The Ultimate Guide To Creating A Sales Process For Your Gym

The Ultimate Guide To Creating A Sales Process For Your Gym

What is a sales process?

A sales process is a step by step guide for your sales team that helps them convert your leads into members of your gym.


Why do I need a sales process for my gym?

A sales process makes it easier and simpler for your sales team to do their jobs, by:

  • Making sure all your leads are being followed up with in the same way
  • Helping you keep track of what your sales team is doing well and what they can improve
  • Maintaining quality customer service for your gym.


Building your sales process

Use the following steps to help you create your sales process in the template on the next page.

1. Audit what’s working for you

If you don’t currently have a sales process, the best place to start is to think about your current members and what steps you took to get them to join your gym. Is there a general path that they all took? Better yet, ask your favourite members what they liked about your sales team.

2. Identify your lead sources

List all the different ways people enquire about joining your gym (e.g. Facebook Lead Ads, Walk-ins, Referrals). Ensure their enquiries are all going to one central place.

3. Decide on your communication channels

List all the different ways you can interact with your leads (e.g. Phone Call, Email, Text Messaging).

4. Map out your buyer’s journey

List the steps you want your leads to take from the time they enquire to becoming a member of your gym.

5. Write supporting material

Create a rough script and templates for your sales team to use. Even if you have experienced sales staff, it’s a great resource for them to fall back on. It’s also great training material for new team members.

Sales Process Step Call to Action Communication Channel Time Supporting Material
Book a tour Book a tour Call & Voicemail 5 minutes after enquiry Book A Tour Script
Tour Follow up #1 Book a tour Call & Text 1 day after last contact attempt Tour Follow Up Script and Text Template
Tour Follow up #2 Book a tour Email 3 days after last contact attempt Tour Follow Up Template

If you use GymLeads, this will form your Call Schedule, which helps you dictate when your sales teams should call leads, how to follow up after missed calls, and how long you should keep leads in your sales funnel.

6. Ask for feedback

Present your sales process to your sales team, tell them why it’s important and ask for their constructive feedback. This isn’t just to make them feel good. It also ensures you haven’t designed a process your team doesn’t support and therefore, won’t follow. This step is crucial – don’t let your hard work go to waste!


How do I know it’s working?

It is so important that you keep your sales metrics simple. Don’t measure things for the sake of measuring things, but measure the key things that move the needle.

Here are the key metrics we recommend starting with:

Number of leads

This is the number of people who have expressed an interest in joining your gym, whether that’s through Facebook Lead ads or your website form. You want this number to be increasing. If it’s decreasing, review your marketing channels.

Number of new customers

This is the number of leads who have converted into paying members of your gym. You want this number to be increasing.

Close rate

This is how successful your sales team is at converting your leads into customers. This close rate is calculated dividing the number of new customers by the number of leads, expressed as a percentage.

Close rate = ((Number of new customers)/(Number of leads))*100

You want your close rate to be as high as possible. You can also track close rates by team member.

Conversion rate at each step of the sales process

This is how successful your sales team is at getting your leads to take the next step in your sales process. It’s important to track conversion rates at each step so you can identify where you need to improve in your sales process.

Conversion rates are calculated using the same formula as close rates, and expressed as a percentage.

Example: Let’s say that when your take your leads for a tour of your gym, you want them to start a trial. Calculate your conversion rate by dividing the number of people who started a trial by those who book a tour.

Conversion rate = ((Started Trial)/(Booked Tour))*100

Time taken to close

This is the average length of time it takes for your sales team to convert a lead into a customer. You want this to be as short as possible, so you can convert your leads while they are interested and engaged.

You can improve this metric by reviewing your sales process to see how you can streamline it, and by using sales automation tools like GymLeads.


Things to remember

  • Have clear calls to action for your lead at every step of the sales process.
  • Your sales process is constantly improving. Don’t be afraid to test new ideas!
  • Keep your sales metrics simple and add more metrics as you grow your business.
  • Only measure things that matter – you should be always to easily answer why you track each metric.
  • Keep your reporting period consistent (e.g. every week, last month).

If you’ve got too much on your plate, consider using sales software specially made for gyms and fitness clubs like yours. Book a GymLeads demo today.

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