健身俱乐部销售培训-成功销售上集课件.ppt

1、Sales Success Course成功销售课程class 11Guidelines指南 Phones Toilets Breaks Lunch Participation 电话 洗手间 小憩 午餐 参与24 Class Schedule日程安排Class 1 Fitness industry introduction Preparing to meet prospective members Getting to know your next member (ship sale). Class 2 Membership tours Working with PTsClass 3 Over

2、coming concerns Post sale presentationsClass 4 Telephone Inquiries Prospecting Putting it all together3第一课 健身行业介绍 准备好与潜在会员见面 去了解你的下一个会员 （会籍销售）第二课 会籍销售演练 与私人教练一起工作第三课 克服困难 公布销售表演第四课 电话调查 勘探 把它们结合在一起Our Goal我们的目标 Help you on the way to being a Superstar Sales Person.4 在你成为超级销售明星的旅程上帮助你。Introduce Yours

3、elf介绍你自己 60 seconds to Your name Your previous experiences Interesting fact about themselves What they want to get out of sales success course.5 60秒钟你的名字你以前的经验能让别人记住你的特征他们想从销售成功课程里面学到些什么。4 + 2 Program4+2 程序64 + 2 ProgramFitness - cardioFitness - flexibilityService - motivating atmosphereService - pr

4、ofessional adviceFitness - NutritionFitness - Reisistance training4 Fitness Components 健身组成部分 Cardiovascular 心血管 Nutrition 营养 Flexibility 柔韧性 Resistance training 阻力练习2 Service Components 服务组成部分 Professional Advice 专业的意见 Motivating Atmosphere 激发气氛Why is the Fitness industry the best place to work!为什么

5、健身业是最好的工作地方 Session Goals : Understand the industry better. How can we help people live better. The key role sales plays in all clubs.7 培训目标: 进一步更好的了解行业 我们如何能帮助人们生活的更好. 销售人员是所有会所的关键人物.Chinese Health Statistics中国健康统计20% overweight10% obeseCities 30% overweight 12.3% obese1.2% of Chinese males becomin

6、g overweight /obese each year (fastest in world apart from Mexico).25% of Beijing males over 35 have high blood pressure.We are catching up quickly to developed nations GDP & obesity rates.2008 data.820% 超重10% 肥胖城市 30% 超重 12.3% 肥胖每年会有1.2% 的中国男性超重/肥胖（除了墨西哥是世界上增长最快的国家）超过1/4的北京成年男人有高血压我们可以非常快速的达到发展国家的G

7、DP和肥胖人群指数.2008 年资料So what can we do所以我们能做些什么 Sell them a membership. What do they get by having a membership? We are selling Life! Write down benefits of exercise in handbook.9 销售会籍给他们. 他们通过购买会籍得到了什么？ 我们在出售生命!Benefits of exercise运动的好处Health benefits, less risk of Heart disease, cancer, diabetes, blo

8、od pressure, arthritis, obesity, osteoporosis and general poor health.Lessens the effects of aging Reduces chances of osteoporosis, Alzheimers, dementia, serious falls and quality of life.For Women Less pregnancy issues, lesser menopause issues, faster breast cancer recovery, better bladder control

9、and sexual function.Mens health Less risk of colon & prostate cancer, less likely to be overweight and have diabetes & infertility.Youth healthLess hay fever, reduces risk of hypertension, breast cancer and heart disease later in life.Mental health effects Reduces stress and releases endorphins. Ove

10、rall gives more positive feeling on life.TOO MANY TO LIST.10有益健康, 减低危险性 心脏病、癌症、糖尿病、高血压、关节炎、肥胖症、骨质疏松症和总体健康状况不佳。.减少老年带来的影响 降低骨质疏松症,阿尔茨海默氏症、痴呆，跌倒和对生活质量影响的几率。对女性 减少怀孕出现的其他症状, 减少更年期问题, 帮助乳腺癌更快的恢复， better bladder control and sexual function.对男性 降低结肠癌和前列腺癌, 超重，糖尿病，不育的风险。对青少年 降低发烧的几率, 避免高血压, 乳癌 和心脏病 将来发生的可能

11、性.心理健康 减轻压力释放内啡肽. 积极的面对生活.数不胜数数不胜数. .Exercise = Drugs锻炼=良药 亚太区五大健身动机： 减压 减脂塑形 交朋友 有氧课程 炫耀11The experience经验 Who is first person they talk with at a fitness club (apart from receptionist). Membership consultant. Your buying experiences 谁会是他们第一个沟通的对象?(除了接待员). 会籍顾问. 你在购买的经验.12The experience经验 Two group

12、s to examine how sales people can positively and negatively affect sales. 3 minutes finish worksheet in handbook. 12 minutes to create a play on selling a mobile phone. 分两组进行考核销售人员如何正面与反面销售销售 4人一组创作一个卖手机的小品。13What makes the difference?什么制造差别 Equipment Facilities People14 设备 装修 人（员工会员）Break Time休息时间

13、Time for a break15Getting ready to tour and introducing equipment准备好去介绍设施 Session goals Learn about being professional Know the key statistics of professional successful sales person Get introduced to 3 pieces of resistance equipment How to give a positive “first up” impression to prospective member

14、s.16训练目标 学习做到专业水准 了解成功的销售人员的关键技巧 去介绍2台健身的设备 如何给潜在的会员一个积极的第一印象有准备有准备 = = 成功成功.Who would you buy from?你会从谁那里购买？17Who would you buy from你会从谁那里购买18Meet and greet见面与问候 Prepare reception team Look at prospect Introduce yourself Listen to Prospect Be prepared 良好的第一印象制服整洁、铭牌正确、工作板夹内工具齐全（签单笔；报价单；BR单；名片）、鞋子腰带

15、饰物合体、手心无汗、发型精神、指甲眼角鼻毛干净、口气清新、身体无异味、体态矫健、精神饱满、笑容亲切、谨记客人信息（姓名、特征、需求）19Your attitude你的态度 Be happy smile Forget your problems Clear your mind Be motivating No phones Simple things have big effects 开心的微笑 忘记你的麻烦 清醒你的头脑 激情的 关掉电话 简单的事情有很大的影响20Sales by numbers数字决定销售21Guest Generation - 80% sales- 20% marketi

16、ng (Walk In-Telephone Inquiry)Telephone 50 persons per day. 20% make appointments (10)From 10 appointments 3 show up (30%)35% of tours join (1 person)客人自己出现-80%创造-20%市场 （自己进来-电话询问）50个客人致电。20%成交-预约（10）10预约3个赴约 （30%） 35%参观加入（1人）会籍系统重点：建立标准化的操作流程与数字化管理体系重点：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Step

17、3. 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TOStep8. 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Break Time Time for a break25Effective Communication有效率的沟通 Session goals : Understand the prospects perspective and what a

18、re they buying. Go through the different types of questions, understand when to use them to get the desired result.26 训练目标 : 了解潜在的会员他们想要的是什么。 通过不同的问题,了解他们想得到的结果。 学习如何倾听。Prospects perspective潜在客户的想法 1st time to a fitness club Meet Sales person (YOU) You will ask them to buy How to make them comfortab

19、le 第一次去健身俱乐部 遇见销售人员(你), 你要让他们去买 如何让他们感觉舒服 如何建立亲密关系27Different Question Types不同类型的问题 Open Ended Closed Ended Alternate choice 开放式问题 封闭式问题 选择性问题28Open Ended开放式问题 You start with “what, how or why” Aim to get prospect talking and not to give a yes or no answer. Get general info. Use to get more specific

20、 information E.g. “what are your goals?” 用“什么，怎样、为什么”开始。 瞄准与潜在客人沟通不要给是或不是的回答。 得到正确的信息。 用他得到更多的明确信息 例如“你的训练目标是什么？”29Closed Ended封闭式问题 Want to get a yes, no or one word answer Use it to confirm what prospect said to you or to control the conversation. E.g. “So you want to lose 10kgs?” 想得到是或不是的回答 用潜在会员

21、给你的确认回答来控制对话 例如：这么说来你想减掉20斤对么？30Alternate choice选择性问题 Do you want to buy PT? Do you want to buy 10 or 20 sessions of PT? Which is better? Why?31 你想购买私人教练么? 你想购买10结还是20结私人教练的课程? 哪个更好? 为什么? 给人们选择A或者选择B, 不是买或不买的选择。Drilling down深入钻研 Real answer is? Repeat back for more info. Find out motivation of prosp

22、ect. Oil is never found lying on ground, you must drill down to get real money.32 真正的答案是什么？ 复述更多的资料。 找出客户的真正动机。 石油是不会摆在地上的，必须深入挖掘才能得到真正的金钱。Active Listening积极的聆听 What is it? Process Ask question Listen to answer Repeat it back for clarification/more info Repeat back again to show understanding Practi

23、se33 这是什么？ 过程提问倾听回答重复阐明观点/更多的信息再次重复证明你的理解 练习It is not what you say, but how you say it并非说话内容, 而是说话方式 How important is how you say it? (voice quality) How important is your body language? (physiology) How important is what you say? (words) 说话方式的重要性(声音/语气) 肢体语言的重要性(生理) 说话内容的重要性(措辞)34Actual Results 实际效

24、果实际效果Words (7%) Common experience Similar content Key wordsVoice qualities (38%) Tempo Timbre Volume Tone pacePhysiology (55%) Position Posture Gestures Proximity Facial expression措词(70%) 常见的经历 相似的内容 关键词声音质量(38%) 节奏 音质 音量 语调 速度生理(55%) 立场 姿势 手势 亲近程度 面部表情How to use it怎样使用怎样使用? ?Matching and mirroringS

25、imilar people similar actionsFeel they like you, but do not know why.协调和模仿。相同的人相同的举动。不知道为什么感觉他很像你。Break Time Time for a break37Getting to know your next member去了解你的下一个会员 Session goals : Learn how to use the prospective member fitness profile to close more sales.38 训练目标 : 了解如何使用潜在会员的健身档案，以完成更多销售。 了解有

26、效的咨询技巧。Profile39Profile概况 Why is prospect here? What do they want to achieve? Understanding them. Foundation of the sale. 为什么潜在会员会在这里？ 他们想获得什么？ 去了解他们。 为销售做好基础。40Your clubs PMFP你会所的PMFP Most clubs have a PMFP. All are different. Our PMFP easy to use. For you to use in job. Logical & Methodical. = bet

27、ter results = more sales 多数会所会有PMFP。 都各有不同。 我们的PMFP非常容易使用。 为你在工作中使用。 逻辑&井然有序。 更好的结果，更多的销售。41PMFP contents目录 Personal information General information Fitness background Personal training profile42 个人信息 基本信息 健身背景 个人训练简介Personal Details个人资料Name (English) _ 姓名 (中文) _Company公司名称 _Work No单位电话_Home No住宅电话_

28、Email 电邮_Mobile手机 _Address 地址_Marital Status_Age _43General information总体信息Is this your first visit to XYZ Fitness? 您是第一次光临您是第一次光临XYZ健身吗健身吗? Yes 是 No 否 Do you work or live nearby? 你是在附近工作或居住吗？你是在附近工作或居住吗？ Work工作 Home 家 Neither 都不是What time would you use the club? Morning 上午 Afternoon下午 Evening 晚上Wil

29、l you be joining with anyone else? Yes 是 No 否 How did you hear about XYZ Fitness您是如何知道您是如何知道XYZ健身的健身的? Friend 朋友 Television 电视 Internet 互联网 Email 电邮 Company 公司 Free Pass 免费卡 Newspaper /Magazine报纸/杂志 _ Other 其它 : _44Fitness background健身背景 Have you been a member of a club before?以前是否买过其他会所的会籍？以前是否买过其他

30、会所的会籍？ Yes是 Club 名称_ When 时间_ Cost 费用_ Why did you leave?为什么离开？ _ What did you like most/least? 你最喜欢什么？最不喜欢什么？_ No What has prevented you from joining? 什么妨碍你的加入？_45Fitness background健身背景 Are you currently exercising?你现在还在锻炼么？ Yes Please describe 请描述_ How often each week and for how long? 一周你去几次?一次多长

31、时间？ _ NoWhat has prevented you from joining? 什么阻碍你的加入？_46Notes笔记 Take notes. Other information. Write it down and never forget.47 做笔记。 其他的信息。 记下来，不要忘记。Break Time Time for a break48Practise time练习时间 Fill out first 2 sections of profile. 3-5 minutes for prospect to fill out. Chose a partner and go thr

32、ough next two sections : As prospect As MC Recap questions 挑出两部分填写 3-5 分钟请潜在会员填写 选择一个搭档进行下两个环节:扮演客人扮演销售 重点问题49What did we learn?我们学会了什么？ Why is profile important? How to use it to best effect? How does it increase sales? 为什么资料表很重要？ 收集信息、引导并放大需求、建立共通点、为教练做体测做铺垫、便于后期跟踪50See you tomorrow明天见20%40%60%80%100%