members’ creative marketing ideas and to learn of the incredible con- tacts they have within the community. Make the event even more interesting by awarding prizes to the team that comes up with the most ideas or the team that has the single best idea. Of course, tapping into employees
for creative marketing ideas needn’t be limited to one annual meeting. One club I worked with offered a finan- cial incentive for creative ideas. Each month the owner rewarded the best idea with a $25 bonus and, if the idea was used successfully, a second $100 bonus. This approach creates a culture that encourages employees to become marketing machines, whether or not they are officially in sales.
3. Establish clear goals and accountability systems The third operational key to cre-
ating a marketing machine is estab- lishing goals and times each week for salespeople to complete their guer- rilla marketing activities. Often, man- agers instruct salespeople to “get out
“Marketing is any activity that generates prospects now or in the future. Sales begins only once a prospect is identified, and it is any activity designed to earn a prospect’s business.”
and network,” or “go out today and do some marketing.” This is equivalent to sending a five-year-old to their room to “clean it up.” A manager must set specific goals for each time a salesper- son goes outside the club to market. These could be, for example, “place three lead boxes” or “distribute 200 fly- ers at 10 businesses.” In addition, clubs must use tracking
sheets and use them as an account- ability tool. For example, monitor the date a lead box is set, each time it is checked and how many leads result- ed. Although some owners may think
this is excessive micro-man- agement of employees, remember that you must inspect what you expect if you want to maximize productiv- ity. FBC
Casey Conrad is the president of Communication Consultants, a club consulting company that specializes in sales and market- ing. She is the author of Selling Fitness, Selling Personal Training and Internet Marketing for Health & Fitness Clubs, as well as many CDs, DVDs and on-line training programs. Contact her at
Casey@CaseyConrad.com and www.
HealthClubSalesTraining.com.
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November/December 2015 Fitness Business Canada 31
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