Презентация Brent Darden и Bill McBride

Membership Sales & Service – Two Sides of the Same Coin

Brent Darden & Bill McBride

Two Sides of the Same Coin

Sales & Service

Sales Bill McBride

People – Product – Systems Positioning, Branding & Marketing -

Who are you?

4

Clarity of Direction

Humility & Openness to Learn, Adapt

& Grow

Operate As If You Are The Best

Be Clear – Be Honest & Open –

Be The Best

Be See

Do Do

Have Get

Be Great Golden Rule of Selling

•  Sell unto others as they would like to buy!



Brand Emotions

• Friendly • Warm • Comforting • Supporting • Happy • Safe

Value Proposition

Useful

Desirable Usable

9

Sales Trait Characteristics •  Compassionate •  Fitness Knowledge / Background / Passionate • Great Listener •  Calm Personality •  Competitive / Team Mindset / Goal Orientation •  Balance with Team • Optimistically Resilient •  Energetic •  Smile / Warmth / Likable

9

Where are your People?

V A L U E S

PERFORMANCE

Staff Coaching

Goals Train Relationship Building

Motivate Monitor Performance Feedback

Simple Review Process

What I like

Your Drive Sales Performance

What we want to see

Mastery of program offerings

Quality & accuracy of paperwork



Fitness Clubs are in the Sales & Service

Business

Understanding the Big Picture

“Practically every company today is

geared up to satisfy its customers. ‘We do whatever it takes’ is

the everyday refrain.”

Is Service a Worthy Part of Your Company Story ?

Point of Differentiation?

All organizations are perfectly aligned to get the results they are currently getting!

CUSTOMER SERVICE - PART OF YOUR VALUE PROPOSITION?



Create an “Experience”

CUSTOMER SERVICE COMMITMENT Stages of Experiences:

Random Experience

Predictable Experience

Branded Customer Experience

•  Inconsistent •  Unintentional

•  Consistent •  Intentional •  Not Differentiated •  Not Valuable

•  Consistent •  Intentional •  Differentiated •  Valuable •  Emotional

Source: Managing the Customer Experience: Shawn

Smith & Joe Wheeler

“Member Service - How ?

Business Philosophy = Service

Gain Consensus on...

An attitude that starts at the top of the organization and is ingrained in the day-to-day

culture.

CUSTOMER SERVICE IS NOT A DEPARTMENT

Corporate Attitude Strategic Decision

Corporate Culture



Adopting a “value discipline” and then aligning the efforts of the organization to support and focus on it has proven to be

key for most successful businesses. - Good to Great

Foundational Values

“People are not our greatest assets! The “right” people are our

greatest asset!

Service Support = Staffing


Foundational values are the companies DNA and should be shared by all team members. Empower The People To Act


Service Training

Ritz annually offers approximately 250 hours of

training for each hourly employee, which includes 15 minutes for lineup each day.

Service Training



" “The truth is that we compete against our own potential every day. And most of us fall short of what we are capable of doing or being. We are our own most formidable competition.” (The Fred Factor – Mark Sanborn)

New Employee Training

Service Training Service Training

Team Handbook

Traditions Training Provide a new

employee orientation that shares the

company’s philosophy and foundational

values.

Service Training Establish Service Standards

What does acceptable service

look like ?

Service Standards

TELOS Squared

Service Standards



Pulse Points

Service Training

" Reward and recognize employees that demonstrate desired behaviors.

Service Support Systems

Recovery Toolbox

Service Support Systems

Sales Continued

Bill McBride

Product

• Experiential Knowledge • Rules & Policies • Fitness Assessment • Schedules and Fees • Team Selling • Proof • Differentiation • The “Story” – Creating “Aha” Moment

Product

•  Lifestyle IS the Product!

•  Good design when well done is invisible

•  Like Air CondiIoning – •  when it’s right you don’t think about it



Lewin’s Equation

•  Behavior is a funcIon of the Person •  in his/her Environment

B = Behavior f = FuncIon Of P = Person

E = Environment B = f (P,E)

Systems

• Tool Kit – Prospect packet

• Sales Process • Enrollment Process • Follow Up Process • Mass customizaIon

– Email templates – CRM Iming triggers

Winning

• Putting it all together • Managing Funnel for Consistent Results • Scientific Model • Exponential Build

Sales

• Guest Registration Card • The Tour • The Close •  Follow Up • The Referral

• Process is not so different…



Windows to Close (Pre-handling of Objections)

 Time  Need  Desire  Facility  Significant Other  Money (affordability or value)

• Handling these during the needs analysis helps you to coach and understand true concerns and realities for your prospect

Organization and Goal Setting Tips

 Set S.M.A.R.T. goals  Begin each day with a list  Plan each day the night before  Plan your work and work your plan  Schedule your priorities, don’t just prioritize

your schedule  Follow the O.H.I.O. rule with paperwork

The Leader of the Future:

By definition leaders have followers.

Popularity is not leadership. Results are.

Leaders are highly visible. They set examples.

Leadership is not rank, privileges, titles, or money.

It is responsibility.

Peter Drucker, The Drucker Foundation

THE Ideal Sales Process Call / TI

(Computer Entry) Appointment Set

(Confirm Appointment)

Show (Guest Registration Card / Interest Profile)

(Thank You Email Sent)

Needs Analysis Tour Trial close Presentation of Membership (Presentation Sheet)

Enrollment Paperwork (New Member Packet)

Additional Services Presentation (Orientation & Intro Services)

Referral Presentation (Referral Sheet)

Orientation (Enter into computer Schedule it!)

Program Design (Enter into computer)

Computer Update (CRM)

Thank You Sent Follow-up

Service Hospitality Handbook



"   Listen, REALLY Listen.

LISTEN SILENT

Seek To Understand

Remember the Basics

“The primary job of a business is to sell something to its customers.

Everything else - the cleaning, the organizing, the stocking, etc.- is also important but not the real reason you

open your business.”

HOSPITALITY HANDBOOK - #1

"   Be Trustworthy

HOSPITALITY HANDBOOK - #2 HOSPITALITY HANDBOOK - #3

"   Under Promise & Over Deliver

"   Default To Yes

HOSPITALITY HANDBOOK - #4 HOSPITALITY HANDBOOK - #5

"   Be Predictable & Consistent




"   Appreciate Customer Context

“The Golden Rule for every businessman is this: Put yourself in your customers place.”


"   Accept Responsibility


"   Mirror the Customers Pace

Time is money: YOURS

& THEIRS!


"   Provide a Personal Touch

“In order to create a memorable experience, a service provider has to connect with a guest’s

individuality and deliver service customized to that guest’s

preferences.”




"   Inspect & Improve

“Starbucks is in the business of exceeding expectations. That means we have to admit it when we are not as good as we think we should be.”

“By going deeper with your existing customers, personalizing their

experiences, and developing a relationship layer - companies

create a one-to-one relationship that totally separates that company

from all its competition.”


"   Build Relationships

Communicate ~ Collaborate ~ Cooperate

Remember It’s a Team Effort


Brent Darden TELOS Consulting

[email protected] www.telosfitnesscenter.com

972-386-2582

Bill McBride President & Chief Operating Officer Club One, Inc. [email protected] http://www.linkedin.com/in/billmcbride

Презентация Brent Darden и Bill McBride

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