So, how many parts does this sales system consist of? Why can you achieve such good results? -
While many domestic fitness clubs are suffering from the "price war", some European and American fitness giants have maintained strong sales performance. The main weapon to create their excellent sales performance is their perfect sales system. -
So, how many parts does this sales system consist of? Why can you achieve such good results? -
With the help of Sports Resource Network and IHRSA International Organization, we have thoroughly and systematically investigated many European and American fitness clubs that have been successful in the Asia-Pacific region. The following will take you to understand the whole sales process of these fitness giants and unveil the mystery of the fitness sales system in Europe and America. -
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Case Fitness Club in this article is one of the American fitness giants (hereinafter referred to as S Fitness)-
Fitness member sales system-
The member sales system of club S includes: guest fitness record (GFP)→ body composition detection and coach explanation (test) → showing guests around the club (sightseeing) → member introduction) → quotation (price) → transaction (clinch a deal) → high-level intervention (TO)→ handling concerns and clinch a deal (clinch a deal) → first personal training sales (POS). -
Perhaps, many health clubs have this system, but the key point is implementation. Next, we will focus on how the member consultants of S Fitness realize this system, and analyze why this standard process can greatly improve the turnover rate of members, and how each step in the system can play a role and build value, so that customers can get an unimaginable experience. -
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1. Tourist Fitness Record (GFP)
The guest fitness record is to obtain customer information and master customer needs and fitness motivation through some designed questionnaires. There is nothing special about the GFP questionnaire of S Fitness, but S Fitness emphasizes its importance and flexible application. For example, if a guest enters, the member consultant will take him to the lounge next to the front desk to do GFP, which takes about 15 minutes. -
The purpose of GFP is: ① Say hello, quickly establish a relationship with customers and eliminate their vigilance. (2) Understand the background of the guest through the customer information column, so as to find the connection point of * * *, let the guest trust you, and then establish the personal value of the member consultant. ③ Through the well-designed questions on GFP, find out the motives, interests and potential worries of the guests who come to the fitness center, so as to meet the needs and resolve their worries when doing physical examination and taking a group tour. (4) If there is no transaction that day, the member consultant will recall the information and characteristics of the guests when he sees GFP in the future, which is convenient for tracking and management. -
S Fitness attaches great importance to the use of GFP, and has formulated supporting measures such as regular training and assessment of employees' GFP level and no corresponding punishment for GFP. Therefore, in the member consultant training of S Fitness, GFP alone will take up 1/3 or even more training time. S Fitness has repeatedly stressed that "GFP sells guns", which is in sharp contrast to many clubs we investigated that don't do GFP at all. -
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2. Body composition test and professional coach explanation (test)
After helping the guest finish GFP, the member consultant will quickly ask the personal education manager about the guest, and then the personal education manager will designate a coach suitable for the guest to do a physical examination for him. Remember, "fitness" is a key word. A bodybuilding coach is very persuasive to guests who advocate strength, and a well-proportioned beauty coach is also very attractive to guests who want to lose weight. Of course, this request process is very fast and won't keep the guests waiting for more than a minute. When the member consultant enthusiastically introduced the past coaches, many visitors had a desire to buy at the moment they shook hands with coaches with good spirit and temperament. -
Then the guests took off their shoes and socks and stood on the body composition tester that had just been wiped with alcohol cotton balls. The test took about one minute. In this minute, the coach will naturally greet the guests and establish a relationship according to the information provided by the member consultant. Then the coach will quickly explain the detected indicators to the guests in simple and vivid language, and answer the guests' questions in depth from a professional perspective. The whole process is rigorous, skilled and flexible because of frequent training, just like a member consultant doing GFP for a guest. -
The purpose of body composition detection and professional coach's explanation: ① Let the guests feel something beyond their imagination, because most people didn't do physical examination seriously before entering the S fitness center. The staff of S fitness let the guests feel good service and attention through well-trained standardized procedures, and their curiosity and vanity were satisfied. (2) Through the data of physical fitness test, give the guests confidence and tell them that they are in good health, but they really need exercise and professional fitness services. (3) Weave a beautiful dream for the guests again through professional explanation, and arouse the sense of * * * in the customers' hearts. (4) dispel or alleviate the concerns of the guests, such as whether the guests are tired from exercise, whether they will spend too much time, whether it will be unsafe, whether the girls will become stronger when making equipment, and so on. At this time, nothing can reassure guests more than a trusted coach responding to these concerns from a professional perspective. ⑤ To lay a solid foundation for the sales of personal coaching courses immediately after the success of membership sales. Just like your relatively trusted shoeshine, you can't help sticking out your other foot. -
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It only takes 15 minutes to do a physical examination, but it requires close cooperation between the private education department and the member departments. The personal education department helps members to make a deal through their own specialties, and the member department naturally connects the guests with the personal education through physical examination, helping the personal education to sell immediately after issuing the card. This is a win-win process. Half of the training of S Fitness Personal Education Department is spent on the explanation of body composition test, and it is considered that the failure of membership sales has a great relationship with the imperfect physical test and explanation. Of course, whether the explanation can stimulate the greatest interest of the guests is more directly related to the success or failure of private education sales.
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3. Visit the clubhouse-
When customers with curiosity and self-esteem are satisfied, their hearts are full of enlarged dreams, and they get up and visit with membership consultants with satisfaction, they have already fallen into the designed membership manufacturing production line. -
Because a lot of work was done in the early stage, some of them created the value of the club and the personal value of the employees, and removed the vigilance of most guests. More importantly, the member consultants have a better understanding of the concerns and worries of the guests, so they will have a focus when taking the tour, and strive to enlarge the demand and avoid worries. -
From the cardio-pulmonary aerobic area to the resistance training area to the weight training area, from the dynamic exercise room to the static exercise room to the dressing room, the tour route will not be repeated. Time 15? 20 minutes. S fitness requires employees to demonstrate the equipment according to the characteristics and needs of the guests when leading them around, so that the guests can try an aerobic equipment and a strength equipment respectively. -
For example, the guest is a middle-aged woman. From GFP and physical examination, the member consultant knows that she is sensitive to figure, usually works in a sitting position for a long time, wants to improve the stiffness and pain of cervical spine, wants to take physical education classes, and is afraid of being laughed at because she is unfamiliar with this strange environment and can't exercise, afraid of being too tired to keep fit, and afraid of exercise. During the tour, the member consultant will tell her that most of the sports here are beginners, and the sports courses are mainly introductory courses. -
When trying out in the aerobic area, the member consultant will mainly introduce the slower equipment such as treadmills and elliptical machines, and tell her that using these equipment is not tiring and the effect is good. In the strength area, the member consultant will quickly bypass the free weight area and come to the combined equipment strength training area, focusing on telling her that the combined equipment training area can be used to sculpt lines without strengthening, and let the guests try a hip exercise equipment. Under the guidance and explanation of the member consultant, the lady will immediately experience that kind of weight stimulation and feel that it is just around the corner. -
It is the most important success factor for S fitness sales to let the visiting guests gain perceptual and rational knowledge, strengthen the guests' experience in the resistance training area, and continuously create touchable fitness goals. Many clubs with poor sales performance blindly introduce treadmills and sports when they meet female guests, and introduce how good the club is, bombarding guests with large-scale information, ignoring what the guests have heard and heard. As a result, sales performance is naturally not good. -
Summary: ① The purpose of a cursory tour is not to introduce products, but to relieve guests' worries, strengthen their dreams and create value. (2) Be sure to demonstrate different musical instruments according to the different requirements of different guests, so that the guests can experience and enhance their feelings. (3) During the tour, guide the guests to say "Yes" through closed questions. S fitness requires guests to say "yes" at least five times, hypnotize sales and strengthen their sense of identity. (4) In the process of taking the tour, the member consultant should warmly greet the members he knows and introduce some key people to the guests. You might as well gossip about the situation, such as introducing someone's successful fitness experience, someone's successful girlfriend in the club, and the lovely front desk girl's beauty experience. Let the guests integrate into the new environment psychologically faster and accept you. ⑤ Use the approach method, assuming that the guest is already a member, and strengthen the sense of identity. -
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4. Member introduction)-
After the visit, the membership consultant will take the guests back to the rest area and then take out a beautiful blackboard clip from the negotiation table. This is a member introduction book, which contains company introduction, number of clubs, star partners, fitness benefits and corporate culture, personal trainer introduction, group gymnastics class, exclusive fitness courses and so on. Finally, the types and prices of the cards sold. The member consultant should give a key introduction to the guests within 5 minutes, which is also an important step to achieve sales. -
Objective: ① As a transition between club visit and quotation, member introduction naturally leads to member price without being particularly abrupt. ② The black folder with exquisite pictures, coupled with the well-trained enthusiastic introduction of the member consultant, perfectly packaged the member introduction, and cooperated with the club's long history and star partners to make the enterprise more textured in the eyes of consumers. (3) Guide the guests to reshape their dreams and fitness needs, and prepare weapons for the final transaction. -
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5. Price)-
S fitness requires employees not to disclose specific prices to guests before making quotations, such as GFP and Tour. To this end, they often train employees and teach them how not to quote specific prices without causing customers' resentment. S Fitness requires employees to quote only one price according to customers' needs. Generally speaking, it is the highest-level platinum annual card, which is quoted at $3,000. If it is not successful, they will find a suitable reason to reduce the price or ask the manager or colleagues to help reduce the price according to the needs and reactions of the guests. -
From an economic point of view, S Fitness has done a good job in the theory of "price discrimination", that is, people at all levels of consumption can buy products whose prices match their abilities, even if the differences between products are small. However, many clubs in China have a cursory look, and most of them disclose the prices in a hurry during the visit, repeatedly emphasizing the special price and the gift package of the month. There is nothing wrong with this as a means of promotion, but if you put it before the guests sit down and talk to you in detail, especially when visiting, there will be a big problem. -
First of all, it will make you give up your chips easily, make the guests expect that the price will continue to fall, and make the next negotiation difficult. What you can do is to cut prices and then cut prices, and then give gifts, which is a vicious circle. Secondly, it is difficult for guests to make a decision today, because the process of watching cards is too easy to cherish. Moreover, the quoted price during the visit will greatly distract the guests from the service facilities. In addition, if there are no processes such as GFP and Inbody, it is difficult for guests to get a professional experience, let alone ease their worries, so that they can only focus on prices in the future. Finally, faced with so many kinds of cards, even if customers want to buy them, they will think more than before, and they don't know which one to choose, which increases the uncertainty of sales. Because fitness is more of an impulsive consumption in China, after considering it for two days, the enthusiasm at that time faded, and it is very difficult to get it back. -
Therefore, S Fitness only uses one quotation to avoid this risk. After the transaction is locked, the manager will introduce more choices to the guests and strive to upgrade from one year to three years or even life membership. This kind of consumption upgrade is relatively easy, so big orders often appear.
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6. High-level intervention (T0) and the first personal sale-
S Fitness attaches great importance to every guest and strives for the transaction rate, so it requires every guest to "arrive". The first one is to make a deal with the guild consultant, and the second one is to upgrade the membership of the customers who have already made a deal, usually for three or one year. To this end, the sales manager and assistant manager will personally supervise the war in the negotiation area. Although this insurance sales method will make customers feel pressure, it turns out that it can greatly increase the proportion of transactions. TO can be a manager's TO or a mutual TO between member consultants. Usually, the member consultant will judge the guests' worries by communicating with them for nearly 1 hour in the early stage, and then guide the guests to express their real worries and isolate the problems. The next step is to leave some room for price negotiation and find a manager. As for how to solve the concerns and specific methods, because the content involved is too complicated, sports resources 5 1 is not suitable. CC will continue to disclose it to peers in future reports, so please pay attention. -
When guests buy expensive fitness membership cards, greater consumption is yet to come. Since 400 yuan/Festival, the sales of personal trainer course of S Fitness are not like the way that domestic counterparts do free classes after joining the club, and the sales of members begin as soon as POS is completed. In the words of S's personal trainer, "when a person's wallet has been opened, it is much easier for you to let him spend it by the way than when he comes next time, and it is easier for you to persuade him to open it again." The average success rate of POS can reach 40%. Even if it is unsuccessful, there is still reason to make an appointment for free courses and encourage members to consume PT. Of course, just like its member sales system, the private education sales of S Fitness also has a sophisticated system. In the next report, sports resources 5 1 are suitable. CC will focus on revealing its sales system of private education, to explain why the private education course of S Fitness can be sold to 400 yuan/Festival, and why the private education department can achieve nearly one million achievements every month. -
It can be seen that the success of S fitness is not accidental, and behind its surface scenery is a rigorous and efficient system. Internal employees call it membership sales system-membership production line. Today, let's discuss its operation mode in order to minimize the gap. When training employees, S Fitness repeatedly stressed that consumers will only buy goods and services from people she trusts and likes. Just imagine, if a guest visits the gym and only needs 15 minutes to get out, how can he trust and like your staff and service? How can we get more recognition and return in this industry? -
With the rapid development of fitness industry in China today, can your fitness sales system bring guests an unimaginable experience? Can your employees make customers trust and like them? If you don't do too much now, learn from S Fitness Company. You will understand why other people's membership cards and personal education can sell for a good price; Why people can let tourists stay for at least an hour; Why does everyone have to do GFP and physical examination? ...
There is no shortage of gold mines in China's fitness industry, but there is a serious shortage of technology and talents for Nuggets. When the foreign giant S Fitness came in with high profile, it not only took away gold, but also brought advanced ideas and systems. -
With the help of Sports Resource Network and IHRSA International Organization, we have thoroughly and systematically investigated many European and American fitness clubs that have been successful in the Asia-Pacific region. The following will take you to understand the whole sales process of these fitness giants and unveil the mystery of the fitness sales system in Europe and America. -
-
Case Fitness Club in this article is one of the American fitness giants (hereinafter referred to as S Fitness)-
Fitness member sales system-
The member sales system of club S includes: guest fitness record (GFP)→ body composition detection and coach explanation (test) → showing guests around the club (sightseeing) → member introduction) → quotation (price) → transaction (clinch a deal) → high-level intervention (TO)→ handling concerns and clinch a deal (clinch a deal) → first personal training sales (POS). -
Perhaps, many health clubs have this system, but the key point is implementation. Next, we will focus on how the member consultants of S Fitness realize this system, and analyze why this standard process can greatly improve the turnover rate of members, and how each step in the system can play a role and build value, so that customers can get an unimaginable experience. -
-
1. Tourist Fitness Record (GFP)
The guest fitness record is to obtain customer information and master customer needs and fitness motivation through some designed questionnaires. There is nothing special about the GFP questionnaire of S Fitness, but S Fitness emphasizes its importance and flexible application. For example, if a guest enters, the member consultant will take him to the lounge next to the front desk to do GFP, which takes about 15 minutes. -
The purpose of GFP is: ① Say hello, quickly establish a relationship with customers and eliminate their vigilance. (2) Understand the background of the guest through the customer information column, so as to find the connection point of * * *, let the guest trust you, and then establish the personal value of the member consultant. ③ Through the well-designed questions on GFP, find out the motives, interests and potential worries of the guests who come to the fitness center, so as to meet the needs and resolve their worries when doing physical examination and taking a group tour. (4) If there is no transaction that day, the member consultant will recall the information and characteristics of the guests when he sees GFP in the future, which is convenient for tracking and management. -
S Fitness attaches great importance to the use of GFP, and has formulated supporting measures such as regular training and assessment of employees' GFP level and no corresponding punishment for GFP. Therefore, in the member consultant training of S Fitness, GFP alone will take up 1/3 or even more training time. S Fitness has repeatedly stressed that "GFP sells guns", which is in sharp contrast to many clubs we investigated that don't do GFP at all. -
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-
-
-
2. Body composition test and professional coach explanation (test)
After helping the guest finish GFP, the member consultant will quickly ask the personal education manager about the guest, and then the personal education manager will designate a coach suitable for the guest to do a physical examination for him. Remember, "fitness" is a key word. A bodybuilding coach is very persuasive to guests who advocate strength, and a well-proportioned beauty coach is also very attractive to guests who want to lose weight. Of course, this request process is very fast and won't keep the guests waiting for more than a minute. When the member consultant enthusiastically introduced the past coaches, many visitors had a desire to buy at the moment they shook hands with coaches with good spirit and temperament. -
Then the guests took off their shoes and socks and stood on the body composition tester that had just been wiped with alcohol cotton balls. The test took about one minute. In this minute, the coach will naturally greet the guests and establish a relationship according to the information provided by the member consultant. Then the coach will quickly explain the detected indicators to the guests in simple and vivid language, and answer the guests' questions in depth from a professional perspective. The whole process is rigorous, skilled and flexible because of frequent training, just like a member consultant doing GFP for a guest. -
The purpose of body composition detection and professional coach's explanation: ① Let the guests feel something beyond their imagination, because most people didn't do physical examination seriously before entering the S fitness center. The staff of S fitness let the guests feel good service and attention through well-trained standardized procedures, and their curiosity and vanity were satisfied. (2) Through the data of physical fitness test, give the guests confidence and tell them that they are in good health, but they really need exercise and professional fitness services. (3) Weave a beautiful dream for the guests again through professional explanation, and arouse the sense of * * * in the customers' hearts. (4) dispel or alleviate the concerns of the guests, such as whether the guests are tired from exercise, whether they will spend too much time, whether it will be unsafe, whether the girls will become stronger when making equipment, and so on. At this time, nothing can reassure guests more than a trusted coach responding to these concerns from a professional perspective. ⑤ To lay a solid foundation for the sales of personal coaching courses immediately after the success of membership sales. Just like your relatively trusted shoeshine, you can't help sticking out your other foot. -
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It only takes 15 minutes to do a physical examination, but it requires close cooperation between the private education department and the member departments. The personal education department helps members to make a deal through their own specialties, and the member department naturally connects the guests with the personal education through physical examination, helping the personal education to sell immediately after issuing the card. This is a win-win process. Half of the training of S Fitness Personal Education Department is spent on the explanation of body composition test, and it is considered that the failure of membership sales has a great relationship with the imperfect physical test and explanation. Of course, whether the explanation can stimulate the greatest interest of the guests is more directly related to the success or failure of private education sales.
-
-
-
-
3. Visit the clubhouse-
When customers with curiosity and self-esteem are satisfied, their hearts are full of enlarged dreams, and they get up and visit with membership consultants with satisfaction, they have already fallen into the designed membership manufacturing production line. -
Because a lot of work was done in the early stage, some of them created the value of the club and the personal value of the employees, and removed the vigilance of most guests. More importantly, member consultants know more about guests' worries and concerns, so they will have a focus when taking the tour, and strive to enlarge the demand and avoid worries. -
From the cardio-pulmonary aerobic area to the resistance training area to the weight training area, from the dynamic exercise room to the static exercise room to the dressing room, the tour route will not be repeated. Time 15? 20 minutes. S fitness requires employees to demonstrate the equipment according to the characteristics and needs of the guests when leading them around, so that the guests can try an aerobic equipment and a strength equipment respectively. -
For example, the guest is a middle-aged woman. From GFP and physical examination, the member consultant knows that she is sensitive to figure, usually works in a sitting position for a long time, wants to improve the stiffness and pain of cervical spine, wants to take physical education classes, and is afraid of being laughed at because she is unfamiliar with this strange environment and can't exercise, afraid of being too tired to keep fit, and afraid of exercise. During the tour, the member consultant will tell her that most of the sports here are beginners, and the sports courses are mainly introductory courses. -
When trying out in the aerobic area, the member consultant will mainly introduce the slower equipment such as treadmills and elliptical machines, and tell her that using these equipment is not tiring and the effect is good. In the strength area, the member consultant will quickly bypass the free weight area and come to the combined equipment strength training area, focusing on telling her that the combined equipment training area can be used to sculpt lines without strengthening, and let the guests try a hip exercise equipment. Under the guidance and explanation of the member consultant, the lady will immediately experience that kind of weight stimulation and feel that it is just around the corner. -
It is the most important success factor for S fitness sales to let the visiting guests gain perceptual and rational knowledge, strengthen the guests' experience in the resistance training area, and continuously create touchable fitness goals. Many clubs with poor sales performance blindly introduce treadmills and sports when they meet female guests, and introduce how good the club is, bombarding guests with large-scale information, ignoring what the guests have heard and heard. As a result, sales performance is naturally not good. -
Summary: ① The purpose of a cursory tour is not to introduce products, but to relieve guests' worries, strengthen their dreams and create value. (2) Be sure to demonstrate different musical instruments according to the different requirements of different guests, so that the guests can experience and enhance their feelings. (3) During the tour, guide the guests to say "Yes" through closed questions. S fitness requires guests to say "yes" at least five times, hypnotize sales and strengthen their sense of identity. (4) In the process of taking the tour, the member consultant should warmly greet the members he knows and introduce some key people to the guests. You might as well gossip about the situation, such as introducing someone's successful fitness experience, someone's successful girlfriend in the club, and the lovely front desk girl's beauty experience. Let the guests integrate into the new environment psychologically faster and accept you. ⑤ Use the approach method, assuming that the guest is already a member, and strengthen the sense of identity. -