Highlights of the Business Plans Observations/Results: More face to face meetings needed Refine and evaluate all systems Reduce the sales cycle Create special case studies and testimonials Create more value and a better owner experience Use what works and ditch what doesn't Niche markets and various channel opportunities Power of the club coach in sales Lots of young enthusiastic sales reps
Highlights of the Business Plans (continued) Observations/Results: More cost-effective field selling, webinars, round tables and road shows Share best practises Market specific literature and testimonials Sales accountability & refine contact management system Stop operating in silos (work as one and share) Focus on the decision makers (top down) The owner's edge + Survive and Thrive series Goal setting and lead management Competitive analysis - BTS, freestyle and ourselves
DIFFERENTIATE YOURSELF & MAKE 2009 YOUR BEST YEAR EVER
Differentiate Yourself & Make this Your Best Year Ever Be thankful that you are with the a company that is best of class in a healthy and productive industry LMI and the Agency Owners are re-investing thousands of dollars in our professional development, marketing and both national and regional tradeshows Love what you do and make a difference everyday – repeat after me: I love myself – I love my job!!! Its a new year: Get re-connected with your client Spend time to find out their unique pains and challenges Find out what vendor they enjoy doing business with + why Decide that you will own your marketplace
How to Differentiate Yourself in the Marketplace 1.Set up an appointment to meet with your top twenty clients and discuss the following: What you learned during your sales meeting this week Create a scorecard on your performance in 2008 Write down all of your questions you want to explore Determine of you can help educate their fitness, group ex and sales team 2.Be the best service manager ever – what can I do to help them with their business? 3.Call back in two-days on key client service requests, own it and solve it! 4.Work closely with your club coach to make an incredible support system for the client
How to Differentiate Yourself in the Marketplace 5.Stop in or attend first time launches a.Say thank you for the business, develop a relationship with the owner & fitness director b.Sit down and go over e-Club c.Assist with preparation for launch, re-launch and member appreciation weeks d.Dont forget little gifts, sweat bands, t-shirts or some token of appreciation 6.Visit the club after three or six months of launch (take owner or Group Ex manager out to breakfast or lunch). Head off a potential problem. Nobody goes back after the sale
How to Differentiate Yourself in the Marketplace 7.Dont give up on lost sales or BTS clients (the switch back is always possible) 8.Understand the educational publications available from IHRSA or other trade groups. 9.Be an industry specialist: a.Share information you learned at sales meetings and industry events b.Be willing to present this to the sales and management team at the facility c.Understand how a new competitor can affect the client (share the power and benefits of an organized Group Ex program d.Try and speak to local Golds Gym Alliance meetings, YMCA regional events e.Invite to regional events and tradeshows (Manias, regional seminars, GFMis and quarterly events) 10.Did you maintain relationships with your support staff? a.Take the marketing or sales manager of the facility out to lunch or breakfast b.Bring bagels to the facility for staff meeting
How to Differentiate Yourself in the Marketplace 11.Hand write thank you notes for all orders, launches and meetings – nobody has good manners anymore. 12.Type out your goals for every sales meeting – follow the script (it impresses the client). 13.Learn from your peers, clients and competitors: What is BTS doing well? What are certain freestyle managers doing well @ successful clubs? Bounce things off other reps, your boss and bosss boss. Collect Group Ex schedules and make a binder of the good ones Use your digital camera, take pictures of great rooms, new club programs, facility designs or fitness center floor plans (people love visual representations)
How to Differentiate Yourself in the Marketplace 14.Mix it up – try different things 15.Meet up with local sales reps for Precor, ABC Finance, Local Golds Area Director YMCA COOs 16.Be creative : Do a hotel show in the next 2-6 months (see Erin + Don about How to Survive & Thrive meeting series). Sal would be happy to come in for presentations. 17.Be the Best 18.Be ETDBW. Are you Easy To Do Business With ?
Make this your Best IHRSA Ever Based upon: STEVE MILLER – Tradeshows and Selling www.theadventure.com
Make this your Best IHRSA Ever Dont be the Guy Across the Aisle Set clear + measurable goals Dont focus on the hardware Dont blend in with the crowd Dont be in the sea of sameness
Make this your Best IHRSA Ever What do we Want as a Company or Sales Rep? A powerful brand Maintain long term profitable relationships Own the marketplace Be high profile Make it impossible for competition to compete Be on the mind of the client – when they are ready to buy Be the only one they think about
Make this your Best IHRSA Ever Clients do business with: People they like, know and trust – be worthy Be like Harley Davidson – non conformist – cult following
Make this your Best IHRSA Ever What do customers want? Always looking for solutions They go where they are treated well Go where they get good value You must prove value Where value is clear - the decision is easy
Make this your Best IHRSA Ever The Key at Tradeshows Dont blend in with the crowd The most important part of the show is the preparation (IHRSA call lists) Make appointments at the booth (before the show) Clients want solutions, value + personal service Dont use old habits of uneducated exhibitors Break out of the norm of what everyone else is doing I loved the preparation LMSC did for Athletic Business 08 show. Always dress with Les Mills logos & carry yourself professionally throughout the 4 day event. Attend Phillips and Jackies presentations if possible Take clients out for a lunch, breakfast or dinner break
Make this your Best IHRSA Ever Do you know that? 50% of companies do zero follow up after a show 30% have an ineffective follow up 20% actually do what they say The client wants - Personal service Promises kept
Make this your Best IHRSA Ever Where do we start? Be like Tiger Woods (figure out objective) Dont play tee to green! Find out wheres the pin and work backwards!! Determine what you want (goal) + work backwards to achieve it
Make this your Best IHRSA Ever MWOs - Most Wanted Objectives: 1. Wheres the pin? - define goal as clearly as possible Have a measurable definition 2. Focus on who we want to see Dont have a traffic trap – make firm appointments at the show 3. Most wanted attendee: - define who fits in Define who fits the profile for Les Mills Their organization (whos attending? – multiple decision makers?) Size of group Are they in the loop? What is their need or pains? – the key to needs analysis Find out what people like – bait them
Make this your Best IHRSA Ever RESEARCH ON TRADESHOW ATTENDEES: IHRSA will provide the attendee list three weeks before the show. 1.How many vendors are on your list = 15 2.How much time will you give them = 18 mins. 3.You dont have the time to talk to everyone 4.Quality versus quantity 5.Is your follow-up system in place – are you capable? 6.Attendees spend 8.9 hours at a tradeshow when they stay overnight and 3.9 hours at a local show. 7.Non-verbal expression is very powerful…look the part, welcome them, make them feel at home!
Make this your Best IHRSA Ever Most Wanted Response: 1. Action at the show 2. Action after the show – what you are to do? 3. How do you increase the opportunity? 4. Put them one step closer to my objectives
Make this your Best IHRSA Ever The most important feature of the tradeshow booth is: You ! people make the difference…. Take time to make sure things happen Be a good staffer & work it hard – a big investment at stake! Les Mills & the agencies are investing in you – show it. Bring it! Be like Disney – observe best practises Go outside your industry to see best practises People do business with people they like and trust!!
Make this your Best IHRSA Ever The SEVEN Rules of a Great Encounter: 1. Eye contact and smile – act like you want to be there Greet and welcome every guest 2. Seek out guest contact – 10 foot rule @ Ritz Carlton 3. Provide immediate service 4. Establish a rapport Qualify dont classify
Make this your Best IHRSA Ever The SEVEN Rules of a Great Encounter: 5. Display appropriate body language at all times a.Be a good listener b.Give me a good reason and i will give you the time - The average time at a booth is 18 minutes! c.Find a stranger and approach them d.Show them you want to be there 6. Preserve the magical guest experience a.Make sure they feel special when they leave b.Make sure they want to do business with you 7. Thank each guest for coming in today a.We (people are the difference) b.Be prepared c.Be thorough – be a professional advisor
Make this your Best IHRSA Ever In Summary: Dont be afraid to break the rules – shake things up Be brilliant at the basics Clearly define the most wanted objectives The last day of the tradeshow is very important Be effective until the show is over Are you ETDBW ????? Are you E asy T o D o B usiness W ith? Make a difference in San Francisco 2009 and have your best show ever! Show your Les Mills pride….!
Introducing Sals 2009 IHRSA 60 Day Challenge for Best Agency & Best Sales Rep awarded for The most new facility licenses arising from and signed within 60 days of IHRSA 2009 2009 IHRSA 60 Day Challenge - Open to all 6 USA Agencies and their Sales Reps. Closing Date: Friday May 22, 2009