The Trend by Gerry O'Neill

SUMMER 2010 / G RIN

Stimulating your fitness career, lifestyle and future.

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IN THIS ISSUE Featured Article Improving Revenues by Increasing the Customer Experience By Todd Durkin Editor: Jillian Taylor Assistant Editor: Madison Gardner Assistant Editor: Lilly Gilrein Assistant Editor: Jaime Gilrein Designed By: Susan K. Bailey Advertising - www.clubads.com Contributors: Thomas Plummer Larry Winget Chris Russo Todd Durkin Ken Reinig

Saving the World One Health Club at a Time 4

The Trend - Spring 2010

A LETTER FROM THE

EDITOR en t o f e Presid Jillian Taylor - Vic

Working with the National Fitness Business Alliance has changed my life. I travel about 24 weeks out of the year, providing me with an incredible opportunity to help change the lives of fitness professionals who are so passionate about their businesses. I am fortunate enough to be surrounded by a family that supports my commitment to my job and understands that the travel is just part of the gig. One of the magazines that I enjoy reading on my countless airplane rides is INC., the magazine for growing companies. I highly recommend getting a subscription. This last issue I read had an article called, “Are your kids playing second fiddle to your work?” As a mother of a 3 year old daughter, Madison, it made me stop and think. Do I work too much? Is she going to hate me when she gets older? At what point do you make the decision to slow down? I think that we sometimes get so caught up in all the things that need to be completed, we forget that there is a life outside happening around us. I know I am guilty of it and, if you are like most entrepreneurs you can probably agree this happens. One of the best tips I took home from that article was from Salem Samhoud, founder of & Samhound, a consulting firm in the Netherlands. Stealing a trick from his manager’s tool kit, Salem holds a quarterly “360 degree review” with his wife and three children. The reviews show him where he’s falling down as a parent and also where he doesn’t need to sweat it. They have offered him all sorts of feedback that help him make better decisions. For instance, he no longer keeps his iPhone with him on the weekends.

The Trend - Spring 2010

NF B

I enjoy this idea because by going right to the source, our family and friends, it will help us gauge how well we are really keeping the balance. While Madison is still a little to young to have this discussion - I feel this tip will help keep the lines of communication open between us so that my life can be a tad bit more balanced.

I know your time is important! The priority of The Trend is to deliver you relevant, useful information. No fluff. No bull. We appreciate you taking the time to read our magazine!! The NFBA realizes that the future of the fitness industry is independent club owners and fitness professionals like yourselves.

Jillian Taylor

Remember to ta ke the time to ENJOY THE SPRI NG AND SUMM ER! It will be gone be fore you know it!

You have to have ADULTS to deliver By Thomas Plummer

Most of the owners who look at this

The young guy working the register says

in the company, and more importantly,

would say, “Yeah, that would be nice to hire

hello and welcomes you to McDonald’s

how to deliver true service. For example,

someone with all these traits, but in my

and then asks: “May I take your order?” You

this particular hotel is somewhat

market you just can’t find those people.”

choose, he says “Thank You”, the order is

sprawling with a number of buildings

electronically placed, and a few minutes

surrounding

later your food pops up on a tray. You are

courtyard. The hotel was a Frank Lloyd

thanked again, and as you walk to your

Wright project, and in many ways might

table, you mumble to yourself, “That was

be one of the most beautiful hotel

quick and easy.” We now equate quick and

properties in the country.

The unspoken finish to that sentence should read “… can’t find those people for what I am paying.” This person is out there, but they won’t work for what you are willing to pay. You pay peanuts, you get monkeys. Monkeys can be trained to do

painless with customer service.

tricks but monkeys can’t be trained to

McDonald’s has mastered the art of perceived customer service.This company has, through the development of tight and

and turn them all into a unit that gives the impression that you as the customer are receiving customer service.

counter peopl e as fillers, and star t thinking of them as the most im portant peopl e you have represen ting your com pany.

The kid was nice, because he was taught exactly what to say and how to say it (anybody see the monkey and the trick analogy?). The service was quick because the technology behind that simple

dressed in his uniform, where he is told

burger, despised as the enemy of health

to stand for his first four hours of his shift.

and fitness by everyone who has ever

The uniform might be so last century, but

worked in the fitness industry, allows a

there is power in your team dressing as a

quick delivery system. You ordered

unit, and these uniforms also that the

questionable food from a trained kid, and

decision-making issue of “what should

it appeared moments later, forcing us to

I wear to work today?” out of the equation,

now equate speed and a simple thank you

which is good for young males who have

with customer service.

looks the same, and everyone looks professional in a uniform.

On the other hand, hotels – such as the Arizona Biltmore – have mastered the art of true customer service.The hotel does have great systems, but the people who work at the hotel understand their roles

central

Because the guests are housed in different

to happen to get to any meeting, which are held in the hotel’s main building, or in the small convention center on the outer edge of everything else. A female in her 50s was struggling with

The kid stands behind the register

trouble dressing themselves. Everyone

large

a certain amount of walking that has Stop thinking of

extremely structured systems, managed to take an endless variety of employees

very

buildings all around the property, there is

solve the level of problems you would encounter in a typical fitness business.

an armload of brochures, a giant purse and a briefcase down a walkway, heading to a morning meeting. Seconds before she dropped everything and probably ruined her day, a groundskeeper who barely spoke English dropped his gardening gear and ran over to help her. He smiled big, gave her a slight bow of his head, and then gently took all the brochures from her. She tried to get reorganized and take them back, but he kept saying, “Please, please, no” and nodded with his head for her to keep going. He followed her to her meeting, refused a tip, and hustled all the way back to the job he was working on. It turned out that he was also a supervisor in the grounds department at the hotel.

The Trend - Spring 2010

REAL CUSTOMER SERVICE He returned to the job he was working

he isn’t really taught to solve problems.

handle the literally dozens of problems

on, picked up his tools and continued as if

Solving problems is the role of the

a typical front counter person might be

that extraordinary service he just

manager, and they do it well at

overrun with during a shift.

delivered was something he did everyday,

McDonald’s, which is probably why they

The simple rile is to buy adults and

which he probably did and considered

are the kings of the fast-food nation.The

recognize that every single person who

that help a routine part of his job.

front-line kids that make everything

enters your club as a member or guest

happen are really interchangeable, which

has to run the front counter gauntlet.

is the strength to their system, but also

Keeping that in mind, who do you want

creates a kind of mind-numbing service

representing your business and affecting

experience. Walk into any of their

the retention of every member you own,

restaurants, get in line, and the

as well as having a direct effect on the

procedures are always the same, and in

sales effort of your team?

Who trained this guy? Who had the sophistication in service training to spend time with a gardener supervisor and teach him that helping a guest was part of his job, even though he probably only knew basic English? This situation was not part of his normal day and was something that would be very hard to systemize in

this case, the sameness is what sells and builds the brand.

Stop thinking of counter people as fillers, and start thinking of them as the

training. In essence, he had to solve the

Where we go wrong in this industry is

most important people you have

problem and weigh what he was doing at

that we don’t understand that we need

representing your company. Another

the moment as his real job in contrast

both of these service systems to be

scary way to think about it is that your

with helping a guest who was having

legendary, because the dollar amount of

brand is only as good as the dumbest

difficulties. How did he know that the

the transaction in our industry is simply

person on your staff because he pulls

guest was the most important thing at the

so much higher. We will tolerate quick

everyone down to his level instead of

moment and the guest’s experience was

and impersonal for a $3 meal, but the

everyone else on the team pulling his

the choice he had to make?

expectation of what constitutes good

image up to theirs.

The difference between the kid at

service changes when the cost increases.

To read more about Customer Service

McDonald’s and the worker in Arizona

In this industry, we need to develop

– Order Thom Plummer’s newest

is that one company built systems that

systems, such as thanking every person

book: “Where

give a perception of service, while the

every time he leaves the club after a

go? Rediscovering the lost art of

other company creates employees that

workout, but we also need to hire

member service.”

understand the true purpose of

people and teach them problem

customer service; which is to ensure

solving skills that can be handled at

that everyone who works there will do

the front-line level and not always

everything possible to make sure the

by a manager.

guest has a legendary experience during their stay.

that

member

Our failing is that we hire kids, under train them in the mastery of even

The other big difference is that the

the most basic systems, and

fast-food kid is taught to fill a role, but

then also expect them to

The Trend - Spring 2010

did

Looking to add some

FUNCTIONAL YOUR CLUB? FITNESS INTO

Here are some quick ideas you can get started!

Bosu Ball Push Up TRX Back Lung

Kettlebell Low Win

dmill

Physio Ball Pike

The Trend - Spring 2010

What the Fitness Business

Superstars are listening to! We caught up with

Todd Durkin to see what’s on his playlist!

TD’S TOP WORKOUT MUSIC

Val Slide Side Lung

Song

Artist

Low

T Pain

Meet Me Halfway

Black Eyed Peas

Empire State of Mind

Jay Z

Down

Lil Wayne

Sex on Fire

Kings of Leon

I’m in Miami Trick

LMFAO

Turn My Swag On

Soulja Boy

Imma Star

Jeremih

Fire Burning

Sean Kingston

Do You Remember Use Somebody Down

Jay Sean Black Eyed Peas Lil Wayne

Burpies

The Trend - Spring 2010

The NUMBERS

NEVER LIE!

You’ll make be tter decisions, and more mon ey, running your club off the nu mbers.

One of the most powerful, and disconcerting,

totally subjective method, meaning that sales

questions you can ask a new fitness business

are either good or bad depending on the month

owner or manager is: What percentage of

at hand, the staff members never really know if

It’s all in the numbers and the numbers

your decision-making process is emotional

their performance good or bad until the owner

don’t lie. Master the numbers and you will

and reactionary and what percentage is based

counts the money at the end of the month.

know everything you need to run a better

upon cold, hard facts? Most owners who don’t really think about their decision-making processes operate by what is called situational management, which means that the owner doesn’t have any base knowledge or plan to compare the decision he needs to make against, so he simply reacts to the problem in front of him at the time. One of the many problems with this system is that the owner is making that decision based upon what is happening in the business that day, how he feels, and who is in front of him at the time.

business. Understanding the numbers will An owner might feel that he is a little more sophisticated in business because he sits down each month and sets goals for each team member and for the entire team, but where

tell you where to focus your training, your strengths and weaknesses, and whether the components of your business are working or need to be dropped.

did that goal come from and what is it based on? One owner trying to change her ways

Mastering the sales numbers will tell you

was asked why she had a sales goal of 100 new

how effective your team is and how effective

memberships for the month, especially since

the individuals in that team are. Getting

the club had been averaging 75 for the

control of the sales numbers will also give

previous six months. Her reply was that she

you the information you need to project

wanted to buy a new car and needed the

reasonable numbers related to the current

extra sales to raise the down payment.

and past performance of your business.

The staff in this club is doomed to get

Most importantly, gaining an understanding

frustrated and fail, because the owner is basing

of the numbers will help you run a proactive

her numbers upon arbitrary figures rather

business, rather

than setting goals and direction based upon

situational

the actual performance of the business and

numbers for the coming month, and then

reasonable potential sales. In this case, the

building a plan to hit those numbers, is far

owner didn’t know how to project sales, sales

more effective than waiting until the end of

income, or the total deposit because she was

the month arrives to see what happened.

Owners and managers who rely on situational management often contradict decisions they made in the past, because the circumstances might be different this time compared to the last time this problem came up. This type of management drives your staff insane because of the inconsistency and can also cost you members if they realize that you treat each member differently depending on personality rather than on what is good for your business. Leading a sales force is a perfect example of emotional responses rather than use objective methods to set goals and drive the team. For example, during the month of March, a salesperson does 22 new memberships and the owner tells her that she did a great job this month. During April, she again does 22 sales, but this time the owner is not happy with her and chews her out for a poor performance. Because the owner works off a

depend

management.

upon

Projecting

basing her numbers upon need and emotion rather than the performance of the business.

where many owners rely upon pure

than

Far too many owners simply wait until the end of the month, hoping that the numbers come

Problem solving also becomes an issue for managers who rely on emotional responses versus having any type of set system to work against. How does a manager solve the problem of low sales, for example, if he doesn’t know how many true leads came through the club last month, what the team’s closing percentage was, and what the individual closing rates were for

together and that they will make a little profit. One of the most important things you can learn as a serious owner or manager is that hope is not a business plan. Put another way, you can get what you want or you can take what you get. Efficient owners who want to be financially successful are the ones that learn to make the numbers work for them.

each salesperson? More importantly, what if he doesn’t have any standard against which to compare the numbers he does have available?

The Trend - Spring 2010

QUOTES FOR

SUCCESS

“Coming together is a beginning, staying together is progress, and working together is success.” – Henry Ford

Don’t be distracted by criticism.Remember, the only taste of success some people have is when they take a bite out of you. – Zig Ziglar

“The achievements of an organization are the results of the combined effort of each individual.” – Vince Lombardi

“The secret of concentration is the secret of self – Arnold Palmer

“Our policy is simple: We are not going to betray our friends, reward the enemies of freedom, or permit fear and retreat to become American policies, especially in this hemisphere. None of the wars in my lifetime came about because we were too strong.” – Ronald Reagan

“When life’s problems seem overwhelming, look around and see what other people are coping with. You may consider yourself fortunate.” – Ann Landers

“Success for leadership is . . . knowing the great art of directing others without their noticing it.” – Anonymous

“To be a great champion you must believe you are the best. If you’re not, pretend you are.” – Muhammad Ali

Do not go where the path may lead, go instead where there is no path and leave a trail.” – Ralph Waldo Emerson

“The optimist sees opportunity in every danger; the pessimist sees danger in every opportunity.” – Winston Churchill

The Trend - Spring 2010

BUILDING a CULTURE of Most staff members want to do a decent

As the club’s real product, employees

A sense of timeliness. Timeliness is

job, but they aren’t really given a chance

have certain personal responsibilities they

defined as delivering the best customer

because the expected outcome is never

assume when they go to work for a

service you are capable of when the

defined. When clubs maximize their sales

fitness business, or for any other type of

member needs it and wants it, not when

efforts, they do so because everyone on

business for that matter. When you work

it is convenient for you.The team should

the team is involved in the sales effort and

for someone, you assume a responsibility

always strive to make each member’s visit

everyone understands that their job is to

toward that job and that employer.

to the club the best part of his day.

either sell or support.

Whether the employee has taken this

This

support

can

come

from

understanding the basics of the job, such as providing service, or from simple acts such as moving through the club and picking up

responsibility as something personal is always proven by the answer to a single question:“Is what you did today the best work you are capable of in this job?”

Being on time. Being on time for any employee, and owners and managers too, means being 15 minutes early. One of the biggest insults you can give anyone is to disrespect their time. If you have a

a few old magazines. All these things

2 o’clock sales appointment, then you

combine to give the guest a perception of

should arrive at 1:45.When the guest

service that is beyond the level of your competitors and ultimately will sell you more memberships over time. Remember, you are in an industry that

Your team sho uld always strive to make each member’s visi t to the club th e best part of his day.

is based on making money every day to stay in business. Your job as an employee is to help make this money by either selling memberships or by working the club’s profit centers. If you’re not doing either of those things at the moment, then make sure you are the best part of every member’s day.

spending a few minutes cleaning up your desk is not professional and is an salespeople, trainers, janitors, and every

someone else, an underlying agreement

single employee in the business.

always exists between the two that this question is going to be answered “yes” every day. What separates a good employee from a great employee is whether the person accepts this fact as

these things, keep in mind that you are

first day of any new hire’s training, because

the real product in this business.You are

answering “yes” is also how the culture

what the club ultimately sells, since if a

in your business should be defined from

member, or potential member, gives up

the first day forward.

for a 2 o’clock appointment and then

Anytime anyone goes to work for

part of the job. Teach this lesson on the

he was talking to and trusted his help.

ready to work. Coming in at 2 o’clock

insult to the guest. This rule applies to

Most importantly, while you are doing

his money, it’s because he liked the person

comes in, you should be prepared and

Everyone does everything. To sell the Ferrari, you must drive the Ferrari. This statement translates in the fitness business to every employee being involved in everything the club has to offer. It doesn’t matter if you do a cycle class every day, but it does matter that you hit a group class at least several times a month so that you, as a salesperson are fresh and up-to-date about what the club is offering.

The Trend - Spring 2010

SUCCESS! If you have weights, then each employee

have 25 to go, then welcome to the club.

should be working out with strength

As long as you are working on yourself, you

equipment. If you offer group sessions, then

are credible and believable—two necessary

you must have at least a limited presence

traits for any salesperson or employee.

and experience with group training. If you offer tanning, then you’d better be bronzed. If you offer childcare, then you will be pregnant by the first of the year. A few limits apply to this theory, of course, but the point is that you have to be involved in what you sell to be effective in sales.

It’s all your job. In the fitness business, you are a team. Each employee watches the back of every other employee. If you’re leaving at 7 o’clock, but the front counter is getting slammed, you jump in to help even though that is not your official job. In the fitness business, it’s all your job and

You must be a work in progress. You

you do whatever it takes to keep

don’t have to be in the world’s greatest

production going for that day.

shape, but you do have to be a work in progress. If you’ve lost 25 pounds but still

The Trend - Spring 2010

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The Trend - Spring 2010

NO ONE Owes you a Living From Larry Winget’s book IT’S CALLED WORK FOR A REASON! Your Success is Your Own Damn Fault.

Larry Winget

“Don’t go around saying the world

the company. They think that the

money, or the desire to make sure that

owes you a living; the world owes you

employer is supposed to take care of

you feel good about things. If you are

nothing; it was here first.” – Mark Twain

every little aspect of their lives. Get a

happy on the job, that is a bonus. If you

Chances are, the business where you

paper cut? File a medical claim.

aren’t happy, that’s your fault and not

work was there first too. The business

Someone flirt with you? Just file a

the company’s. You have been paid.

was probably doing quite well before

harassment suit. And if the employer

Give thanks and move on.

you got there, and it will still be doing

doesn’t respond to this false sense of

quite well long after you are gone. So

employee entitlement, they will likely

they don’t really owe you much.

find themselves defending a lawsuit.

I once had a receptionist who insisted

All of this bothers me. Your company

customer well so the customer will keep

on doing personal things at her desk

owes you a safe working environment.

paying for the company’s services so they

during

That’s about it. As long as stuff doesn’t

can remain profitable so they can pay you

balancing her checkbook, doing her

fall on your head, the company has

again. That is the cycle of business. Do

nails, talking to friends on the phone,

done its part. They don’t owe you an

your best to facilitate that cycle and don’t

even having her friends come to the

environment in which you are safe

bog it down with your sniveling.

office to visit with her during work

from stupid people. Stupid people are

hours. When I confronted her with

everywhere, and while I hate that it’s

this problem, she told me that it was

true, they just can’t be legislated

her desk and what she did at her desk

against. If that were the case, we would

was her business, not mine. She actually

have to lock up the bulk of the

said to me that she was entitled to do

workforce. Therefore, your bosses,

whatever she wanted to do at her

your coworkers, and your customers

desk. Easy fix! Thirty seconds later it

will all say stupid things to you.You will

was no longer her desk.

be harassed.Your feelings will get hurt.

work

hours. Things

The company doesn’t exist to make you happy.They exist to make a profit so they can pay you so you can serve the

In addition to a safe environment, you are owed a fair wage for a fair day’s work. However, if you don’t give a fair day’s work, then I don’t believe you are owed the fair day’s wage. Somehow that very simple concept makes perfect sense to me. How does it elude so many others?

You will stub your toe. It happens on Employees have developed a sense of

the street and at home and you can’t

entitlement regarding their jobs, their

do a thing about it. It will also happen

workspace, and their company. Many

at work. It’s called life.

people have become so dependent on their company, on society, and on

Companies do not care about your

others that they think they are owed a

feelings. They shouldn’t have to. They

living. They think the company is there

should care about your rights. They

to serve them instead of the truth,

will, for the most part, defend your

which is that they are there to serve

rights. They don’t have the time, the

The Trend - Spring 2010

Larry Winget is the author of #1 Wall Street Journal bestselle r Shut Up, Stop W hining & Get a Life: A Kick-Butt App roach to a Bette r Life. Known as T he Pitbull of Personal Devel opment, he is on e of the country’s highest paid professional spea kers and the ho st of A&E’s reality series Big Spen de r. He lives in Para dise Valley, Arizona, with hi s family. 17

Improving Revenues by By Todd Durkin, MA, CSCS

The million dollar question is how you can build a business

Create “great” sessions every time; whether it’s a

by keeping all your existing customers and clients happy

client’s first session, 18th session, or their 40th session in a

as you grow your business incrementally. A great example

package of 48, make every session count. Ways you can

is Starbucks. They do an excellent job developing a positive

do this include:

customer experience for their “cronies.” Their customers come

1. Keep your energy in tune with your client(s) at all times.

back time and time again for a coffee or drink that often costs

2. Be a great listener; listen to your clients’ needs.

double that of other coffee houses. Why is it that they have

3. Never bring a “bad” day outside of the office

developed such a devoted following amongst their followers?

into your sessions.

I believe their culture, their environment, their customer service,

4. Assess your clients and measure periodically.

and “their experience” drives a devoted following.

5. Set goals with your clients (if they are open to

In the fitness business, building a clientele often takes a lot of time, energy, and money. Because most trainers, studios, and health clubs typically don’t have large marketing/advertising budgets, it is even more important that we focus on retaining clients once we have them. There are several measures to help improve value to our clients so that we can consistently deliver an excellent client experience and have

being held accountable). 6. Prepare for all your sessions and be ready for each of them. 7. Meet and exceed client expectations. 8. Educate, motivate, and inspire your clients. 9. Challenge your clients. 10. Manually stretch your clients when finished.

loyal clients for a longtime. By adhering to the following suggestions, it will help develop a unique culture and extraordinary customer experience. Here are some suggestions to enhance your business and keep happy clients coming back for more and more:

Connect with clients more frequently than your scheduled sessions. You can do this by: 1. Develop a newsletter (ie. 1 x per week, 1 x per month, or 1 x per quarter); Keep it simple in the beginning and deliver great content (education & motivation). 2. Email your clients periodically; CONNECT with them.

your w o n k & Develop lture; u unique c ly a. Friend b. Fun sional c. Profes nal d. Perso g timidatin in n o N . e ed e-orient ic v r e S f. e & Pristin g. Clean e & Positiv ic t e g r e h. En

3. Spot check your clients with random phone calls occasionally. Communicate to your clients 1. YOU communicate to your clients if you have a change in your schedule.You take ownership of any changes and don’t expect front desk or management to handle it for you. 2. YOU communicate to your clients if you are going on vacation, having another trainer cover one of your sessions, you are changing your schedule, your rates, etc.You take ownership of any changes and don’t expect front desk or management to handle it for you.

The Trend - Spring 2010

INCREASING CUSTOMER EXPERIENCE 3.

If a client’s sessions are up,YOU MUST communicate

Make your Business a “Home away from Home”

this to them. If you are uncomfortable with speaking

You can attain this by doing things such as

finances to them for some reason (You NEED to work

1. Offer social activities (i.e. Softball games,

on this), then hand them a nice note in an envelope and

hiking, ski trips, retreats, trips, etc.).

let them know their sessions are up and it is time to renew. 4. Ask for feedback from your clients periodically. Feedback is the breakfast of champions. To simply ask “Is there anything I can be doing differently to help you?” goes a long way in letting clients know that you are genuinely interested in helping them.

2. Mixers or Parties (Grand-opening party, anniversary of business, etc.). 3. Make the environment comfortable, clean, and encourage socialization. Remember the costs of trying to find new clients isn’t cheap. It’s far less expensive and far more powerful to focus

Great Customer Service:

on internal marketing and use your existing clientele

Always be on time for a session.

to help build your business. Although you most likely

Don’t have clients waiting for you!

have external marketing campaigns going on (i.e.,

Greet your clients by name every time

newspapers, websites, TV, radio, direct mail, etc.), internal

Develop a referral system to track when your

marketing is so effective as it will help use your clients to

clients refer friends or family

become your own “marketeers”. Think about it, when was

4. Thank your clients

the last time you saw a Starbucks ad or saw them advertise

anything outside of their doors. Never!!!

Send hand-written birthday cards

6. “Feature Clients” in your newsletter or on bulletin board. We all like to be acknowledged! 7. The customer isn’t always right. Just make them feel that way! 8.

Don’t call your clients and try to juggle around their schedules based on your convenience the day of a session. That means if you have a 3 hour break in the day, then you have a 3 hour break. It’s about THEM, not YOU. Without clients, no business! Utilize your “down” time and take advantage of gaps in your schedule.

If you have only one session on the books for the day, make it the BEST session ever. I still hear of trainers and massage therapists that “don’t want to come in for just one session.” By golly, thank God you have one session and use it as an opportunity to get more sessions.

Make your fitness business the talk of the town. Focus on internal marketing strategies to not only retain existing clients, but to grow your business from their raving to your community. It is said that 20% of your clients do 80% of your business. Keep 100% focus on your clients and never take an experience with them for granted. Your existing clientele is way too valuable and you can’t afford to lose one of them. Treat every one of them as if they were your first or your last client ever in your business. With consistent, superior customer service, a positive culture that elicits great energy, solid communication with your clients and staff, and genuine passion and concern for one’s health and fitness, you can be assured of delivering a great customer experience. And with a great customer experience, you can build a great brand.

10. Provide clients with educational handouts periodically 11. Treat every client like you would treat your mother 12. “Pamper” them; I am not saying baby them. I am saying spoil them with great customer service. The Trend - Spring 2010

Improve your staff TELEPHONE SKILLS!

6 quick training tips!

Many of us spend lots of money on marketing and invest no time or effort in our staff. A mistake that can be easily avoided with these simple training tips!

TIP #1 Answer the call by the third ring – Every call that comes into the facility needs to be treated as special. Whether it is a potential or current member we want to take care of their needs effectively.

TIP #2 Smile – Studies show that when you smile while talking on the phone you are easier to understand and the other caller will hear your enthusiasm. Train staff to watch themselves talk in front of a mirror.

TIP #3 “It’s a great day at Workout USA. This is Jill” – practice this over and over again with your club’s information. It should sound energetic, fun and captivating! If your staff member answers the phone and they sound boring, why would I want to go to your facility?

TIP #4 No Answering Machines – This is as ineffective as you can get and if your marketing isn’t working I can probably give you a suggestion why! In this generation of fast movers we expect immediate service. If you think that prospect is going to wait for you to call them back chances are you are wrong.

TIP #5 Train, train and train some more! – Your front desk team is the brain of your facility. They answer the phone, handle members, schedule appointments and keep everyone moving in the right direction. Every manager should spend at least 5 minutes per day coaching the front desk staff towards success.

TIP #6 Think of it like this: If every call was costing you a membership (about $600 a year) why wouldn’t you train your staff to be the best?

The Trend - Spring 2010

What does MARKETING By Chris Russo, General Manager of Susan K. Bailey Advertising If you have ever had someone secret shop

Think of the best service you’ve had

entire conversation, and includes caller

your club, you know how painful it can be

recently. Maybe it was the waiter at a

information such as name, address and

to hear the feedback on how it went. restaurant who ran out to your car after

phone number.

Multiply that by the number of calls you

you forgot something. Maybe it was the

get in a day/week/month and the amount

store that followed up just to make sure

of potential business lost on that first call

you were still happy with your purchase. your marketing material will also help you

can be a scary number!

How about that place that made you smile

track

as soon as they answered the phone

specifically from one medium or another.

So what exactly does marketing have to

because you could hear the excitement in

You can have one phone number on your

do with customer service anyway? Our

their voice and were flabbergasted by how

direct mail, another on your inserts and

job as marketers is to help you develop

helpful they were! That should be your

even a third on your TV or radio spots and

and implement a plan and strategy that is

staff. Every call. Every day.

see for yourself exactly where the calls are

going to fit within your budget and keep

Adding these 888 or local numbers to whether

people

are

calling

being generated.

filling the funnel with leads, or as we say, But how are you supposed to know how make the phone ring and the door swing!

your prospects are being treated when

In our experience, the prevailing benefit is

Your job is to train your staff to properly

you can’t be there to answer every call or

every call can also become a training aid.

take calls, make lead conversations and get

listen to your team on every call? It can be

Once you listen to a call, you can identify

those prospects to make appointments

difficult to know where to start.The good

both the positive and negative parts, sit

and come in. Simple, right?

news is there is an inexpensive solution

down with the person and work on

that can help you identify the problems.

improving their skills and technique.When

Here’s the problem – when the people

Whether it is your people, their training

you have a superstar who handles the calls

answering your phones keep chewing their

or possibly the message you are putting

exceptionally well, they’ve now set the bar

gum, saying things like “ummm…, I don’t

out there, that is where “Call Tracking”

and those calls can be used to help train

know…, there’s no one here to answer

comes in.

and educate the rest of the team.

one of my favorites, actually ignoring a

Call Tracking is simply a routing number

No more “…Sarah Somebody called from

prospect on the phone to chat with a

that records the call as it is redirected to

somewhere and I can’t remember our

member (or worse a friend or other staff

your main line and moves through your

exact conversation, but she and three of

member) who is then forced to sit there

system.There is no hardware, software or

her friends were really interested in joining

and listen! It’s simply bad business and they

training involved.You will receive an email

the club. I think they’ll be coming in…”

are losing you money as fast as they

after each call ends with a link or

lose prospects.

attachment which allows you to hear the

that…., can you call back tomorrow…,” or

The Trend - Spring 2010

have to do with CUSTOMER SERVICE?

When it comes to customer service, Your business is important and you spend

effort by assuming the people who are

training is paramount and it is up to you

a lot of time and money on marketing to

supposed to be building and protecting

to make sure your staff has the training

grow it. Make sure you donâ&#x20AC;&#x2122;t waste that

your investment are actually doing the

they need to give your prospects the

opposite!

service they deserve. By using the right tools and systems you can be assured that when you put together your marketing plan, and the leads start coming in, you have built the foundation for great first impressions which will turn leads into tours and then into sales.

hris Russo is th e General M a n age r a n d a Marketing C oach of Susan K. Ba iley Advertisin g, an agency wit h over 25 yearsâ&#x20AC;&#x2122; expe rience in the fitness industry . Visit them at www.cluba ds.com or

call 888-349-4 594

and speak wit h one of their Marke ting Coaches.

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The Trend - Spring 2010

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GROW Your Business YOU’RE ALWAYS LOOKING TO GAIN THE COMPETITIVE EDGE IN YOUR PERSONAL TRAINING BUSINESS, ESPECIALLY IN TODAY’S CHALLENGING ECONOMIC CLIMATE. AFTER ALL, IF YOU CAN GIVE YOUR CLIENTS SOMETHING NO OTHER PERSONAL TRAINER CAN OFFER, YOU ARE LIKELY TO BE SUCCESSFUL.

And, while figuring out what that

logical aspects of weight management,

recommend foods that can assist

“something” is isn’t always easy, you

the physiology of obesity, techniques

certain health conditions, like high

might want to consider following the

for lifestyle coaching, the relationship

blood pressure or high cholesterol.

lead

fitness

between exercise and nutrition for

Other topics you might address include

professionals who have become certified

weight control, and behavioral change.

portion control, how to create caloric

other

successful

as an ACE Lifestyle & Weight Management Consultant (LWMC). With this credit behind your name, you will not only set yourself apart, you’ll also help your clients meet their goals more effectively, which will no doubt pay huge dividends in the long run.

What is a Lifestyle & Weight Management Consultant? Introduced in 1995, the LWMC certification is designed to give fitness professionals advanced knowledge and tools to help people with weightrelated challenges by focusing on three

Because of the training associated with this certification, you will be able to address a wider range of issues with clients than you would with the personal trainer certification. “As a LWMC, you’re essentially teaching clients how to facilitate lifestyle changes,” Galati says. For instance, you will be able to gauge what stage of behavior change clients are in, which will indicate how ready they are to change. You can help them identify obstacles they have faced in the past and create solutions for overcoming those hurdles in the future.

balance and how many calories the client is burning during exercise. And, of course, you will help them forge positive experiences with exercise, especially if they have had negative experiences in the past.

What the LWMC Certification will do for you and your clients As a result, you will wind up treating the individual as a whole, rather than focusing solely on the physical side of living healthy. This is what prompted Shannon Fable, president and CEO

Sunshine

Fitness

areas: exercise, nutrition and lifestyle

You will be able to evaluate their goals

Resources in Boulder, Colo., 2006

change. “People who have weight-related

and steer them toward realistic results.

ACE Group Fitness Instructor of

issues have probably had unsuccessful

You can also offer nutritional insight,

the Year

attempts at losing weight in the past,” says

interpreting the newest food guidelines

Instructor of the Year finalist, to

Todd Galati, M.A., certification and

for

them

obtain the LWMC certification. “If we

exam development manager with

understand what eating healthy means.

want clients to be successful, we have to

ACE. “Yet with the LWMC certification,

While you can’t create meal plans, you

address not only the physical needs, but

fitness professionals can help people

can review food diaries and help clients

also the psychological and nutritional needs

identify their obstacles to change, and

identify their nutritional strengths and

of a client,” she says. “I knew I needed to

educate them about the relationship

weaknesses, spotting where they are

learn from a reputable source how to

between exercise and nutrition so they can

making

and

address the whole client within my scope of

finally move forward.” Topics covered in

educating them about how to make

practice, and the LWMC certification was

this certification include the psycho-

better

the perfect answer.”

clients

poor ones.

and

food You

helping

choices might

even

and

2009

IDEA

The Trend - Spring 2010

...by becoming CERTIFIED as a

LIFESTYLE & WEIGHT MANAGEMENT CONSULTANT! That same reason prompted Alicia

prevented them from succeeding in the

McGrath says. Lifestyle and weight

Kirschenheiter, owner of Evolution

past.” Armed with this knowledge, you

management consulting can even be a

Total Wellness in Suffolk County,

will then be better poised to help

business in and of itself that doesn’t have

N.Y., to go after the LWMC certification.

clients meet their goals. “When people

to fit within the confines of a health club,

There are, of course, many reasons

first start a fitness program, they often do

McGrath says. For instance, you could do

people have struggled with their weight,

well

immediate

sit-down counseling or phone counseling.

and without addressing those reasons,

changes,” says Karen Merrill, a Boston-

You might even check out programs like

Kirschenheiter didn’t feel like she was

based health specialist, athletic trainer

Jenny Craig and Weight Watchers to see

doing justice to her clients. “If you don’t

and personal trainer. “Yet then they hit a

if local clubs would be interested in

address those reasons, chances are pretty

plateau. But, because you have the LWMC

hiring you to consult for them. And

good that no matter how good a personal

certification, you’ll be able to give them

with the government’s increased focus

trainer you are, your clients won’t be

tools to get through that plateau, reach

on healthcare, you might have more

successful,” she says. “If you want to help your

their goals and eventually maintain that

hospitals and medical-based facilities

clients move forward and then maintain their

healthy lifestyle.” Fable can attest to

looking for someone like a LWMC,

gains, you have to address the mental and

clients seeing better results. “The

Galati says. Doors certainly opened for

emotional issues they are having.”

materials provided a much deeper

David Bagby, owner of SimplyFit

understanding of how big a part the mind

Fitness Services in Jacksonville,

truly plays in the success or failure of

Fla.,

clients,” she says. “Once I knew how to set

professional, after

up the client-trainer relationship, assess

LWMC certification.

where the client was in his or her fitness

who does anti-aging wellness medicine

journey and determine motivating factors,

hired Bagby to oversee the fitness end

I started to get results for my clients at a

of his practice, and Bagby credits

greater rate,” she says. While this

the LWMC certification for

certification will no doubt help your

helping him secure the

existing clients, it will also allow you to

position.

In fact, Chris McGrath, who is owner of Chris McGrath Fitness in New York City, teaches ACE courses and has served on ACE certification committees, feels so strongly about the LWMC certification that he recommends every personal trainer get it. “Every fitness professional in the consumer

market

should

get

this

certification because it gets more specific to what the majority of our clients come to us for,” he says. “ Many trainers think they should focus solely on fitness, but for most of our clients, it’s not a matter of what type of exercise they should do but how to overcome obstacles that have

The Trend - Spring 2010

because

they

see

expand your client base. “This opens up the opportunity to work with virtually

and

gold-certified

ACE

he earned the A physician

Cont’d on page 26.

anybody, and not just people who are overweight, as everybody from the deconditioned individual to the competitive athlete can probably find areas in their life in which they need to make changes,”

GROW Your Business Cont’d from page 25.

BY BECOMING CERTIFIED AS A LIFESTYLE & WEIGHT MANAGEMENT CONSULTANT!

Fitness Instructor or Advanced Health & Fitness Specialist certification; an NCAAaccredited personal trainer or advanced fitness-related certification; or a fouryear Bachelor’s degree in exercise science or a related field.You also need to be at least 18 years old and hold a “The LWMC certification has made me more marketable, as I can offer

current

more to clients and employers, especially with the behavior-modification

certificate.

part,” he says. Another benefit to the LWMC certification? It will set

available. You can also sign up for the

you apart from the rest of the field, again making you more attractive

Lifestyle

to potential clients. “In today’s world, people are looking for the most

Consultant

educated and most experienced professionals to help them achieve their

course to help you prepare for the

goals,” Merrill says. Give them a choice between a personal trainer and

exam. If you already have an ACE

a personal trainer with the LWMC certification, and once they

certifi-cation, the exam will cost $150

understand the difference, they’ll probably veer toward the latter.

for the paper-and-pencil version or you

adult

CPR

Study

and

materials

& Weight continuing

AED are

Management education

can take it at a computer-based testing facility for $184. Without an ACE certification, expect to pay $219 for the paper-and-pen version or $249 at a One more point to consider: With this

computer-based testing facility. Check

advanced certification, you may be able to

ACE’s website for exam dates and

charge more. That strategy worked for

locations. If you pass the exam, you will

Bagby who increased his prices after

receive 2.0 continuing education credits,

obtaining the LWMC certification. “Because

which you can use to renew another

I’m offering clients more services, I can demand

ACE certification. If you decide to pursue

a higher price,” he says.

the LWMC certification, you won’t regret it. Says Mark Jackman, Ph.D.,

Certification Basics

owner of Life Signs in Durham,

Interested in pursuing the LWMC

N.C.: “If you’re interested in weight

certification? Because this is an advanced

management and are outraged at the state

certification, ACE requires that you hold

of affairs in America today, getting this

a current ACE Personal Trainer, Group

certification is the obvious solution.”

The Trend - Spring 2010

WHERE Did that MEMBER GO? Rediscovering the Lost Art of Customer Service Service can be taught. Systems can be created that any owner can apply to his business. This book is about rediscovering the lost art of member service and then implementing it in your business.Your goal with this book is to move toward building a business that retains its clients through the creation of legendary customer service.

Call today! 800-726-3506 or

www.jointhenfba.com to order your copy!

The revolution of technology... ...has resulted in a dramatic shift away from the traditional forms of media, such as newspaper and television, leading to many consumers communicating and sourcing more of their information via the internet and email.

Social Media Susan K. Bailey has created a Social Media Marketing package that combines the objectives of internet marketing with social networking sites such as:

Websites Make the world wide web work for you! We’ll help you turn your website into a magnificent marketing machine!

Prospect Email Marketing: This powerful new tool is a great addition to your marketing mix offering greater benefits when compared to many other forms of advertising: • more effective and far less expensive marketing vehicle. • zip code targeted database of 125+ million subscribers • each subscriber has opted-in to receive advertising

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The Trend - Spring 2010

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The Trend - Spring 2010

What’s on the NFBA bookshelf: • A comprehensive nutrition plan

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always a catch—is that Blomkvist must

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that work with workouts, satisfying

first spend a year researching a

The rest of us don’t want to hear it, so

foods that promote optimum health

mysterious disappearance that has

don’t feel compelled to share!”

and energy, and even an indulgent

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• “Training is expensive. Books are

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• A Do-It-Yourself guide to program

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design so women can craft a program

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The Trend - Spring 2010

It’s not the WHAT... The biggest breakthrough you will have

her shouting, “Turn! Turn!” She heard

mind. You see the task, know where

with staff (besides the epiphany you’ll

what

the

the supplies are, understand the

get when you’re sitting in divorce court

importance of doing what he was

finishing touches that makes even a

and realize that dating that trainer

screaming as she bounced off of

simple task stand out, such as wiping

wasn’t such a good idea) is when you

tourists, trees, and other obstacles on

out the lockers, but he is starting with

realize that it’s not the “what” that

or near the run. She couldn’t do a

just an instruction to go clean and a

drives performance; it’s the “how”.

thing about turning because he was

blank slate in his head. In other words,

yelling what to do, but never told her

he is willing to do the work, but doesn’t

how to do it!

know how you want it done in your

A truly classic example of idiocy in motion is almost any male who thinks he can ski

do, and

realized

head because you told him what to do,

that takes his significant other skiing for

The reason we operate from the “what”

the weekend. He only has a few days to

mode is because we make a very natural

pack it all in, but she can’t ski at all, or

mistake. We assume that everyone we

Young owners ruin staff by constantly

prefers to be on the gentle bunny slopes,

are talking to has the same references and

demanding

and his weekend of tearing up the slopes

experience in their head as we do;

properly preparing their teams for

appears to fade quickly when she says,

therefore, if we tell someone to do

their jobs. Not-so-young owners turn

“You’re not bringing me on vacation and

something (the what), we just think he will

over staff as well, because these owners

then leaving me alone all day are you? You

go off and do it because we see the task

have never changed their negative

have to ski with me, or you can kiss your

in our head and how to do it (the how)

habits, and self awareness does not

sex life for this trip goodbye!”

because we have experienced it before

come to those who don’t seek it out.

Being resourceful, he comprises. “Just

somewhere else.

but not how you want him to do it.

performance

without

If you want to get the most of out of

come with me to the top. It isn’t much

The problem is that this guy doesn’t

your staff, and keep them for longer

different up there, and I can teach you to

have your experience, and the “what to

periods of time, you need to rethink

ski on the way down.” Three hours later,

do” that is so clear in your mind has no

how you manage and assign work.

she ends up being hauled to the bottom

shape or reference in his head. He is

Master the following chart, and use it

by ski patrol, bruised and damaged, with

not unwilling to go do the work, but he

with each employee no matter how

makeup running down her face. And she

really doesn’t understand how to

mundane the task might be to you.

turned out to be right: his sex life is over

perform the assigned task.

Each time you teach someone a new

for that vacation.

Young owners all ask the same

What happened to her was the same

question: “This isn’t writing software

interaction that goes on between you

code. We’re talking about me telling

and your staff almost every day. You

some young employee to go clean the

want results but fail to create the

locker room. Just how damn hard can

environment that would allow your

that be?” It’s not that hard, but you have

staff to perform. In her case, the idiot

a clear picture of what the job looks

told her to keep her skis like a big plow

like done correctly in your head, and he

and then started down the hill behind

doesn’t have the same picture in his

task, follow each step. You’ll get more productive results, and the staff gains pride and self-confidence, rather than feeling beat down and worthless because they are unclear as to what you really want to happen. By the way, this process also works with kids, too. You can’t tell them what without telling them how:

The Trend - Spring 2010

it’s the HOW!

The biggest br eakthrough you will have w ith staff is when you realiz e that it’s not the “what” that drives performance; it ’s the “how”.

• Tell the person what to do.

• Tell the person how to do it.

But if the employee sees that the task

the

• Tell the person why the task

is part of a larger process, then he will

Daily coaching is perhaps the most

automatically put more effort into it. In

important part of being a good

the locker room for example, a staff

manager, but it is also the part most

person would probably do a better job

neglected because it takes persistence

• Practice and coach for results

if that task was related to the overall

and work.

The timeline ties it all together.

sales effort and closing rate and to

is important. • Show the person what the task looks like when it is done correctly.

member retention numbers as well. THE WHAT: This is what you want

guest,

correct

and

coach.

BE AWARE OF THE TIMELINE: I remember chewing out a young desk

done. It is also where most people

SHOW THEM: If the person has

guy in my early years about not cleaning

stop the process, assuming that the

never done the assigned task before,

up a storeroom as he was asked. Sticky

other person knows exactly what you

then he needs to see it completed to be

drinks spilled on the floor, and it was a

want and how to do it.

able to replicate it again. Many of your

nasty mess waiting to be tracked all over

staff people work from the end

the club. I walked by, told the guy behind

THE HOW: You just can’t verbalize

backwards in their minds, meaning that

the counter to please take care of it, and

the how, which means you did nothing

if they have a picture of what you want

went back to the office. About 30

more than you walked in, barked a few

done in their head, they just work until

minutes later, I again walked by the

orders, and then expected results. In

they match the image of what it looks

storeroom, and it was still a mess. I

most cases, you also have to actually

like done correctly. Visual people

cornered the guy and proceeded to

take the person through the process the

especially do better when they have

chew when he pointed out, correctly as

first time. People process information in

seen the task completed correctly by

I learned my lesson, that he felt taking

different ways: some are verbal people

someone else. All this means is that you

care of the members what the first

who listen and learn by hearing, some

need to do it once with the person so

priority, and that he planned to clean the

are visual people who do well by

he can experience the process and then

mess after his shift.

watching someone else do it or by

see what complete looks like.

reading about it, and some are doers,

He was right. I was wrong, and I made

who learn best by trying something and

PRACTICE AND COACH: Do the

the error due to no timeline. Always

reacting to the experience (learning by

task once with the person so he can

assign an exact time by which you

getting your butt kicked).

see what it looks like done and then

want something done. If you want that

let him do it solo, coaching for results

locker room cleaned, tell the person it

THE WHY: Some tasks seem mundane,

as he progresses. Immediate feedback

has to be completed by 4:00 pm. If you

such as walking through the locker room

is the best teacher for a young staff.

want a report generated, set a time

every 30 minutes to check and see if it is

Correct them as they do it or

that you want it on your desk. Never

clean and ready for the members. If the

immediately after they complete

assign a task without providing the

staff thinks of a task as meaningless, it

something. For example, you watch a

timeline that goes with it.

will never get done to even the basic

new salesperson make a mistake on

level of satisfaction.

the tour. As soon as she is done with

The Trend - Spring 2010

HOW TO

KEEP FROM GETTING SUED ...BY YOUR EMPLOYEE! By Ken Reinig

I have some bad news club owners. The next claim or lawsuit you will experience will very likely come from your own employee. The new hot issue for attorneys this year is “employment” related law. Now for the really bad news; your workers compensation and liability insurance won’t protect you. If you have read any of my previous articles, you already know that I am not a big fan of the Trial Lawyers Association. Litigation in this country is running rampant and too many people have adopted the battle cry, “It’s not my fault”. Whether it involves a member who falls on a treadmill, or an aerobics instructor who has been fired because of frequent tardiness, we are forced to deal with the backlash of these individuals who refuse to admit accountability. Your liability insurance policy is designed to protect you from a member suing you, but club owners are wide open to litigation involving their employees and independent contractors. If you don’t think that it could ever happen to you, think again. All it takes is just one disgruntled employee to ruin your day or worse yet, your business. Over the past couple of years, we have seen a significant increase in claims brought against club owners for sexual harassment and discrimination. How many of you have Anti Sexual Harassment and Anti Discrimination Guidelines posted in your office? How many of you have an Employee Manual? The courts have made it very clear that the “employer” is held accountable for the

The Trend - Spring 2010

actions of their employees. For example, if you have a manager or trainer who tends to be a little too “friendly” with your female staff, you could be held liable for that pervert employee’s actions. If you allow this type of behavior to exist in your club, you better be prepared to hire an attorney. Again, this type of claim is NOT covered by your general liability or workers compensation policies. Wrongful termination, discrimination, invasion of privacy, and sexual harassment all fall under the category of Employment Practices Liability. Up until a few years ago, most business owners never worried about this exposure and even today, the vast majority of club owners don’t understand the ramifications of what an employment related lawsuit can do to their business. Frequently, these lawsuits are accompanied by a complaint filed with the Equal Employment Opportunity Commission (EEOC). This bureaucratic agency tends to take the attitude that you are guilty until proven innocent. They are not nice people to deal with. Even if a claim is completely without merit, employment related litigation can be costly, time consuming, and emotionally draining. There are two steps that you can take to address this problem. The first and most important step would be to develop, update, or purchase an Employee Manual. I HIGHLY recommend that you purchase this through the NFBA. The manual outlines in detail what is expected of your

managers and employees and will also provide you with anti-discrimination and anti-sexual harassment policies. Now that you have an employee manual and have established good controls with your staff, you should consider purchasing Employment Practices Liability Insurance (EPLI). EPLI is a separate distinct policy that is designed to protect the club owner from employee litigation associated with discrimination, sexual harassment, and wrongful termination. In summary, health club owners need to take employment practices very seriously. Business is tough enough without the added distraction of dealing with the EEOC and your ex-employee’s attorney. You can avoid a lot of headaches if you and your management team treat all employees the same and practice zero tolerance regarding any form of harassment or discrimination. Here is a little hint; don’t date your staff!

Please contact Jillian at jillian@teamn fba.com for th e latest version of the Emplo ye e Manual Syste m and contact Jennifer Dang ar at jldangar@clu binsurance.co m if you would li ke informatio n about Emplo yment Practic e s Liability Insu rance.

The Trend - Spring 2010

6 Ways to EMPOWER 1.

Let them know what you expect – In an

Staff!

industry were we often wear multiple “hats” it is important to make sure everyone knows their roles. Once staff knows what they are mainly responsible for, and you hold them to it they will work harder to achieve success. 2. Pay for additional training – Have a Perform Better Three Day Summit coming into your area? Tell the trainers if they hit a goal you have put together that you’ll pay for it. Employees get motivated and money will be made – Guaranteed!! 3. Believe in them – Letting staff know that they are doing awesome and that they are going to hit their goals goes a long way.They are looking for that “pat in the head” and attention. 4.

Set the example – You are the leader!

Whether or not you want to believe it they watch and learn from you. So dress the part, be on time and make sure you set the professional standard. 5.

Give them tools for success – The worst

feeling in the world is when you don’t have enough information from management to answer a question or help a member. Share all information with your team no matter how big or small. 6.

Bring it all EVERYDAY – If you expect your

staff to be 100% everyday then you need to show them how. Train them how to hit goals, sell, handle member complaints and enjoy their jobs!

The Trend - Spring 2010

May 27th & 28th – Denver, CO June 17th & 18th – Louisville, KY July 14th & 15th – Seattle, WA July – 29th & 30th Toronto, Canada August 19th & 20th – Chicago, IL September – Philly – Coming Soon! November 18th & 19th – Newport Beach, CA December 9th & 10th – St. Louis, MO

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The Trend - Spring 2010

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