By Kim Martin
These are guidelines that you can use as a checklist to see that your centers minimum performance standards are being met. If they are not being met then you will need to ascertain why this is not happening and take relevant measures such as counseling or mystery shopper calls, tours etc. You will notice the term “dead ducks” this is the name we give to prospects that have for one reason or another decided that they will not join on the day. We keep these name for future mail outs, telephone calling to announce specials etc.
Never ever throw out paperwork of prospective clients, these people may at a later stage decide to join, or perhaps they will have received a special offer and decide to take you up on that.
Amount Of Leads-All Sources
* What are the current trends for the year to date?-telephone bookings,” walk ins” referrals, special offers etc?
* What has been the accuracy of the staff recording bookings, leads, demonstrations/tours?
* Have you conducted mystery shopper tours and phone ins to verify that procedure is being followed?
* What are conversion rates of clients booked on day?
* Are sales or customer contact staff applying a sense of urgency to “come in on the day?
* Do you have special offers to incentivise prospects to come in on the day?
* Are your sales or reception staff able to impart a sense of urgency to get prospects in on the day?
* Are accurate records being kept of all tours or phone calls received?
* Are did not shows “DNS” being rebooked and followed up?
* Is staff being followed up on accuracy checks of all necessary paperwork procedures?
Tour/Demonstration Conversion Rate
* What are the current trends for the year to date?
* Are all DNS entered into a DNS book and are being followed up?
* Are all sales or customer service staff following correct procedure for tours and demonstrations?
* Are accurate records being kept of why prospect/customer did not join on day?
* Are these customers being followed up, or being put into a “dead ducks” file
* Is staff achieving minimum performance standards for “closing” the sale?
General
* Are all overdue payments being followed up on a daily basis?
* Is procedure for delinquent payments being followed?
* Is the center achieving its daily cash target?
* Is the center achieving its daily gross target?
* Is staff doing the required amount of prospecting via the phone every day?
* Are accurate records being kept of the type of calls being made?
Here’s a few examples of calls.
Types Of Calls Examples
* Did not join on day
* Overdue payments
* Referral calls
* Cold calling from a data base
* Renewal calls
* Special offer calls to members families
* Are all paperwork procedures being followed accurately and neatly?
* Are opening and closing procedures of the center being followed?
* Do you have a checklist for opening and closing procedures?
Phone calling as I have spoken about in other posts, is absolutely vital to your business success. 2-4 staff making 4 productive calls per hour during working time will add a bare minimum of $100000 per year to your bottom line!
Follow these tips and go and have your best week ever!
Kim Martin has been involved in the fitness industry in various roles from being an instructor/owner of a martial arts centre in Adelaide, managing various centres, to owning and managing a marketing company that generated between 70-500 new members in anywhere from 2-7 weeks. He has personally sold $22,000 in memberships in a single day.
He both sells memberships and owns the telemarketing company that has generated over $2,500,000 in sales over 6 years for this centre running mini year round promotions where the business gets 100% of the residuals.
His main website at http://www.kimmartinfitnessmarketing.com is guaranteed to get more leads,more sales and more referrals for anybody involved in from of health and wellness occupation from martial arts,Yoga,personal training,fitness centres, massage therapists etc.
Email Him at ccmarketing@optusnet.com.au for a valuable pack of resources you can immediately use to increase your profits
The webs most comprehensive fitness centre marketing download site at http://www.fitnessmarketingstrategies.com
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