健身俱乐部销售培训-销售成功中集课件.ppt

1、Sales Success Course销售成功课程Class 21Day 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。2Todays Schedule今天的日程 体成分测试 参观俱乐部 和私人教练一起工作3 PMFP evaluation time Club Tours Working with PTsTest time测试时间4Break Time休息时间 Tim

2、e for a break5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个转介绍名单会籍系统 体成分分析测试体成分分析测试 1.体验超过想象的关键 2.

3、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 Dont be a tour guide Never assume, PMFP.8 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 achiev

4、e goals. Make it personal Key Point USE THEIR NAME!9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. 10了解会员的需

5、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 room

6、s. Was there anything else you wanted to see? After that can go through the membership options, how does that sound”.11 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

7、 to club. No connection to facilities. No connection to services. We dont create the need.12 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 lessons13 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

8、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”. 14 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.Ge

9、tting 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

10、will be on the way to losing that 10kgs you wanted to. In your opinion, is that something that works for you?”15 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16Step4. 参观健身俱乐部参观健身俱乐部1. 带参观的目的不仅仅介绍会所设施，而

11、是为客人减轻顾虑，强化梦想并创造超过会员卡价格23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 break17Interactive Information互动信息 Feature - Benefit Agreement system. Interactive informat

12、ion. Making them feel like a member.18 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. 19 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

13、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 sp

14、ecific requirements, that way you will be on the way to achieving your goals quickly”.20 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 i

15、n your “Tour”.Remember Use the Feature benefit agreement system. Use the interactive feedback.21一个新的资料表. 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 break22Session Goals学习目标 Learn how to present the price in a way

16、that increases your closing rate. Simple goal!23 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.24 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 wo

17、rds. An example is the “cost of membership” vs. the “investment in yourself”. Build value in club.25 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 agr

18、eement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26Membership 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?”27 不同的会员选项 两点最好的选项

19、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!28 当你问完你的问题，闭上嘴巴不要说话休闭上嘴巴不要说话休息一下息一下. 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?

20、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?” 29 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.

21、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?30 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

22、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 2 year membership 3000RMB 2年会籍10000人民币31ORBreak Time休息时间 Time for a break32Working 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 perso

23、nal training sales.33 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 And34为什么?里面为我们提供了什么?反馈.答案 有超过40%

24、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 tha

25、t they get to their goal/s in the safest, most effective and fastest way possible.35 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 scheduleEnsures you are working towards your goalsAdjusts your

26、program to keep it interesting. Ensures safe effective exercise techniques Reduces chance of injury Makes exercise funThey are experienced, certified, knowledgeable and much much more.36 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

27、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!37 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。