The Importance of Proactive Membership Sales & How to Hone Your Process
Having a proactive approach to lead generation and engagement with potential customers is essential for a membership-based business. It helps to increase conversion rates and foster loyal customers. Being proactive in generating leads and sales also gives a membership-based business greater control over the sales process.
When you take the time to develop a strategy that focuses on building relationships, adding value, and engaging with potential customers, you can increase your conversion rates, build customer loyalty, and take control of your sales process.
AUDITING YOUR SALES PROCESS
One of the most important steps in honing your process for proactive membership sales is to audit your sales process. This involves having an honest look in the mirror and analyzing every step of the process to identify strengths and weaknesses.
1. ANALYZE YOUR LEAD GENERATION
Start by looking at how you generate leads. If you rely solely on organic leads and walk-ins, you are missing out on potential customers. Consider implementing a diverse array of lead generation strategies such as direct mailers, email campaigns, social media advertising, or referral programs.
2. REVIEW YOUR SALES PROCESS
Once you have generated leads, analyze your sales process. Look at how you engage with prospects, how you present your product or service, and how you close deals. Ask yourself whether your sales process is effective in converting prospects into customers. Incorporate a tracking system in order to understand these numbers. You should track leads through the entire process in order to assess whether or not the sales process is honed.
3. EVALUATE YOUR SALES DIRECTOR
Secret shop your sales director to see how they are performing. Look for key factors such as whether they are proactive in the community, whether they are relationship builders, and whether they are guiding prospects through a quality sales process. Evaluate whether they are building urgency and value, booking tours, overcoming objections and closing a high level of qualified individuals or families.
4. MAKE ADJUSTMENTS
Once you have identified areas for improvement in your sales process, make the necessary adjustments. Consider providing additional training to your sales team, refining your messaging, or improving your follow-up process. By continuously evaluating and adjusting your sales process, you can improve your conversion rates and generate more revenue for your business.
IMPLEMENT PROACTIVE SALES STRATEGIES
Once you have audited your sales process and made any necessary adjustments, it's time to implement proactive sales strategies. Here are some ideas for proactive sales strategies:
MEMBER-GUEST EVENTS
Hosting member-guest events once a quarter is a great way to build relationships with your current members and generate leads from their friends and family. Plan member events that are fun, engaging, and can be used for additional lead generation. Golf tournaments, holidays, or kids events are all great, but require that they bring a guest and offer incentives for guests who sign up for a membership on the spot. This can include small value add incentives or complimentary services for signing up on the day of the event.
GET OUT INTO THE COMMUNITY WITH EVENTS
Participating in community events, such as festivals and fairs, can help you connect with potential customers and generate leads. Set up a table, if possible, and speak with members in the community. Your membership director should not only be the face of the club on property, but more importantly out in the local community.
If you need help with proactive membership sales or want a free club assessment contact the Membership Experts at Capstone Hospitality today!
