Control with Questions “YES” It Really Works

Through reading numerous books on communication and field-testing hundreds of techniques, a few fundamental patterns have become very apparent in the fitness industry and in the business world. If you have ever been on an interview, or at a networking event, you may have noticed some of these social patterns as well. Control with questions is a valuable communication skill, a skill that can make a major difference in the outcome of what you are trying to accomplish.

Before getting involved in an interaction with someone, ask yourself a couple of questions:

1.  How can you make people feel important upon meeting them for the first time? (Show a sincere interest in them.)

2.  Are you trying to sound interesting or truly interested in them? (This is very important.)

3.  How can you stand out without knowing what they expect of you? (Product knowledge)
By realizing that most people are very similar and possess some fundamental qualities by which you can appeal to them, you will be able to stand out and excel in your interactions. Remember, it never hurts to pay attention to people, to compliment them, or to highlight their strong suits.

A properly placed question can showcase your intelligence, product knowledge, and interest in the person, as well as direct the conversation toward your intended outcome.

Appeal To All Senses – When interacting with someone, ask questions that appeal to all their senses. This will make you more interesting and, most importantly, memorable.

Be Sincere, Be Interested – If you are going to ask questions, it will help if you have a sincere interest in the person. Not being sincere and faking interest could very well be taken as an insult.

Pay Attention – If you are interested in crafting brilliant follow-up questions, then this is a crucial step. Use what the person says to steer the conversation deeper into whatever direction you like. It's okay to take notes along the way.

Ask Open-Ended Questions – If your goal is to keep the person talking and open up to you, then ask questions that require more than just a yes or no.

For more information on this subject, give us a call at 925-672-4800.

Treat Every Business Day as the First

As we head into midseason, sometimes fitness facilities find themselves in a "rut.” This staleness may be due to the boredom of repetition from the day-to-day grind. Thus, many fitness facilities would be wise to devise a plan that would keep them out of trouble and moving forward.

Was your New Year’s Resolution to kick your advertising program in the ass and have a serious talk with your landlord starting in January? Guess what? It’s Summertime! My dad once told me, once the Grand Opening or Open House Party is over the real work begins!  Boy was he right. So in this issue, I’m going to give you a few brief pointers to get you moving. Before we get started, please understand that I’m only giving you a smattering of what you need to know based on space limitations.

First, let’s discuss landlords. The foundation for a successful business is in the lease. It has always been my opinion that tenants don’t get what they deserve, they get what they negotiate. When it comes to your facility rent, now is the perfect time to visit your landlord and see if you can get a possible concession or renegotiate your lease.

Now Let’s Move on to Marketing and Advertising. Traditionally speaking, you should be spending 7-10 % of your gross income to further grow your business and the monies should be spent equally internally and externally.

Next up … Social Media. This form of advertising can be very successful. Social Media can change your business and bring in more new customers, but it can also consume many hours of your time and be a lot of work.

And lastly … Your Internet Footprint. Consumers are searching for you on Google, Yahoo, and Bing, online before ever stepping into your gym. And unfortunately, many gyms are missing out on that traffic by not being consistent with their business listing information.

It’s An Old Truth: People Won’t Beat a Path To Your Door If They Don’t Know Where Your Door Is

Why Is Branding Your Business Important? Branding will always be an integral part of a successful business plan. Branding allows your company to introduce itself and allows the consumers in your area to get to know your com- pany and everything that comes with it. Business branding does not just present the company’s products, services, and location; it also establishes an image of the business as a whole. The positive image you create for your business will make a lasting recall for the consumers in your area.

People generally buy products and services for two reasons: 

1. They need to solve problems. (Practical)
2. They want to feel good. (Emotional)

A solid branding strategy is your answer to helping your customers satisfy each of those two reasons. Give life to your business. People embrace positive thoughts, so create encourag- ing branding phrases. Messages like “You can do it” or “You too can change.” Customer recall is one of the chief reasons your business brand is vital. It creates customer preference for your products and services over your competition.

Branding must be seen consistently, convey a positive image, be distinct, and clearly describe what your business can do for its customers. When you perform strong business branding and follow up with various marketing activities, your business will grow and have a competitive edge.

Don’t Be Clueless

It never ceases to amaze me when talking to business owners about marketing and advertising they always complain about their response rate and not the person that prepared the marketing message. Why the consistent remarks, I wondered? Was it because they didn’t understand the basics, or were they just too thickheaded to understand how branding and advertising work?

In today’s market place, businesses want instant results to their marketing campaigns, but seem to forget that branding and advertising are just like dating. Yes, dating! When you start dating you get to know the person over time, don’t you? That’s the same approach that should be taken with consumers when you are trying to introduce your products and services to them.

Businesses have to constantly and consistently put their name out there. Show their audience they’re alive. So run the flag up the pole and let them know you are there.

Why Is Branding Your Business Important? Branding will always be an integral part of a successful business plan. Branding allows your company to introduce itself and allows the consumers in your area to get to know your company and everything that comes with it. Business branding does not present just the products, services, and location of the company, but also establishes an image of the business as a whole. The positive image you create for your business will create a lasting recall for the consumers in your area.

People generally buy products and services for two reasons:

1. They need to solve problems. (Practical)

2. They want to feel good. (Emotional)

A solid branding strategy is your answer to helping your customers satisfy each of those two reasons. Give life to your business. People embrace positive thoughts, so create encouraging branding phrases. Messages similar to “You can do it,” or “You too can change”. Customer recall is one of the chief reasons your business brand is so vital. It creates customer preference for your products and services over your competition’s.

All businesses are, or should be, marketing organizations. The problem is most businesses put the proverbial cart before the horse. The cart is advertising; the horse is the branding. When consumers realize a need, the horse has already told them who you are, what products and services you have for them, and where your business is located.

So there you have it, a quick snapshot on branding and marketing. 

The Pros and Cons of Lower Pricing

Have you noticed how many club locations are adjusting their pricing due to the tough economic conditions? You’ve probably thought to yourself … “Wait a minute - maybe that’s something I should be doing?”

The strategy of lower pricing is not a new one. It was popular in earlier years of the fitness industry when “cash was king” and club owners were trying to generate as many cash sales as possible. The old adage was - the first day of business was no different from the next.  But then came the computer age, and the cash concept was all but forgotten. Only a small segment of clubs still focused on the “cash is king” theory. The low price model continues to work today along with the help of the electronic funds transfer payment method.

Does lower pricing work? Of course it does; however, what are the benefits of making such a move? The benefits of lower pricing are obvious. With increased enrollments comes greater cash flow, and with greater cash flow the monthly bills can be met. The old adage “a busy club is a healthy club” is true. But with the success of attracting new enrollments comes several concerns that must be considered. If you’ve always had a lower pricing model, then your problems are different from those of someone wanting to change to this type of price structure. Lower pricing means more enrollments. More enrollments mean more traffic. More traffic means crowded conditions. Crowded conditions mean more wear-and-tear on the equipment, carpet, locker rooms, and the facility as a whole. With this wear and tear come high maintenance costs. In addition, more enrollments impact your parking lot. None of these conditions are a positive to club owners or club members.

In today’s economy, the consumer is more concerned about price (not necessarily the lowest price), and they are demanding better service and cleanliness than ever before. Clubs with the lower pricing model should be aware of effects both positive and negative that go along with this type of pricing structure.

If you believe in the quality of your club and its services, then do yourself a favor and don’t sell your club short by pricing the memberships too low. Remember, perception is key.  Cheap means cheap, and the value and integrity of what your club brings to its members are the end result, which will justify their investment in their health no matter the price.  Changing to the lower price model may suggest to your members and guests that your club is hurting financially, and the only thing you care about is the new enrollment. 

You can create a lower pricing model in many ways, but keep in mind that it has to be done without affecting your current members. If you make lower membership pricing available to the general public, you better believe that your members will start asking questions or will start looking for another club. There is a solution; make lower pricing short term and place reasonable restrictions on the membership offered. For example, let’s say your normal dues average around sixty dollars ($60.00) per month, and you want to attract more guests to your facility by advertising nineteen dollars ($19.00) per month. Not a bad idea, right? Just place a few conditions on the membership offered, i.e., make the maximum term 3 months and require that the membership be paid in full. By doing this, your current members will also be content.

An idea other than lowering your membership rates to attract new members would be to make your club different and set yourself apart from your competitors by offering unique equipment and ancillary services that no one else in your market place has.

On the surface many clubs that use the low pricing model appear to be successful, but with that success comes a serious concern that the lower prices have hidden effects that operators discover over time.

Remember that you can influence how your members and guests react, so strategize carefully.

Three Types of People in the Fitness Industry

As we head into 2021 you’ve got to be asking yourself, “Is there a better way to run my operation?” After being in the fitness industry for over 45 years, I’ve seen a lot of things; but nothing like the storm we’re going through now.

Over the past year, there has been much talk about the state of our industry, and as you head into 2021 it is more important than ever to analyze where you have been and where you are heading. Ask yourself a few questions while reading this article and decide if you’ve been letting the negative information hitting the airways and print media influence your decisions as a business owner. In business, even in the fitness industry, there are always ups and downs, and, no matter what people say, you’re on your own to make things happen.

There are no crystal balls. I wish there were. But during these uncertain economic times you can choose to do nothing or you can choose to become a stronger business. The choice is yours.

There are three types of people in the fitness industry:

1. People who make it happen.

2. People who watch it happen.

3. And people who don't know what's happening at all.

Unfortunately, this unprecedented downturn may last for several more months or even several years. But as a business owner or manager, you've got to take advantage of this time period and become better than your competitors.

However negative the predictions may sound, the truth is that people will still be shopping for a fitness facility or a fitness related service. To ensure that you have the best possible chance for success, it’s imperative you explore and make changes along the way.

So, what does a fitness facility or business do to ensure they have the very best possible chance for success? Here is the answer. Be better than the others. Jim Rohn once said, “You cannot change your destination overnight, but you can change your direction overnight.”

So if I‘ve got your attention, and you’re open to new ideas and suggestions, checkout the following information and change your direction:

Marketing - Traditionally speaking, you should be spending 7-10 % of your gross income to further the branding and growth of your business and the monies should be spent equally internally and externally. You’re probably asking yourself what I mean by internally and externally. Well, internally meaning that you promote from within, you do things for your members or customers and in return ask them to do something for you. Promoting externally would be radio, television, newspaper, and flyers, etc. As with both types of programs, you should be measuring the results, and the return on investment. However, with both types of programs (internal and external) some of the benefits can’t be measured because the exposure alone will continue to brand and further promote your business. My recommendation to you would be to put both internal and external into play as soon as possible and let your members and potential new members know what you’re doing to keep your facility safe and available to them during these unprecedented times.

Landlords - The basis and foundation for a successful business is in the lease. It has always been my opinion that tenants don’t get what they deserve, they get what they negotiate. When it comes to your facility rent, landlords always seem to have the upper hand and that’s generally due to the tenant creating a poor foundation when going into business. If you’re looking for a new location, ready to sign a renewal option, or having problems with the space you lease, now is the perfect time to pay your landlord a visit. Many landlords across the country are also feeling the pinch and may welcome a discussion about lowering your rent, offering you a rent abatement, or possibly renegotiating your lease. Though there are no guarantees, you won’t know unless you ask.

If the economy has forced you to be late on your payments, and your landlord is growing impatient and preparing to evict you, or you’re thinking about throwing in the towel, give us a call. Don’t be pressured or fooled by your landlord; let us put our 45 years of experience to work for you. Give us a call today.

Effective Follow-Up and Communication

You may have noticed in my past articles, I like sharing my ideas and experience with you, so pay close attention to the following chunk of information and learn how you can teach your staff to be better communicators.

 It all starts with follow-up. Effective follow-up begins immediately after the sale when you call or write to say, "thank you." Beyond this, there are several effective ways for you or your staff to follow up that ensures your fitness facility or business is always on the customer's mind.

1. Let members know what you are doing for them. This can be in the form of a newsletter mailed to existing customers, or it can be more informal, such as a phone call. Whatever method you use, the key is to dramatically point out to customers the excellent service you are giving them. If you never mention all the things you are doing for them, members may not notice. Just make a phone call and check up on them from time to time.

2. Write former customers personal, handwritten notes frequently. "I was just sitting at my desk and your name popped into my head.” “How is your exercise program going?” “Is there anything I can do for you?” Or if you run into a former customer at an event, follow up with a note: "It was great seeing you at the Group Fitness Seminar. Hope you enjoyed it.”

3. Keep it personal. Voice mail and e-mail make it easy to communicate, but the personal touch is often lost. Conversations and letters keep it personal. 

4. Remember special occasions. Send regular customers birthday cards, anniversary cards, and holiday cards.

5. Share information. If you read a fitness article or hear about a new book a customer might be interested in, drop a note or make a quick call to let them know.

6. Use follow-up calls to build your business. When you talk to existing customers, you'll often find they have referrals to give you, which can lead to new business. With everything your existing customers can do for you, there's simply no reason not to stay in regular contact with them, so follow-up.

7. Focus on retaining members and customers, not just making sales. Sales people, especially those who get paid on commission, sometimes focus on the volume instead of the quality of the service. Remember, keeping a member’s business is more important than merely closing a sale. Research shows it costs six times more to attract a new member than it does to keep an existing one.

The strategies you learn and practice now, when the economy is on the move, will serve you now 

and in the future.

Take my word for it, never forget to follow-up and communicate with your members! In order to make your facility a success, commutation is the answer.

If you would like to ask a question, or if you have advice, an answer, or an experience to share concerning this article, please contact Gary Hood at 925-672-4800, or email gary@globalfitnessassociation.com.

Making It Happen or Watching It Happen

As you head into springtime, it is more important than ever that you analyze where you have been and where you are heading. Ask yourself the following questions and decide if you’re making it happen or watching it happen.

Question #1

Are you or your staff effectively answering incoming telephone calls? Are you satisfied with the percentage of appointments booked? What about the show rate, or no-show rate? And what about the closing percentage? Our Documents and Forms are some of the most comprehensive, creative, and affordable tools that deal with the fitness industry you'll find on the Internet today. This experience and expertise are now available to you, both online and in person. 

Question #2

Are you considering signing a new lease or renewing your old lease? Is your landlord not performing? Has the economy forced you to be late on your payments? Are you contemplating closing your business and throwing in the towel? Don’t be fooled by your landlord; let us put our 40 years of experience to work for you. We know many creative ways to help you come out a winner. We are available for private consultation and encourage you to give us a call today at 925-304-1600. 

Question #3

What about giving a proper tour of your facility to a potential member? Are you and your staff trained on the proper steps? Do the right questions get asked and answered during the tour? Once again, our Documents and Forms are some of the most comprehensive, creative, and affordable tools that deal with the fitness industry. Give them a try today.

With over forty years in the fitness industry, we understand there are many tasks and challenges you don’t enjoy doing. Our Executive Assistant and Consultation Service will allow you to relax, knowing that you have a team member who is only a phone call away. Give us a call at 925-304-1600 and we will gladly assist you.

What Did You Do Right?

The month is over, and you’re tallying up your thoughts. And you’re starting to smile. All month long, the indicators and reports looked a bit stronger than usual -- now, as the sales and commissions add up, your smile becomes a laugh, then whoop! It’s the best month you’ve ever had.

But why? How? What did you do differently? What did you do better? What did you do right? If you knew the formula, you’d bottle it and. . . on second thought, you’d probably keep it to yourself! I wish I could tell you that I’ve discovered that sure-fire, never-miss prescription for guaranteeing better results on a regular basis, but I can’t. But, of course, some days will always outshine others; some customers will always be more generous and kind than others. If there really were such a formula, the only thing it would guarantee is that everyone would be knocking at your door and asking how you do it.

However, I can tell you that in the course of compiling this article, I’ve spoken to many outstanding owners and fitness professionals who indeed do use conscious and unconscious “tricks of the trade” to boost their production and membership base. And why not? But when it’s all said and done, it’s about relationships.

Every individual interviewed for this article was at the top of their game -- whether or not they were making the fitness industry their career. And the element that proved their professionalism appeared early in each conversation:

“Make the customer as happy as possible, no matter what, whatever it takes.” That’s the way it was phrased by one young man, a personal trainer for seven years now working his way through business school (and already wondering if business will give him the same kick -- and the same monetary reward! -- as being a trainer gives him). But his “formula” was echoed practically verbatim by each of the others as the Number-One Fundamental for getting ahead and being successful.

Along the way, other, more specific ideas were proposed -- so read on. But keep in mind that first rule. It is the basis for everything else.

“The Importance of Being Earnest” That’s the title of a play by Oscar Wilde, but it should be your philosophy when interacting and servicing customers. It pays off.
“People can sense insincerity in a second,” says the same personal trainer who framed the Number-One Fundamental. “If you’re insincere, they, the member, feel like they’re putting you out, inconveniencing you by asking for the service they paid for. And that makes them feel uncomfortable. Uncomfortable people don’t come back to ask for help -- especially if you’re the one who’s made them uncomfortable.” And on top of that, they spread the word to family and friends.

Of course, good fitness professionals and trainers all have a bit of “actor” in them, but the trait is based on a genuine caring about people. “It’s a people business, pure and simple,” says a long-time manager who works at a small, popular fitness chain. “I bend over backwards to give them my best because I really do want them to enjoy themselves - that’s what being a member of a fitness facility is all about!” I couldn’t agree more.

So, what does a fitness facility do to ensure they have the very best possible chance for success? Be better than the competition by doing things right and understanding the relationship they have with their customers. Believe Me - It’s that simple.

With over forty years in the fitness industry, we understand there are many tasks and challenges you don’t enjoy doing. Our Executive Assistant and Consultation Service will allow you to relax, knowing that you have a team member who is only a phone call away. Give us a call at 925-304-1600 and we will gladly assist you.

Talking Too Much

A common problem in membership sales – and one of the most easily corrected – is talking too much.

Don’t drag out your presentation after the prospect is mentally ready to join …close the sale and shut-up.  Further talking will reduce the chance of a successful sale.  The prospect may lose interest, become bored and impatient.  While you are talking, the prospect might drift off and get second thoughts about joining.

It is also important to stay tight-lipped when you attempt to close the sale.  A cardinal rule of closing is – once you ask a closing question; do not utter another word until the prospect responds.  If the prospect does not respond immediately, it is tempting to “sell them some more.”  And that’s a big mistake.  You might talk yourself right out of the sale.  Before you “sell them some more,” let the prospect answer your question.

Remember, when you ask a closing question, you are asking someone to part with their hard earned money …it may take a moment for them to decide – so be patient.

If they have a legitimate objection, you need to have the skills to overcome it. Remember, 20 percent of your guests will join without asking too many questions, 60 percent will join if you can overcome their objections, and 20 percent won’t join at all.

For our complete guide on “How to Overcome Objections,” visit our Document and Forms section at GlobalFitnessAssociation.com. This eight-page document is guaranteed to help you close more sales. Give it a try today.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information.

Never Forget Your Members!

Take my word for it, Never Forget Your Members! In order to make your referral program a success, you’ll need your members support, along with your staffs participation.

There are several effective ways for you or your staff to follow up that ensure your fitness facility is always on the member’s mind.

1. Let members know what you are doing for them. This can be in the form of a newsletter mailed to existing members, or it can be more informal, such as a phone call. Whatever method you use, the key is to dramatically point out to members the excellent service you are giving them. If you never mention all the things you are doing for them, members may not notice. Just make a phone call and check up on them from time to time.

2. Write current members personal, handwritten notes frequently. "I was just sitting at my desk and your name popped into my head.” “How is your exercise program going?” “Is there anything I can do for you?” Or if you run into a former member at an event, follow up with a note: "It was great seeing you at the Holiday Christmas Tree Lighting. Hope you enjoyed it.”

3. Keep it personal. Voice mail and e-mail make it easy to communicate, but the personal touch is often lost. Conversations and letters keep it personal. 

4. Remember special occasions. Send birthday cards, anniversary cards, and holiday cards.

5. Share information. If you read a fitness article or hear about a new book a member might be interested in, drop a note or make a quick call to let them know.

6. Use follow-up calls to build your business. When you talk to existing members, you'll often find they have referrals to give you, which can lead to new business. With everything your existing members can do for you, there's simply no reason not to stay in regular contact with them, so follow-up regularly and keep them informed.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information.

Rest Easy and Count up Your New Members!

Referral Programs - In today’s clubs, the process is the same but the motivation is different.  The motivation is for members to be around their friends and to perpetuate social cohesion.

Further, stimulation should come from club management in the form of reward programs for those who help your club grow. This has brought about the creation of “Bring a Friend” or “Buddy Referral” or “Fitness + Friends” programs and contests. These contests or programs are based on the extrinsic reward system: Bring in a member and get a reward. The difference between a referral program and a referral contest is that in a referral program, most people receive some type of participation premium, but the winners receive the grand prize.

Premiums:

1. Cash prize.
2. Free month’s dues for each member brought in.
3. Free t-shirt or sweatshirt for 2 or 3 members brought in.
4. Pro Shop Gift Certificate.

Assign a prize dependent on the number of members brought in over a 30-day period:

1. A ticket to the ball game. 

2. 2 tickets to the ball game.
3. 2 tickets plus dinner.
4. 2 tickets, dinner, and a team-autographed ball.
5. Weekend vacation.

Another example:

1. A ski lift ticket for one.
2. Lift tickets for two.
3. Lift tickets plus a ski sweater.
4. Lift tickets, ski sweater, and a paid-for condominium in the mountains.

Create competition among the members. Give a large Grand Prize such as a trip to Hawaii, Mazatlán, Las Vegas, the Super Bowl, etc. Include smaller prizes for 2nd and 3rd places. Also give premiums to those that bring in just one or two.

One such referral program gave each participant a beautifully- engraved marble plaque and had special functions for the group on an ongoing basis. They also gave them special discounts throughout the club. Free dues, free guest passes, free food and beverage cards.

How to Make It Successful:

The referral program is most effective when run in conjunction with a membership special in the fall or winter (the external program). Make sure the member only needs to refer the prospect. Your staff should do all the selling. This necessitates the personal attention and supervision of a sales director, manager or assistant manager who has constant personal contact with the members. It further needs to be backed up with solid and aggressive in-house marketing with posters, flyers, newsletters, emails and most of all, phone calls. Accurate recordkeeping is a must and members should always know where they stand, as well as given constant positive feedback and thanks.

To Start a Referral Program in Your Club:

1. Pick a period of about 30 to 45 days during which to run the program.
2. Try to run it with a membership special. (The external program).
3. Create the back-up administration.
4. Choose the prizes.
5. Write out a set of rules by which the program or contest will run.
6. Put a staff person in charge of the program.
7. Advertise and promote your program.
8. End the program on Open House Day or a Special Event.

The strategies you learn and practice now, when the economy is on the move, will serve you now and in the future.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information.

Ideas For Following Up On Trials Visits

•  When working the front desk, have your staff ask (trial visits and promotional) members if they need help with their program, how things are going and pull their exercise program card if needed.

•  Always make (trial visits and promotional) members aware of when discount offer will expire.

•  Keep a sharp lookout on the conditioning floor for (trial visits and promotional) program cards and offer your services to the guest.

•  Explain the benefits and results the guest will receive by participating in a fitness program. Ask questions about what they are planning to do when their trial visit is over.

Fact: Surveys indicate that businesses can convert first time customers into regular customers in most cases, if those customers are treated like VIP's and receive superior value and service. Of course, if they receive poor quality products and/or services, they will never come back. Treating customers correctly is the key, and this alone will determine if they will share their positive experience with family and friends.

In a marketing situation whereby you are offering your products or services at a substantial discount, train your staff to focus on a concept called up-selling. This means that everyone on your staff should be trained to make suggestions for additional services and products to the customer.

Remember, the success of any business and/or advertising program is dependent on staff who are face-to-face with the customers each and every day. So look beyond the obvious, and plan for success by implementing a few of the points above.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.

You Can Brand Your Business for Pennies on the Dollar - Find Out How!

With one of the largest email databases in the nation, you can brand your business and do right for pennies on the dollar. (Read on.)

It never ceases to amaze me when talking to business owners about marketing and advertising they always complain about their response rate and not the person that prepared the marketing message. Why the consistent remarks, I wondered? Was it because they didn’t understand the basics, or were they just too thickheaded to understand how marketing and advertising work? 

In today’s market place, businesses want instant results to their marketing campaigns, but seem to forget that marketing and advertising are just like dating. Yes, dating! When you start dating you get to know the person over time, don’t you? That’s the same approach that should be taken with consumers when you are trying to introduce your products and services to them. My dad, now 82, owned a successful sign and advertising business, established back in 1945, and on more than one occasion he would remind me to never forget to market and advertise my business. He would say: “A business without a sign is a sign of no business” and "They don't marry you on the first date."

Hmmmm. What an interesting thought.

Businesses have to constantly and consistently put their name out there. Show their audience they’re alive. So run the flag up the pole and let them know you are there.

Why Is Branding Your Business Important? Branding will always be an integral part of a successful business plan. Branding allows your company to introduce itself and allows the consumers in your area to get to know your company and everything that comes with it. Business branding does not present just the products, services, and location of the company, but also establishes an image of the business as a whole. The positive image you create for your business will create a lasting recall for the consumers in your area.

People generally buy products and services for two reasons:

1. They need to solve problems. (Practical)

2. They want to feel good. (Emotional)

A solid branding strategy is your answer to helping your customers satisfy each of those two reasons. Give life to your business. People embrace positive thoughts, so create encouraging branding phrases. Messages similar to “You can do it,” or “You too can change”. Customer recall is one of the chief reasons your business brand is so vital. It creates customer preference for your products and services over your competition’s. 

Branding must be seen consistently, convey a positive image, be distinct, and clearly describe what your business can do for its customers. When you perform strong business branding and follow up with various marketing activities, your business will grow and you will have the competitive edge.

Are You Wasting Your Advertising Dollars? If you aren’t receiving the results you need and want, the answer may be that the consumers in your area do not have a clear picture of who you are, where you are located, and what great services and/or products you offer. In order to win the loyalty of the consumers in their areas, businesses need to apply two very important branding strategies:

1. Constantly send your message to the consumer.

2. Consistently repeat the messages you are sending.

Solid branding with repetition helps a business with a smaller budget compete with businesses that spend many thousands on advertising. Your marketplace position, your differentiating factor, and your consumer awareness should come first, before you execute any advertising efforts. 

All businesses are, or should be, marketing organizations. The problem is most businesses put the proverbial cart before the horse. The cart is advertising; the horse is the branding. When consumers realize a need, the horse has already told them who you are, what products and services you have for them, and where your business is located.

This brings me to a point where I would like to share with you a new marketing medium that will help you with branding your business; it’s called GFA e-Branding and e-Marketing. Our email database is the largest in the nation, totaling over 280 million emails. It includes 100% opt-in subscribers and is updated daily. You can now contact more fitness-minded people for just a fraction of the cost of traditional advertising. 

Pricing is 2 cent per email sent, which entails sending out your email campaign twice over about a thirty day period. And the best part. . . we do all the layout and design work for you at no cost.

How many email addresses are within a five-mile radius of your location? You might be surprised. Give us a call for a free count - no obligation.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.

The Race to The Bottom

Have you noticed how many club locations are adjusting their pricing due to competition? You’ve probably thought to yourself … “Wait a minute - maybe that’s something I should be doing?” or “Will lowering my prices affect my whole business formula?”

Prior to making any move toward adjusting your pricing, it’s important to understand the history, purpose, and pros and cons when making such a move.

We have worked with fitness clubs and health centers across the United States and, believe us, you are not the only person asking these questions.

The strategy of lower pricing is not a new one. It was popular in earlier years of the fitness industry when “cash was king” and club owners were trying to generate as many cash sales as possible. The old adage was - the first day of business was no different from the next. But then came the computer age, and the cash concept was all but forgotten because the consumer only seemed to be concerned with what their monthly obligation was. The low price model only works today because of the electronic funds transfer payment method. The original lower pricing model had nothing to do with service; it was all about the price and average cost per month.

Just because Walmart or the local Toyota dealership says they are having a sale doesn’t mean that there are deals to be realized. How many times have you had a friend or relative tell you what they paid for a new car? I bet not too often. They seem to focus on what their monthly payments are. This is the new way of thinking and it’s here to stay no matter what your dues cost.

Does lower pricing work? Of course it does; however, what are the benefits of making such a move? The benefits of lower pricing are obvious. With increased enrollments comes increased monthly dues. The only catch here is that you may need to enroll three times as many new members as you did in the past to make the low price formula work. The old adage “a busy club is a healthy club” is true. But with the success of attracting new enrollments comes several concerns that must be considered. Lower pricing means more enrollments. More enrollments mean more traffic. More traffic means crowded conditions. Crowded conditions mean more wear-and-tear on the equipment and the facility. With this wear and tear come high maintenance costs. In addition, more enrollments impact your parking lot.

In today’s economy, the consumer is more concerned about price (not necessarily the lowest price), and they are demanding better service than ever before. Clubs with, or converting to, the lower pricing model should be aware of effects both positive and negative that go along with this type of pricing structure.

If you believe in the quality of your club and its services, then do yourself a favor and don’t sell your club short by pricing the memberships too low. Remember, perception is key.  Changing to the lower price model may suggest to your members and guests that your club is hurting financially, and the only thing you care about is the new enrollment. So, be very careful when making the move to the low price model and really think things through before taking the leap.  

You can create a lower pricing model in many ways, but keep in mind that it has to be done without affecting your current members. You don’t want your members asking questions or starting to look for another club. There is a solution; make lower pricing short term and place reasonable restrictions on the membership offered. For example, let’s say your normal dues average around thirty-nine dollars ($39.00) per month, and you want to attract more guests to your facility by advertising nine dollars ($9.00) per month. Not a bad idea, right? Just place a few conditions on the membership offered, i.e., make the term 1 month, have time restrictions, etc. By doing this, your current members will also be content.

An idea other than lowering your membership rates to attract new members would be to make your club different and set yourself apart from your competitors by offering unique equipment and ancillary services that no one else in your market place has.

  

Is it just a race to the bottom, or can the low price model be sustained over the long haul? We just don’t know. On the surface many clubs that use the low pricing model appear to be successful, but with that success comes a serious concern that the lower prices have hidden effects that operators discover over time. Not just in one or two years, but over five to ten years.

Whatever you decide to do, be assured that the jury is still out on the low pricing model, so strategize carefully.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Are You Trying to Sound Interesting or Truly Interested in Them?

Through reading numerous books on communication and field testing hundreds of techniques, a few fundamental patterns have become very apparent in the fitness industry and in the business world. If you’ve ever been on a date, on an interview, or at a networking event, you may have noticed some of these social patterns as well. Control with questions is valuable communication skill, a skill that can make a major difference in the outcome of what you are trying to accomplish.

Before getting involved in an interaction with someone, ask yourself a couple of questions:

•  How can you make people feel important upon meeting them for the first time? (Be sincere.)
•  Are you trying to sound interesting or truly interested in them? (This is very important.)
•  How can you stand out without knowing what they expect of you? (Product knowledge)

By realizing that most people are very similar and possess somefundamental qualities by which you can appeal to them, you will be able to stand out and excel in your interactions. Remember, it never hurts to pay  attention to people, to give them a compliment, or to highlight their strong suits.

Questions are an amazing way to control communication

A properly placed question can showcase your intelligence, product knowledge, and interest in the person, as well as direct the conversation towards your intended outcome. You could use this opportunity to gain rapport by appealing to the person’s ego.

Try these questions if you’re unsure of where to begin:

•  What do you do in your spare time?
•  What is important to you?
•  How long have you been thinking about getting in shape?
•  What have you done in the past with regard to your health and fitness?

Direct Questions – These are questions you ask based on some knowledge of the person. Some of this information can come from their guest registration. You use these to steer the conversation in the direction that you want.

Some examples:

•  How is it that you are so passionate about wanting to get in to shape?
•  How long have you been walking or hiking?
•  Where do you hike?

Follow-Up Questions – These questions are the ones you use to dig deeper into the conversation.

•  Do you remember how you felt when that happened?
•  Can you elaborate a little bit on this topic?
•  Do you remember what was going on in your mind at that time?

Appeal To All Senses – When interacting with someone, ask questions that appeal to all their senses. This will make you more interesting and, most importantly, memorable.

Be Sincere, Be Interested – If you’re going to ask questions, it will help if you have a sincere interest in the person. Not being sincere and faking interest could very well be taken as an insult.

Pay Attention – If you’re interested in crafting brilliant follow-up questions, then this is a crucial step. Use what the person says to steer the conversation deeper into whatever direction you like. It's okay to take notes along the way.

Ask Open-Ended Questions – If your goal is to keep the person talking and open up to you, then ask questions that require more than just a yes or no answer.

Use It or Lose It – Don’t just read about these tips, go out there and try them right away. That’s the secret step between reading these articles and internalizing them.

Before you know it, this approach will become second nature, and your telephone and presentation skills will get better and better.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Don’t Be Clueless When It Comes to Branding and Advertising

It never ceases to amaze me when talking to business owners about marketing and advertising they always complain about their response rate and not the person that prepared the marketing message. Why the consistent remarks, I wondered? Was it because they didn’t understand the basics, or were they just too thickheaded to understand how branding and advertising work? 

In today’s market place, businesses want instant results to their marketing campaigns, but seem to forget that branding and advertising are just like dating. Yes, dating! When you start dating you get to know the person over time, don’t you? That’s the same approach that should be taken with consumers when you are trying to introduce your products and services to them. 

Businesses have to constantly and consistently put their name out there. Show their audience they’re alive. So run the flag up the pole and let them know you are there.

Why Is Branding Your Business Important? Branding will always be an integral part of a successful business plan. Branding allows your company to introduce itself and allows the consumers in your area to get to know your company and everything that comes with it. Business branding does not present just the products, services, and location of the company, but also establishes an image of the business as a whole. The positive image you create for your business will create a lasting recall for the consumers in your area.

People generally buy products and services for two reasons:

1. They need to solve problems. (Practical)

2. They want to feel good. (Emotional)

A solid branding strategy is your answer to helping your customers satisfy each of those two reasons. Give life to your business. People embrace positive thoughts, so create encouraging branding phrases. Messages similar to “You can do it,” or “You too can change”. Customer recall is one of the chief reasons your business brand is so vital. It creates customer preference for your products and services over your competition’s. 

Branding must be seen consistently, convey a positive image, be distinct, and clearly describe what your business can do for its customers. When you perform strong business branding and follow up with various marketing activities, your business will grow and you will have the competitive edge.

Are You Wasting Your Advertising Dollars? If you aren’t receiving the results you need and want, the answer may be that the consumers in your area do not have a clear picture of who you are, where you are located, and what great services and/or products you offer. In order to win the loyalty of the consumers in their areas, businesses need to apply two very important branding strategies:

1. Constantly send your message to the consumer.

2. Consistently repeat the messages you are sending.

Solid branding with repetition helps a business with a smaller budget compete with businesses that spend many thousands on advertising. Your marketplace position, your differentiating factor, and your consumer awareness should come first, before you execute any advertising efforts. 

All businesses are, or should be, marketing organizations. The problem is most businesses put the proverbial cart before the horse. The cart is advertising; the horse is the branding. When consumers realize a need, the horse has already told them who you are, what products and services you have for them, and where your business is located.

This brings me to a point where I would like to share with you an inexpensive marketing medium that will help you with branding your business; it’s called email marketing. I realize some of you have an email lists of your members, but what about consumers’ that live in your market area? I’ll bet you don’t have email access to these potential clients. Our email database is the largest in the nation, totaling over 288 million emails. It includes 100% opt-in subscribers and is updated daily. You can now contact more fitness-minded people for just a fraction of the cost of traditional advertising. Pricing is 1 cent per email sent, which entails sending out your email campaign once a week for four consecutive weeks.

How many email addresses are within a five-mile radius of your location? You might be surprised. 

Give us a call today for a free email count in your area. There’s no obligation.

Co-Op Advertising

It’s no secret that every dollar spent on advertising must count.

It’s a secret that there’s free advertising money out there that’s not being taken advantage of.

Co-op advertising is a method by which suppliers such as racquet companies help get their products sold by the retail outlet; clubs in this case. Not all companies have a co-op policy, but the ones that do will be glad to supply you with a copy of their co-op advertising plan. Usually the plan will give you a rebate on either your gross sales of their product, or a percentage of your advertising dollar spent on their products.

The best way to start taking advantage of this free advertising money is to:

1. Write or call your supplier and request information regarding their co-op advertising plan.

2. Study the plan to find out if and how you qualify. Paying attention to detail here will be very important.

3. Before you count on their contribution to your advertising program, check out your plan with the supplier to see if your assumptions are correct and then proceed.

Many club owners have not taken advantage of the program because suppliers really don’t push or emphasize it, therefore, it’s not common knowledge. Conventional wisdom says such programs are generally for high-volume buyers only, or they feel it’s too complicated to get involved in. For the most part, however, none of these are true. For you not to take advantage of this possible opportunity is like passing up free money. If you find you don’t qualify due to volume restrictions, try to band together with other clubs or local organizations.

Organizations such as the Northwest Racquetball & Recreation Association, the New England Racquet Sports Association, the Southern California Racquetball Association, the Montana Racquetball Association and others are all very active in their areas. Some leadership assistance from these associations could assist the efforts of their member clubs towards co-op advertising.

For more on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions.

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you!

50 Marketing Programs

Listed here are 50 membership marketing plans and programs that have actually been tried and worked in clubs throughout the country. They’re certainly not all guaranteed to work for you in each case, but will certainly provide a starting point when thinking about a promotion.

External Marketing Ideas:

1. Drawing offered to people who join, plus the referring member. Prizes: 1 year’s lease on a BMW or a trip to Hawaii. In some states, questions may arise about lottery issues. Reference your particular state statutes.
2. Various membership referral contests with prizes: Restaurant and gift certificates for both old members and new members.
3. Farmer or student membership: 6-9 month seasonal.
4. Various discounts and giveaways.•  50% initiation fee.•  Merchandise from community sponsors.
5. Renewals encouraged to join at old rate “rollback”.
6. Fantabulous week: a seven-day open house-type program with discounts.
7. Charity Donation: Receive a free membership.
8. Grand Re-Opening.
9. Monte Carlo Night: $10.00 fee. Free guests. Everyone gets chips. Vegas-style games. Tickets went into drawing; winning ticket = $10,000. No initiation fee that night. Beer, wine and cheese.
10. Free-use coupon in newspaper with follow-up.
11. Catch-22: promotion calling for only 22% of every membership type. Everyone wins with this Catch-22.
12. Shopping Center Booth: free membership drawing. Everyone actually “wins” a free week.
13. Direct mailer to households with income over $25,000. Invitation: We cordially invite you to a tour and free use of the club. Discount certificate.
14. Free rating clinic for tennis players.
15. Membership Dividend Program: upgrading.
16. Christmas: letter of discount with follow-up.
17. Bumper sticker campaign with radio station and record company. Call in when you see bumper sticker. Report license plate and receive prize.
18. On-the-spot radio remotes: blitz.
19. Get-Involved Program: tennis clinic for $35. If you join, it’s applied to membership.
20. 2-For-1 group fitness classes.
21. Cookie Jar promotions: 50 memberships available at $50. For member referrals only.
22. Certificate book good for discounts on programs, goods, etc. Direct mail. Value pack: reserve a party, racquets, court time. Join now and receive value pack.
23. “Free Bees”: 2 little costumed bees giving away “freebies”.
24. Phone solicitation: 1 free guest visit offers.
25. Trades with merchants or media to be used in marketing campaign.
26. Give free memberships to college athletic teams in return for endorsements.
27. Direct mail in-escrow closing list.
28. 99 days for $99: summer promotion.
29. Co-op with other clubs.
30. 24-hour racquetball marathon: set fire to car, open house extravaganza, etc.
31. Offer quality, raise rates.
32. Fair booth: free personal training session if you win at the ring toss.
33. Videotape racquetball matches and give to videotape recording stores. Get free publicity.
34. Day after Thanksgiving: $30 holiday gift coupon.
35. Celebrity tennis/racquetball.
36. 14 months for the price of 12.
37. Free summers.
38. November: 1 month free and turkey.
39. Increase initiation fee $10 per month for a specified period of time.
40. Christmas 25% off special: December 1 through January 8.
41. Join now at last year’s rates.
42. Join now at 1956 rates.
43. Buy memberships from failing/closing competition.
44. 2-for-1 initiation fee.
45. Certificate dividend given to existing members.
46. Send check to existing members in the amount of $25. It will be endorsed if they bring in a new member.
47. Easy payment plan on initiation fee.
48. Grab Bag initiation fee: $1 to $82 (10% or 82%).
49. Trial membership.
50. Lead Box at local sporting goods stores. Give away a free membership for those who register.

For more on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions.

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you!