Swim England - The Sales Cycle
Problem
You want to manage your resources and keep swimmers flowing efficiently through the stages, reducing blockages in the programme and increasing new sales, using a weekly cycle of activities.
Resolution
Follow the weekly cycle
- The cycle runs Monday Movements → Wednesday Waiting Lists → Friday Facebook/Social Media → Weekend Win Backs, with New Sales and Anytime Outreach at the centre.
When Activity What to do Who Monday Movements Go through the Movements lists and make calls to those where there are spaces. Movement trigger e-mails should be sent daily to those on this list. Reception teams Wednesdays Waiting Lists Go through the Waiting lists booking new customers into vacant slots. Work from the top levels down to open up space in the bottom levels. Reception teams Fridays Facebook / Social media Social media drive for vacant spaces, new classes etc. Schedule your social media posts for the week. Swim School Co-ordinator or Marketing Weekend Win Back Call through Leavers and Kicked and see if you can win them back. Have an offer list for receptionists to use (for example "Couldn't get breaststroke legs? Sign up again and get a free private lesson to work on it."). Reception teams Any time Outreach Competitions at school pick-up times, school fetes, Drowning Prevention Week, local events etc. Be clear with GDPR. Anyone who enters competitions will be invited down for a free swim assessment etc. — Manage the waiting lists
- Waiting lists are for those who are not currently booked onto lessons.
- If you have called and left a message but they haven't returned your call after 2 days, remove them from the list.
- Make sure contact is recorded and get a list of all the days and times they can do. If they specify only one lesson, that lesson might change. You may be able to open up a new class if you know you have several people available at the same day/time for the same level.
- Make sure you get their date of birth, as they may be able to go into another class if they are on the waiting list long enough (for example they turn 3 so can go into pre-school, depending on your policy).
- If someone comes in wanting a class you don't offer, put them on the waiting list; if there is enough interest you might be able to launch the class.
Manage the movements list
- The movements list is for those who are currently booked on lessons.
- Customers need to be aware that they should sign up to HomePortal, and they will receive a trigger e-mail so they can make their own movement.
- Those who want to move day/time but there isn't the space they want go on the movements list, and can make their own movement when the space they want comes up.
Clear down plan problems
- Clear down as soon as the system flags that their Direct Debit has failed. Have a set e-mail that can be sent out by reception.
- Reception can call through taking outstanding payments.
Notes
- If you are following this system and a customer comes in and there are spaces, they can be booked in right away.