IONSHIPS AND REPEAT BUSINESS
DISTILLED INSIGHTS Many of you will immediately recognize Dale King from our first “Affiliate Spotlight.” He’s the co-owner of Doc Spartan who went on “Shark Tank” with Ranger Panties and secured a deal. Dale also happens to be the greatest CrossFit partner of O2 in terms of sheer volume. From PSKC CrossFit in the small town of Portsmouth, Ohio, Dale and his team consistently sell 500-plus cases of O2 a year. We couldn’t think of anyone better — or more fun — to talk retail tips with. TREAT FINANCE LIKE FITNESS Being both an affiliate owner and the co-founder of a popular brand sold at boxes, Dale has a unique perspective on affiliate retail. Best of all, he puts it in terms we can all understand. “For an affiliate, CrossFit and associated classes/personal training are your main lifts (squats/deads/cleans/presses), and that’s the foundation of your financial strength. “So what do you do if you want to increase overall strength? You add in assistance/accessory lifts. That’s how I view retail — it provides assistance to the overall financial fitness of an affiliate if done correctly.” KNOW THE NUMBERS Dale points out that just like in fitness, knowledge is power in the world of retail. “To get stronger, you’ve got to know your numbers,” he remarks. “You can’t just order retail products, put them on the counter, and expect them to sell. Go back and review your sales numbers for the last 30 days. Set a goal to increase those sales by 10 percent. Map out your weekly education/marketing plan for how you’ll increase sales.” Understanding is key. But how does one boost those numbers? To Dale, it all revolves around educating your members. “Let people know what you’re offering and why you’re offering it,” he explains. “In the gym, bulletin boards in high-traffic areas announcing the product help.” FINANCIAL WORKOUT PLAN Seeing as he’s already made the fitness comparison, Dale was good enough to provide us with a detailed workout plan to increase a box’s retail strength: DALE KING TALKS FINANCIAL FITNESS
AFFILIATE SPOTLIGHT CASE BELCHER THROWS DOWN Case Belcher is the owner of Four Barrel Fitness, a hugely successful duo of boxes in Kentucky and Indiana, and one of our newest O2 affiliates. Case sat down with us to talk CrossFit, running a successful business, and what he loves most about staying in the game. WHAT MADE YOU WANT TO OPEN YOUR FIRST BOX? I started working as a personal trainer in college. After school, I took a corporate gig for a few years. I was looking for a way to combine my passion and my career, which led to opening our first gym in 2012 and the second in 2015. WHAT’S THE MOST EFFECTIVE THING YOU’VE DONE RECENTLY TO BOOST SALES OF RETAIL ITEMS? Hired an office manager (Sheri)! She helps keep track of what’s selling and what’s not, helps introduce new products to membership, and helps us stay ahead of the game in terms of planning, purchasing, and promoting product. WHAT ADVICE WOULD YOU GIVE NEW AFFILIATE OWNERS? Forget yourself. Focus 100 percent on your members, working hard, and staying lean as a business. Really polish your core product/service over the first couple years, and then worry about growth, next steps, and finding a better work-life balance. WHAT’S SOMETHING FUN YOU’VE DONE RECENTLY FOR YOUR BOXES? We do an Internal Throwdown each year — both of our locations get together for a day of partner workouts and community. Personally, this is my favorite event we hold, and I know several of our members share the same sentiment. ONLY BEING REACTIVE Customer service doesn’t just happen on the back end. Working to create a great experience on the front end will impress customers and cut down on those after-purchase calls. To quote Jeff Bezos, “The best customer service is if the customer doesn’t need to call you.” Focus on customer service every step of the way rather than only using it as damage control, and you’ll start getting those five-star reviews. FORGETTING YOUR MANNERS This might sound basic, but you’d be shocked by how often politeness gets overlooked. The most important phrases a staff member can learn are “thank you” and “I’m sorry.” Practicing good manners goes a long way in building trust and ensuring customers feel cared for. REPETITION, REPETITION, REPETITION If you have a prospect on the phone, you should never make them tell you the same thing twice. Information should be recorded and easy to hand off in the event of an escalation. You can bet that the third time you ask for a prospect’s email, they’ll respond with a mountain of irritation.
Week 1: Announce products and benefits via email.
Week 2: Post quick product videos on your Facebook group.
Week 3: Put product photos on social media.
Week 4: Run a sale or promotion.
There you have it, ladies and gentlemen, straight from the retail master himself. Thanks for the words of wisdom, Dale!
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