New year is a time when many clubs’ focus turns to new member sales. Starting the year on a high in this area has a ripple effect throughout, with a club relying not only on the subscription, but also the secondary spends of these members.
In recent years, people have become far more intentional about how and where they spend their time. ‘Experience’ is something we talk about a lot at 59club but how do you communicate what your club experience is during the sales process?
When we look at the data gained through our mystery shopping of both golf and health club membership sales experience, we can clearly see the standout traits of 59club ‘Podium’ venues:
- A clear understanding of the prospect needs from the outset. This is obtained through powerful ‘open questions’ such as ‘Why are you looking for a new club?’ ‘What are you primary reasons for joining?’ Once you know the motivations for joining, you can tailor the information that you provide.
59club data shows this important element is often missed with reason for joining only being obtained 44% of the time on average across Golf and Health Club membership, whilst Podium venues are asking for this 89% of the time.
- Knowing your club’s USPs (Unique Selling Points) – All clubs have a personality and unique offering. If your team can articulate this in a relevant way it will create an appetite to come down to club to see more!
- Active listening shows that you are invested in the prospect’s needs and understand what they are looking for. Make notes throughout the enquiry process to aid the feeling of being ‘seen’ as well as to aid integration once membership starts.
- Involve other team members as well as existing members in the enquiry process and show round to give your club a personality and energy. If you say you are a ‘friendly’ club, this is the best way to back it up!
59club data shows that introductions are only made 42% of the time on average but this increases to 75% at Podium venues.
- Know your competition – not to run them down but to know where you have the edge. Complacency is the enemy of success and regular competitor analysis will ensure you stay ahead.
- Do what you say you are going to do – If you promise to make a follow up call on a given day, make sure it happens. It sets the tone and builds trust. Becoming a member of a club is lifestyle choice and not everyone is ready straight away – persistence pays off and ensures a healthy sales pipeline!
59club data shows that a follow up is only happening 23% of the time on average whilst Podium venues deliver this 88% of the time.
Want to ensure your enquiries are being handled effectively? Call or visit 59clubuk.com/enquire