Unselling Presentation - Bill McBride_Final
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Transcript of Unselling Presentation - Bill McBride_Final
UNSELLING: DISCOVER THE NEW WAYS PEOPLE BUY
Many principles based on the book “Unselling” by Scott Stratten and Alison Kramer
PRESENTED BY: BILL MCBRIDE | FEBRUARY 2016
BILL MCBRIDE President & CEO
Bill is a health club industry veteran with over 25 years of experience leading and managing all aspects of commercial health clubs, medical fitness centers, residential, community, multi-tenant and corporate fitness sites.
He co-founded Active Sports Clubs and Active Wellness, LLC and owns a health club consultancy - BMC3. Bill has served as Chairman of the International Health, Racquet & Sportsclub Association (IHRSA) Board of Directors, President of the Mid-Atlantic Club Management Association (MACMA) and served on the Industry Advisory Board for the American Council of Exercise (ACE). He is actively engaged as an author on industry education, serves on several Advisory Boards and speaks regularly on industry topics throughout the world.
Selling \'sel-ing\ vb, A process designed to persuade (manipulate) the prospect to buy your product and/or services, culminating in a transaction.
un•Selling \'un-'sel-ing\ vb, Honest seeking and sharing to build an ongoing relationship through collaboration. Products and services are utilized as part of the elements of mutual achievement, almost always resulting in increased business, repeat business and referrals.
Enrolling “Enrollment” as used here does not appear in the dictionary. As defined here, enrollment is a way of supporting another person by offering a product, a service, or simply a solution. It is a way of being with another person that inspires them to move forward with something they want that you can supply (McLaren Coaching – From Source Point Training). So what is the difference between an enrollment and a sale? Enrollment is making sure the other person gets what they want and they chose to enroll versus being sold into just what you want them to buy. A solution not a transaction. I’ve referred to this concept before in articles as being the “buyer’s helper”. Combining what you have and what the buyer needs/wants to create a win-win relationship.
● Prospect identity
● Emotion versus logic
OPTIMIZE PROSPECT MOTIVATION
● Golden Rule of Selling – “Sell unto others as they would like to buy”
● Put yourself in the customer’s place… Treat them the way they want to be
treated, which may not be the same way you want to be treated
● Speak their “language”. Let them dictate the pace
GOLDEN RULE
Source: Managing the Customer Experience: Shawn Smith & Joe Wheeler
STAGES OF EXPERIENCES
ALL ORGANIZATIONS ARE PERFECTLY ALIGNED TO GET THE RESULT THEY
ARE GETTING
SALES FUNNEL IS NOW A SALES CLOUD • The old sales “funnel” has been replaced with the “Sales Cloud” – it is no
longer a linear process
• All avenues of social media, local reputation and word of mouth come together to create or hinder your success
● 10-14 Points of Information
● Most have made a buying decision before they even talk to or see you
● Telephone/Walk-In; Guest Visit Card; Needs Analysis; Tour; Check-In;
Presentation; Enrollment; Services; Referral; Follow Up; On-going
Engagement & Retention
DISCOVER HOW PEOPLE NOW BUY & LEARN HOW TO ENROLL CUSTOMERS
/ / Name Time Date Address City State Zip Email Phone (work) Phone (cell) Company
How did you hear about us? Direct mail Signage Community event Employer Website Advertisement Referral/guest of: Other
Have you been a member of an athletic club before? Yes No If yes, which one(s)? Is your membership current? Yes No Are you currently meeting your fitness goals? Yes No
What results do you want to achieve?
On a scale of 1–10, how important is it that you achieve your fitness goals? (circle one) 1 2 3 4 5 6 7 8 9 10
How long have you been thinking about starting an exercise program? Are you interested in membership for yourself or for your family/spouse? What has kept you from starting sooner?
www.ActiveSportsClubs.com
JUMP START FITNESS ENTHUSIAST ENERGY BALANCE MIND BODY
Motivation through group classes Firm up/lose 0–9 lbs. Increase activity level
Increase endurance Increase strength Fitness performance enhancement
Improve health Lose 10 lbs. or more Start exercising regularly
Increase energy and vitality Improve wellness Relieve and eliminate stress
1209
FRM
514A
SC
FOR OFFICIAL USE ONLY: / / Date of Birth Driver's License #
What are your interests? Group Fitness Personal Training Weight Training Sports Conditioning Small Group Training Yoga/Pilates Barre Aquatic Programs Childcare Massage/Spa Senior Programs Other
WELCOME TO THE CLUB GUEST REGISTRATION
GUEST REGISTRATION
FORM
WHAT CUSTOMERS WANT ● Value
● Getting what they pay for
VALUE PROPOSITION
USEFUL
USABLE DESIRABLE
SWEET SPOT
GREAT EXPERIENCES ● Great Design is Invisible
● People “Buy” or “Enroll” based on how they FEEL
● Not only GREAT, but HERE
ADAPTATION VS. RE-CREATION ● Adapt to changing models and changing consumer behavior ● Re-create new programs, offerings and approaches
COACHING VS. SELLING • Coaching is solution & relationship based • You must have permission to coach someone • Selling is transactional based • The goal is to enroll individuals and families into a lifestyle not sell
a transaction • Coaching is the new paradigm
COACHING ● Goals ● Training ● Motivation ● Relationships ● Performance ● Feedback
FIND & ENROLL YOUR BEST CUSTOMERS ● Do you know who your best customers are? ● Who stays the longest? Who uses the most? Who has the
highest spend? Who refers the most? Who are the biggest advocates?
● Data collection, “mining” or analytics and predictive segmentation are now more readily available
● Ecstatic – Refer & Renew ● Static – Middle/May Renew/Plays on lack of resistance of change ● Vulnerable - Looking for an out ● (Not too different from Net Promoter, Neutral, Detractor)
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CUSTOMER PULSE
ASK? STOP | START | CONTINUE
● What should we stop doing?
● What should we start doing?
● What should we continue doing?
● University survey (engaged audience) 98% response rate
● The customer rules Medallia’s OCEM Methodology
FEEDBACK REQUIRES ACTION
The problem with “Scrambling to Save” and the cause:
Problem:
“Too Little Too Late”
Causes:
● Over promising & under delivering
● Not knowing or listening to your customer
● Not “intervening” or supporting before it’s too late
● Remembering that people struggle with quitting relationships
SCRAMBLING TO SAVE
EXIT INTERVIEW ● “Be Better Now – Later is Too Late”
“The Customer Strikes Back” ● The customer is in charge now
● Business problems may be the root cause,
not necessarily negative social media
● You can’t keep up with all vehicles
● Key is to “Listen” & be a part of the conversation
SOCIAL MEDIA
THE IDEAL ENROLLMENT PROCESS CALL TI
COMPUTER ENTRY
APPOINTMENT SET (CONFIRM
APPOINTMENT)
SHOW (GUEST REGISTRATION CARD
INTEREST PROFILE) (THANK YOU EMAIL SENT)
NEEDS ANALYSIS TOUR CHECK IN PRESENTATION OF
MEMBERSHIP (PRESENTATION SHEET)
ENROLLMENT PROCESS (NEW MEMBER PACKET, APP, BELT, WELLNESS CORNER)
ADDITIONAL SERVICES PRESENTATION
(THE ZONE, PT, WELLNESS CORNER)
REFERRAL PRESENTATION
(REFERRAL SHEET)
ORIENTATION & ASSESSMENT (ENTER IN COMPUTER.
SCHEDULE IT)
PROGRAM RECOMMENDATION
COMPUTER UPDATE (CRM) THANK YOU SENT FOLLOW UP
AIR CANADA VS. WESTJET ● Air Canada 125,000 miles to 20,000 miles in one year (Scott’s experience)
● WestJet - VP of Operations (All Execs) - Show up on flights and help out
● Everybody Matters – Everybody in the chain matters
● 2 planes going to the same place -- I’m going with the better experience
● “You treat your customers and your employees and your vendors all the same with the utmost
respect and the utmost care and that will pay you back in spades” - Carey Smith, CEO
● Treat everyone as your customers. It’s not just about customers
BIG ASS FANS
● If something goes wrong, you can talk to vendors, employees and clients to make things
work out
● We all need other’s help
● A good reminder is to explain the “Why” not just the “What, How and When”
● 1% in big companies get this right. Entrepreneurs and small companies (are more quick) –
This people focused philosophy must be top down driven
TAKE NOTHING FOR GRANTED
“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention. Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there's no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted. Real permission is different from presumed or legalistic permission. Just because you somehow get my email address doesn't mean you have permission. Just because I don't complain doesn't mean you have permission. Just because it's in the fine print of your privacy policy doesn't mean it's permission either. Real permission works like this: if you stop showing up, people complain, they ask where you went.” – Seth Godin It’s just like coaching – you must have permission.
PERMISSION MARKETING
ACTIVE RETENTION MODEL
THANK YOU BILL MCBRIDE | [415] 299-9482 | [[email protected]]
www.linkedin.com/in/billmcbride www.BMC3.com