Lies, Damn Lies and Statistics
This month's ClubMarketer eNews is a follow
on from our last article 'Track Your Staff'. If you haven't read
last month's issue then you may want have a quick read before you look at
Last month we provided you with a template for tracking your staff
performance - by having them take note of all their telephone and walk in
enquiries, as well as any outgoing call activity.
This month we will provide you with a template for analysing your staff
To complete the template, simply have your staff enter their daily stats
in the appropriate categories. There are 3 main sections to be
completed - Daily Activity (including telephone statistics, walk in
statistics, appointment statistics and outreach completed), Objections,
and Source of Enquiry. Each Membership Consultant completes their
own sheet and then the information for the gym is automatically summarised
on the main sheet. This will detail the performance of the gym staff
in terms of conversion rates, completed calls, and other relevant
information. This is extremely important in terms of identifying
areas where staff training may be required.
The club targets should be updated on the summary sheet depending on the
size of your club and how many members you are looking to attract in a
particular month. The required call and conversion targets are based
on recognised industry standards.
To download the Summary Sheet
If you have any questions regarding the summary sheet then please do not
hesitate in contacting us.
Show You Care
Is your gym a factory? Is the aim to
attract as many new members to the club as humanly possible, take their
money and leave them to their own devices? Do you think that the
perfect member is one that continues to pay and never attends?
If so, it is time to try a new approach. Time to show that you care
about every member or prospect that walks in your door. Trust me, it
will be reflected on your bottom line in the long run!!
How do we do this? Lets start with the prospects that walk in your
Do you generally take each enquiry through a well documented sales
procedure, then if they do not join follow up with a phone call to
encourage them to join 3 days, and then perhaps another 7 days later?
Lets be honest, you may say that you are following up for their benefit,
to see if they have any questions, to get them booked in to achieve their
fitness goals... but what are the enquirers really thinking? Just
another sales call, that's what..
Lets show them that you really do care about helping them to achieve their
fitness goals. Try this for style...
When someone comes into your gym to enquire about your facility, certainly
complete the normal sales process uncovering their needs, what they are
interested in etc. However, if they do not join then send them out
some information specific to the fitness goals they wish to achieve.
If it is weight loss, send them some information and articles on weight
loss. If it is strength training, send them some appropriate
This way, when you follow up on a prospect, you have a talking point for a
start rather than just "Have you thought any further about joining?"
This way they will really think that you are concerned about assisting
them in achieving their fitness goals and are more likely to join your