Home » Fitness Industry • Gym Sales • Media » Webinar: How Top Performing Fitness Operators Maximise Sales Revenues [Dubai Active Industry x Ian Mullane]
Webinar: How Top Performing Fitness Operators Maximise Sales Revenues [Dubai Active Industry x Ian Mullane]
April 14, 2022 •
On March 30th, our founder and CEO Ian Mullane delivered a webinar for Dubai Active Industry entitled “How Top Performing Fitness Operators Maximise Sales Revenues”. As you might have gathered from the title, the session was focused around membership sales, with Ian sharing four essential rules that top performing operators follow to achieve industry-best sales performance.
We’ll touch on these rules below, but for a more detailed look, be sure to watch the full video, which clocks in at a concise 28 minutes.
This rule is all about standardising your sales process so you have a repeatable, scalable process that can be continuously improved. As Ian points out, this isn’t about restricting your sales staff’s individual talents – their interpersonal skills will still play a significant role. But by operating within a defined structure, you can find opportunities for optimisation at every stage of the process, not to mention bringing new joiners up to speed more quickly.
Or, as Ian puts it, “people do what you inspect not expect”.
This all ties back to the idea that you cannot improve what you do not measure. Within every sales funnel, you’ll find enormous opportunities to measure and improve. Record as much data as possible, and with a wealth of metrics at your disposal, you’ll be able to identify exactly where you can make adjustments to increase your sales performance. It will also make your projections of future performance far more accurate.
In our last takeaway for Rule #2, we mentioned that time erodes momentum. Even the most well built sales processes can fail if they rely on human intervention, which often serves as a weak link. Automation allows you to deliver sophisticated processes at scale, and with consistency, so every engagement happens at the prescribed time.
If you’ve been diligent about data capture and measurement, you’ll have a solid foundation to make AI predictions with. This has powerful implications for fitness operators. For instance, you can use AI’s predictions to accurately score leads based on their expected LTV and probability of closing, allowing you to prioritise these leads in your sales process.
AI can also help you further down the membership lifecycle, from increasing retention (by identifying attrition risk) to increasing non-dues revenue (by spotting which members are likely to purchase added services). Why should sales teams care about this? Because high retention clubs generally have the most new member leads and highest referral traffic, and members that purchase added services are also more likely to be retained.
A respected thought leader, white paper author, regular industry event speaker and member of the ukactive Digital Futures Council, Ian has a singular ability to first understand the challenges faced by our sector, then demystify the ways in which technology can help neutralize them. Ian is a Fellow of the Institute of Sales and Marketing Management, holds a Msc. in Marketing and is a trained economist with a speciality is markets and competition.
Share post