FBC UPFRONT» Sales Training
Unique Selling Propositions By Paula Comfort How different are you? Do you have
a “unique selling proposition”? A unique selling proposition (USP)
is what sets your business apart from others. Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific. Your USP needs to be different than your competitors’ – it must be unique! Make your USP clear to potential
members. It will help them understand how they will benefit from choosing your club and services.
Weekly Sales Meeting Agenda 1.
Icebreaker (5 minutes) • Brainstorm your own person-
al USP. • What makes you unique as a
membership advisor? • Have the team comment and
add to each other’s thoughts. 2.
below) 3.
Training Component (30
Unique Selling Propositions H
minutes) Topic: USP features (see details
Results to Date (10 minutes)
for the month. • Review closing ratio results
Prospecting and Marketing Open Communication (5
• Review number of tour goals BY PAULA COMFORT
from the previous month; set goals for the new month. 4.
Update (10 minutes) • Create a member/guest event. 5.
minutes) Training Topic: Unique Selling
ow different are you? Do you have a “unique selling proposition”? A unique selling proposition (USP) is what sets
experience in the fitness industry. Most recently she was managing di- rector of Fitness for Spa Chakra Inc., a luxury spa and health club com- 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. ###
your business apart from others. Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specifi c. Your USP needs to be different than your competitors’ – it must be unique! Make your USP clear to potential members. It will help
Features (two-meeting process) Meeting 1 Work as a team to create a list of di-
them understand how they will benefi t from choosing your club and services.
rect competitors. Create a table that will contain all the information (e.g., facilities, programs, prices, services, culture, sales approach, overall feeling, etc.). Team members can tour or call one or two competitors each. Meeting 2 Teams present and share their find-
Weekly Sales Meeting Agenda 1. Icebreaker (5 minutes) • Brainstorm your own personal USP. • What makes you unique as a membership advisor? • Have the team comment and add to each other’s thoughts.
2. Training Component (30 minutes) Topic: USP features Features [details to the right]
ings. After the presentations, brain- storm all the unique qualities that your club offers (and that your competi- tors don’t offer). Use this to create your club’s USP. This information should be
5. Open Communication (5 minutes) 16 Fitness Business Canada March/April 2013
3. Results to Date (10 minutes) • Review number of tour goals for the month. • Review closing ratio results from the previous month; set
goals for the new month. 4. Prospecting and Marketing Update (10 minutes) • Create a member/guest event.
presented in all of your marketing ma- terials and to potential members. After all, this is what your brand does best! Paula Comfort has 20+ years of
needs photo concept
Training Topic: USP Features (two-meeting process) Meeting 1 Work as a team to create a list of direct competitors.
Create a table that will contain all the information (e.g., facilities, programs, prices, services, culture, sales ap- proach, overall feeling, etc.). Team members can tour or call one or two competitors each. Meeting 2 Teams present and share their fi ndings. After the pre-
sentations, brainstorm all the unique qualities that your club offers (and that your competitors don’t offer). Use this to create your club’s USP. This information should be presented in all of your marketing materials and to potential members. After all, this is what your brand does best!
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.
Contact her at
paula.360impactgroup@rogers.com or 416-565-6025.
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