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Nurture Guest and Member Relations with Club Management Soſt ware
Nurture Guest and Member Relations with Club Management Software
By Paula Comfort Today it is critical that clubs have
excellent database management sys- tems and retention management soft- ware and systems to ensure that no guest or member slips into Never Never Land. Using specialized software to maxi-
mize communication with members dramatically increases your new-mem- ber integration process, increases an- cillary revenues and increases member retention.
BY PAULA COMFORT
in 2012? • What is your fitness goal for
2013? 2.
management software and systems to ensure that no guest or member slips into Never Never Land. Using specialized software to max-
T Training Component (30
minutes) Member Integration and
Communication (see Training Topic below) 3. •
reports 2012 4.
members •
2013 5.
minutes) •
Update (10 minutes) •
imize communication with members dramatically increases your new- member integration process, increas- es ancillary revenues and increases member retention.
Weekly Sales Meeting Agenda 1. Icebreaker (5 minutes) • What are you most proud of in 2012?
Results-to-Date (10 minutes) Review club member usage
Prospecting and Marketing Motivating lower-use
• What is your fi tness goal for 2013? 2. Training Component (30 minutes) Member Integration and Communication (see Training Topic below)
Goal setting for members for Open Communication (5
January when leads double! •
lead tracking
3. Results-to-Date (10 minutes) • Review club member usage reports 2012
How to stay organized in Get your systems in place;
4. Prospecting and Marketing Update (10 minutes)
Training Topic: Let Software Manage Your Member Integration and Communication System You know the reputation of the ste-
reotypical membership advisor – once an agreement is signed, he’s on to in- spire the next prospect! To avoid this issue, let your software
• Get your systems in place; lead tracking
Visit our online product and service directory for information on fi tness club soſt ware providers. http://fi
tnet.ca/directory.php?metacat=1&cat=190
create a process that helps you stay on top of both leads and members in the New Year. Ensure you are maximizing
18 Fitness Business Canada January/February 2013
• Motivating lower-use members • Goal setting for members for 2013 5. Open Communication (5 minutes) • How to stay organized in January when leads double!
Weekly Sales Meeting Agenda 1.
Icebreaker (5 minutes) • What are you most proud of
oday it is critical that clubs have excellent database man- agement systems and retention
your software’s capabilities, thus sav- ing time and nurturing every relation- ship in your club. Here’s what the right software can do for your club.
tomate processes - capture detailed notes at first con-
tact to customize interests and back- ground of prospects - send out introductory email to
Training Topic: Let Software Manage Your Member Integration and Communication System You know the reputation of the ste-
1. Stay on top of leads and au-
reotypical membership advisor – once an agreement is signed, he’s on to in- spire the next prospect! To avoid this issue, let your soft-
all leads to excite them about unique programs,like TRX and Gravity Training - send out reminder emails to help
ing cold, warm and hot status codes 2.
Integrate new members
at point of sale and automate the follow-up - send a welcome email that con-
firms first appointment with fitness team - have member complete PAR-Q and
Lifestyle Questionnaire online prior to first appointment to accelerate the pro- cess and relationship - have Fitness Director track all new
members to ensure first appointment has occurred - document all metrics in consulta-
1. Stay on top of leads and automate processes • capture detailed notes at fi rst contact to customize interests and background of prospects • send out introductory email to all leads to excite them about unique programs, like TRX and Gravity Training • send out reminder emails to help cre- ate accountability • prioritize and manage leads by using cold, warm and hot status codes
tion for member profile and for future reference and comparisons - ensure every new member has an
appointment or even brief coaching session with fitness team within 14 days of joining - send out appointment remind- ers for initial consultation and future
2. Integrate new members at point of sale and automate the follow-up • send a welcome email that confi rms fi rst appointment with fi tness team • have member complete PAR-Q and Lifestyle Questionnaire online prior to fi rst appointment to accelerate the pro- cess and relationship • have Fitness Director track all new
create accountability - prioritize and manage leads by us-
ware create a process that helps you stay on top of both leads and mem- bers in the New Year. Ensure you are maximizing your software’s capabili- ties, thus saving time and nurturing every relationship in your club. Here’s what the right software can do for your club.
appointments, including PT sessions, the day before each appointment
3.
minders and emails - send an email notice to members
who haven't visited the club for a spec- ified length of time - send a follow-up email at the one-
month mark focused on promoting other club programs, setting goals for 2013, recipe of the month, etc. - acknowledge member milestones,
like birthdays, member anniversary dates, 100 workouts, etc.
members to ensure fi rst appointment has occurred • document all metrics in consultation for member profi le and for future refer- ence and comparisons • ensure every new member has an ap- pointment or even brief coaching ses- sion with fi tness team within 14 days of joining • send out appointment reminders for initial consultation and future ap- pointments, including PT sessions, the day before each appointment
Automate other notices, re-
directory for information on fitness club software providers.
http://fitnet.ca/directory. php?metacat=1&cat=190
Paula Comfort has 20+ years of experience in the fitness industry. Most recently she was managing director of Fitness for Spa Chakra Inc., a luxury spa and health club compa- ny 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 consult- ing company, 360 Impact Group. Contact her at
paula.360impactgroup@rogers.com or 416-565-6025. ###
3. Automate other notices, reminders and emails • send an email notice to members who haven’t visited the club for a specifi ed length of time • send a follow-up email at the one- month mark focused on promoting other club programs, setting goals for 2013, recipe of the month, etc. • acknowledge member milestones, like birthdays, member anniversary dates, 100 workouts, etc.
SIDEBAR: Visit our online product and service
Paula Comfort has 20+ years of experience in the fi tness 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 partner in her own consulting company, 360 Impact Group. Contact her at paula.360impactgroup@rogers. com or 416-565-6025.
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