Weekend membership sales at Trafford Leisure have increased, despite not having a sales team.

Gym floor staff are responsible for membership sales, which have risen from an average of 12 to 28 each weekend, since launching Leisure-net’s online sales-Focus system in December 2016.
The sales-Focus system is a set of online tools to manage, monitor and measure results from the membership enquiry stage through to the sale.

“The team were using cards to see who came in to the centres, not enough data was being taken and leads weren’t being followed up,” said Nurturing Skills’ Lesley Aitken, who carried out sales training and mystery shopping for the trust.
With sales-Focus, prospective members can enter their details via the webform or can be entered on the system by staff, along with information on how they found out about the centre and their goals.

“Being able to look at our activity on sales-Focus enabled the team to see why so few sales were made at weekends,” said Simon Blair, General Manager, West Locality & Marketing at Trafford Leisure. “Once we realised no calls were being made it became obvious.”
Weekends are now seen as a focus, 30+ calls are made compared to none at all previously, with a significant increase in membership sales.

“Staff are more efficient with their time and, with a real focus on the data, we expect to see even more leads and greater sales,” continued Blair. “It also works well as a reporting system to identify successful campaigns and adjust our marketing accordingly.”