ideal), then they should eceive notice by email or phone within 24 hours of enrolling. t is so important that you have “notes” to send your fitness eam regarding your new member. You should strive to make your internal communmication seamless. Use your software. At point of sale, offer an introductory personal training


the first fitness appointment has hap- pened, etc.


package (e.g., two or three sessions with a savings). • Send a welcome note or thank you card. • Offer complimentary guest visits for colleagues or


• Offer complimentary guest visits for colleagues or


Within 14 days, you sh uld have your software set up so that it auto- cally lets you know if y ur new member has not used the club yet. By the e d of the first 30 days, con-


friends. • Within the first seven days, contact each new member. Paula Comfort has 20+ years of experience in the fitness industry. Most recently she was managing director of Fitness for Spa Chakra


tact your new member. This is the perfect opportunity to follow up with guest visit opportunities and referrals.


Confirm that the first fitness appointment has happened, etc. • Within 14 days, you should have your software set up so that it automatically lets you know if your new member has not used the club yet.ny where she started the division. Previous • By the end of the fi rst 30 days, contact your new mem-


that it automatically lets you know if your new member has not used the club yet. • By the end of the first 30 days, contact your new mem-


ber. This is the perfect opportunity to follow up with guest visit opportunities and referrals.


should be booked for a personal fitness consultation with your fitness team. If not booked at the point of sale (which is ideal), then they should receive no- tice by email or phone within 24 hours of enrolling. It is so important that you have “notes” to send your fitness team regarding your new member. You


ber. This is the perfect opportunity to follow up with guest visit opportunities and referrals.


Paula Comfort has 20+ ye rs of experience in the fit- ness industry. Most recently, she was managing director ###


of Fitness for Spa Chakra Inc., a luxury spa and health club company where she started the division. Previous roles include area vice-president of The Sports Clubs of Canada/Bally Total Fitness. She is currently a part- ner in her own consulting company, 360 Impact Group.


Contact her at paula.360impactgroup@rogers.com or 416-565-6025. Contact her at paula.360impactgroup@rogers.com or 416-565-6025.


Paula Comfort has 20+ years of experience in the fi t- ness industry. Most recently, she was managing director of Fitness for Spa Chakra Inc., a luxury spa and health club company where she started the division. Previous roles include area vice-president of The Sports Clubs of Canada/Bally Total Fitness. She is currently a part- ner in her own consulting company, 360 Impact Group.


roles include area vice-president of The Sports Clubs of Canada/Bally Total Fitness. She is currently a partner in her own consult- ing company, 360 Impact Group. Contact her at paula.360impactgroup@rogers.com or 416-565-6025.


Confi rm that the fi rst fi tness appointment has happened, etc. • Within 14 days, you should have your software set up so Inc., a luxury spa and health club compa-


card. Offer complimentary guest visits for


LESSON PLAN: Nurture Your New Member Relations Retention and referrals are all


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