Managing Sales Efforts in Your School

/jial14 jon@championsway.com

This isn’t a “how to sell” class.What this discussion is about.

Goal: to provide something that everyone can implement.

Key Takeaways from this Discussion:

1. Understanding the overall picture of all activities involved in making sales happen.

2. What you need to provide your staff in order to succeed at every stage of the process.

3. What to manage and when to manage it.4. Deciding when someone just can’t do the job.5. Tools you need to make all this work.

#1. The Overall Picture

BookingAppointments

Making the Appointments

happen

Conducting the

Appointment(s)

After the Appointment (if the sale was

not made)

*please do not focus on the naming of the 1st visit to the school*this class is specific selling the 1st membership, not upgrades or renewals

Main Challenges

Booking Appointments

–Not making enough outbound efforts

–Low quality within the efforts

Making Appointments Happen

–Lack of urgency within the confirmation –No confirmation process to be followed

Conducting the Appointment

- Loving what you offer is missing–Not knowing who you are introducing

your lessons to and what makes them “tick”

Following up if sales is not made

–Lack of quality perseverance with the people who didn’t sign up

Trick Question?

Do you see anything in common with the challenges at each stage?

It’s up to you to solve them all

Fact: All solutions needed will require your participation in some capacity

• Nothing will improve until you start providing:

–Motivation–Guidance & Direction–Tools & Content

***In Combination!***

Takeaway #2

What you need to provide your staff in order to succeed at every stage of the process.

2 Types of Staff to Provide for:

Staff who are not selling memberships yet, they build and set appointments.

Staff who are selling memberships as well as setting appointments.

If You have 1 Person in PlaceThen All Will Apply to Them

3 Things BOTH GROUPS Need

• Performance-Based Pay Structures (next class)– When money talks, people tend to listen.

• “That” Leader to follow:– “If you think you are leading and no one is

following, you’re just going for a walk…”– 3 reasons my staff follow me are…

What Both Groups Need

Students that are perceived as quality Martial Artists in the community.

(It is very hard to be committed to trying to sell a poor quality product)

Group #1 Needs

For first 2 steps of the process:(we have some ground to cover here)

– Who to contact– Scripts– Email Templates– Shadowing– Print Collateral – Daily Report– Physical “sales” board– Minimum expectations– Pay Structure

(Warning, here come the text-heavy slides)

Who to contactCall Lists:• Inbound web leads • referral submissions• old leads (special events, camps etc.)• former students

Building Their Own lists:• In person introductions• Tablet lease (optional)• Online networks

Scripts

• The formula• example greetings specific to the type of contact• the content that will support the concept of “no empty hands”• quick instructions to get the content (check email, go to website/lounge,

visit network)• what’s notable about your school (initial answers to popular questions,

including questions that are thought, but not asked)• solid breakdown for booking the appointment (some calls get hot quick)• booking best practices

• Tips• must sound natural coming out of their mouth, if not they must revise it• best script is one that has bullet points to cover, reading is easy to detect

Email templates

– Your tone should be in them– Content specific to “interests” and “heard of us by”– They have to look good if you want staff to be excited to

send them out– Must be easy to send them– Template types

• Initial thank you to new prospect (web/phone/in-person)• Nurturing Templates• Confirmation template • Missed appointment follow up’s 1-X• Thank you for coming today!• Have not signed up yet follow up’s 1-X*We have other classes on email templates alone*

Timeline

- Separate class on email marketing timelines- Call timeline for new contacts

• dependent on the lead count and no. of hours per/week you staff them

• Full time is 24,48,72,72, 7, 7, 7, 7.

Print Collateral

• Business cards– If you don’t take them seriously, they won’t take

themselves seriously– Confidence is everything, being proud of the

school will always help (connection to card)– QR codes with “you can trust this scan” labelled

under them may shorten the cycle one step!

*Not there yet with new hire, small flyer will do*

Confirming Appointments

• The confirmation email: – Eliminate fears and surprises (how to tie a belt,

why we bow, what to expect)– Provide convenience (directions etc)– Reinforce quality (link to content)– Present a face (why not have a bio of each staff

member, even a short smartphone-shot video will help).

The Confirmation Call

• Always have something extra to offer ready in case you are getting the “maybe” person– no one likes being asked if they “have thought about

it any further”– staff will pick up on this, and then they’ll feel they are

becoming that annoying sales person– not everyone is a born salesperson, so give them

something to take both their focus and the prospect’s focus off the fact that this is not “sales call.”

• Light motivation coaching

Minimum Expectations

• Includes sufficient time to complete the tasks• How long should someone spend on each activity?

– 1 educated follow up is worth 5 blind ones

• Activities with contacts of all types

• Focus on “shows”, use bookings as another indicator of effort

Daily Report

• We Measure – Activities– Bookings– Confirmations– Shows– Missed Appointment Follow Up’s

Performance Pay

(Next Class)

Group 2 Needs

Shadowing

• The process of the appointment– Shadowing you on at least 10 intros and

commitment discussions– If you can’t show them how you want it done, it’s

tough to lead them or expect from them– Debrief after every single session

• The process of completing the payment agreement form

Guidelines for offering deals and discounts

• Offers to change up for the appointment booking• Discounts• Delayed payments • Pro-shop items• Cash rewards

Sales training

• Knowledge of what they are selling• Connecting with people of all walks of life• Excitement about the school• Motivation coaching • Boundaries

*different meaning here than the popular perception

Personal presentation

• Attire• Hygiene• Voice projection• Body language

If the Sale was not made

• Follow up scripts• Follow up email templates• Content to prevent “empty hands”• Host seminars/special events regularly for

alternative reasons to visit again

Daily Report

• All from Group 1’s report, plus:– Appointments Performed– Sales made (memberships + pro-shop)– Money Collected

In Your Face Board

Pay Structure

(NEXT CLASS)

(Quick Breather)

We are well past the ½ way point, if you have questions, hang on just a little longer ok?

Takeaway #3

What to manage and when to manage itDaily/Weekly/Monthly/Yearly

Check-in’s Twice Per/Day:

• Ask about the stats every time• Ask about successes and failures every time• Coach and reassure, coach and push(balance the tone of friendly to firm based on the situation)

Weekly Meetings:• Discuss Wins, Losses & Key Stats• Coach, empower, reinforce• Set current expectations

Month-End Review:• Tally it all up• Pay total• Set current expectations

Yearly Review• 360 Degree Review• Succession Planning• Goal Setting

Takeaway #4

Knowing when someone just can’t do the job

Red Flags

• They shadow you 10x and still struggle (in any of the steps)

• You learn they don’t believe in your product at all

• They take actions that create serious risk for your reputation

Final Takeaway #5

Tools you need to make this all happen

Final Takeaway #5

• Email system• Sales Automation• Planner system• Reporting• All need to be something you can both access,

only way to know what is going on

Questions?Jon@championsway.com

/jial14

Coming soon for clients: How to do this all in PerfectMind

Curious about our Products?

• Please contact your rep• If you are not sure

– 1-877-774-5425 option 1– sales@championsway.com– Post question on the loung