The Autotrader website gets a jillion visits to their website every day. Their website gets so many visits each month because consumers can get access to a tremendous amount of information on the different vehicles. They can select the make and model of virtually any car available. They can pick the year, the color, 2 or 4 doors, select the maximum amount of mileage, and the price range they are willing to pay. The quality of the information consumers get from the Autotrader website is what keeps them coming back.
Similarly, Hubspot’s software provides you with an enormous amount of information about the people who are visiting your website. The software builds a complete profile, tracking the entire lifecycle of a lead. You’ll know exactly when someone first visited your website, what pages they viewed, and which ebooks they downloaded. You’ll also know what areas of fitness they’re interested in, what types of things they struggle with, which offers on your website they signed up for, and the date they converted from being a visitor to becoming a sales qualified lead. This amount of intelligence information is a sales rep’s dream!
Having the ability to gather this type of information using the Hubspot system is in stark contrast to traditional marketing tactics (i.e. flyers, door hangers, radio and magazine ads, etc.) where you have no information on the people who are interested in your club. It’s anybody’s guess as to how many new membership sales you can rely on using this strategy. And even when someone walks into your club saying they saw your ad somewhere, you won’t know anything about them. You don’t have any idea what their goals, plans, challenges, or what their timeline is for getting in shape. Your sales people must resort back to giving the same old tired, generic sales pitch they give to everyone.
However, Hubspot starts by collecting basic information from each lead such as their name, email address, phone number, and how they found out about your club. You can find out how each lead would like to be contacted, via phone call, text, or through email. Hubspot allows you to get even more personalized information by finding out if they’ve had any previous injuries or physical limitations that you should be aware of. You can even find out if they’re interested in meeting with a Personal Trainer, joining a group fitness class, getting a functional movement screening, or some other personalized service you offer in your club for new members.
Now that you have all of this information about this brand new lead, what do you do with it? Your sales people can confidently contact them to talk about constructing a personalized training program specifically designed for their individual needs. No longer will your sales team have to make cold calls to prospects they know almost nothing about. Now, they will be able to take a consultative role instead of “selling” prospects on why your club can help them get in the best shape of their lives.
The inbound system will be a refreshing change to the way your sales team follows up on leads. As a result, they will be better equipped to sell more memberships and make more money. Your club will hit higher revenue goals, and you’ll add significantly to your bottom line.
Can you say, “Winning?”