Many gyms are very bad at sales.
That’s supported by the fact that very few gyms have accurate sales metrics. We see a glaring lack of marketing data every year when we prepare our annual “State of the Industry” report.
Without numbers, we have nothing to discuss.
“I’m good at the bench press.”
“Yeah? What’s your max?”
“I don’t track it.”
See what I mean?
Two-Brain gyms are mentored to track and log all key business metrics:
- Revenue.
- Net owner benefit.
- Average revenue per member.
- Client count.
- Length of engagement.
- Lifetime value.
- Leads, set rate, show rate and close rate.
The last line is critical for sales and marketing.
If you have all four numbers, you can analyze your marketing chain and identify weak spots.
Then you will know if you are good or bad at sales.
If you don’t have any numbers, you are, by default, bad at sales. Tracking is a key part of selling.
When you finally start tracking sales metrics, you will likely find that one or several parts of your funnel need attention.
That’s excellent: You will know exactly where your problems are, and you can take action.
Here is your clear fix-it plan after you log and review your numbers:
No Leads
- You are bad at generating interest in your gym.
- Fix: Create or repair up to four marketing funnels. And send Chris Cooper a DM to request the guide “How to Generate 30 Leads in 30 Days Without Paid Ads.”
Few Appointments Booked or Few Shows
- You are bad at nurturing leads.
- Fix: Learn to nurture. Send Chris Cooper a DM and request the guide “10 Lead Nurture Strategies to Unlock Hidden Profit.”
Few Sales
- You are bad at closing.
- Fix: Practice selling using the Prescriptive Model and handling objections. Send Chris Cooper a DM and request the guide “Two-Brain’s 23 Best Sales and Marketing Scripts.”
Start Tracking Today
The first step to improving your sales process:
Track your metrics.
That’s your starting point.
Here’s what tracking and sales virtuosity look like at ground level: “The Simple Stat Behind Epic Sales Months in a Florida Gym.”
Step 2: Use one of the resources listed above to improve your sales process.
Your rewards:
- More revenue.
- More profit.
- More happy, healthy clients.
The worst plan:
Run without numbers and assume your sales process is “really good.”
Need help executing on the plan? A mentor can hold you accountable. To talk about that, book a call here.
