[Freedombox-discuss] Health club business tip for December

Wed, 05 Dec 2012 04:11:43 -0800

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December's Health Club Business Tip
HEALTH CLUB MARKETING 101
I am going to share a couple of marketing facts with you that will help you design an elementary campaign. I say “elementary” because without the complete knowledge of psychology, history, marketing media, market research, demographic studies and a host of other data, your marketing skills will always be “elementary”. This is why those who try to copy MMC®’s  http://www.healthclubconsultant.com/sites/courses/layout9.asp?id=1237&page=76080 campaigns always fall on their face. I am not saying this out of bitterness (because I am honored they love my work), but out of trying to educate you as the listener, to really learn the craft of HEALTH CLUB MARKETING and PROFESSIONAL SALES. Most people only see the initial offer, the “hook” and assume they know everything about the promotion; when all they know is enough to get themselves, and whosever money they are spending….BROKE. So understand, at this point, this information is of great value but it is only the beginning.
Familiarize yourself with the term “lost leader” a simple way of defining it is the part of your product or service (must have value to the consumer) that is least valuable to you and the bottom line of your business that you can practically give away to get new members. There is always a lost leader in every business; just think outside of the box and you’ll discover it.
·        Throughout MMC®’s site you will hear the term “lost leader” used as a marketing strategy. The proper (conventional) marketing term for this concept is “loss leader” (something sold at a loss in order to draw customers); although, I choose, to call this concept the “lost leader” and I choose to do so because my goal is to get you to identify with the concept using a more positive vocabulary. “Loss” infers “no longer having something" e.g. sold at a loss (negative feeling); whereas, “lost” infers “wasted or not taken advantage of”. I want you to look for the areas of your business that have been “wasted and not taken advantage of” opposed to feeling you must suffer a “loss” in order to draw in new members.  It is not my goal, to have you sell anything “at a loss” nor do I want you to conceptualize this concept as having to ‘loose” something to gain something i.e. a trade. This is a concept of finding possible resources that may have been “wasted or not taken advantage of” and maximize their potential (positive feeling). You will “loose” nothing and you will gain new customers; hence, the term, “lost leader”.
The lost leader is then used as your “hook” in your ad copy, radio spots, social media etc. A hook, just like in fishing, the hook is baited with your “tag line”. The tag line has to grab the immediate attention of the consumer; then you set the hook with the lost leader. Haven’t you heard “any bad day of fishing beats any good day of working”?
There are numerous offers you can use as a “hook” not just your “lost leader” and nor does it have to be a “lower price point of entry”. Your “hook” and “tag Line” will be determined by your desired result and current business model assisted by the research and demographic data you have compiled.
It is amazing that hundreds of HEALTH CLUB “want-to-be marketers” foolishly focus on the dollar amount and think it is the “cheap price” that is bringing in the huge numbers. These copycats go out of business frequently taking their bargain hunting clients with them. Price can never be your only point of leverage, nor can it ever be presented as the superior part of your HEALTH AND FITNESS product and services. It can only be used as a “hook” to get the prospects attention.
The price is only a hook; using the correct hook is only 1% of the fishing trip. You must know your target audience, how best to reach your target audience, what vehicle of media to use to deliver your desired message, how to fund the campaign, etc., etc., etc.   
It doesn’t matter how great your marketing campaign is, or how much you increase traffic; if you don’t know how to lock up the relationship you are just wasting money.
The first step in locking up relationships with potential members (prospects).
Your ability to conduct a proper interview will be the key to your success not only in this area of your business but in all aspects of your life. Questions, asked properly, will give you all the leverage you will ever need to influence people. Finding out their deepest desires and motivating emotional triggers will catapult you into greatness.
BELOW IS A SAMPLE “TOUR SHEET” YOU CAN USE TO GATHER IMPORTANT INFORMATION FROM YOUR GUESTS TO HELP YOU LOCK UP THE RELATIONSHIP.
TOUR SHEET
Membership Director ____________________   Guest’s Name______________
 
 EMAIL _______________                                          MOBILE __________________
 
(1)          What EXACTLY would you like to accomplish by coming to the club? __________
_________________________________________________________________
_________________________________________________________________
(2)          How long have you been considering an exercise program?
_________________________________________________________________
(3)          What stopped you from getting started then?
_________________________________________________________________
(4)          How long has it been since you were on a regular exercise program?
_________________________________________________________________
(5)          Are you employed? If yes, is your work active or sedentary?
_________________________________________________________________
(6)          What does your diet on an average day consist of, including liquids? (For example, what did you eat yesterday?)
Breakfast:_____________________________________________
Lunch:   ______________________________________________
Dinner: ______________________________________________
(7)          Are you married? If yes, Is your spouse in favor of you getting started on an exercise program? __________________________________________________
(8)          Do you smoke? If yes, How much a week? _____________________________
(9)          In an average week what do you do for entertainment? ____________________
_________________________________________________________________
(10)        If I am able to design a program, that in time, will allow you to obtain your goals; are you willing to commit just three (3) hours a week to improve your health?_______
For more information on HEALTH CLUB marketing and professional sales and a FREE download go to
 
This questionnaire is designed to find out what the guest’s goals, wants, likes and dislikes are so you can show him/her how your HEALTH CLUB, product and service can fill their needs and wants.
 
The Tour Sheet; serves three purposes. (1) You will learn enough about the guest to help him / her achieve their goals.  (2) You will be prepared for their probable objections. For example, question number 2 on the “Tour Sheet” asks; “how long have you been considering a HEALTH CLUB MEMBERSHIP”? Most people will answer for months or maybe even years. Later when you’re in the closing if the prospect says he/she needs to think about it, you’ll have an arrow in your quiver. Another example is question number 3 of the “Tour Sheet” we ask “What stopped you from getting started then?” They will probably tell you one of the four objections (excuses) previously mentioned; time, money, spouse or they need to think about it. Since you started with the interview first and they just gave you their future objection, you now can prepare because you know it is coming. One more example, in question number 7 on the “Tour Sheet”, we ask “Are you married? If yes, is your spouse in favor of you getting a HEALTH CLUB MEMBERSHIP?” If they answer yes, you’ll have that arrow in your quiver as well. If they say no, you’ll know what to prepare for. (3) You will have the right information to help the guest make an “emotional” buying decision today and overcome all four of the primary objections.
THE 4 MOST COMMON OBJECTIONS YOU’LL HEAR WHEN LOCKING UP A RELATIONSHIP WITH A NEW HEALTH CLUB MEMBER:
1.            TIME
2.            MONEY
3.            SPOUSE
4.            I NEED TO THINK ABOUT IT
Having the ability to address (and overcome) these objections throughout the tour will make the experience more rewarding for you and your guest.
Learn how to triple your income overnight selling health club memberships.
Click on the link below for your free download.
 
“I would like to express my appreciation to Mulligan Marketing and all the staff. As a Health Club owner for twenty years, and operating one of the largest Gold’s Gym, I did have some initial reservations regarding your Company and the amount of revenue that you indicated were possible with your promotion. I am happy to say that the promotion was a great success and also that the revenues you predicted were very accurate. We were able to add an additional 1200 plus members in a short time . Impact upon the current members was very minimal."
 
Gold’s Gym and Racquet club
Randy Musloki
Owner
 
MMC® is proud to announce our new educational website designed specifically to grow your health club and your health and fitness career.
 
“The Mulligan Marketing Concepts program not only assisted with putting cash in hand but also afforded our staff new insight into sales and membership techniques that will be useful well past the end of the program.”
 
Yorktowne Racquet, Fitness and Sport Complex
Joseph D. Glitz
Owner/President
 
Learn about our upcoming live event "Two (2) days to financial freedom" i.e. “Two (2) promotions in 2days” using our template with your price point to fit your business model.
“I want to thank you for a successful campaign and for your professional guidance throughout our Cash campaign. We are happy to say that
all your projections were on target.”
                                               
Meadows Spa Fitness for Women
Laura Dremel
MMC® teaches you how to identify and connect with casual and core members.
“We have benefited greatly from this promotion. In researching other companies we felt the most comfortable with yours. You are truly a professional.”
 
Health Star
David Triglia
President
 
 
“We were able to obtain over 400 new members and $125,000 in revenues. This catapulted us to new levels and put us on a new track towards a very bright future. What people don’t really understand with these types of programs is the residual affect that transpires from the increased EFTs, personal training, upgrades the other profit centers of the club. .”
 
Vancuover Total Fitness
Kevin Holboke/Owner
 
There are over 60 free videos on our site to help you grow your health club and your health and fitness career.  
Dear Mulligan Marketing,
         It has been a pleasure to do business with all of you. Your professionalism was unmatched. I have been a gym owner for two years and I have never generated the currency or volume I did in this promotion. I will highly recommend and definitely work with you in the future.
 
Savage Fitness
Steve Savage
 
I was thrilled with the results of both the cash and monthly dues promotions that I had to write a reference letter for you to share with other club owners. The projected numbers that you shared with me are real. In fact, we exceeded your projections and our expectations.”
 
Palos Olympic Health club
Robert Diamond
President
 
 
“I am just writing to let you know how pleased we are with the results of the promotional campaign you ran at our clubs. We had an excellent response and your projections were right on target. As you know, during the cash promotion we raised $235,000.00 in cash and $50,000.00 in dues at our Brantford Club. In addition to this, you other assertions were right on target. We thought we were reaching a diverse market, but were amazed to see how wrong we were. I was personally shocked at the people who joined our club who never would have otherwise. The training and knowledge we have gained from you has been invaluable. Your systems and procedures simply did not allow us to miss a trick (and we certainly learned many new ones).
                                                                       
Park Fitness
Ron Wilcock
President/Owner
 
 
Dear Chuck,
Seven hundred (700) new members, money in the bank and a staff that can’t wait until the next promotion. I just wanted to take a moment to personally thank you and let you know just how satisfied we were with Mulligan Marketing and you.
 
North Shore Athletic Club
JoAnn C. Ribaudo
Owner
 
Dear Chuck,
         I wanted to write you and let you know how satisfied we were with you and Mulligan Marketing. What great couple of months it has been at the club.
         Now only did your company deliver a “turn-key” promotion, the entire campaign was run with little or no effort on my part, which allowed me to concentrate on my day to day business of running the club.
        The promotion raised almost $400,000, nearly twice what we projected. In addition, not only did your on-site training have an immediate impact on my sales staff, the techniques you taught them and the materials that you distributed will benefit them for the long term.
        Chuck, your professionalism and enthusiasm throughout the campaign has truly made it a pleasurable experience. It is refreshing to work with someone as honest as you who truly deliver results.
 
The Auburn Club
Jennifer Nabbo
 
 
Dear Chuck,
       You showed me a level of integrity and honesty
That I rarely find in the club business. Because of this I agreed to go forward with those of this I agreed to go forward with those promotions and you did not let me down.
      I am extremely pleased with the results. First club has raised approximately $150,000.00 with three final countdown days to go. The second club which did the month dues promotion has had the same great results.
      Both clubs are benefiting from both your promotions and your sales training. My comment members are enjoying new equipment and my new members love the clubs. I would be happy to give you a great reference to other club who would win with your unique approach.
                                   
The Gridiron Club
“During the months of July and August of 1996 we at the Pyramid Club engaged in a promotion introduced to us by Chuck Thompson. Chuck told us that this promotion would enable us to earn over $150,000.00 in just 6 weeks over $177,000.00 in that short time. Not only did this promotion boost our revenue during what we club owners consider to be a “slow time of the year”, but it also created excitement among our members and high spirited motivation among our staff.”
 
Pyramid Club
Raymond Giacobbie
President


WISHING YOU GOOD HEALTH AND PROSPERITY,


MMC
4164 Sunset Lane N
Jacksonville, FL  32257
Phone: (877) 620-8135



MMC, 4164 Sunset Lane N, Jacksonville, FL 32257
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