Posted by: Sales Makers | October 30, 2013

X-Selling at Membership Sales, Chapter III, Philosophy, page 27

Let’s look at the Webster’s definition of Club.

 

club (klub)  n.  [< ON. klumba, mass]

a)       a group of people associated for a common purpose

b)       its meeting place

– vi      to unite for a common purpose

 

People join Clubs because they want to be where people are healthy, where they can see and be seen.  Clubs became more popular with the death of disco (thank God) and with the onslaught of Aids and other very scary diseases.  It became the Healthy Meet Market of the eighties.

How many times have you toured someone who is recently coming out of a relationship or marriage? What’s the first thing you do when you break up with someone – you go on a diet, you join a gym, you buy new clothes, a new car – it’s time to get back into the game and you’ve got to look the part.

Don’t forget – Put the Prospect in the Picture – think Penguins!

What type of Club are you?

There are many different types of clubs – ladies only, men’s only, golf clubs, country clubs, health clubs, dining clubs and so on.

You should have a specific niche in mind and that becomes your image.  How you market this image will vary.  However, there are a couple of things that should be consistent.  One thing that I have used successfully over the years is to position my Clubs as exclusive – meaning limited memberships.  This means you have a specific number of members that you plan to service and then you close the membership.  There are many different rules to use to determine how many members you can service.  The rule of thumb that I use is based on money – I want my Clubs to enjoy a profit ratio of 35% (before tax.)

Too many Clubs just try to sell, sell, sell and overcrowd the Club.  This normally leads to a high attrition ratio – which means you’re fighting a never ending battle to replace the members who are dissatisfied and leave.  If you’re in a small market – you can actually run out of people to replace and especially if you’ve got competition – all will suffer.

What the components of your Club are will also determine how many members you can accommodate.  The rule of thumb for lockers is ten per member – at prime time.  With some of the recent trends that I’ve seen in Europe – the better Clubs offer a number of Studios with Group Training – Spinning, PACE, Aerobics, Body Pump and even Rowing Studios.  This give you the ability to accommodate a larger number of people who will use the Club and then leave (after the class) – giving you the ability to process more members in your Prime Time.

So, when I’m working with a Club – and trying to position the Club, the first thing I do is to introduce a Transferable Enrolment Certificate and quite often I’ll actually number the Certificates.  This helps position the Club as a Country Club, which normally limits the numbers of member.  Golf and Country Clubs have been doing this for years.  This Enrolment Certificate reinforces the image of exclusivity.


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