Promote Leisure's Presentation from the Autumn Sales & Retention Convention

1. Session 6

2. KPI’s
Key Performance Indicators

3. KPI’s
Mini Agenda
Basic
Advanced
What you can learn from KPI’s
Rule of Thumb

4. KPI’s - Basics
Basics or as you like or as complicated as you like!
Enquiry to Appointment % (Outgoing or Incoming Call / Web / Walk In /
Referral )
Appointment to Show % (who turns up for their appointment)
Tour to Join % (all appointments and walk ins)

5. KPI’s - Basics
Average Industry Stats
One Boot does not fit all
Enquiry to Appointment % (Outgoing or Incoming Call / Web / Walk In / Referral )
10 – 60% !!!
Data & Source dependent -
Walk in, Web Enquiry or Incoming Call
Member Referral and POSR
Email Opener
Guests of Members
Casual Visitors to Centre
Lead Generation – Free Guest Pass
Cold call to a local business for corporate
Calling the phone book
Appointment to Show % (who turns up for their appointment)
Tour to Join % (all appointments and walk ins)

6. KPI’s - Basics
Average Industry Stats
One Boot does not fit all
Appointment to Show % (who turns up for their appointment)
70% on average for the industry
Tour to Join % (all appointments and walk ins)

7. Waterproofing ( Call and Email)
Hello, may I speak with (Name) please? / Is that x?
Hi/Hello (name) its X calling from X, we spoke recently about the club
and how you were looking to X (use goal if appropriate)
I was just calling to confirm that you are still okay to look around the
Club (date/tomorrow) at (time)
Fantastic, do you need directions? (you should know this from the
telephone enquiry)
I look forward to seeing you, just come into reception and ask for (your
name) I will be waiting for you.
Goodbye

8. KPI’s - Basics
Average Industry Stats
One Boot does not fit all
Tour to Join % (all appointments and walk ins)
80% Includes Bring Backs
Depends on the facility and the Membership Advisor

9. KPI’s - Advanced
Breaking it down
Enquiry to Appointment %
Contacts - Outgoing calls to Appointment
Incoming Call
Break it down by database
Web
Referral
Lead Gen
Tour to Join % Face to Face
Booked or Walk In
Bring Back
Joined to Point of Sale Referal Leads – less than 1 up to 3

10. KPI’s
What you can learn from KPI’s
Poor no show rate?
Poor Tour conversion rate?
Really Good Call to appointment % but a Low Show Rate?
High Bring Back sale %
Poor call to appointment rate?

11. KPI’s
Setting Targets - Rule of Thumb
Monthly Sales Target of 100 – how many leads do you need?
Showed Tour – Join Rate is 80% - 100 becomes = 125 Tours
Appointment – Show Rate 70% - 125 Tours = 179 Appointments
Calls / Contact – Appointment 10% = 1790 contacted prospects
Better data and prospects
Calls / Contact – Appointment 30% = 597 contacted prospects

12. Quiz!
dddd

13. Ex-Members
Get those Ex-Members back!
New Member Source Reporting
1) Referral – 28% approx
2) Ex-Member – 25% approx
3) Incoming Enquiries – 10%
4) Lead Gen, Marketing & Everything Else – approx. 37%

14. Ex-Members
When is a Member who leaves…
A leaver or an ex-Member? Who picks up the follow up and
when?

15. Ex-Members
How do we manage the follow up process when a Member
leaves?
Plan for the future call

16. Ex-Members
Contacting Ex-Members
What questions will we ask them?

17. 7 Steps of Sales
Customer-
Centric
Selling

18. Ex-MembersThe call
Standard Intro
“Hi… Its… calling from your old Club/Centre. How are you this afternoon”
“If it is okay, I am just asking some of our loyal ex-Members a couple of questions about the Club”
“When you originally joined what were the reasons for doing so? Did you have any goals in mind?”
“Great….” Press if necessary to re-establish the hidden motive
“After you left us, did you join another Club/Centre to keep the goal going?
Listen… if yes, ask “where, what they are enjoying etc”.
If No ask “in that case, are you doing any sports, running etc”

19. Ex-Members
Then ask, “when you were at our Club/Centre, what did you enjoy what facilities did
you use etc”
Build Rapport etc
Then ask for the appointment “lots has changed (if it has, staff, facilities)” or “we
would love you back achieving your goal here” “We have had such a good chat,
can I invite you down to see the club again, what’s best for you these days.
Daytime or evenings and weekends?”
A decent CRM system, good note and listening to Guy makes this so much easier!

20. 7 Steps of Sales
Customer-
Centric
Selling

21. What motivates people to buy?
All decisions are a weighing of consequences
Avoid Pain – Gain pleasure

22. Tipping the Scales of Justice

23. The Secret of Sales & Retention
Making people feel important

24. Rapport - Active Listening
Body Language
Giving reassurance
Note taking
Active Listening
Questioning

25. Needs Analysis Broken Down
During the needs analysis process we want to establish the following:
• Build Rapport
• HUG
• History, usage & goals
• Find out what facilities they are interested in using
• Find their Pain (Hidden Motive)
• Create realisation and visualisation
• Transition to the tour

26. Touring
What’s the most important thing we need to
achieve during the tour?

27. The Tour
Examples
Museum Tour

28. The Tour
Make a feature, make a claim?
Feature must have a logical benefit & something they want, get feedback
Mirror Pace
Show them what they want!

29. The Close
Price Presentation
By this stage we should know exactly what the prospect is after and exactly how they
will react to your offer.
Tips –
Prospects are more likely to buy if they are sitting down
Use the KIS system – Keep It Simple – 2 or possibly 3 options. Never more
If you are right handed sit on the prospects on the right side

30. 7 times to exhaustion
2% of sales are made on the 1st contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made on the 5th – 12th contact

31. Ex-Members
Love them they are 25% + of your new
members!

32. Wrap Up