Increase Gym Sales (starting) Today!

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That’s what everyone wants, right? Do you have a plan in place to get this done?

Would you like to dramatically increase your sales in your gym starting today?  Then start to focus some of your club sales efforts to enticing your current club members to buy again.  Now, that is not to say you should stop your focus on driving new membership sales, this will always be a membership driven business.  Now with that said, your best sales prospect is a member that’s already in your club – in other words, one of your current gym members.

If you start focusing your club sales efforts on your existing members, you’ll be able to increase your gym sales dramatically. And these ideas to increase gym sales will help build member loyalty, too. We have taken these ideas from a sampling of clubs across the country…try some of these ideas to increase your gym sales:

1. Set up a sales incentive program.

Give your club sales staff a reason to get out there and sell, sell, sell. Why do so many gyms that rely on their membership sales staff to drive sales have incentive programs in place? Because offering their sales staff the trips, TV’s, electronics for hitting sales number works.

And remember, everyone is in sales.  Have all club staff participate in a sales incentive program.  Don’t forget to include all club staff in sales training programs as well.

2. Encourage your sales staff to up-sell.

When I say sales staff…what I mean is “all staff.”  Essentially, up-selling involves adding related products and/or services to your gym menu and making it convenient and necessary for club members to buy them. Just placing more products near the front desk isn’t going to increase your sales much. To up-sell successfully, the club member has to be persuaded of the benefits they will receive.

3. Give your members the inside information.

Recently I was shopping at a big box electronic store. I had picked out an item and was deciding over whether to buy it or not when a salesperson came up to me and said, “I see you’re interested in that TV. We’re having a sale next week and all our TV’s will be 20 percent off. You might want to come back then.” Guess what? I did – and bought the Blu Ray and the Wii Fit as well. Lesson: if you have a promotion or special sale coming up, tell your members about it. They’ll come back – and probably bring some friends with them too. (And don’t forget – you can give your club members the inside information by emailing or calling them, too.)

4. Tier your club members.

There should be a clear and obvious difference between regular club members and other members – a difference that your regular club members perceive as showing that you value them. How can you expect member loyalty if all members are treated as “someone off the street”? There are all kinds of ways that you can show your regular members that you value them, from small things such as greeting them by name through larger benefits such as giving regular members extended credit in the juice bar or discounts n the pro shop.

5. Set up a member rewards program.

We’re all familiar with the customer rewards programs that many large companies have in place. But there’s no reason that a gym (large or small) can’t have a member rewards program, too. It can be as simple as a free smoothie on a member’s birthday or as complex as a points system that earns various rewards such as discounts on gifts and merchandise. If done right, member rewards programs can really help build member loyalty and increase sales volume.

6. Distribute free samples to members.

Why do so many gyms include free samples of other products when you join their club?  They do it because it can increase sales in many ways. As the member who just joined your club, I might try and like the sample of the new sample product and buy some of it, too. Or I might pass on the sample to someone else who might try the product, like it, and buy that and other products from the club. At the very least, the original member will be thinking good thoughts about your gym, and hopefully telling other people about your facility and products.

Attracting new members is a good thing. But attracting new members is not the only way to increase your sales. Shifting some sales focus in your club to enticing your current members can make increasing your sales easier – and best of all, build the member loyalty that results in repeat sales.

Now, go increase your gym sales, today!

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