As a network, we aimed to emphasise the importance of creating a personalised experience for each prospective member by focusing on their specific needs.

We identified that the membership sales process was inconsistent across our many clubs and although Sales Directors would implement previous sales training tactics they had learned to be successful, the strategies used would differ from club to club.

Aswell as this, we had no way to measure what sales directors were doing during the sales process, only knowing if the sale was made or not at the end.

We also noticed inconsistencies in how price deflection and needs analysis were approached, largely due to the differences across our markets. In some clubs, it was more challenging to avoid jumping straight to pricing and membership features.

However, as a network, we aimed to emphasise the importance of creating a personalised experience for each prospective member by focusing on their specific needs.

The value of data

One of the most valuable aspects of the 59club process has been the sharing of key strategies for overcoming objections, both common and unique.

Through our collaboration, 59club has helped us develop polished, effective responses to prospects’ concerns and guided us in navigating conversations toward more positive outcomes. This process also opened our eyes to the need for sales training in all areas of our business – including golf outing and banquet sales.

A surprising insight for us was realising the frequency with which steps in the sales process were being skipped or altered rather than following the process from start to finish on a consistent basis. We also realized we had a great opportunity to strengthen our follow-up process.

While it was included as part of the shop, the results uncovered a bigger network-wide trend that positions us for meaningful improvements and greater consistency moving forward.

While it’s natural to rely on internal conversations and best practices when refining sales processes, the independent data provided an objective perspective for our team, highlighting areas for improvement that we might have otherwise overlooked.

An Action plan from data

The Mystery Shopping insights also provided specific target areas for further training and development.

Areas that could use attention across the network became a focus of group training sessions, while opportunities with individual directors provided guidance on individualized training and the ability to get specific with role playing scenarios.

Some of the specific changes as a result of Mystery Shopping insights were the consistency of gathering information on prospects during the research phase of the call, the structure of tours including initial sit downs and post tour summary and incorporating USPs that are tailored to the prospect throughout the process.

While it is human nature to be guarded during critiques of a particular interaction, it allowed us to have open and honest conversations about the results. Self-assessment reviews of mystery shopping results by directors also allowed them to identify areas for improvement, creating an ownership of specific areas they could focus on within the process.

Lasting impacts on Leadership & Culture

With Sales Directors that are newer to our network or the position, the program has provided a foundation that directors can lean on and gain confidence in while learning how to sell a product/membership that is new to them.

With sales professionals across the country, the 59club Training and Mystery Shopping audits provide us with the peace of mind to know our Directors are using the same sales process regardless of the facility they are selling.

The data has provided clear direction on opportunities for improvement. The recording & reviewing of calls has also provided the ability to review the performance on the phone of our sales professionals. These tools are extremely valuable in a training session.

What's Next...?

On going measurement with different testers provides for live practice and unique interactions that simulate the many different sales engagements that are experienced with a variety of prospective members.

Continual training will also provide the opportunity to shift focal points in the sales process to ensure a complete experience from initial call through to the ask for the sale.

59club has provided us with the ability to train and measure against a consistent sales process across all our clubs. With this, the ability to quickly bring new sales professionals up to speed has allowed for better sales in a short period of time when there has been staff turnover in a sales position.

The importance of a proven sales process cannot be understated. It provides the necessary steps to maximize the ability to close the sale. 59club has many resources to offer. From mentor platforms to group or individual training sessions, to mystery shop portals. Each resource brings an additional level of information that can be used to improve the sales process across an organization.

59club has provided us with the ability to train a consistent sales process across our network of clubs, the ability to measure performance of our sales directors implementing the sales process, and the feedback on where to focus additional sales training across our clubs or in individual sessions.