Making Sales In Tough Times

by Casey Conrad (International Presenter & Fitness Guru)

During the current economic downturn, many clubs are experiencing a tougher than normal business environment and reporting low membership sales. If your club isn’t feeling the pinch—good for you! If, however, it is, there are proactive measures you can take to survive—even thrive—in these challenging times.

First, control your own—and your staff’s—attitude. I’m not suggesting instilling a false sense of security here, but, rather, cultivating a culture of opportunity- seeking among your team. During the Great Depression, two industries performed better than most: the restaurant and entertainment businesses. Since people weren’t spending money on larger items, they indulged in these smaller purchases in order to feel better. Can’t the same case be made for a club membership? Some people, of course, will cancel their membership during periods of financial belt-tightening, but there will also be those who buy one instead of other more expensive fitness options and/or vacations.

Second, maximize your club’s referral programs. Even before the economy headed south, traditional advertising had been diminishing for years. When a budget crunch occurs, expensive ad campaigns are often chopped, making everyone nervous. Point-of-sale and existing member-referral campaigns are actually much more effective than any form of advertising, and most clubs have room for creative improvement. At the clubs I work with, gas cards as a reward for new member referrals are receiving a level of attention they’ve never enjoyed before. Bring your employees and members together in focus groups to find out what types of referral programs and incentives would motivate them to spread the word about your club.

Third, form a joint marketing alliance with other like-customer businesses. This means finding a dozen or so other local companies that are willing to cross-promote products and services to their current customers and members. If you put together a well thought-out plan with clear objectives and strategies for implementation, you won’t have a problem finding eager participants.

Fourth, introduce short-term program memberships that will bring nonmembers, as well as additional revenues, into the club. Weight loss, diabetes control, cholesterol management, flexibility classes, and small group personal training are just a few “hot topics” that can be marketed easily to prospects. If you develop their trust and comfort via these offerings, they may buy another program, refer a friend, or, ultimately, join.

On the sales side, engage your team in the “opportunity-seeking” process; have regular sales meetings; and give smaller, more frequent sales incentives to keep your staff motivated to sell.

During any economic slowdown, there are people who make investments that pay off at a level that can’t be achieved during boom times. So, what “investment” can you make in your business to attain a fabulous payoff in this difficult cycle? Ask the question, and you’ll discover the answer.

Casey Conrad, takeitoffweightloss@yahoo.com