Sales Systems Overview
Perhaps one of the most unique and powerful concepts within the Monkey Bizness model is the systems build around sales and marketing of open play and birthday parties. Monkey Bizness has created a sales funnel to help drive party and open play revenue based on customer data and lead intake systems.
The definition of the sales funnel refers to the buying process that companies lead customers through when purchasing products. The sales funnel is divided into several steps.
Return Visit
Our internally developed Return Visit system is perhaps the most powerful tool we use in our sales system. Return Visit will track vital customer data for the 10,000 to 20,000 unique customers that come to your store every year. This system combines waivers, marketing, and customer analytics which you can use in turn to make your marketing more powerful and effective. The system enables you to answer questions such as:
- What zip code do most of my customers come from?
- How often are my best customers visiting?
- Which of my customers have birthdays in June and how can I email specials to just them?
- How busy am I today compared to last week or last month?
Birthday Lead Intake
You will have three different systems that you use for lead intake and generating prospects –
- Phone Leads – During the day you will receive multiple calls in regards to birthday parties. Monkey Bizness has developed a training and scripting around these calls. At the conclusion of the call, if the result is not a party booking, then your staff should use the script to get the caller’s email address. This email address is then put into a system that will automatically follows up within a drip email campaign with that customer.
- Website Leads – Your individual site will have forms that customers can fill out to receive more information on birthday parties. They are asked for their name and email. Once they provide this information, they are put into a system that automatically follows up with a drip email campaign.
- In Store Leads – Each of our stores generally will have between 10,000 and 20,000 unique guests each year. Prior to utilizing our facilities, each guest is required to complete a waiver. From this waiver, we can glean several important facts about our customers such as email address and birth dates. Our Return Visit system automatically will email customers 35, 30, and 25 days prior to their birth date.
Open Play Lead Intake
It costs six or seven times more to acquire a new customer than to maintain an existing one and a slight increase of 5% in customer retention can result in a profit increase of up to 95%. Return Visit was designed based in part on this philosophy.
Return Visit tracks which customers visit and when. When a customer has not visited for 30, 60, or 90 days, the system automatically will email them with an offer to have them come back. The power of the system is that it does this automatically with little to no effort on the owner’s behalf.
The second power part of Return Visit and open play is the Monkey Bizness Loyalty System. Loyal customers always return & become a dependable lifetime sales stream and they brag about your service creating word of mouth advertising which is the most effective advertising. As such, Return Visit rewards your loyal customers with things like discounts at the café and free open play.
All discounts and coupons within Return Visit are set by corporate and required to be honored by your store. With that in mind, Corporate does consult regularly with its’ franchisees to determine the success of individual campaigns and reasonableness of its offers.
Employee Training
An often-overlooked part of the sales process by owners is the training of employees. Within the sales systems detailed above, there are a couple areas you need to review and follow up with your employees.
First, it is your responsibility to administer the sales training to your staff. This training goes through how they should answer the phone, the script they should use, and the overall goals of the conversation. You may alter this training to fit any specific needs, but it is of vital importance for you to administer it. Follow up training and reminders should be held on a regular basis.
Second, it is important to train your employees on Return Visit and the system’s overall importance. Customers often don’t care about online or electronic waivers. They may also not desire to give out information such as email and birth dates. However, when the system is presented as a loyalty system, customers often have little issue with providing this data. All employees should be trained on how to present the system to