How to be Successful Prospecting through Events SARA KOOPERMAN

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How to be Successful Prospecting through
EventsSARA KOOPERMAN
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N. Best Practise How to be Successful
Prospecting through Events

• Objective
• Sell new licenses
• Add programs for existing licensees
• Spread the Les Mills word build our brand for
  future sales
•  
• Goals
• Touch Tours Attract a minimum of 20 people, 10
  clubs (with 5 decision-makers)
• GFM for Profit Attract a minimum of 40 people,
  20 clubs (with 10 decision-makers)
• Sign at least one contract onsite
• Close 50 of the contacts within one month
• Close the other 50 within 3 months

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N. Best Practise How to be Successful
Prospecting through Events

• Strategies
• Plan the event 6 weeks out
• Create a Beautiful and Functional Email ad
• Deploy the ad 4 weeks out, 2 weeks out, 1 week
  out and 3 days out
• Get ad into a local eNewsletter or paper
• Partner with someone who has an eMail list or
  customer list Polar, Precor, etc.
• Collect and use contacts regularly
• Sales staff sends detailed e-mail confirmation
  and makes a confirmation phone call
• Includes Date, Location, What to Bring, What to
  expect
• Find out why they registered LOCATE THEIR PAIN!
  Create a dialog!
• Engage Group Sales (Telemarketing team to call
  territory)
• Build your lead list

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Quarterlies
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N. Best Practise How to be Successful
Prospecting through Events

• Actions
• Collect all information
• Club Name, Contact Name, address, email , phone
  number(s) wk, cell
• Sales team sends personal emails to their leads
• Send 4 weeks out, 2 weeks out, 1 week out and 3
  days out!
• Sales team makes personal phone calls to their
  leads
• Sales team MUST push the sale along create a
  reason to come! GUILT!
• In marketing, it is 7 hits before a sale is
  completed.
• Sales team sends contracts to everyone interested
  
• Let me just send you the agreement so that you
  have time to review it!
• 4. Bring to the event
• Back-pack, General Brochure, Program Brochures,
  Passes, outline
• CDs Legal, Transform, lesmills.com/pro
• Banners, posters, all 8 kits
• Printed list of attendees to double check info

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N. Best Practise How to be Successful
Prospecting through Events

• Selling the Event
• Make it an attractive eMail
• Select a marketable presenter with a reputation
  IHRSA, Club Industry
• Build credibility for this type of programming
  add a logo for IHRSA, Club Industry
• Create an incentive for them to come FREE legal
  documents, xls chart to manage Group Ex as a
  Profit Center, Discount for Product Purchase
  license or equipment, CECs
• Create value - 159 seminar for FREE
• Cost 30 people
• 10 per person for lunch 300
• Trave/hotell for presenter and staff 600
• Materials distributed (5 per head) 180
• Pay instructors for Taster Class 100
• TOTAL 1,180

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N. Best Practise How to be Successful
Prospecting through Events

• Result
• Smaller GFMs lead to an 80 close rate with the
  month
• Larger GFMs lead to a 25-50 close rate within 3
  months
• Our 50 show-rate went up to an 80 show rate
• Learnings
• Upgrade presentation with Professional Materials,
  Professional Name Tags, Nice Conference Room,
  Nice Lunch, Professional CEC forms, Chocolate
  kisses
• Appropriate follow-up mail items requested CC
  Sara on follow-up
• Pre-qualify every lead!
• Sending email inquiries what do you want to
  learn from this ?
• Send contracts prior to the events (filled in)
  AND bring 3 copies, plus blanks.
• Always have a great instructor teach!
• Ask for leads!

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N. Worst Practise How to be Successful
Prospecting through Events

• 6 things to avoid.
• Making the GFM sound like a sales pitch
• Waiting until you get to the event to connect
  with people
• Relying on email alone as a source of contact
  Call them! Visit them!
• Teaching part of the class when you are a sales
  person
• Offering a GFM without a taster class
• Failing to follow up!

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