Recently, Doug Sharp, Parisi Team Training Director at Newtown Athletic, utilized the Parisi network as he was looking for ways to promote membership growth and create value for the evaluation fee.
Doug connected with Craig Stoddard, Program Director at Parisi Speed School in Fair Lawn, NJ. Craig’s advice was so helpful, he’s allowed us to share his sales tips with the entire network.
Below is Craig’s advice on crafting the follow up email for your inquiries, as well as explaining the value and importance of the evaluation:
I have gone through many versions of the inquiry response email and found over the years that most people want the most information to make an educated decision in a very short period of time, but they do not want the Gettysburg Address, so I keep it short and to the point. I may customize it at the beginning if they ask particular questions, like where their child falls into the program based on age or something like that.
One of the things they really like is getting pricing. Unfortunately, for some that will be the deciding factor, not necessary quality of the program. I make no apologies for our pricing because I believe in the product we are producing in the facility each and every day. Of the major competition in our area, we are right in line with price-wise, and cheaper than some.
However, keeping OUR Mission Statement in mind – “As the industry leader in performance enhancement, we will continue to deliver a positive training experience that improves speed of movement and strength in character regardless of ability or economic status” – if someone does a trial class or tour and decides they feel this is the right program but still out of their price range, I will do whatever I can to try to get them in the program.
I have found that people always prefer honesty. I have always felt if someone is taking the time to email or call us, they are in the researching stage of their process and really just want information to find the best place for their number one asset – their child.
That being said, I took the most frequently asked questions and made this very short email that I can quickly copy and paste and get back to people as fast as possible (less than 24 hours, but in most instances it’s less than 12 hours).
Most people want to know how it works or how they can get started, pricing options, and the one I heard a lot, which I address in the first sentence, when does the next session start or when can we start. It just needs to provide information on how to start, what it costs and most times I will attach our schedule “for their review” as well.
Below is what I send:
Below is a list of our pricing. Speed School never really starts or stops, but it is rather ongoing where athletes come in and out of the program year round. Based on what package you decide can determine the length of your program.
12 sessions- 399.00
24 sessions- 749.00
3 month unlimited 229.00 per month
6 month unlimited 199.00 per month
9 month unlimited 169.00 per month
There are two ways you can start. One, come and try a class for free, or two, sign up for an evaluation to assess your athletes strengths and weaknesses. Evaluations do cost 50.00 dollars, but if you sign up for any of the above packages the evaluation is free. The Evaluation is the best way to find out your needs and then we can devise a plan on how to best train them for future success.
Let me know if you have any questions and look forward to hearing from you.
As far as adding value for charging for the evaluation, that’s why I give the choice (not everyone will agree with me on this) of something FREE – attend a trial class or if you’re serious about this, come and take an evaluation and if you sign up on the day of the eval (which most people do) then we waive the cost of the eval.
If someone is going to spend the money on signing up for the program, the notion of spending $50 to find something out about their child will not phase them. Plus you started walking them in the direction you want them to go, purchasing… All before they ever step foot in the building.