Why memberships FAIL: not incentivising staff
Honest question: why should your staff care about selling more memberships if you're not giving them a reason to do so?
Hint: because you're not giving them a strong enough why...
The bottom line is this: the reflection of your membership sales are a reflection of your systems. And we've seen it time and time again; the #1 top-selling membership clinics on Dermis all do one thing; incentivise staff to sell more using systems.
Luckily, Dermis does the heavy-lifting with integrated tracking of which team member made the most membership sales by £ amount. Here's how to add team members in your Dermis account.
Sales are automatically tracked in your app with a pop-up that let's the user select who helped them with a purchase of a membership when subscribing:
Step 1. Set up a strong "Why" for team members
For 1-3 staff members:
A monthly sales quota (fear-driven): "Staff member must sell a minimum of £500 worth of memberships every month. Missing your quota for 3 months in a row will put you at risk of getting fired"
A direct membership commission bonus (incentive-driven):
£150 commission for every £270/mo membership sale
£70 commission for every £129/mo membership sale
£30 commission for every £99/mo membership sale
For +3 or more staff members:
An end-of-the-month/week bonus for the top-selling team member(s):
Top-selling team member gets £800 bonus! 2nd place gets a £300 bonus!
For best results, use a combination of all 3.
Step 2. Set up a strong "How" for team members
Here's a simple but effective framework to sell memberships (rooted in psychology):
Unsell what they don't need (this makes you more credible):
"Ok, so given you have (XYZ CONCERN), you definitely DON'T need (X TREATMENT), or (X MEMBERSHIP TIER)."
Prescribe what they do need:
"It looks like you'll actually need either (Y MEMBERSHIP TIER) or (Z MEMBERSHIP TIER) because realistically those are the only 2 that will specifically address (XYZ CONCERN) due to (GIVE A REASON)"
Ask if they prefer A or B (asking "which" instead of "do you want to sign up?" is more a significantly more effective method):
"So which one do your prefer, (Y MEMBERSHIP TIER) or (Z MEMBERSHIP TIER)?"
Make it easy to pay ("I'll sign up it later" means "I'll never sign up", so get them to sign up now on their app while they're in front of you):
"Awesome, great choice! All you need to do is click on "Subscribe" right here on the app and Apple Pay and you'll immediately get your free sign-up bonus"
Step 3. Role-play with staff and monitor their progress
Good systems come with tracking. Set up:
2-3 Role-play sessions to make sure your staff know how to sell using the 4 step membership sales framework.
Weekly monitoring of your team's performance leaderboard on your Dermis dashboard (you can't improve what you don't measure).
Conclusion
You have no more excuses! 3 Simple but remarkably effective steps to build a membership sales machine that will blow up your MRR!