This article will take you to dismantle the yoga studio and solve the problems of expanding customers and sales, hoping to inspire you.
First of all, let's take a look at why it is so difficult to expand the yoga studio.
1: There are many peers, but many members are picky.
The traditional yoga studio begins by leaving the phone number of the customer or contacting him slowly. But for customers, there are many brands of yoga studios now, so you can choose more. Therefore, before choosing a yoga studio to register, they have actually completed the screening and judgment of the yoga studio.
Just like a girl buying cosmetics, she will definitely not buy what the merchant recommends. Instead, through some advertisements, word-of-mouth communication or brand awareness in advance, several brands with the same function are compared and investigated, and finally several brands are selected.
Similarly, we are likely to be crossed off the list by customers before they screen yoga studios around the world. Therefore, we must influence the customer (target group) before she decides which yoga studio to sign up for.
2. Lack of ability
We mentioned in the previous article that not only the number of offline yoga studios has increased, but also the number of online yoga studios' video accounts has suddenly increased.
This requires us to pay attention not only to conversion rate and traffic, but also to recognition rate, likes, messages, interactions and so on.
With the increase of work items, some yoga studio leaders who are only good at teaching lack effective means to manage. The result in turn leads to the loss of tourists. Therefore, this is also the reason why all the museum owners and friends pay attention to "becoming the appearance of yoga".
Step 3 deal with chaos
The traditional sales model is that members are not invited to the offline yoga studio, and members are responsible for face-to-face tracking sales in yoga classes.
Nowadays, yoga studios are getting more and more naked customers from the Internet. The workload of the member sales department has increased, and many effective customer information can only be partially followed up. Members are only willing to follow up with customers who have purchasing needs.
Most customer information is ignored and becomes a zombie account in the address book. You know, these customer information used to be the precise target of energy acquisition, but now it can only lie quietly in the mobile phone.
Secondly, develop customers accurately and avoid blindness.
The development and sales of yoga studios have never been isolated. Only when their operations cross each other can they help the yoga studio make money.
Then, we can see that the change of the expansion mode of yoga studio has led to an increase in workload, and it is necessary to adjust the working methods simultaneously. At this time, in addition to buying some automated tools that can automatically process member information. You can also try this:
1: Pay attention to 20% high-priced members.
We have shared with you before that under the condition of low efficiency of the yoga team, it is the basis to improve the sales performance of the yoga studio by focusing all our energy on the members with high unit price, analyzing their needs and satisfying them.
But many owners privately said:
Although I can pick out our quality members, their needs are diverse, and I don't know how to maintain them at all.
In fact, analyzing the needs of members can start from these aspects:
Basic information of members, personal preferences, family environment, daily consumption habits, etc.
For example, by analyzing the dress of members, we can lock in the daily consumption amount, consumption attitude and habits of members; By analyzing the sharing of members' circle of friends, we can predict the careful attention of members.
For example, the husband of Member A recently received a large number of orders for disinfection supplies. Then Member A may change the car soon and increase the consumption amount.
Member B started the live broadcast to sell goods, so she is likely to spend money and time focusing on losing weight quickly to make herself more beautiful in front of the camera.
Therefore, the demand of members can be predicted. All we have to do is keep an eye on these 20% high-priced members and extract their "intelligence". Make appropriate yoga courses according to your own needs. And, put more people from point to surface.
2. Selling customized courses
After we develop courses (products) from point to point, it also means that more people will start to pay attention to us. Therefore, putting in some precise courses can help the yoga studio to automatically expand customers and complete sales quickly.
For example, hatha yoga cards used to be sold in yoga studios, but now many courses such as rectus abdominis separation, peach hip, shoulder and neck physiotherapy have been added, all of which belong to personalized customized courses.
However, these courses are arranged on the curriculum, which does not mean that they will definitely be purchased by members. We still need to do some basic work.
A: Demand is the best sales tool.
Cosmetics merchants know that consumers don't like to bring big packages when traveling, so they try to make a fuss about small packages. The more thoroughly the merchant understands the consumer's behavior, the more he can complete the sale.
However, many yoga studio owners skip this step directly when arranging courses. And there is no recommendation based on members' interests and needs. But to develop a course and try to sell it to everyone you know, which is actually very lax.
B: as observant as a wolf.
After the course is arranged, some people who have not bought it directly may show a little concern for the course. For example, she browsed the leaflet for more than 3 seconds; She once praised our blood-related friends; Or she asked relevant questions in the group and so on.
These actions are not obvious, but they are valuable. If we don't cultivate keen attention, it means that our courses will be filtered out quickly.
C: Expose the course to the lost person again.
People who have consulted or have not renewed their fees belong to people who have a certain understanding of us. They are easier to be transformed than strangers.
It's like, we used to think that the food in a restaurant was average, but when this restaurant introduces new dishes or new offers, we are likely to try again.
For merchants, the cost of expanding customers will be lower. So, don't blacken the lost person forever because of face. They are always the best buyers.
D: find a reason to buy
When we want to sell courses to members, we must give them a reason to buy, which is often called "selling words".
But reciting rigid words is sometimes not as effective as showing dynamic content directly to members. Just as some fashion bloggers rarely recite words to fans, they are better at showing the clothing combinations that fans want to see, and constantly adjust and interact according to their responses.
Similarly, in addition to showing yoga moves in video, we can also create our own official account of Yoga WeChat, a series of articles and dress up a circle of friends, which can help members find reasons for buying.
E: pre-deployment
There are many owners who spit:
I have given enough discounts to members and diversified courses. However, the members were completely indifferent and even stopped to return their cards.
In fact, many members have to make some preparations to sign up for yoga. For example, the period before summer vacation is a low consumption period for some parents. In addition to work, they also need to set aside time to supervise their children's homework and safety, or take their children out for an easy trip.
Therefore, it is necessary to understand the consumption cycle of members, and understand the next stage behavior of members through the analysis of members. Another example is:
The member is about to prepare for her wedding, which means that she may take beautiful wedding photos and may have plans to get pregnant in the near future. Then it is very dangerous for us to recommend the N-year card to her, or let her keep it.
So we can arrange and design private education or small classes suitable for her in advance. Guide her to change the annual card to a personalized course that is slightly more expensive but can produce results quickly.
In this way, she can get a good figure quickly and leave the most beautiful bride photo. For us, it not only sold the personalized course, but also prevented her from returning the card or losing it in the future.
You are not practicing yoga alone.
After we have done the above basic work, it is obvious that members are very interested in us, but why not buy classes?
In fact, the consumer's decision to buy a commodity is sometimes not made by her alone. For example, if we want to choose a hotel, we may ask many people for advice before deciding to buy it.
Therefore, some yoga studios will use open classes to invite people around their members when promoting their new courses. When you gain the value recognition of people around you through course presentation, it will usually accelerate her purchase.
Conclusion:
In the last article, we once said that opening a yoga studio is not "I want to have a yoga studio where I can practice, and I can also bring members and earn a little membership fee", so it is very simple.
Professional courses and interlocking maintenance are needed to survive from this yoga industry.
This paper only explains the operation knowledge of yoga studio from several angles, hoping to expand everyone's ideas.
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