How well do you know your sales team? Does it handle telephone inquiries properly? How is it doing with their tours? Are trials converting to new members? If you answered any of these questions without referencing a number or percentage, you’re missing out on one of the easiest ways to increase gym membership selling skills.
Tracking Sales Performance
Using a few simple sales metrics will help you increase your revenue by determining where your business is strong and where you need to improve. Knowing the numbers will help you:
- Firstly, set goals that motivate team members to reach their potential
- Secondly, use your strengths to drive sales
- Thirdly, identify and fix problems in your sales process
The goal is to measure key numbers throughout the sales process. Specifically, you want to track new prospects, tours, trials, and membership sales. Record the data in your fitness club software (or a spreadsheet), where you and your staff can easily review the numbers on a regular basis.
What to Measure
What to Do: Each week, track the number of people who express an interest in your gym. Remember to record the source of the inquiry – your website, email, phone call, Facebook, etc.
Why It’s Important: How many leads you get tells you how well your marketing is working and determines how many opportunities your sales team has to sell memberships.
Tools to Help: Use the Member Manager Lead Activity report to review the new leads you have in a certain period.
2) Lead Follow Up
What to Do: As a group, review the phone calls, emails and other follow-up activities your team does. Try to identify the activities that help drive trials and sales.
Why It’s Important: Inspecting the follow-up process can reveal which activities give you the best results. You may discover that you should adjust your sales process or that your staff needs extra training.
Tools to Help: Optimize your sales process with Member Manager Lead Flows – series of tasks, such as phone calls or automated emails and text messages, which detail your lead follow-up process. Use the Member Manager Follow Ups report to review every time a sales team member has contacted a lead.
3) Tours & Trials
What to Do: Tally the number of tours you give of your facility. If you offer trials, carefully track how many leads take trials.
Why It’s Important: Tours and trials are crucial parts of the decision-making process. If your leads aren’t coming in for visits, there may be a problem with your follow-up process.
Tools to Help: Review the Member Manager Prospect Activity chart to quickly check how many appointments have been set and introductory tours have been completed by your team.
4) New Members
What to Do: Based on your financial goals, set a target for the number of new members you want to have each month and make sure it is well communicated to your team. Compare sales to the number of leads, the amount of follow-up and the number of tours/trials given to get an idea of your overall success.
Why It’s Important: Good sales can be an indicator of the health of your business. On the other hand, if you’re consistently missing your goal, there may be a problem with your strategy. Comparing sales to other metrics can reveal opportunities to improve your marketing, communication, tours, trial offers or membership options.
Tools to Help: Check the Member Manager New Members report to see how many memberships you’ve sold in a period of time. View the Sales And Value chart to quickly find out your revenue by category.
These easy-to-use metrics can help make your sales team more effective and significantly increase your gym membership selling skills. These numbers will teach you how to maximize your strengths. It will also help fine-tune your sales process and motivate your team to go above and beyond expectations.
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