Sales Success Course 销售成功课程
Class 2
Day 1 Recap 第一天回顾
Who practised last night?
Great Future
Being prepared
Effective communication
Fitness Profile.
谁昨天晚上联系了？
客户需求。
有效地沟通。
健身资料表。
Today’s Schedule 今天的日程
PMFP evaluation time
Club Tours
Working with PT’s
体成分测试
参观俱乐部
和私人教练一起工作
Test time 测试时间
Break Time 休息时间
Time for a break…
会籍系统
重点：建立标准化的操作流程与数字化管理体系
Step1. 第一印象
Step2. 访客健体记录
Step3. 体成分分析测试仪（私人教练与客人的第一次接触）
Step4. 参观健身俱乐部
Step5. 会籍简介
Step6. 解决担忧
Step7. 高层介入TO
Step8. 成交支付合同
Step9. 高层介入升级
Step10. 私人教练首次销售（私人教练与客人的第二次接触）
Step11. 免费私教课程 （私人教练与客人的第三次接触）
Step12. 10个转介绍名单
会籍系统
体成分分析测试
1.体验超过想象的关键
2.包装教练价值
3.部门配合，快速响应
4.通过专业化解担忧，引导需求
Membership selling experience 参观会所
Why are they here?
Motivation
Don’t be a tour guide
Never assume,
PMFP.
他们为什么在这里?
动机
不要当成导游
永远不要假设
PMFP.
Rules of tours 参观守则
You are not a tour guide.
Show them what they want to buy.
Introduce them to people who will help them achieve goals.
Make it personal
Key Point – USE THEIR NAME!
你不是导游.
把他们想买的展示给他们.
把能帮助他们达到目标的人介绍给他们.
私人化
重点 – 使用他们的名字!
Magic Secrets of Tours 神奇的参观秘密
Understand member needs (PMFP).
Tie features to benefits they want.
Get them to say it is what they want.
Be consistent, thorough and professional every time.
了解会员的需要 (PMFP).
他们想获利的特征.
让他们说出这是他们想要的.
每一次都要全面切专业的。
Pre-tour statement 参观之前的陈述
Pre tour statement :
“Mr. Wang, I will take you through the club now, showing you the group exercise schedule & rooms, introduce you to a personal trainer to discuss how they can help you and then show you through the locker rooms. Was there anything else you wanted to see? After that can go through the membership options, how does that sound”.
参观的陈述 :
“王先生，现在我要带您参观我们会所, 给您介绍团体课程的教室和日程安排, 请私人教练与您探讨一下他们怎样帮您达到您的目标之后带您参观更衣室，然后看看您还要看些什么，这些结束之后我们来完成会员资料, 这样可以么？”.
为什么这样说?
Why do we lose sales on tours 为什么在参观的时候会销售失败？
No connection to club.
No connection to facilities.
No connection to services.
We don’t create the need.
与俱乐部之间没有连接.
与设备没有连接.
与服务没有连接.
我们没有创造需求.
What normally happens 一般会发生什么？
Introduce facilities
Cardio
Weights
Pool
Introduce services
Group exercise
Personal training
Swimming lessons
设施介绍
有氧
力量
游泳池
服务介绍
集体课程
私人教练
游泳课程
Tie them together 把它们联系在一起
Feature + benefit.
Eg. “Mr Wang as you can see we have Imported US Treadmills that have loads of great programs to help you burn calories and reach your goal of losing 10kgs of weight”.
特征-益处.
例如. “王先生，就像你看到的我们的美国进口的STARTRAC跑步机有许多非常棒的程序来帮助你燃烧卡路里，达到您减去10公斤的目标”.
自己写下三处.
Getting agreement 达成协议
Last step – prospect agreement.
E.g. - “Mr. Wang, our class schedule for our spinning studio is one of the best, because we have over 20 classes a week, what that means to you is that you will have the flexibility to come in when it suits you and join in a class. And that means you will be on the way to losing that 10kgs you wanted to. In your opinion, is that something that works for you?”
最后一步 – 达成协议
E.g. - “王先生, SPINNING动感单车课程是我们最好的课程之一, 我们每周有20结课, 这意味着您可以有很灵活的时间来参加课程，也意味着你很快就会完成您见到10公斤的目标，您认为这样对您有效么?”
在协议单上添加最少3项你做过的.
Good and Bad 重点
Step4. 参观健身俱乐部
1. 带参观的目的不仅仅介绍会所设施，而是为客人减轻顾虑，强化梦想并创造超过会员卡价格2~3倍的价值。
2. 示范并带客人试用适合的器械，量化的、看上去不难实现的数据有助于增添客户的健身兴趣。
3. 客户参观会所时见到的除了器械，他们注意更多的还有正在健身的会员。会籍销售可以有意识地为他们介绍一些会员 ，普通而真实的案例能够给访客亲切感，说服力倍增。
4. 试用封闭性或选择性问题。
5. 参观的过程中不能报价。
Break Time 休息时间
Time for a break…
Interactive Information 互动信息
Feature - Benefit – Agreement system.
Interactive information.
Making them feel like a member.
特点 ，益处 ，协议程序.
互动信息.
让他们感觉自己是会员.
Interactive information 互动信息
What is interactive information?
E.g. “As you noticed each time you come to club you need to bring, your membership card for security reasons”.
Assuming they will join.
什么是互动信息?
例如 “像你提到的为了安全起见每次你来到会所都要带会员卡”.
假设他们会加入会籍.
Example 举例
Another example
“Mr. Wang, the first time you come to XYZ Fitness, a certified PT will look after you. they will take you through a complete health & fitness assessment, to determine your current level of fitness, he will then design a program based on that and your specific requirements, that way you will be on the way to achieving your goals quickly”.
另外一个例子
“王先生，您第一次来到XYZ会所,一个专业的私人教练会给您一个完整的体能评估，和您现在的健康水平，根据您的现状和您的需求他会为您量身定做健身程序帮您更快的达到您的目标”.
做3个例子。
Practise time 练习时间
New Profile form.
Around room are20 pictures of different club facilities/services.
Use these in your “Tour”.
Remember –
Use the Feature – benefit – agreement system.
Use the interactive feedback.
一个新的资料表.
大约有20张关于不同会所设施和服务的图片。
把它们用在你的“参观“里面。
会籍简介作为会所参观与报价之间的过渡，很自然的引出了会籍价格，同时让客人的脑海里回忆参观所看到的东西，也会让客人更全面的了解俱乐部的服务。
Break Time 休息时间
Time for a break…
Session Goals 学习目标
Learn how to present the price in a way that increases your closing rate.
Simple goal!
学习怎样介绍价钱，增加你的结束销售成功率。
简单的目标!
Presenting the price 展示价格
Presenting price important.
Final step done right.
Done wrong, more work needed.
展示价钱很重要.
作对最后一步。.
做错了需要更多的工作量.
Investment 投资
Challenge – not to use high pressure discount based selling
How? Use of words.
An example is the “cost of membership” vs. the “investment in yourself”.
Build value in club.
挑战 – 不要上来就报底价
如何? 使用语言.
一个例子 “会籍的成本” vs. “在自己身上的投入”.
在会所中制造价值.
在工作书中练习.
Better ways 更好的方法
e.g. Membership cost/price例如：会籍的成本/价钱 | Investment in yourself你自己的投入 |
Membership contract会籍合同 | Paperwork or membership agreement 文笔工作或会籍协议 |
Initial payment首次付款 | Initial investment初期投入 |
Join up加入 | Get you started on the way to achieving your goals.开始完成你的目标 |
Membership Options 会员选项
Different membership options.
Two best options
Alternate choice option, example :
1 or 2 year membership.
Not “do you want to join?”
不同的会员选项
两点最好的选项
代替选择选项,
例如 :
1或2年的会籍.
不要”你想加入么”?”
Shut your mouth 闭上你的嘴巴
Once you have asked the question SHUT UP DO NOT SPEAK JUST RELAX.
Why?
Who is buying?
Uncomfortable sometimes.
Let them answer!
当你问完你的问题，闭上嘴巴不要说话休息一下.
为什么?
谁在购买?
有些时候可能不太舒服.
让他们回答!
Know your Prices 知道你的价值
What can you offer members?
What discount can you offer?
Ask your manager if not clear?
Never give cheapest price to start with.
Give yourself opportunity to close with final discount.
E.g. “Mr. Wang, if was able to give you a better price would you join today?”
你可以提供给会员什么?
你可以提供什么样的折扣?
如果你不清楚，请询问你的经理?
永远不要再一开始的时候给出为便宜的价钱.
用最后的折扣结束销售之前给自己一个机会.
例如. “王先生，如果今天可以给您一个更好的价位你会加入么?”
Practise time 练习时间
Workbooks have sample pricelist.
Will you be joining with anyone else?
Will you be using the club during off peak times or peak times?
Do you want to buy a personal training package with it?
工作手册上有价格表的样本.
你会和别人一起加入吗?
你会在健身高峰时间段还是非高峰时间段来健身呢?
你想一起购买私人教练课程套装吗?
Price Options 价钱选项
1 year membership – 2000RMB
一年会籍 7000人民币
OR
2 year membership – 3000RMB
2年会籍10000人民币
Break Time 休息时间
Time for a break…
Working with Personal trainers 与私人教练一起工作
Session goals :
Learn how to work with personal trainers better to increase membership sales and personal training sales.
培训目标 :
学习怎样更好的与私人教练工作来提高会籍销售和私人教练销售.
Why work with Personal Trainers? 为什么要与私人教练一起工作
Why?
What is in it for us?
Feedback.
Answers –
Upto 40% members use PT.
Most clubs give bonus to sell PT.
PT can show prospect how goals achieved.
PT are professional
And…
为什么?
里面为我们提供了什么?
反馈.
答案 –
有超过40%的会员购买私人教练.
大部分会所付给成功私人教练课程的销售人员奖金.
私人教练可以说明如何达成完美的目标.
私人教练非常专业
还有…
Benefits of Personal Training 私人教练的好处
What are the benefits of personal training?
Write in handbook – 5 minutes.
Many benefits as can see.
Main benefit is :
The personalized attention to each personal training member which is important so that they get to their goal/s in the safest, most effective and fastest way possible.
私人教练的好处是什么?
用五分钟写在笔记本上.
很多显而易见的好处.
主要的好处是 :
私人教练可以周到的针对每一位健身会员服务，让他们更安全更有效更快的达到他们的目标。
Other benefits 其他的好处
A personal fitness coach.
Organizes your fitness schedule
Ensures you are working towards your goals
Adjusts your program to keep it interesting.
Ensures safe effective exercise techniques
Reduces chance of injury
Makes exercise fun
They are experienced, certified, knowledgeable and much much more.
一个私人的健身教练
安排你的健身计划
确保你的达到你的目标
让你的健身程序变得有趣
保证安全的并有技巧的训练
让练习充满乐趣
他们是有经验，被鉴定过的，有足够专业知识，还有更多更多
Know Personal Trainers 了解私人教练
Background info :
Names
Certifications
Experience
Success with clients they have had.
The can sell them :
“Yes they just helped another member I joined to lose 10 kgs in 3 months”.
This is product knowledge you need to know to be successful!
背景信息 :
姓名
证书
经历
他的成功案例.
销售给他们 :
“是的他刚帮助另外一位会员在三个月的时间减掉了20斤”.
这是在成功之前你需要了解的产业知识。
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