When setting your health club revenue goals for the month, year, or week it is important to have a plan. I see too many fitness business owners say we need 200 new members this month then sit back and hope like hell they sell 200 memberships.
Sure, you might have some gym marketing running, a membership sales staff ready to go, and you might even be in a nice club and a great location but, unless you have a succinct plan of action to hit the 200 then you are relying on luck.
(LUCK is Not a good plan!)
I’d rather have a solid plan and rely on daily action. One of the easiest ways is to break everything down into small manageable chunks. If it’s 200 new members you want then each sales person should have daily, weekly and monthly goals not just for the memberships but for leads, apts, tours, ECT. By attatching a specific number to each the big scary 200 members doesn’t seem so daunting.
If I need each of our salespeople to average 40 membership deals this month and they close 70% of tours , they need 58 tours.
If they have a 40% appointment show ratio they should set no less than 145 appointments,
If they have a 50% set percentage then 290 leads are needed to generate those appointments.
Knowing these numbers, I simply want my salesperson to do is uses all their tools to create 10-12 leads a day.(FYI- These are avg percentages for illustration use your clubs actual ratio to get more accurate results)
This is easily obtainable by directing daily focus on producing 5-7 guest passes, 3-4 BR’s, Picking up qualified lead boxes leads, making some TI or missed guest follow up calls, distributing print-work so flyer or 2 comes back, reach out to reschedule missed appts and be backs .
We might even have a gimmie walk- in or 2 but that’s just gravy.
By taking this approach salespeople have direction and can develop a daily schedule they can uses to stay on track. The focus is put on prospecting activities not sales. I can assure you if membership counselors commit to creating leads not closing membership deals then 200+ and beyond is just a drop in the bucket.