sales techniques - mindbody inc. · pdf filesales techniques roxy borger ... marketing vs....
TRANSCRIPT
Sales Techniques
Roxy Borger
A MINDBODY University Sneak Peek
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Importance of a Formal
Process Map It Out Train Staff
Welcome Materials
Upsell Materials
Measure and
Quantify
Why Sales?
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10% The average year-over-year retention for a
class-based business/service
A good goal is 50%
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40% The average year-over-year retention for
appointment-based business/service
A good goal is 50%
Retention
*The biggest challenge we face in the wellness industry 7
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Pricing Sales Customer
Love
Simple Upsell
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”For every sale you miss because you’re too
enthusiastic, you will miss a hundred because
you’re not enthusiastic enough.”
- Zig Ziglar
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Marketing vs. Sales
• Increases brand awareness
• Brings them in the door
• New clients
Marketing
• Gets them to spend more $$$
• Keeps them coming back/increases retention
Sales
Map It Out
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Example Sales Process
• Think about the marketing/informational materials and tasks that
happen in connection with new customers
• How do they come in?
• What do they buy?
• Customer signs up online for single session
• Customer uses tablet to sign in to class
• Customer will hopefully come back for second visit!
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Chart Out Your Sales Process
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Simple Upsell
Intro Offer Upsell to
Autopay/Class Package
Increase Revenue
Are You Focused on Upselling?
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Sign up for our membership before your intro offer
expires and get a great deal!
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The more times a client has to make a purchasing
decision, the more likely they are to attrite.
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Write Out Sales Strategy With Upsell
Class-based business example: Customer bought a 30-day intro offer
• Receive welcome email #1 (auto email – new client/first visit)
• After week one: welcome call #1 – check in/customer service call
• After week two: upsell email #2 (auto email – series notification time
running out) with upsell offer
• After week three: upsell phone call #2
• In third week: desk staff will monitor class sign-in and remind clients to re-
purchase/get on Autopay, etc.
• In fourth week: upsell email #3 with final upsell offer prior to expiration
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Write Out Sales Strategy With Upsell
Appt-based business example: Customer bought 3-appt intro offer
1. Receive welcome email (auto email)
2. After first service: welcome call check in/customer service call
3. After second week/session: receive upsell offer (in person/over phone)
4. After last visit: a follow-up email with the upsell offer
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Incentives Are Key to the Upsell
Examples:
“If you buy your next class package before this one expires,
you’ll get $20 off.”
“If you sign up for Autopay prior to your intro offer expiring,
you get $20 off each month.”
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Incentives Are Key to the Upsell
“It’s amazing how this effort pays off so substantially. Making calls and
sending emails costs so little, and yields such great returns.”
– Emma Magenta, South Mountain Yoga
Questions?
Staff Training
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We don’t have to be this guy!
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• Phone call prompts
• Automated SMS messages
• KPI monitoring that keeps your advisor focused and motivated, while
setting weekly or monthly goals and tracking tools
• Insightful dashboard that consolidates the efforts of your sales advisor
or team
Who Will Sell?
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Decide Who Will Own Sales The “Advisor” Role Who Benefits Drawbacks
Instructor Students/clients listen to their
instructors/trainers, are highly
influenced by them, knowledgeable
about services, show results
Not always the best at sales, don’t
have time to sell, can be awkward
due to client/instructor relationship
depending on service, at business
infrequently
Manager Are fully knowledgeable about
services/rates, frequently around
during business hours, accessible,
know clients/students, know
admin/MINDBODY
Not always the best at sales,
need to assess
Front Desk Know the clients/students,
understand the admin/MINDBODY
part of sales, understand
services/rates
Not always the best at sales, need to
assess, usually part-time workers
who are highly transient.
Sometimes busy.
Outside Sales Person Understands sales, knows how to
close, train them to understand
your business
Doesn’t have the history with your
business unless is an actual
client/student
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Advisor Best Practices
• Feature your advisor on your website and have them on the
pricing/new client page
• Should include a bio, a prospect widget, photo or video, and specific
phone number and email for contact
• Create a stand-up piece at the front desk introducing them
• They work onsite during busy times of the day, interact with clients
regularly and support the front desk
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Example
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Example
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Example
Tawk.to is a great,
free Live Chat option!
Phrases That Pay
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Phrases That Pay
• “Did you know that for the price of two drop-ins you can get an entire
month of unlimited classes?”
• “To see the benefits of massage, we recommend coming at least 2x in
the first month.”
• “The intro offer is only good for the FIRST visit. Try a class to see if you
like it. Then, we’ll help you decide which option is best for you.”
• “Does this time work well for you next week?”
• “At your frequency of 2x per week, the Autopay membership would
only be $10 per session/class, and you’ll receive other perks, too. I can
get you signed up right now!”
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Phrases That Pay
• Pricing charts
• Scripts
• Standup signs
• Star for Autopay memberships
Incentivizing Staff to Sell
Targets and bonuses
• Run a contest and reward your team with $$$ or something else (e.g., party, facials, wine tasting, dinner)
Be clear about targets
• Retention KPIs
• The front desk will sell the intro offer to 80% of new clients
• The goal for the studio is 30% conversion of new clients to autopay
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How Does an Advisor Get Paid?
Target
• Each advisor will sell 5 memberships per month/week
Most common incentive
• Hourly rate + bonus/commission on each sale made ranging from $5-25
• Keep in mind that since most Autopays are three+ months, each sale
represents hundreds of dollars
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How Does an Advisor Get Paid?
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Staff Incentives and Bonuses
Use CONTACT LOGS, CONTACT LOG REPORT, and SALES BY SERVICE REPORT to
see how many calls are made, how they go, and find the amount of people who get
bonuses.
Spending Time On Sales Process
• Smaller businesses (50 clients or less per day) can expect to pay
someone for 10 hours/week
• Bigger businesses (multi-location/100+ clients per day) can expect to
pay someone for 20–40 hours per week
• When done correctly, this is the most effective way to grow revenue
and increase retention (other than pricing)
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Ideal Schedule
• Have advisor available during busy class times
• Evenings/weekends usually get more answers, but many clients have
had success anytime.
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Questions?
Welcome Materials
Pricing Materials: Do the Math
• List out the price per class or session with each pricing option
• Give dollar amount off instead of percent
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Examples
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Examples
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Examples
Welcome Auto Email
New student welcome email
• Highlight: • Your intro offer
• The benefits of your service
• How often they should visit to see those benefits
• Provide information like: • MINDBODY login info
• What to wear
• How early they should arrive
• Commonly asked questions
• Where to park
• What to expect
• How to download your mobile app
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Welcome Auto Email
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TIPS: Add some beautification with bold & colors of text, hyperlinks to website and need to know pages, keep
connected section with social media, mobile apps and maybe html images if you want to get really fancy.
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Auto Email Example
Upsell Materials
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Auto Email: Time Running Out
Highlight the benefits you mentioned in your welcome email.
Introduce:
• Autopay upsell price
• Intro offer expiration date
• Regular price
• The savings
Include:
• Direct link to Autopay
• Price per session
• Additional perks
• Minimum commitment
• Rules
Consider including:
• Success story
• Options to purchase other high commitment
packages
• Bullet points, bold/colored font, pictures (using
HTML code)
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Auto Email: Time Running Out
TIPS: Add some beautification with bold & colors of text, hyperlink to upsell membership, keep connected
section with social media, mobile apps and maybe html images if you want to get really fancy.
Auto Email: Time Running Out
• Activate and edit email to include descriptive text, upsell price,
savings, links
(Home > Manager Tools > Auto Emails > Series Notification Time Running Out)
• Edit your intro offer settings to send this email and ensure this email
isn’t being sent for other pricing options under the bottom section
labeled Auto Emails
(Home > Manager Tools > Pricing Options > Intro Offer > Auto Emails > Pricing
Options Time Running Out)
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Website Advertising: Upsell Autopay
On the website
It’s out in the open. Everyone knows they get a discount if
they purchase before their intro offer expires.
Not on the website
It’s used as a secret tool to get clients to purchase.
Is one better than the other? No, both work!
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Upsell in MINDBODY
Promo codes
They’re easier to set up, but they don’t expire with the intro
Membership settings
Deals can expire with intro offer, but takes a little longer
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Promotions
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Membership Settings
• Add a membership called “New Client Members”
• (Home > Manager Tools > Membership Setup)
• Change your intro offer to “New Client Members”, update past transactions and save
• (Home > Manager Tools > Pricing Options)
• Add a discounted contract for your new members called “Membership New Clients”. Be sure to add an online description to promote sales, add contract text for clarity, sell online, and in advanced, check “only available for new client members.”
• (Home > Manager Tools > Contracts & Packages)
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Example
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Example
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Example
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Example
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Use Contact Logs This is the best way to create a running history of what part of the sales process a client is in.
• Add contact log types for better classification and filtering
• Enter contact log with detailed information under client profile
• Create follow-up by date, and assign to staff if needed
• Run the Contact Log report using filters to monitor process
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Use Client Alerts
What Sells Autopays?
• Compelling price: price for a medium/high user with a deadline or
incentive
• Perks: Get creative (e.g., bring a guest, towel service, discounts on
retail, workshops, teacher training, retreats, priority scheduling, mat
lockers, cross marketing)
• Education: Clients don’t know how to achieve their goals, you need
to tell them
• Honesty: Upsell with integrity—match their lifestyle to a package
that makes the most sense for them
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Questions?
Measure and Quantify
Measure and Quantify It
You can’t escape your KPIs. This is how you know the sales process is working.
Good Sales Targets
Intro offer to anything: • 50%–60% for class-based businesses
• 90% for appointment-based businesses
Intro offer to Autopay membership: • 20%–30% for class-based businesses
• 10%–20% for appointment-based businesses
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How to Measure and Quantify
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Case Study
Drop-Ins 55%
[CATEGORY NAME]
[PERCENTAGE]
Memberships 23%
Count Cards 13%
Series 2011
Drop-Ins 15%
[CATEGORY NAME]
[PERCENTAGE]
Memberships 58%
Count Cards 7%
Series Purchased
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Case Study
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Case Study: Moksha Yoga Brampton
“I came to MBU in 2010, the same year I opened the studio. Sales weren’t good at all and
we had a very tight summer.
[After MBU], we changed our price list to make it short and sweet. We focused on Autopay
memberships and intro offer sales. We trained staff and hired them instead of using work
trade. We also created a contest and paid $5 for each membership sold that staff received
on top of their pay. It created teamwork.”
Results were HUGE!
• Our revenue increased by 80%
• Intro offer sales went up 90%
• Our membership sales increased from 9% to 30%
— Paris Moghtader, Moksha Yoga Brampton
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Case Study: Moksha Yoga Brampton
Autopays as a percentage of revenue as high as 67% and
on average 63% over these 8 months!
Recap
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Create Systems and Organize
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77
Importance of a Formal
Process Map It Out Train Staff
Welcome Materials
Upsell Materials
Measure and
Quantify
78
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