NYSE: PLNT (Planet Fitness is a public company.)
Every once in a while, I’m impressed. Apparently, Planet Fitness has discovered a needy and wanting market for their services. My interest (Lead Generation) was aroused per Direct Mail, but I’m curious if PF also employs Database Marketing with Demographic Lists. Regardless, customers are signing up in droves and Planet Fitness is printing money.
They’ve nailed the branding. Aesthetics are nice. Equipment is nice. Lockers are nice.
In my case, I simply wanted gym access to aerobic equipment, because weather was not permitting cycling or skiing. However, I am not PF’s typical patron. While I do not have proof, it is abundantly clear, PF is targeting unique demographics.
Planet Fitness opened in Bend, OR, early 2018. I’ve probably entered a dozen times. I’ve also been to many other gyms. This is not meant to be judgmental, maybe just a little hyperbolic. No where in Central Oregon will you find more clinically obese people than at this gym location.
It makes we wonder. Does PF have marketing arrangements with healthcare organizations that serve overweight people? Whatever the reason, the Planet Fitness model is a winner. How much is a franchise?
While automotive industry is not synonymous with technology-enabled sales, it seems their tactics are well-practiced. Other companies and industries should follow their lead (i.e. target their customer database.)
Yesterday, my Jeep dealer called and suggested they were “low in inventory” and thus willing to pay over-market for the same car I bought from them just 2.5 years ago. While this may be complete hog-wash, it was a great way to contact me and cultivate potential sale.
I declined, but I applaud their initiative.
Create compelling business value hypotheses to pique interest, establish credibility, and gain executive sponsorship.
For more information, go to:
Also, see related tweet:
Sales effectiveness programs are usually a waste of time and money. Companies, especially High Technology – Software, invest heavily in CRM tools, which rarely enforce best practices and deliver analytical improvements.
Sales organizations, especially Enterprise Sales, suffer from user adoption in a big way. The problem being, the programs are inherently complex and cumbersome. So much so, it practically defeats the purpose of investing in any tools or training programs.
The path to enhanced “sales effectiveness” is a set of best practices, which are utterly simple, immediately productive, and sustainable. The transfer of knowledge must be enabled in hours, not days.
See http://joelmblatt.wix.com/breakglass for information.
How any given recipient will interpret your email is “not exactly” known. Unfortunately, you can sound, well, negative without context. Reciprocally, upon receiving a one-word response (if any) you may have an unwarranted negative response.
Consider the following:
Instead of telling others what not to do, try telling them what they should do instead. Be positive; avoid negative words and phrases. Edit your sentences to use positive word strings, as well as ask non-invasive questions.
Use “thank you” and “professional courtesy” for emphases. Lastly, write like you talk. My mom, a retired English teacher, always preached this one.
I have been known to say, honesty and integrity are the cornerstones to many good things. Now, let’s add trust to the pantheon. Funny, but true that honesty, integrity, and trust are paramount in both personal and professional pursuits. Let’s focus on the professional application of trust.
Do you trust your boss and your boss’s boss? Are you confident your boss and your boss’s boss trust you?
Simple questions, but complicated answers depending on your predicament.
Are you motivated by income, power, title, or just to keep your job?
Early in my career, I was motivated by making my father proud. Later in my career, I was motivated to maintain my quality of life. Today, I am motivated by what I produce and its quantifiable impact.
Take note of and track your motivation, then adjust it. Your motivation will naturally change or you may want to manually change it. By adjusting accordingly, you can maintain desired work ethic. The subtlety here is to suppress emotion, because uncontrolled emotion can work against your productivity.
Perhaps, you are driven to succeed to support your family. Perhaps, you just love money, power, and as many people as possible working for you. Perhaps, you are motivated by competition and the compulsive need to outperform your colleagues. A little more unusual, you could be motivated to make your boss look good and further his or her career, which is a tough one to sustain.
My preferences are self-serving and self-reliant motivations. Make your motivation something that is sustainable for as long as possible, then rinse and repeat.