What do you need to do before the small gym opens?

After a gym is renovated, it seems that there is nothing to do but wait. It is inevitable to start business after renovation. At this moment, it seems that there is only waiting. Is that really the case? The management experience of foreign gyms tells us that there is one more thing we can do at this moment, and that is pre-sale. Pre-sale appeared relatively late in China, and many managers didn't realize it, but foreign gymnasiums are in the regular operation stage.

Similar to the concept of real estate auction, there is no actual product in the pre-sale period of the gym, so consumers can't feel and experience it personally. They rely entirely on sales instructions and some specially made promotional videos to outline the outline of a product for consumers.

How long is the pre-sale period suitable? In developed countries of foreign fitness industry, the longest pre-sale period is more than one year. According to experience, the most suitable pre-sale period in China is between 3-6 months. The length of the pre-sale period is very important in a society's integrity consciousness, which includes two aspects: one is the integrity of the enterprise, and the other is the degree of trust of consumers in the integrity of the enterprise. In foreign countries, the social integrity atmosphere is good, consumers have a strong sense of fitness, and they are willing to buy fitness products in advance. In China, however, consumers' trust in enterprises is not so strong, and the long pre-sale period is unfavorable to the public opinion of gymnasiums.

Pre-sale is very important for the gym. We often see that some gyms in China are deserted and difficult to operate, which is the reason why the pre-sale period is not done well. After the pre-sale period is completed, there will be a certain membership base before the opening of the gym, which can immediately form a lively fitness atmosphere and help attract fitness enthusiasts to enter the gym for consumption. Because fitness is social, there is no gym with a fitness atmosphere, and the fitness environment is deserted. Many fitness enthusiasts lose interest and stay away. Once a gym can't catch fire in a short time after opening, there will be a lot of public opinion, generally, the disadvantages outweigh the advantages, so the gym will be dragged into a vicious quagmire and the operating pressure will be enormous. The pre-sale period is adjustable. When the number of members does not reach a certain level, the opening time can be postponed.

So what about the pre-sale period? The author believes that the following work needs to be done:

1. Find a place to be a pre-sale area. The pre-sale area is flexible, you can rent a house in the gym under renovation, in the lobby of a high-end hotel, or in the open space of a pedestrian street or shopping mall ... The concept of pre-sale area is similar to that of a real estate sales office.

2. Prepare the necessary pre-sales tools. These tools include some necessary fitness equipment (such as treadmills and spinning bikes), physical fitness testing instruments, gym renderings, promotional videos DVD, brochures, daily promotional tools, sales tools and necessary office supplies.

3. Simply decorate the pre-sale area. Install telephone and internet for office needs, put fitness equipment for consumers to experience, and decorate space for image promotion and information transmission. The renovation of the pre-sale period should be completed within 7 days.

4. Recruit personnel and conduct training. Generally, 1~2 salesman and 1~2 coach are needed. Recruiters must undergo strict sales process training. First, we should educate employees to form the concept of gym, so as to better explain consumers. In fact, the recruitment work is also the beginning of the first publicity. Recruitment is generally carried out through newspaper media, and advertisements are based on the demands of gyms rather than recruitment. The recruitment and training of pre-sale personnel is very important, which is related to the success or failure of the whole pre-sale period and will also have an impact on the long-term operation of the gym in the future. The recruitment should be completed within three days, and it takes less than a week to train the recruited personnel from laymen to quasi-fitness sales experts.

5. Necessary market expansion. Normal marketing work can be carried out in the pre-sale period, such as distributing publicity DM, distributing leaflets, looking for business cooperation, participating in or organizing some marketing activities, etc. And do everything possible to show the gym. Although the overall image of the gym can only be abstract, the employees in the gym can actually feel it. In particular, participating in or organizing some roadshows and other activities can already show the product image and coaching level of the gym, which will generally give consumers good expectations.

6. Sales strategy in the pre-sale period. The pre-sale period is not just for publicity. In fact, sales have been the same as the operation period, and it is necessary to sell services and store members. Pre-sale period generally has a unique price strategy to help sales achieve performance. For example, the absolute special price products are lower than similar products in the market, or the price of the gym is a generous discount. The price of many gyms in the pre-sale period is 3~5 fold of their pricing. At present, the gradient price strategy is a pricing method commonly used by many gyms in the pre-sale period, which increases the equidistant price with a very low benchmark price in equidistant time to stimulate consumers' desire to buy and influence them to make a purchase decision as soon as possible. For example, the benchmark price of Baolihao Beijing store in the pre-sale period is only 2008 yuan, which lasts for a period of time, and then rises by 100 yuan every week, only reaching more than 5000 yuan. It should be noted that the pre-sale period generally only sells long-term cards to the market and does not sell short-term products.

It should be pointed out that the pre-sale period is also phased. In the initial stage, it is mainly based on marketing, and in the middle stage, it is mainly based on employee training. Subsequently, we will continue to strengthen sales efforts, and launch strategies such as gradient prices one month before the opening of the business to conduct comprehensive sales, and accumulate as many members as possible to prepare for the opening of the business.