Sales

The one dimensional approach of generating leads through the clubs is rapidly developing into multi channel sources, via club and central sales/ marketing activities. The predominant focus areas are digital marketing on the internet to closed user groups, building the business to business field sales force and the use of Membership Exchanges.

A further benefit of the multi channel approach is that it will define the optimal size of the sales force in each club and where our sales resources should be deployed.

Sales First, an automated sales and prospecting system, is playing a significant role in focusing our sales teams to spend time on the highest leverage activities and to reach our prospective members in the most effective way. It has given us the opportunity to continue marketing to the lead base in a variety of ways.

New members on a structured fitness programme have a much higher propensity to remain with the club. As a point-of-sale tool, the Product Presenter sets out the benefits of the various fitness products such as Body First, an affordable fitness product offering three personal training sessions. It not only sets the new member on a trajectory of success, but also impacts the member from a ‘customer relationship’ perspective; enhancing their experience in the club and ultimately creating a greater level of advocacy.