Module 3
Membership Sales
Training & Development Manual
3d LEISURE
Training and Development Record
Module 3 MEMBERSHIP SALES
Site ______
Employee ______Trainer______
SECTION
/ Date completed / Employees signature / Trainers signature1 / Introduction
2 / Principles of effective sales training
3 / Sales tools
4 / Product knowledge
5 / Telephone enquiries/
Scripts
6 / Follow up telephone enquiries
7
a
b
c
d
e
f / Appointments/walk ins
Preparation
Meet and greet
Needs analysis
Tour
Presentation & close
Overcoming objections
8 / Hot box
9 / Paper trail
In addition to the above training I confirm that the above named person has shown a suitable degree of competency in each area listed:
Signed: Position:
All sections must be completed and signed then sent to Kerry Anne Ramsay at Tree Tops.
1. INTRODUCTION
This is an important area of individuals training. Each and every employee needs to understand the sales system and use it effectively when on shift to maximise sales.
All of our commercial clubs offer high quality facilities at affordable prices making the club accessible to all. We believe that the main reason that people will join the club is not the facilities but how well the staff team relate to them and convince them to join your club and not a competitor. Most clubs will have a competitor in the area that is cheaper and has better facilities – with this in mind we must ensure that our sales systems are first rate!
The best way to learn how to do this is practice. You will need to go through role plays of the telephone enquiry and touring with a every member of staff so that they can develop your selling skills.
The more role-plays you do the more staff confidence, skills and product knowledge will increase.
Remember to instruct staff:-
· individuals make the difference; individuals make the sale
· the staff member is providing prospective clients with something to improve their health
· your club relies on new members joining
The following content can be given to staff and used in your training delivery of each section within this module.
2. PRINCIPLES OF EFFECTIVE SALES TRAINING
No two people are the same. We are all individuals with our own unique personalities. There are however characteristics which are common in all good sales advisors.
· Excellent Attitude
· Large range of skills
· Superb product knowledge
· Confidence
· You like talking to people
We all have certain in-built attitudes and skills; they are part of our personality. There are a lot of other attitudes and skills that we can develop and enhance. As you go through this section try and recognise which of the above you are good at and which need some work.
To be good at selling you must have a positive mental attitude; people like positive people and people buy from people they like. So start by selling your self and the rest of the sales process will become a lot easier. Below you will find some more examples of the attitudes you should try and adopt:
· Belief - In the product you are selling, you must try all of the facilities on offer yourself
· Enthusiasm – Get excited, if you do, they will follow
· Motivation – Be that motivational character they are expecting
· Determination – Be determined to help them achieve their goals through joining
· Professionalism – Look the part, be friendly, use quality enquiry cards Etc
· Confidence – You must have great product knowledge and know your membership options
3. SALES TOOLS AND LITERATURE
The literature noted below is used in the sales process. It is important to know how all items contribute to the sales process
(a) Membership sales hot box
An A5 box with a set of 1-31 dividers. This is used like a diary for all enquiries, for more information see section 8.
(b) Enquiry form
Every prospect or guest of a member that enters or phones the club must have one of these forms filled in. It is important that it is completed in full as this information will be used to track and convert the prospect to a member.
(c) Price presentation sheet
After touring the club the price presentation sheet is used when taking the prospect through the membership options.
(d) Additional benefits
Every club has additional benefits; some differ from club to club. Additional benefits can be put on a letter or also on a flyer like the price presentation sheet. They will include, free sunbeds, guest passes, free parking, 10% off all food and beverage purchases Etc. When taking a prospect through the membership options mention these benefits as it may make a considerable difference to them joining.
(e) 14 day money back guarantee
If a prospect uses an objection to joining, a great way to try to persuade them is to offer them this guarantee. Every penny will be refunded if they are unhappy with any aspect of the club and inform the club in writing within 14 days.
(f) Enquiry pack/Information sheet
Offered to be sent if the prospect will not book in for a tour or given if they will not commit to joining. Should contain: The glossy pack, a quality letter including opening times and an additional benefits sheet. (If the benefits are not available on a separate sheet then include them on the enquiry letter) Prices are not to be disclosed in this pack.
(g) Welcome pack
The same glossy pack is to be given. A quality letter to accompany it explaining about all the literature within the pack and opening times, 2 free sunbed passes, 1 monthly guest pass (to be given to different friends to use for free within the first month of joining) additional benefits sheet and membership card.
(h) Tracking sheets
Contained in the sales tracking file, there is a new sheet for every week. Simply enter the details from the enquiry forms onto the sheet so that reports can be formulated.
(i) Competition file
This should be updated monthly to assess your competitors. You should be aware of prices, facilities and special offers. Having a good knowledge of your competitors and their current offers is crucial for selling.
(j) Guest passes
Not given as part of the normal sales process but as a special offer to members at the discretion of the club manager. This is a good tool to use if someone wishes to try the club before committing.
(k) 5 Day passes
Used to send out to new members referrals, corporate drives and other marketing initiatives as instructed by your manager. The passes are to be used for 5 consecutive days and must be authorised by your club manager.
(l) Sales databases
Every club needs to keep separate databases to help control all prospects. These files should be kept under ‘My documents’ under ‘sales databases’ these files should then be saved to disk monthly. All the information from the enquiry forms get entered onto an excel spreadsheet so that mailmerges can be done to try to tempt previous enquirers and members guests. Some clubs will have dedicated computer systems for tracking sales. It is essential you know when you need to call back/contact sales leads.
(m) Point of sale referrals
When filling out the application form you must ask the new member for 3 friend’s names, addresses and phone numbers so that you can invite them in for a free 5 day membership. They can only get this at point of sale, but you must create the urgency. Send out the pass once you have the address and contact number with a letter of how to use it. You should also ensure the new member uses the month guest pass. This is designed to give the new member a chance to bring a different guest every day for the first 31 days of their membership (this is not a free month for one person).
(n) Text messaging
We use Global Messaging as our provider for text messaging. You will find that text messaging is a very effective way of getting a message out to lots of people and is both quick and cheap to use.
4. PRODUCT KNOWLEDGE
You need to have full knowledge of your club’s facilities and services before you can effectively conduct the sales procedure. It is therefore essential that a senior member of the team takes you through the below questions.
This should have been included in module 1 – Health Club Operations although it may be necessary to revise your product knowledge.
You need to know the answers to these questions :-
5. TELEPHONE ENQUIRIES/SCRIPTS
You can have the best club in the world but if you can’t book anyone in to see it then your club will struggle. Some people will try and decide whether to join or not on the other end of the phone, you must be positive in trying to get them to visit your club then you can show them in real time how good your club is.
During a phone enquiry your mission is to be helpful and friendly, To book them a tour, get them a little excited, extract all details you require (shown on the enquiry form) confirm appointment and location and thank them for calling.
Never refuse point blank to give out prices, you must learn to deflect the question twice and then at the third time of asking give your lowest monthly rate or a range or price per visit if they attend three times a week.
Incoming Telephone Enquiry – script
1) “Sure, I can give you some information about the club but firstly I need to ask you a few quick questions so I can find out exactly what type of things you are looking for, and your name is?” and your number (name) is? (Only if you have not been given their name if you have ask question 2)
2) How did you hear about the club?
3) Do you live or work locally?
4) Will the membership be for yourself - or will it be with someone else?
5) What time of day will you be using the club?
6) And how many times a week will that be?
7) What do you WANT to achieve from a REGULAR Exercise programme?
8) We Can definitely help you achieve that (repeat their goal) that you are looking for, have you been to the club before
Prospect No (lead on to point 9, if yes go to 9a)
9) (Their name) because you haven’t seen the club I would like to invite you to the club so that I can show you how we can help you achieve the (repeat their goal) that you are looking for when is a good time for you, today or tomorrow? (Answer) would you prefer to come in the morning or afternoon?
9a) Great, so you have an idea of what we can offer you. The best idea would be to get you back to the club to show you what has changed since your last visit. When is a good time for you, today or tomorrow? (Answer) would you prefer to come in the morning or afternoon?
10) Do you know where we are located? Thanks for your call I look forward to meeting you
Do’s of the Telephone Enquiry
· Get their name and contact details as early in the conversation as possible
· Ask for them to come to the club for a look around
· Be confident and friendly
· Drive and lead the conversation
· Learn to extract all the information you require
· Be genuine in trying to help the person
· Use the persons name throughout the conversation
· Refer to their goals at least once throughout the conversation
· Follow the script as closely as possible, if you get lost ask a question on the script to get yourself back on track
· Make the conversation flow and sound as natural as possible
Don’ts of the Telephone Enquiry
· Refuse to give out the prices, people will hang up. You need to deflect the question twice then give the lowest monthly payment or give a range and ask them “is that what you are expecting to pay?”
· Be too pushy to get details or the appointment be genuine and they will be more likely to book
· Give out too much facility information over the phone
· Offer to send information out in the post, remember you mission objective, they can pick up the information pack and membership options when they come in for their tour. By sending out the information it is the same as giving out all the facility information over the phone, they have no need to come for their tour. They will make a decision to come in based on how good your pack is. Poor sales advisors send packs out as it is the easy way out.
· List the facilities ask them what areas of a club they would like to use