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In this issue

What is your responsibility?
Sales Stats to Make you Smile
Getting Your Emails Opened
Your Response to the Economic Climate
Active Reader
Go Guerrilla
Some Telling Health Statistics to Worry Everyone
Business Lessons from Obama #1
Zoessons
Time Flies







 


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You can tell an organisation’s true values, and the true values of its people, not by what they say or write but what they actually do.

Ask yourself the following hypothetical . . . think about your favourite personality, rock star, movie star or sports star of the opposite sex.  And suppose you won a prize this morning on a radio show. The prize was that they were going to come to your place tonight for dinner.

You have two options. Read them both and then decide which one you would do.

1. You tell your boss that a family member has died and that you need to take the day off. You race home and while you are avoiding speed cameras, your mind is racing about what you need to do, need to buy, need to wear. Is your favourite shirt even washed? You call mum and ask her to come over to help you clean and cook and iron. You even stop by the hardware store and get some paint to paint that wall that has all those marks from that party. Now before he or she arrives in the limo you double check everything right down to the music and your armpits. The doorbell rings. How do you greet them? Are you smiling? Do you use their name? Do you introduce yourself? Do you treat them as a special guest in your now immaculate home?

2. You treat it like every other night. Leave the flat as it is and pick up some take-away and just wait. The doorbell rings. You finish your phone call first and then eventually answer the door and say “G’day… Come on in.”

Perhaps a good exercise to do at your next staff meeting!

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•    48% of sales people never follow up with a prospect.
•    25% of sales people make a second contact and stop.
•    12% of sales people only make three contacts and stop.
•    Only 10% of sales people make more than three contacts.
•    2% of sales are made one the first contact.
•    3% of sales are made on the second contact.
•    5% of sales are made on the third contact.
•    10% of sales are made on the fourth contact.
•    80% of sales are made on the fifth to twelfth contact.

Under the current economic climate, there is business is getting done out there.  But are you one of the businesses or is your team giving up too early?


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Here are four tips for getting your messages opened:

1. Ask a question that has to be answered.

•    Natalie, have you seen this?
•    Natalie, have you tried this technique?
•    Natalie, did you send this to me?

2. Use an incomplete sentence with...
•    Peter, this isn't for you if...
•    Peter, you can only find this at...
•    Peter, 148% increase in sales using...

3. Use steps, ways, or techniques.
•    Fiona, 3 Steps to a New You!
•    Fiona, 5 Ways to Achieve your Weight Loss Goals Natalie, 2 Powerful
•    Fiona, Techniques to Keep Motivated

4. Use specific numbers and dates.
•    John, it starts on January 22, 2009 Natalie, a 43 year-old member loses 10 kgs in 8 weeks!
•    John, the 72-hour sales ends January 22, 2009

The key here is to grab attention and get people to open your email. So when you're writing you subject line, think about these attention-grabbing tips and what might "force" YOU to open an email.

TIP: when you're going through your mail and you see a subject line that makes you want to open it, save it in your swipe file for future use.


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You may feel that the current economic situation is a major threat to your business AND that you can do nothing about it. But as my friend Casey Conrad reminded me last month, there is a new word - "oppor-threat" which describes an opportunity that lies within a threat.

In recessionary times business owners usually take one of two paths:

•    Transfixed by fear, they react in a "we've got to buckle down and make it through" mindset;

OR

•    They respond by staying focused and taking the right actions while simultaneously seizing opportunities to move ahead of their competition.

The people that respond are less likely to be hurt by a recession and actually come out way ahead.  A study done by McGraw-Hill Research found that companies that maintained (or increased) their marketing throughout the 1981-82 recession saw an average sales growth of 275% over the following five years!  But those companies who cut their marketing saw paltry sales growth of 19% over the following five years. That's pretty compelling.

So, now is NOT the time to retreat, recoil or recede. It's time to move forward with a new marketing approach; one that taps into new strategies and also brings a greater response to your current efforts.If you need some help with your marketing, we can help you!  We have lots of examples for you to use to market your business: Click Here for more info

If you are keen to work out your on-line strategies, you need to enrol in Casey’s on-line course!  So email her now and tell her Justin sent you – you never know what you might get!


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altThis month we feature an old favourite: Mastering the Rockefeller Habits by Verne Harnish.  You know how some books give you heaps of theory about managing your team better?  Well this book gives you HEAPS of practical advice in managing your Team and growing your business.  For Australian Round Table members we say this is your text book for managing growth, accountability and results in your business.

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Win a copy this month by forwarding our e-mail newsletter! The winner will be announced in the February newsletter. Don’t worry, your friends are not automatically subscribed . . . they have to do that themselves!

Want to buy this book now . . . click here

Last month’s winner was Fiona from LA Fitness in the UK!  Congratulations Fiona & thanks for sharing the newsletter.
 

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altThis month I read about 4 very different ways of marketing:

•    Holmes Place, Spain – A new anti-obesity program offers a free program to people who have a BMI over 30.  They receive 3 months free and an initial personal training session. The individual, who has achieved the best results, receives free membership until the end of 2009. The result: over 600 people participating!

•    O2 MAX, USA – The first biannual Tour de Fitness involved 30 people walking an 8-mile route through the local area. They stop along the way for exercises and to refuel along the way.  Wearing club t-shirts and lead by club personnel (and some special guests) this was an awesome way to get the word out and also show community spirit.

•    Worldwide Print, Australia – it was the day before the Australia long week end and I had a package arrive.  In side it were several uniquely Australian products – Aussie flag tattoos; an Aussie beach ball; Tim Tams; pavlova mix; Vegemite; and more.  Of course there was a brochure from the company but what a clever way to cut through the normal marketing clutter for printers.

•    A hotel that has brochures in the room for local personal trainers that you can book and will show up at the hotel to take you for a work out!

If you have a unique method of cutting through and marketing your business we want to hear about it. Tell us CLICK HERE

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•    Overweight & obese people cost the UK economy £15.8B, which should send the National Health Service broke by 2050.
•    89% of British people live within 2 miles of a fitness facility.
•    27% of a study in an office in Shanghai were not aware there was a gym nearby – across the road!
•    The Canadian Government have adopted the Children’s Fitness Tax Credit in 2007, where parents receive $C500 tax credit based on expenses paid by parents to register a child in a prescribed physical activity program. If this was rolled out to adults, it was found that it would take just 3 years for the health care cost-savings resulting from a more active, healthier population to outweigh the net personal tax losses incurred by the government.


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altWe have recently witnessed history’s most highly strategic battle plan to become President.  But have you thought what we could learn from this victory?  There are many business lessons that we can take from his journey and over the next few month I am going to share some of them with you.  Please understand though, this is not about the ideology of the two parties but rather what can we learn from this well planned assault on the White House!

The development of the Obama Brand – obviously we can learn from this! 

There was even an article written in the Fortune Magazine (pre-election) about the Obama Brand!  You see you could buy almost anything you can think of with his name, his face, the ‘We Can Change’ or his own twist of the stars and stripes.  There were t-shirts, water bottles, stickers, hats, bags and even cuff links!

And even a Homer Simpson wanted to vote for Obama – You Tube: WATCH VIDEO

Obama’s Team took from what sporting teams do to market themselves and their players.
This merchandise produced a wonderful income, which subsidised the many TV ads and the largest staff in political history.  But what they valued more was the data from the sales.  The merchandising became an organising tool as customers were required to supply their contact details before they bought. 

This information enabled the campaign to stay in touch with potential voters by e-mail, telephone and direct mail.  Beyond that, they could solicit more contributions, organise additional volunteers, keep supporters informed and most of all ensure they turned out to vote!

They have 13 millions email addresses and even more phone numbers!

Next month read about his websites and more!


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altWe started a new tradition at the last few meetings for Round Table and that was peer selection of a Star Performer. 

Congratulations to Summer from My Trainer Corporation (Melbourne) for the Star Performer of the Australian Personal Trainers Round Table and Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} Amanda from Personal Best Fitness (Hobart) from the Australian Club Owners Round Table – seen in the picture with Justin.

This award was given to the person whom the Round Table felt had:
•    Performed the best since the previous Round Table;
•    Contributed best during the meeting; and
•    Showed support to fellow Round Table members.

I was truly amazed at what this meant to the individual who won the awards.  They felt very proud to be acknowledged by their peers.  But what was a super powerful tool was that each Round Table read out their nomination and why.  This meant that not only the winner felt good but also the nominees.

And here is the lesson!

I remember as a rugby player, I got more of a thrill if I won ‘Players Player’ after a game rather than the coach’s award.  And I think our staff maybe the same – I know the Round Table members are the same.

Maybe you could start a monthly award in your business for the staff member that the team think has performed the best!  And announce it at your monthly staff meetings by having the group read out their nominations and why!

If you would like any more information on the Round Table program, vist www.roundtables.com.au
or email Justin at This e-mail address is being protected from spambots. You need JavaScript enabled to view it



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altHave you ever noticed what happens with children when they don’t sleep?  And before you say they become irritable and ‘ratty,’ what physiologically?  In Zoe her eyes go red, she gets jerky movements and becomes quite restless or before starting to cry.

But after a good sleep she is bright as a button . . . alert, smiling, controlled movements and quite deliberate in her actions.

So this got me thinking . . . sleep and adult performance!

And I found this:

•    Stage 1: This is known as non-Rapid Eye Movement (non-REM) sleep — where we're half awake and half asleep and can awaken easily at this stage. Muscle activity slows down and slight twitching may occur.

•    Stage 2: Within 10 minutes of light sleep (stage one) we enter True Sleep — the period we spend most of our night in.

•    Stages 3 & 4: By the time we begin Deep Sleep our body has begun restoring itself to function normally the next day.

•    Stage 5: Rapid Eye Movement Sleep (REM sleep). This is when the brain is at its most active and when dreams occur. REM usually begins about 70 to 90 minutes after falling asleep. We have around three to five REM episodes a night. After REM sleep, the whole cycle begins again. We cycle through these stages through the night. There're about 90 minutes to 120 minutes each cycle and we sort of have four or five cycles during the night,"

In a sleep test they found the following on a driving simulator and the reaction time test:

•    After no sleep 60% slower than the test the day before;
•    After 4 hours sleep, 15% slower
•    After 6 hours, 4% slower
•    No change after 8 hours

It is true! We do need around eight hours of sleep a night to perform optimally. If you can only manage six, your ability to function normally will only be slightly impaired, so long as this is a one-off occasion. Once you go below six hours on a regular basis, that's when problems start occurring.  So keep up your own sleep and ensure your staff are also sleeping well!
FYI - A recent Canadian study found that sleep-deprived children are three times more likely to become overweight. The reason? Short nights of sleep boost the concentration of a hormone that increases hunger.
 

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Since we last chatted, much has happened for me! I did some training for 4 out of a 21-club chain on customer service and the importance of taking responsibility in their job roles. I received an unbelievable response from the 40+ staff that attended. I hope to get some ongoing training with the chain – very exciting!

I also have had 3 Round Table meetings and have 3 to go – including the first NZ Round Table meeting in March!

Out of the blue I had an email from Sarah and Mo asking if I was free for Can-Fit Pro in August.  I was totally bummed because I have never been to Canada and also I hear so many wonderful things about this conference that I wanted to go.  But we will have FitnessBiz in Australia at the same time, so I declined but hopefully 2010 I will be there!

altThe hi-light for the month was attending the launch of Crunch Time by Michelle Bridges www.michellebridges.com.au – the female, Aussie Biggest Loser trainer.  It was a great night catching up with old friends and meeting new ones. But it also showed what hard work and determination can do.  Michelle has come such a long way over many years and should be an inspiration to everyone in and out of the fitness industry at what she has achieved professionally! I feel very privileged to know such a successful person and call her and Bill (her husband) friends.


Until next month . . . aim for the moon and if you miss, you are amongst the stars!

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Justin Tamsett

PS Coming in March . . . Justin’s Blog! Stay tuned for more details.
See you next month!


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