It is suggested to be the chief industry, and pre-sale of fitness is promotion.

The commercial behavior of pre-sale appeared late in China, and many managers didn't realize it, but foreign fitness clubs are routine operation steps.

Duan.

Similar to the concept of real estate auction, there is no actual product in the pre-sale period of fitness club, so consumers can't feel and experience it personally.

They all rely on sales explanations and some specially made promotional videos to outline a product for consumers.

How long is the pre-sale period suitable? In developed countries of foreign fitness industry, the longest pre-sale period is more than one year. According to experience, during the pre-sale period in China,

The most suitable period is in

3~6

Within a few months. The length of the pre-sale period is very important in a society's integrity consciousness, which includes two aspects.

Aspects: first, the integrity of the enterprise, and second, the degree of trust of consumers in the integrity of the enterprise. In foreign countries, the atmosphere of social integrity is good and consumers are healthy.

I also have a strong sense of body, so I am willing to buy fitness products in advance. In China, consumers' trust in enterprises is not so strong, so in the early stage.

The long sale period has a negative impact on the public opinion of the club.

Pre-sale is very important for health clubs. We often see that some domestic fitness clubs are deserted and difficult to operate. This is pre-planning.

The reason why the sales date is not ready. After the pre-sale period is completed, the club has a certain membership base before opening, which can immediately form a lively fitness.

The atmosphere helps to attract fitness enthusiasts to enter the club for consumption. Because fitness is social, there is no club and fitness environment with fitness atmosphere.

Cold and cheerless, many fitness enthusiasts lose interest, thus backing out. Once a club can't catch fire in a short time after it opens, it will

There will be a lot of public opinion, which generally does more harm than good, so it will be dragged into a vicious quagmire and the operating pressure will be enormous. The pre-sale period is

Adjustable, when the number of members does not reach a certain number, the opening time can be postponed.

So what about the pre-sale period? The author believes that the following work needs to be done:

1

Find a place to be a pre-sale area. The pre-sale area is more flexible, which can be in the clubhouse being renovated or rented nearby.

In the lobby of a high-end hotel, it can be the outdoor space of a pedestrian street or a shopping mall ... The concept of the first phase is similar to that of a real estate sales office.

2

Prepare the necessary pre-sales tools. These tools include some necessary fitness equipment (such as treadmills and spinning bikes) and the body.

Test instruments, club renderings, promotional videos

Digital video disc

, brochures, daily publicity tools, sales tools, necessary office supplies, etc.

three

Simply decorate the pre-sale area. Install telephone and internet to meet office needs, place fitness equipment for consumers to experience and decorate space.

For image publicity and information transmission. The pre-sale decoration should be in

seven

It will be finished in a few days.

four

Recruit personnel and conduct training. Generally need to recruit.

1~2

Sales

1~2

A coach. Recruiters must go through strict marketing.

Sales process training, first of all, to educate employees to form the concept of club, in order to better explain to consumers. Recruitment is actually the same.

At the beginning of the first publicity, the recruitment was generally carried out through newspapers and media, and it was not the theme but the appeal of the club.

Advertising. The recruitment and training of pre-sales personnel is very important, which is related to the success or failure of the whole pre-sales period and also affects the long-term operation of the club in the future.

Have an impact. Recruitment should be in

three

It can be completed in a few days, and the recruited personnel can be trained from amateurs to quasi-fitness in less than a week.

Sales expert.

five

And necessary market expansion. Normal market work, such as publicity, can be carried out during the pre-sale period.

decimetre

, deliver leaflets,

Look for business cooperation, attend or organize some market activities, and show the club as much as possible. Although the overall image of the club can only be abstract.

Yes, but the club staff can really feel it. In particular, participating in or organizing some roadshows and other activities can already be displayed.

The product image and coaching level of the club will generally give consumers good expectations.

six

, pre-sales strategy. As long as publicity is done well, the pre-sale period is not enough. In fact, sales have been the same as the operation period, requiring sales.

Stop service, water storage member. Pre-sale period generally has a unique price strategy to help sales achieve performance. For example, the absolute specialty is the same as the market.

Grade products are very low, or club pricing is very favorable, and the price of many clubs in the pre-sale period is its pricing.

3~5

Discount. At present, gradient

Price strategy is a kind of pricing method commonly used by many clubs in the pre-sale period, which has a very low benchmark price, equidistant time increase and so on.

Distance price, in order to stimulate consumers' desire to buy and influence them to make a purchase decision as soon as possible. For example, only the benchmark price for the pre-sale period of Baolihao Beijing Store.

have

2008

Yuan, which lasted for a period of time, rose every week after that.

100

Yuan, only arrive

5000

Pluralism. It should be noted that the pre-sale period is generally only for the market.

Sell long-term cards, not short-term products.

It should be pointed out that the pre-sale period is also phased. At the beginning, it was mainly about marketing, at the middle, it was mainly about employee training, and then it was not.

Stop strengthening sales efforts, launch strategies such as gradient price one month before opening for comprehensive sales, and accumulate as many members as possible.

Prepare for opening