Focus on Camp/Team Training Sales for Success
Another key piece of the PSS sales process is camp and team training sales. We often refer to these sales as “external sales.”
How important is this type of sale? Well, there are franchises in the network that make more annual revenue from these types of sales than from group and 1-on-1/small group training combined!
As you know, EFT and session revenue can be seasonal. There are certainly months (like August in most places) when there is a dip in revenue. Camps and team training can be the answer to filling those revenue dips. Additionally, this revenue source is also a marketing effort at the same time because the ultimate goal is that some of these athletes and parents will be so impressed that they will want to continue to pursue Parisi on their own.
The Facts About Camps and Team Training
The definition of camps covers a wide range. Camps at a PSS can include sport-specific camps, activity day camps, after-school exercise programs, and youth weight-loss camps just to name a few. Camps can even encompass adult programs for groups such as law enforcement, fire fighters, the military, etc. Any group that has a common interest can constitute a camp.
Team training is usually geared toward a specific group of athletes on a team whose coach or leader has agreed to allow the PSS to train them. In most cases, the team training has specific goals that are desired (such as reducing injuries or increasing speed).
Both camps and team training can be funded in various ways. However, three of the most common include the team budget subsidizing the training, a team sponsor (such as the local booster club) supplying funding for the team, or individual parents paying for each child. While there are other ways, these are the three most common.
The External Sales Process
The external sales process varies from the PSS sales process (considered internal) that we covered earlier. The PSS sale process focuses on “selling” the individual parent and athlete, whereas the team training sales process focuses on getting the endorsement and approval from a lead source, such as a coach, boost club president, parks and recreation director, etc., which then becomes a team sale.
It is still important to understand your team training process and know where you are in the process for each potential sale. This effort will help you increase your close percentage and get maximum team training revenue in your PSS.
While the PSS Sales Process varies slightly from franchise to franchise, the Team Training Process is the same across the network. It has proven itself over and over to be effective if followed as depicted below:
Network for Camp/Team Training Sales Success
Networking within your PSS community is critical to the success of camp and team training sales. Getting to know community leaders, coaches, park and recreation directors, leaders of local and traveling sports teams, etc. is essential.
One of the great things about developing these relationships is that you can potentially get sales, as well as individual referrals for EFT and session contracts. Additionally, these types of people can open up many marketing opportunities for you, as a Program Director, to speak at and become involved in fairs, events, raffles, and other community activities.
So, how do you get started? You have heard of the “six degrees of separation principle.” If not, this is the theory that you can know almost everybody in a community through six people. Networking is the key!
Get a Meeting from a Conversation
Start by developing a lead source list of people you know within your PSS community who can either book camps and team training with you or know someone who can. This lead list is ever-growing and changing but continues to be an invaluable tool to selling camps and team training.
The purpose of the lead list is a source from which to make calls in order to get conversations with decision-makers who can book camps and team training with your PSS. In addition, always enter lead source information into your software system. Documenting conversations can also help you with building rapport, as you will be able to recall previous conversations with that lead. All staff should be utilizing one common lead source database.
One of the biggest mistakes Program Directors make while trying to get a meeting with a camp or team training decision-maker is telling them about the PSS, rather than asking them about their team’s challenges and goals. Remember, coaches don’t want to hear about Parisi, they want to hear how Parisi can make their team win!
In a future lesson, you will learn additional strategies for networking within your community and successfully marketing your PSS to ensure business success.
Pricing Camps and Team Training
If you are lucky, every once in a while, you will not even have to have a meeting to convince a decision-maker to buy. Therefore, it is important to know your pricing up front.
Different franchises in the network price camps and team training differently. However, the basic principle is that the price should map back to both a per athlete and per session price:
Athletes X Sessions X Session Cost = Camp/Team Training Cost
For example, if a coach wants a basketball team of twenty-two girls to have twelve strength sessions with a PSS performance coach, your price quote might be $2,640. This amount equates to $10 per athlete/per session.
22 Athletes X 12 Sessions X $10.00 Session Cost =
$2,640.00 Camp/Team Training Cost
By setting a per athlete/per session price goal, you are able to quickly determine pricing based on amount of athletes and frequency of sessions. It is also helpful to set acceptable discounts when they are absolutely needed. For example, if you have tried to close the sale and price is the objection, you know you can go to $9.00 a person without thinking about it or having to get approval.
Just as a side bar, ALWAYS ask for something in return when discounting. Remember that your sources have access to school newspapers, half-time activities, etc. that you can use as marketing. Make it a Win/Win situation for both parties – they get the discount, and you get a marketing activity that costs them nothing but is incredibly valuable to you and your business.
Creativity is the Name of the Game
When it comes to pricing team training or camps there is no “one-size-fits-all” recommendation. Each situation needs to be priced according to the needs of the client.
Creativity is the name of the game when it comes to camps and team training, and our network has come up with endless ideas to successfully close sales. Some of these include the following:
Remember that it is NOT recommended that pricing is pre-determined and printed on a price sheet, but only available as a guideline to make the pricing easier to determine.
Conduct a Meeting and Close the Sale
The key to a successful meeting is to set your goals and ALWAYS plan your meeting well in advance to ensure you meet those goals. Bring deliverables and have a formal presentation prepared to build credibility with your lead source while keeping you on track. Note that these preparations also open up the conversation for questions or additional speaking points. Finally, remember that your decision-maker wants to know how YOU can help make his/her team winners – NOT about your PSS.
All meetings should end with a decision to purchase a camp or team training, an agreement to do a demo, or (at the very least) some sort of consensus on an action that will move the decision-maker toward a purchase. To this end, it is important for you to ensure your PSS has an appropriate contract/agreement for camps and team training. Ensuring the decision-maker signs an official contract or agreement with the agreed upon arrangements and pricing is the final confirmation to closing the sale.