Domain 6 Flashcards
Marketing 101
Identify the customer’s needs, develop the appropriate product or services to satisfy those needs, promote the services and solutions in a cost-effective manner.
Four Ps of Marketing
Product - the specific product or service offered to customers. Price - the amount charged for a product or service, including volume discounts, seasonal pricing, and bundle packages. Place - channels a product or service will go through to reach the customer. Promotion - the communication of information about a product or service with the goal of generating positive customer response.
Approaching Potential Clients
Nothing in your career or in life of a prospective client happens until you take the initiative to do something! Say hello to every member while working each shift. Offer members a towel or water, if available. Roam the floor, clean up equipment, and make sure that the workout floor is clean and tidy. Do not hide behind the fitness desk, a computer, or a mobile device. Be sure to get out there and greet people, at the very least.
Approaching Potential Clients (Part 2)
During your first encounter with a member: Introduce yourself by name and ask for his or her name as well. Le the member know that your are there to enrich the club experience by attending to any needs, then, do it! Resist the temptation to educate. First interaction is professional, pleasant and most importantly, nonthreatening.
Approaching Potential Clients (Part 3)
Avoid approaches that members may perceive to challenge their beliefs, judgements, and competencies. Instead, after introducing yourself, simply start a positive conversation that demonstrates your value as a fitness professional - “I can teach you a trick to maximize that exercise if you’d like,” “great job, how did that last set feel?” “I love that exercises! Can I show you another great one I use all the time?” DO NOT SAY - “Let me show you the right way,” “May I make a suggestion?” “Can I show you a different technique?”
Approaching Potential Clients (Part 4)
During your next encounter, having already built rapport, you will be in a better position to offer assistance by: Identifying the goals and desires of the member, conducting a movement assessment, correlating the solutions provided by the OPT model with their goals.
Creating Value
Just because someone has a need or desire does not mean he or she will take action. Your perceived value must outweigh the sot of investment - Price, time and effort, and commitment. Fear of failure is a major deterrent. Relentlessly create, display, and educate your clients on the value that your services can offer them.
Asking for the Sale
Is is not through manipulation but concern and professionalism that sales are created. Professionals who are not fanatical about selling are also not fanatical about increasing: Performance, Health, Self-esteem, Quality of life by using the OPT tools and systems. Until the sale is made, none of the above are possible.
Asking for the Sale (Part 2)
Most sales are lost because they’re not asked for. Four reasons for not closing a sale: not enough value built into the sale, insufficient level of rapport makes the potential client hesitant to go ahead, the fitness professional did not affirmatively ask for the sale, and the potential client legitimately does not have the ability to pay.
Asking for the Sale (Part 3)
When you ask for the sale, about 9 of 10 will say no. Even with 10% closing ratio, you will be able to build a very successful clientele. The key is understanding what to do in either situation.
Asking for the Sale (Part 4)
If a client says “Yes” - Process the payment, schedule the client’s first appointment as soon as possible, send a than you card immediately, call to confirm before the first appointment, review the client’s goals and briefly reiterate how he or she will achieve those goals. Congratulate the client and acknowledge him or her for taking the first step in achieving his or her goals. If a client says “No” - Remain professional and helpful. Thank him or her for participating in the session. Make sure to have the potential client’s contact informations. Ask to call him or her in a couple of weeks to check on program status. Send a thank-you car immediately.
Asking for the Sale (Part 5)
Schedule a follow-up call in 14 days. Every 30 days, send information that pertains to the potential client’s goals (such as pertinent points from article clippings, trade journals, fitness Websites). Follow through on all tasks. Keep a record of all points of contact.
Ten Steps to Success - Step 1
What is the desired annual income? An annual income goal is the achievable desired sum total of monthly earnings over 12 months.
Ten Steps to Success - Step 2
How much must be earned per week to achieve the annual goal? Divide the desired annual income by 50 to figure out what will need to be earned on a weekly basis. Instead of dividing by the 52 weeks in a year, use 50 to allow for 2 weeks of vacation.
Ten Steps to Success - Step 3
To earn the weekly goal, how many sessions need to be performed? Take the weekly goals and divide it by the amount earned per session. Also, take the current average number of paid sessions performed weekly and divide It by the number of clients currently signed up.
