Sales & Marketing

Sales is the life-force of any business and without sales a business cannot continue to provide the financial resources necessary to support the products, services and personnel needed to operate the business.

Marketing is the process by which a business’ products, services and personnel are brought to the attention of consumers so that interest can be developed and sales can take place. This process has many facets and all fitness center professionals should understand that ongoing effort must be put forth and managed daily to achieve a company’s sales and marketing goals.

Characteristics

In order to be successful in your career as a fitness center sales and marketing professional you must posses or develop the following characteristics:

  • Willingness to Help Others
  • Good Communication Skills
  • Self Motivation
  • Reliability
  • Friendliness
  • Attentiveness
  • Assertiveness
  • Persuasiveness

Marketing & Sales Priority List

As you read through the marketing and sales priority list below you will begin to understand that each priority descending down the list is relevant to the process of marketing and enrolling new members. If you adhere to and remain focused on the priorities listed you will begin to find yourself spending more time enrolling new members—the first and most important priority for the fitness center sales professional. Think of it this way, if you’re not doing #1 can you be doing #2, if you can’t be doing #2 can you do #3, if you cannot do #3 could you be doing #4? BINGO!! I can call and confirm my appointments. This should give you an idea of how the priority list should be applied—there’s always something that can be done.

  1. In the Office Enrolling a New Member
  2. In Office with a Guest (Prospect) Presenting Memberships
  3. On Tour or Trial with Guest
  4. Confirming Appointments
  5. Following Up on Missed Sale
  6. Following Up with No Show Appointment to Reschedule
  7. Call Prospects to Schedule Appointment
  8. Call Leads to Develop Interest
  9. Accumulating Leads/Prospects
  10. Developing a Source for Leads/Prospects

In order to enroll a new member you must first present the membership options (in the office or in a place free of distraction), in order to present membership options you must first give a million dollar tour or trial of the facility, in order to perform a million dollar tour or trial you must confirm the appointment with your prospect (so they show up for the appointment), before you can confirm an appointment with a prospect you need to have an appointment with a prospect (#5, #6, & #7), in order to schedule appointments with prospects you need to make calls to leads to develop interest (this could be a first call to a referral), in order to make lead calls you need to accumulate leads, in order to accumulate leads you need to develop sources that produce a stream of ongoing leads. (see methods of marketing | staff controlled/influenced).

Value versus Benefit Differential