Synergy Training e-article

July 2004
by Shaun Adams
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As a sales and marketing professional, it really warms me when I'm in a new town and walk into a shop or restaurant and come across a Health Club lead box. What pains me, is to see those amazing lead generators sitting there with no entry slips on them or no pens attached or even just pushed in the corner of a shop.

Lead boxes really are an incredible marketing tool and used correctly 10 lead boxes can be worth an easy 50+ leads per week. The problem is that many of them get 'dumped' in shops where once they get in the way they get shoved under the counter or out of the way of those that need to see them.

Some simple steps to get the most from your lead boxes....


1. Get out there and work them!

Contrary to belief they don’t fill up by themselves. Unless you are checking them regularly, (Synergy recommend Mon, Wed and Fri) the next time you go to collect them you might not even be able to find them. Ensure they are in a visible location, at least where people have time to stop for 30 seconds and fill them in. Ensure they have pens (that work) and entry slips attached.


2. Find an internal Champion

You can triple your chances of success with your lead boxes if you have a an internal champion in the shop, restaurant, company who is in a position to enforce your lead box staying in a good location and even better, they can encourage customers to enter their details.

In a recent sales promotion Synergy conducted for a client we received over 30 leads per day from 1 hairdressing salon. The owner (who is now a member) has the reception staff asking customers if they would like them to enter their details in a prize draw for a health club membership. The staff even complete the details for them. These leads alone equate to an average of 12 appointments per day, 8 shows, and 5-6 sales per day. (from only 1 lead box!)


3. Build a Relationship – no relationship – no lead box

Sounds simple and it is. Many membership consultants all know how it feels to walk into a shop and ask if they can display a lead box and they say “no” or “head office wont allow it”. McDonalds is one of my favourite, but I guarantee if you just walk in cold or even call up to ask about placing a lead box they will say “sorry, we are not allowed to display anything that is not agreed by the McDonalds corporation.” I can equate 20% of sales in our last 5 promotions to lead boxes in McDonalds with only 2 lead boxes at the tills.

One of the ways we begin the relationship is by calling the business and speaking to the boss and informing them that each month we select 5 local businesses to receive some Free £50 club vouchers (5 day trials), we arrange to call by when they are there to give them directly to him or her so that he/she may distribute them personally. When we take the trial passes we spend time building rapport and getting to know the owner/boss.


4. Get them out there!

Then a few days later we arrange to collect a list of names of those who he gave the passes to. At this point we take the lead boxes with us and agree to furnish them with some discounted joining fees for his staff, as long as they display the lead boxes. By this time it is much easier to get an agreement as we already have a good relationship with the business.

Our sales teams find this a much easier approach than just turning up or cold calling to place lead boxes. Don’t forget a set of 10 lead boxes can be worth an extra 20 – 50 sales per month (for the cost of 1-2 members). Now get out there and make them work for you!



If you would like further information on Leadbox selling or to purchase leadboxes and artwork, see..... Lead boxes

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