Maximizing Revenue Per Member Through Strategy, Sales and Service

通过策略、销售与服务最大化单个会员收入

www.brentdarden.com

How can you leverage existing customers into more business?

如何利用现有会员获得更多商机？

“Ancillary” Income by definition 定义辅助收入

• Webster - “secondary, auxiliary, supplemental, additional, incremental. 字典中 - 次要的、辅助的、补充的额外的

• IHRSA - “revenue from sources other than membership dues and initiation fees.”IHRSA 的定义是除了会籍与注册费的收入

Benchmarking “non-dues” revenue of 非入会费收入

68%

32%

Dues/ Iniation Fees Ancillary Fees

TYPICAL CLUBS SURVEYED 典型俱乐部

入会费 其他费用

Benchmarking “non-dues” revenue at

32%

68%

Ancillary Fees Dues/ Initiation Fees

TELOS FITNESS CENTERTELOS 健身中心

入会费其他费用

Clubs have one thing retail businesses crave...俱乐部有一种零售业需求

•Repeat Foot Traffic重复客流量

The Impact & Influence of Incremental Sales.销售增量的冲击与影响

Increasing revenue per member can pay big dividends. 增加单个会员

收入可以获得大量额外收入For Example: 例如Total # Members = 3,000 x Additional Revenue Per

Member/Per Month of $ 2.00 = $ 6,000 Revenue Per Month

总会员数 =3000× 每月额外单个会员收入 2 美金 = 每月额外收入 6000 美金

Increasing revenue per member can pay big dividends. 增加单个会员

收入可以获得大量额外收入For Example: 例如

Total # “Active” Members = 1,800 x Additional Revenue Per Month of $ 10.00 = $ 18,000 Revenue Per Month

活跃会员总数 1800× 每月额外收入 10 美金 = 每月额外收入 18000 美金

Increasing revenue per member can pay big dividends. 增加单个会员

收入可以获得大量额外收入For Example:

Total Member “Visits” Per Day = 600 x 10% “Upsell” Success = 60 Members x $ 1.50 Additional Revenue Per Visit x 30 Days = $ 2,700 Revenue Per Month

Generating incremental sales actually helps member retention. 产生销售增量实际

可以帮助会员续费

•“ The more members spend the longer they stay!”

•会员花的越多，留得越久！

Member Connections = Member Retention会员联系 = 会员续费

Maximizing revenue per member through strategy, sales and service

通过策略、销售和服务最大化单个会员收入

Competitive Lodging Industry – Lessons住宿业竞争的教训

Lodging Industry REPVAR Strategy住宿业单个可用房收入策略

•REV =Revenue 收入

• P = Per 每个

• A = Available 可用

•R = Room 房间

REVPAR

Generating Incremental Sales创造销售增量

• Mini Bar

• Convenient Bottled Water瓶装水

• Internet 网络Access

• Retail 零售

Generating Incremental Sales创造销售增量

• Pay Per View Movies 观看电影

• Laundry Service 洗衣

• Phone Calls电话

•Fitness Center Usage

•使用健身中心

•Room Service 客房服务

•Gift Shop 礼物店

•Restaurant 餐厅

Generating Incremental Sales创造销售增量

Lessons from Cinema/ Theater Industry影院业的教训

Approximately 70% of Gross Revenue is derived from movie tickets 70% 毛利来自

票房

Profit contribution is approximately 57%

贡献利润为 57%

Cost of the product is 52% - 55% 产品成本 52%-55%

Approximately 30% of Gross Revenue is

derived from concessions 毛利的 3 成

来自

Cost of the product is 15% - 20% 成本 15%-20%

Profit contribution is approximately 43% 贡献利润 43%

Lessons from Cinema/ Theater Industry影院业的教训

“Something sweet, something salty, & something else” 甜的、

咸的、别的

Generating Incremental Sales创造销售增量

Suggestive selling works暗示性销售很有用效

Generating Incremental Sales创造销售增量

Lessons from the Fast Food Industry快餐业的教训

“Would you like to supersize that?”

您的套餐需要加大吗？

Up-selling works加量销售很有效 !

Strategic Approach to “Added Value”创造附加值的策略

Current Customer

现客户

1Opportunity

Analysis机遇分析

3Potential Value

Adds潜在附加值

2Delivery

System(s)输送系统

4

Current Customers

现客户

1

•Characteristics 特性

•Demographics 人口统计

• Behavior Trends 行为趋势

• Purchasing Patterns 采购模式

Step 1: Define Your Current Customers第一步：确认你的现客户

Stay at Home Mom 家庭主妇

Retired 退休人士

Business Professionals

白领

College Students大学生

DEFINING CURRENT CUSTOMERS 定义现客户

Potential Value Adds潜在附加价值

2• “What might our members

want/ purchase? 我们的会员想购买什么呢？

Step 2 第二步 :

Generating Ancillary Income Through Membership Options 通过会籍选项创造额

外收入TELOS Individual Membership

Options:Basic Membership 基础会籍

$450 initiation fee 入会费 450$115 per month 每月 115Performance Membership 高级会员$450 initiation fee 入会费 450$134 per month 每月 134Performance Plus Membership 超高

级$499 initiation fee 入会费 499$285 per month 每月 285

•TELOS PERFORMANCE PLUS Membership:

•Unlimited Yoga and Pilates Mat & Tower Classes 无限瑜伽、普拉提垫、毛巾、 课程

•$100 credit towards private sessions:100 美金私教课程–Professional Training 专业训练–MAT 地垫–Private Pilates 私教普拉提–Nutrition 营养

•Buy one get one free Massage each month ($80 value) 每月买一送一按摩

•Permanent Kit Locker & Laundry Service ($30 value) 常设配套储物柜和洗衣服务

•Two meals per month at Caesar’s Café ($20 value) 每月两餐免费•DFW Society Membership ($42 value) 州内消费场所会员卡•Four complimentary guest passes each month ($80 value) 每月张免费

体验卡•Complimentary child care 免费儿童看护•Complimentary Educational Lectures/Seminars 免费参加学习班

Generating Ancillary Income Through Membership Options 通过会籍选项创造额外

收入

Potential Profit Contributors 潜在利润点

• Featured Service 特色服务• Professional Trainers 职业教练• Team Concept 团队理念• Systematic Approach 系统方法

• Accountability Measures责任考量

• Supportive Culture 辅助文化

Personal Training私教

• Fee Based付费制• Affordable 价格合理• Social 可以社交

Group Training小组私教

Potential Profit Contributors 潜在利润点

• Introductory Offer 入门介绍• Fee Based Program 收费课

程• Membership Option 会籍选

项• Private Training 私教• Non-Member Participation

非会员参与• Dedicated Space 专属空间

Pilates & Yoga 瑜伽和普拉提

Potential Profit Contributors 潜在利润点

• Market Research市场调查

• Member Demographic会员情况统计

• Club Culture 俱乐部文化• Member & Non-

Member Pricing 会员与非会员定价

Spa & Therapy Services理疗和 Spa

Potential Profit Contributors 潜在利润点

• Introductory Offer 入门介绍

• Diet Analysis食谱分析• Resting Metabolic Rate静止代谢率

• Registered Dietician 注册营养师

• Nutrition Coach 营养教练• Virtual Consultations

实际顾问

Nutrition 营养

Potential Profit Contributors 潜在利润点

•Wellness Programs

•保健课程•Competitions 竞赛•Social Events社交活动•Sponsorship赞助

Programs 课程

Potential Profit Contributors 潜在利润点

• Nutritional Products

• 营养品• Supplements 补剂• Self-Serve 自助• Location 地点

Retail 零售

Potential Profit Contributors 潜在利润点

• Open/ Entry Space

• 开放 /进入空间• Limited Selections/

Inventory

• 有限的选择 /库存• “Trunk Shows”

• 专为某些客户举办的非公开展示

• Retail Responsibility

• 零售责任

Pro Shop 专卖店

Potential Profit Contributors 潜在利润点

• Profitability盈利• Juice/ Smoothie Bar 水吧

• Meeting Space 会见空间

Cafe/ Conference Room

咖啡厅与会议室

Potential Profit Contributors 潜在利润点

• Salon 美发• Anti-Aging Medicine抗老化药物

• Physical Therapy理疗• Chiropractor脊柱理疗• Martial Arts武术• Shoe Shine擦鞋• Recreational Groups娱

乐小组

Other Services/ Tenants 其他服务与租户

Potential Profit Contributors 潜在利润点

• Kit Locker 配套储物柜• Laundry Service 洗衣• Full Locker全套储物柜• Executive Locker Room

• 专属更衣室

Possible Add-ons/ Upgrades 可能的附加项与升级Potential Profit Contributors 潜在利润点

Strategic Approach to “Added Value”创造附加值的策略途径

Current Customer

现客户

1Opportunity

Analysis机遇分析

3Potential Value

Adds潜在附加

2

What makes sense for your club? Why?什么对你的俱乐部有效？为什么？

Opportunity Analysis机遇分析

3 •Matches Business Philosophy?

•匹配的经营理念？•Relevant/ Add Value?相关 /增值？• Sizable?规模•Deliverable? 可实施性• Profitable? 利润？

Step 3 第三步 :

Opportunity Analysis机遇分析

3

Step 3 第三步 :

Opportunity Analysis Calculation

Concept: _____________Potential Customers: _________Revenue Estimates: customers x price = $Expense Estimates: - Direct Cost = _____ - Indirect Cost = _____ - Overhead Allocation = _____Profit Contribution: _________

Opportunity Analysis机遇分析

3

Step 3 第三步 :

“choosing what not to do is often more important that choosing what to do.” 选择不做什

么经常比选择做什么更重要

Maximizing revenue per member through strategy, sales and service 通过策略、销售与

服务最大化单个会员收入

Delivery Systems输送系统

4

• Marketing Channels市场管道

• Operating Processes运营流程

• Accounting Functions核算能力

• Staffing Responsibilities 人士职

责• Staff Training 员工培训

• Incentive Plans激励计划

• Overall Service Experience

•整体服务体验

Step 4 第四步 :

Step 4 第四步 :

You must: Ask for the Business 你必须自己争取

Delivery Systems输送系统

4

Step 4 第四部 : Delivery Systems 输送系统

“Begin with the end in mind” during the new member enrollment

process.从会员注册时就将业务终点牢记于心

Member ExperienceManagers 会员体验经理

Delivery Systems输送系统

4

Delivery Systems输送系统

4

“One Throat To Choke”专人解决客户所有不满

Step 4:

Maximizing revenue per member through strategy, sales and service 通过策略、销售与

服务最大化单个会员收入

Know Your Best Customers 了解你最好的客户

• Biggest Spenders 花钱最多的

Tale of Two Members 两个会员案例John Doe: Profile资料

• Attends 5 times a week 一周来 5次• Swims/ Strength Training/ Cardio游泳/力量 /有氧• Pays monthly dues of $115 月消费 15 美金•Does not utilize any “services” or spend on “added value” offerings不使用任何服务或购买附加产品

• A “core” member known and enjoyed by staff核心会员，了解也也喜欢我们的员工

Total Annual Spent: $1,380

Tale of Two Members 两个会员案例

Jane Doe: Profile资料• Attends 4 - 5 times/ week 一周来 4-5 次

• Personal Trains / Private Pilates Sessions / Therapy 私教 /私人普拉提课程 /理疗

•Pays monthly dues of $285 月交费 285

•Personal Trains 3x/week, Private Pilates 1x/ week, Therapy 2x/ month 一周私教三次，私人普拉提 1 次，理疗1 月 2 次

•Frequently eats in the cafe, occasionally makes Pro-Shop purchases精彩在咖啡厅吃饭，偶尔去专卖店采购

• A “core” member known and enjoyed by staff核心会员，了解并喜欢员工

Total Annual Spent: $32,000

• Biggest Spenders

• 花钱最多的

• Long Term Members

•长期会员

• High Attenders

•出勤率最高的

Know Your Best Customers 了解你最好的客户

•In the future we must move toward an “Experience Economy”. 未来是体验经济的时代

Capitalize on Your Captive Audience 利用你已经俘获的观众

Maximizing Revenue Per Member Through Strategy, Sales and Service

通过策略、销售与服务最大化单个会员收入

www.brentdarden.com