The International Health, Racquet & Sportsclub Association is the fitness industry's only global trade association representing over 10,000 for profit health and fitness facilities and over 600 supplier companies in 75 countries.

 

 



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Thursday
Aug042016

Implement a Professional Sales System to Grow Health Club Memberships

Through its digital marketing strategies, West Wood Club’s website generates 990 leads a month—but those leads are worth nothing if they’re not converted into memberships. 

And the best way to turn leads into members? Implementing a professional sales system. 

“The best investment you’ll ever make in a fitness club is to invest in a professional sales system,” Alan Leach, regional manager of the Dublin, Ireland club. “If you’re having difficulty growing memberships, find a professional sales trainer or have someone on your staff who can go through that training […] It will be invaluable to you.” 

Leach took IHRSA Institute attendees through his club’s proven strategies during his Thursday, August 4 session, “Sales Management.” To start, he outlined the top three sales tasks:  

  1. Generate leads for your fitness business
  2. Convert leads into tours of your fitness business
  3. Convert tours into members of your fitness business  

West Wood Clubs uses integrated marketing strategies to generate leads, from search engine marketing to direct mail campaigns. And once the leads are recorded in their database, it’s up to the highly trained sales team to guide the leads through the buyer’s journey. 

Each West Wood Club sales team member goes through a rigorous training process:  

  • Full day: How to sell 70% of all tours
  • Full day: How to convert 70% of enquiries to tours
  • Three full days: Sales role play
  • Full day: How to do sales prospecting 

As a result of their marketing strategies and finely tuned sales process, West Wood Club’s website nets 56,000 visits a month, which the sales team generated into 3,992 memberships in 2015, resulting in $8.4 million.

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