Monday, 2 May 2016

Selling CLASSES at the Sales & Retention Convention

The second retention session started with selling fitness classes. Again, all the research shows that members who attend classes are more engaged and stay longer.

Some members get into fitness classes straight away, others take some convincing, and some swear classes are just not for them. By selling classes, we’re looking to speed up the convincing process, and convert some of the non-believers.

To do this, you need to know which classes will appeal to these members and ensure there are no barriers to getting new (and existing) members into classes.

How to get members to join a class?
  • Starter classes (for new members only), quarterly launch events. 
  • Tailor based on goals/experiences
  • Attend the class with them (both book in as you sign up or do the induction)
  • Prizes for classes, challenges for classes,
    (Give active points/bounts/perks for every class attended)
  • Give a referral voucher for every new class attended

The classic KPI for classes is the class utilisation report, which shows the classes that are overbooked or empty. Instead, work out your class penetration – how many of your [active] members have attended a class in the last month (or longer). As a KPI, this is better, as you can try to improve month on month, or filter on new joiners only, and find out whether you are selling more classes.

Tips to get more members into classes
  • Signpost classes, esp to new members, posters, etc
  • Communicate classes, to all members, non-attendees, 
  • Zero to Hero, review class timetable, measure class penetration

One of the best ways to improve your member retention is to link your retention initiatives with your sales processes and scripts. Sell the actions and experiences to your members, and then deliver them!

This is what we presented at the Sales & Retention Convention last month – a joined up approach to getting more members into your club and getting them to stick around longer. In these brief blog posts, we’ll try to sum up a couple of hours’ presentation in a few hundred words.

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