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The New Rules of Data Analytics for Health Clubs

Your CRM lead management must be actionable and responsive. Anything less is leaving money on the floor.

The problem? Data is everywhere. It’s always growing in volume and complexity. And it’s nonstop. Many CRM systems supply real-time data that updates the numbers in a continuous stream that supply an endless flood of information.

Of course, data is good. But leads are even better. Understanding your lead generation from your data collection is an essential part of the sales process for health clubs. With so many resources providing incoming data—social media, club websites, review sites, email, etc.—you need to aggregate and interpret quickly and efficiently.

You’ve got time for that right? Probably not. Data analytics remains a challenge for business owners, especially small business owners. Health clubs with a limited sales staff will likely have employees with different levels of data literacy, yet they’ll each be entrusted to prioritize information and do it in a timely fashion, so they can pounce on promising leads.

This issue goes beyond health clubs. Just about every business is dealing with data overload that’s creating more confusion than sales leads. In a survey with small businesses on their top challenges for using their CRM, the biggest complaint (46.5% of respondents) was that it was too “time-consuming to enter/update data.” The second complaint (36.2% of respondents) said that the biggest problem was “don’t know how it helps MY business.” (Their capitalization.)

“Just about every business is dealing with data overload that’s creating more confusion than sales leads.”

Your CRM may be accurate and comprehensive, but that doesn’t mean it’s moving the sales needle. As Forbes puts it in a recent article: “Though CRM Magazine says more than 90% of companies with 10+ employees utilize CRM platforms, the jury is still out on how effective they are in terms of finding the right lead or even simply accurate information.”

In fact, a survey by independent research firm CSO Insights found that nearly 50% of companies said that their CRM systems required “major redesigns or improvements.”

Making your CRM work for your business is essential in order to meet your key performance indicators (KPIs) and revenue targets. As CRM Magazine reported in a recent survey, companies that use CRM successfully have improved sales by 29%.

Taking time to interpret data takes time away from your sales efforts. It’s time to make the numbers work for you—instead of you working for the numbers.

The Data Trends That Can Transform Your Bottom Line

Gartner recently reported on issues surrounding CRM lead management. Gartner defines CRM lead management as “the process of capturing leads, tracking their activities and behavior, qualifying them, giving them constant attention to make them sales-ready, and then passing them on to the sales team.”

As Forbes explained when referencing Gartner’s report: “The Gartner report also states that there is a significant shift toward lead management functionality being part of a larger CRM or marketing solution.”

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The article goes on to explain that businesses need actionable data reports, unlike what happens with some CRM systems, which seem to want to impress with the sheer amount of data. Sure, these systems are powerful but to what end?

“For CRM systems, the purpose is to abstract away the underlying complexity, creating a user-friendly interface in the process—where the back-end tasks are automated and not necessary for users to understand … advanced lead generation tools in CRM systems is poised to remain the holy grail of growth acceleration.”

For health clubs, having a CRM that delivers targeted reports that conform to your specific goals is what matters. You need to be aware of the “micro-moments” when you can get the customer’s attention. According to a Microsoft study, the human attention span decreases by 88% every year. You don’t have any time to waste.

When a lead comes in from Facebook or your website, how quickly do you jump on that lead? Is your CRM giving you that lead in time to capitalize on it? It should be. But if you’re wading through data clutter, you may get that lead long after it’s gone stale.

A CRM That Makes the Data Actionable

One of the more advanced systems available to health clubs is about to be launched by Club OS. What makes their software so effective is their laser focus on the health club industry. In fact, it’s their sole focus. This is a CRM system made exclusively for health clubs.

The company’s latest innovation is their Sales Performance Analytics tool. This is designed to solve the problem of data reports that are too complex and overloaded with information that they do more harm than good.

“Club owners know the industry and what they need to be doing in order to be successful,” says Nicholas Hahn, vice-president of product at Club OS. “They need a good way to see an aggregate of what their team is actually doing. They know what needs to be done—they just need to make sure it's actually happening,”

The Sales Performance Analytics tool in Club OS CRM is designed to create lead management that’s consistent with your club’s particular goals. And it’s designed to capitalize on those micro-moments discussed earlier.

According to Hahn: “One of the scenarios that's very common from some of our HVLP customers, who are very sales oriented, is to act on a lead that comes in. When a web lead comes through our system the expectation is that the salesperson should make contact with that lead within five minutes, 20 minutes, or an hour—depending on how aggressive you are. Our analytics has a dashboard dedicated to dissecting your web leads and how much time it takes to respond to that sales lead.”

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These capabilities allow club owners to understand their prospecting sales workflow and make the necessary adjustments. It provides useful leads in an actionable time frame. And it takes the guesswork out of your sales efforts. You know what’s working and what’s not.

Club OS also understands that club operators have varied backgrounds and may not have a firm grasp of CRM data reports. Hahn says that the company makes sure that clubs understand the system and use it to its potential.

“When we roll out a new implementation, we have a very hands-on process,” he explains. “We don't just turn on a customer and say, 'See you later'. Our implementation team will train your team on how to use the platform and get the most out of it for your specific business needs.”

Club OS’ CRM system is scalable, intuitive, and versatile enough to work for a single club or a large chain. Its sales engagement and marketing automation features will help you save time and make the most of every sales prospect. This is CRM lead management created and refined specifically for the health club industry.

For more information on Club OS and their CRM and Sales Performance Analytics or to book a demo, visit their website or call them at 888-812-2158. Also, you can stop by their display at the IHRSA 2020 Trade Show in San Diego on March 18-21 and see their products in action, and learn more by attending Nick Hahn’s session, “Keeping Your Business Fit with Data and Analytics” on March 18.

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Jim Schmaltz

Jim Schmaltz is a contributor to IHRSA.org