STRATEGY IS DYING 2 Mags Govender MD of GO Health Club Group - - PowerPoint PPT Presentation

YOUR SALES STRATEGY IS DYING

A BRIEF DISCUSSION INTO THE IMPORTANCE OF SALES AND MARKETING IN YOUR BUSINESS, WITHOUT COMING ACROSS AS A SALES DRIVEN BUSINESS

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Mags Govender

MD of GO Health Club Group Experience in developing Sales, Marketing and Operational strategies Career History: Qualified and practiced as a Jnr Architect Salesperson / Club manager with Sharper Image Partnership in gym group – Players Gyms – KZN Salesperson / Manager – Health and Racquet group Head of Sales – Virgin Active SA Owner ladies only club – Ladyfit Owner advertising agency – Creative Inc Partner- Quickfire Kickboxing Partner- Lighterbeing Executive Roles-Telecoms and Recruitment

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AGENDA

• History of gyms
• Current fitness industry stats and reasons to choose

fitness as a business

• Market needs and wants
• History of gym sales and current challenges
• Current market trends and the impact on selling
• Adapting a sales and marketing strategy to match
• Summary

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In the beginning…

The word 'gymnasium' originated from the Greek word “gymnos,” which translates to

• naked. Gyms at that time were usually a

place for the education of young men (it will be a while until we get to women in the gym), which included physical education along with educational pursuits along with

• bathing. The ancient Greek's designed

these public gymnasiums for athletes to train for open games such as the Olympics. Fitness and care of body was part of the

• verall philosophy of the ancient Greeks

along with education.

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The French Connection

The first commercial gym is typically credited to French gymnast and vaudeville-strongman Hippolyte Triat. He opened his first club in Brussels and then added a second in Paris in the late 1840s. Founded in 1844 in London England, The YMCA would eventually lead the way for fitness for many men At the end of the 19th century, another gym was established by an entrepreneurial strongman Eugene Sandow. In 1939, fitness legend Jack LaLanne

• pened what is believed to be the first

U.S. health club in Oakland, Calif.

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Where there's Gold…

The birth of Gold’s Gym in Venice, Calif. in 1965 signalled the beginning of the rise of a new big-box concept for health and fitness that could, and would be recreated to open the doors to the masses. Joe Gold followed his success with Gold’s gym by founding the World Gym chain in 1977 The adrenaline-and-big-hair-fueled 80s gave rise to an increasing number of gym chains including 24 Hour Fitness (1983) and LA Fitness (1984), as Jack LaLanne’s European Health Spas topped more than 200, before licensing them to Bally Company.

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There's space for everyone

The mega-chains continue to this day, but as with many things, today’s consumers are looking for a more personal and intimate

• experience. Smaller owner run health clubs,

personal training, and mind-body studios along with specialty exercise facilities that cater to more of the personal touch have began opening. Today, women make up more than half of the gym-going population. The success of Jane Fonda’s exercise video drove many women through the doors of these clubs to lift light weights and do aerobic dance

• classes. The evolution of exercise resulting

in this proportion growing steadily.

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162 million gym members globally 200 000 gym facilities globally $83 billion dollars revenue annually SA- 700 gym facilities SA-1,2 million gym members SA- R12 billion rands annually

Fitness Dollars

Supplement industry Fitness apps and wearable technology Apparal and retail

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40% 30% 10% 20%

SO ITS REALLY ABOUT HOW MUCH OF THE PIE YOU WANT

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THE FUTURE OF FITNESS

As lifestyle diseases continue to rise, the industry will play an increasingly important role in the health of global

• populations. Fitness

businesses that adapt to meet this challenge should find security over the long- term. As millennials increasingly drive consumer spending, providing services that appeal to their values will be crucial. But that doesn’t mean that

• ther generations should be

neglected at their expense. Innovation and creating an

• ffering that is appealing to a

broad number of clients. The range of services and facilities play a significant role in not only attracting members but keeping them engaged in their personal fitness goals. Market Need

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Market Need Market Need

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Based on current stats the future of the fitness industry looks assured. Are you ready to to address the needs and want of the market

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THE FUTURE OF FITNESS

Clients are seeking high touch service offerings with authentic engagement. As much as technology plays a massive part in the new generation of fitness personalized service is also a high demand More clients are seeking data and ability to offer them metric measurements. Be it through owned devices or elementary tracking systems clients are seeking feedback. This in turn leads to competitive behaviour and community building Trends show clients are seeking holistic run facilities with multi dimensional

• fferings. Further to that

clients are also seeking out specialized services and products that improve specific needs. Market Need

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Market Need Market Need

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Based on current stats the future of the fitness industry looks assured. Are you ready to to address the needs and want of the market

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Conclusion from Statistics

The outlook of the health club industry is bright and promising. As leading economies continue to improve, the industry is expected to thrive in the global marketplace, serving consumers with a variety of health and fitness needs. Offering access to fitness amenities, instructors, trainers and coaches, club operators are well-positioned to lead a healthier world

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For the love of it

The passion for helping people lead a healthy lifestyle drives many gym owners into the business. However, as with most entrepreneurs, they realize that the day-to- day issues they face require time, money, and specialized business skills. Sales and Marketing being a primary skill that is desperately lacking.

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What keeps you up at night

87% off business’s have no specific objectives in growth or revenue targets. Neither the

• wners, shareholders, nor staff, have clear

targets of where and how to grow the business. Further to this they have no sales and marketing strategy on how to achieve any significant growth.

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Strategy

Education

Staff /Culture Product / service Vision / Mission Retention Insurance Solutions Stuff youre not good at Mentoring

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Why sales matters? How sales is changing? How our buyers are changing? How we should be approaching sales for your business to create the best possible outcomes for your prospects? Creating a sales and marketing strategy and what elements should be included in it.

BUSINESS GROWTH If you want your business and revenue to grow, you have to focus on and build a well crafted sales and marketing strategy. MARC CUBAN Sales is the most important aspect of your company, which in turn is about how well you treat your customers and stay ahead of your customers requirements. Its not just about bringing a new member through the door, its about what you do after that, what your relationship with them is like, what their experience is like, how do you keep them constantly delighted.

Relevance of Sales and Marketing Strategies

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A bad rap….

Radio stations, journalists all report on and mock the gym sales tactics and sign up

• process. We are getting a bad reputation for
• ur health club practices of salesmanship.

People feel that they are being dupped, conned, sold too…. And they are taking to social media and other platforms to express their sentiments.

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The result….

• High staff turnover
• No relationships being built
• Call centre agents deemed as pesky
• Prospects feel they are being harassed

at the shopping centres

• People hardly take flyers at robots

anymore

• Trend of people not answering their

phones from unknown numbers

• Facebook and other marketing is

becoming noisy and loud

• We don’t see the marketing anymore
• Tired of the marketing noise

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+First

They want sleeezy sales people who are just after the commission

+Second +Third

They want to be harassed with phone calls and messages pressurizing them to buy

They want to feel like they’ve been sold to.

WHAT CUSTOMERS WANT…. NOT!!!!!!

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Marketing / PR Retention Effecient Processes and Systems Staff Selection,Training & Culture Mission / Vision Partnerships Effective Communication Tools Raving Fans

ELEMENTS OF A STRONG SALES AND MARKETING STRATEGY

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WELCOME

MESSAGE

People are walking into a health club facility to make perhaps one of the most important decisions of their life – whether or not to join a club and begin living the benefits of a regular exercise program In the new world of sales, you need to ask the right questions, rather than the right sales pitch. Its about how well you can connect with your prospect. Its about the identity of your business, and making it purposeful. Buyer expectations are changing. People GOOGLE you first. They find out about you before making contact. Its about your online

• identity. You no longer make the first

impression in person. You make they first impression online on social platforms. What does that profile talk about you.

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Famous for what…???

What’s the identity of your business? What are you known for, what's your reason for existence? Being great at something is what leads to Raving Fans

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FACILITY RESULTS RELATIONSHIPS SERVICE / EXPERIENCE

WHAT ARE YOU FAMOUS FOR?

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Process and Systems

Creating relevant efficient processes and systems that allow you to maximize every single prospect:

• 25 years ago we created a sales system

called CAPS.

• ALIVE is relevant because of the current

market

• Create Awareness through various

tactics, generate warm Leads, Invite them to view or try out the facilities, Add Value to their lives, Let them Enjoy the experience – Enrolments

• Through every step using tracking to

ensure we communicate effectively

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Howdy Partner

Partnerships

• Large base partnership / product
• fferings
• Collaborative partnerships with big

brands

• Local business partnering
• Member partnering

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A.I.D.A

Marketing and PR

• Website, Social platforms
• SEO
• Social and community projects, PR
• Sales funnels
• Signage
• Directions
• Print / OOH
• TV, Radio

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Hello…

Communication strategies

• Messaging platforms (whattsapp)
• Email marketing
• Comms though social platforms
• In app marketing
• In club marketing
• Word of mouth
• Influencers
• Video
• GIFs

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You my first, my last, my everything..

Creating raving fans

• Surprise your clients
• Delight your clients
• Offer innovative products and services
• Under promise and over deliver
• Bring in value added services
• Offer more than what they pay for
• Create experiences

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Your greatest asset..

Staff culture

• Invest in training and development
• Reward and recognition
• Let staff become raving fans
• Product knowledge is imperative
• Reward innovation and initiative
• Challenge the norm
• Don’t be your own worst enemy

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Summary

If you want your business to grow, you have to think about sales. Sales is much bigger and more complex than most people think. Sell, then resell and continue reselling Open up sales opportunities rather than closing sales Sales does not stop after customers buy, its an ongoing interaction. Every person interacting with the business is a sales person:

• Staff
• Suppliers
• Clients
• Prospects
• Ex Clients

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WANT MORE magsgovender@gmail.com