What are the responsibilities and job description for the Membership Sales position at YMCA of Glendale?
POSITION SUMMARY
The Membership Sales & Service Director is responsible for leading membership growth including marketing and lead generation, prospect management, conversion to membership, and in cooperation with the Healthy Living Director, membership retention. The Membership Sales & Service Director will empower others by sharing insights and modeling behavior, specifically as it relates to creating a warm and welcoming atmosphere, providing excellent customer service, identifying and actively problem-solving to overcome objections/obstacles to joining and ensuring seamless new member on-boarding. The Membership Sales & Service Director will set, monitor and work to exceed sales goals, coach team members accordingly, holding them accountable and strategically manage the acquisition and retention/engagement promotional budget to a positive ROI. Other key functions include grass roots marketing, promotional event planning and execution, staff development/training, annual campaign support, budget development and fiscal management.
MINIMUM QUALIFICATIONS
EDUCATION: High school diploma or equivalent required; 4-year degree preferred
SPECIALIZED SKILLS: Strong character values; written & verbal communication skills; basic computer skills and working knowledge of M/S Office, including Excel and PowerPoint; trained in Listen First, preferred;
RELATED EXPERIENCE: 2-5 years marketing and sales experience; 1-2 years of supervisory experience
WORK ENVIRONMENT/MINIMUM PHYSICAL REQUIREMENTS
You must have the physical, visual, and auditory ability to perform the essential functions of the job with or without reasonable accommodations.
ESSENTIAL FUNCTIONS
COMMUNITY OUTREACH AND MEMBERSHIP MARKETING
1. Develop strategies to drive potential members through marketing initiatives including: social media, word of mouth, referrals, acquisition events, grass roots efforts, etc.
2. Manage all membership promotional campaigns, events and initiatives; include contact data collection for prospects; follow up for promotional activities; support program initiatives, etc.
3. Measure the effectiveness of all promotional activities to acquire or retain members; evaluate the use of resources (staffing costs, marketing expenses, discounting/programming costs, etc.) to ensure positive ROI for all membership promotions, including campaigns, events and initiatives; adjust promotional strategies based on successes and learnings to maximize membership growth.
MEMBERSHIP SALES MANAGEMENT
4. Obtain sales leads via walk-ins, telephone inquiries and membership marketing efforts
5. Conduct all phone and in-person prospective member interviews (during hours worked), and provide welcoming and thorough tours; Close all interviews/tours with an invitation to join the YMCA.
6. Follow up with all prospects in an effort to convert prospects to membership; meet or exceed monthly prospecting goals.
JOB DESCRIPTION
Membership Sales & Service Director, Rev 2015 pg. 2
7. Respond to inquiries by providing accurate and thorough information at all times while on the phone or conducting an interview; understand and be able to discuss and promote all YMCA programs.
8. Meet or exceed individual monthly sales goals.
9. Manage reporting and analysis as it relates to new member growth, including data management and report analysis (e.g. weekly tour/pass reports and conversion rates, Percent of new member/prospect records with email/phone, etc.).
10. Intervene in all membership cancellations and conduct all associated exit interviews; strive to save relationships.
a. Track issues to look for patterns in cancellation issues; actively work to resolve recurring issues.
MEMBERSHIP ENGAGEMENT AND RENTENTION
Create a welcoming environment through the management of Welcome Center staff; In addition to modeling outstanding customer service to members, guests, and program participants, ensure your team has the skills, knowledge and tools to:
a. Respond to inquiries by providing accurate and thorough information at all times while on the phone or conducting a tour.
b. React promptly and courteously to all member complaints, compliments and inquiries while following the appropriate procedures at all times.
12. Track and monitor data quality; ensure all membership and program enrollments are accurately processed and all member information is current, including phone number and email address.
13. Ensure daily cash handling procedures are followed when processing payments and end of day reconciliation.
14. Comply with and enforce Code of Conduct, Dress Code, Cell Phone, AWAY, Member Guest and Guest Pass procedures, positively interpret these procedures to members.
STAFF ENGAGEMENT AND DEVELOPMENT
15. Recruit and hire staff using screening tools and panel interviews to gain the best possible fit with each opening.
16. Provide direct supervision to staff, assuring that all staff are qualified, certified and meeting or exceeding the minimum performance standard for their position.
17. Set sales and customer service goals for team members according to their position. Regularly review progress, celebrate successes and coach where there are opportunities for improvement.
18. Provide training for staff and volunteers on an ongoing basis through staff meetings, special courses and workshops.
19. Regularly provide staff updates on branch goals and corresponding metrics that support goals, including but not limited
YMCA LEADERSHIP COMPETENCIES
The Y’s Leadership Competency Model is comprised of 18 leadership competencies (leadership knowledge, skills, and behaviors required for success in the Y), organized by the four disciplines of cause-driven leadership:
Mission Advancement: advancing the Y’s promise to strengthen community
Competencies include: Values, Community, Volunteerism, Philanthropy
Collaboration: working with, understanding and developing others
Competencies Include: Inclusion, Relationships, Influence, Communication, Developing Others
Operational Effectiveness: ensuring relevance, effectiveness, and sustainability
Competencies include: Decision Making, Innovation, Project Management, Finance, Quality Results
Personal Growth: developing continually to adapt to new challenges
Competencies include: Self Development, Change Capacity, Emotional Maturity, Functional Expertise
While all competencies are significant the following are critical to success in this position:
Community
Influence
Communication
Project Management
Quality Results
The Membership Sales & Service Director is responsible for leading membership growth including marketing and lead generation, prospect management, conversion to membership, and in cooperation with the Healthy Living Director, membership retention. The Membership Sales & Service Director will empower others by sharing insights and modeling behavior, specifically as it relates to creating a warm and welcoming atmosphere, providing excellent customer service, identifying and actively problem-solving to overcome objections/obstacles to joining and ensuring seamless new member on-boarding. The Membership Sales & Service Director will set, monitor and work to exceed sales goals, coach team members accordingly, holding them accountable and strategically manage the acquisition and retention/engagement promotional budget to a positive ROI. Other key functions include grass roots marketing, promotional event planning and execution, staff development/training, annual campaign support, budget development and fiscal management.
MINIMUM QUALIFICATIONS
EDUCATION: High school diploma or equivalent required; 4-year degree preferred
SPECIALIZED SKILLS: Strong character values; written & verbal communication skills; basic computer skills and working knowledge of M/S Office, including Excel and PowerPoint; trained in Listen First, preferred;
RELATED EXPERIENCE: 2-5 years marketing and sales experience; 1-2 years of supervisory experience
WORK ENVIRONMENT/MINIMUM PHYSICAL REQUIREMENTS
You must have the physical, visual, and auditory ability to perform the essential functions of the job with or without reasonable accommodations.
ESSENTIAL FUNCTIONS
COMMUNITY OUTREACH AND MEMBERSHIP MARKETING
1. Develop strategies to drive potential members through marketing initiatives including: social media, word of mouth, referrals, acquisition events, grass roots efforts, etc.
2. Manage all membership promotional campaigns, events and initiatives; include contact data collection for prospects; follow up for promotional activities; support program initiatives, etc.
3. Measure the effectiveness of all promotional activities to acquire or retain members; evaluate the use of resources (staffing costs, marketing expenses, discounting/programming costs, etc.) to ensure positive ROI for all membership promotions, including campaigns, events and initiatives; adjust promotional strategies based on successes and learnings to maximize membership growth.
MEMBERSHIP SALES MANAGEMENT
4. Obtain sales leads via walk-ins, telephone inquiries and membership marketing efforts
5. Conduct all phone and in-person prospective member interviews (during hours worked), and provide welcoming and thorough tours; Close all interviews/tours with an invitation to join the YMCA.
6. Follow up with all prospects in an effort to convert prospects to membership; meet or exceed monthly prospecting goals.
JOB DESCRIPTION
Membership Sales & Service Director, Rev 2015 pg. 2
7. Respond to inquiries by providing accurate and thorough information at all times while on the phone or conducting an interview; understand and be able to discuss and promote all YMCA programs.
8. Meet or exceed individual monthly sales goals.
9. Manage reporting and analysis as it relates to new member growth, including data management and report analysis (e.g. weekly tour/pass reports and conversion rates, Percent of new member/prospect records with email/phone, etc.).
10. Intervene in all membership cancellations and conduct all associated exit interviews; strive to save relationships.
a. Track issues to look for patterns in cancellation issues; actively work to resolve recurring issues.
MEMBERSHIP ENGAGEMENT AND RENTENTION
Create a welcoming environment through the management of Welcome Center staff; In addition to modeling outstanding customer service to members, guests, and program participants, ensure your team has the skills, knowledge and tools to:
a. Respond to inquiries by providing accurate and thorough information at all times while on the phone or conducting a tour.
b. React promptly and courteously to all member complaints, compliments and inquiries while following the appropriate procedures at all times.
12. Track and monitor data quality; ensure all membership and program enrollments are accurately processed and all member information is current, including phone number and email address.
13. Ensure daily cash handling procedures are followed when processing payments and end of day reconciliation.
14. Comply with and enforce Code of Conduct, Dress Code, Cell Phone, AWAY, Member Guest and Guest Pass procedures, positively interpret these procedures to members.
STAFF ENGAGEMENT AND DEVELOPMENT
15. Recruit and hire staff using screening tools and panel interviews to gain the best possible fit with each opening.
16. Provide direct supervision to staff, assuring that all staff are qualified, certified and meeting or exceeding the minimum performance standard for their position.
17. Set sales and customer service goals for team members according to their position. Regularly review progress, celebrate successes and coach where there are opportunities for improvement.
18. Provide training for staff and volunteers on an ongoing basis through staff meetings, special courses and workshops.
19. Regularly provide staff updates on branch goals and corresponding metrics that support goals, including but not limited
YMCA LEADERSHIP COMPETENCIES
The Y’s Leadership Competency Model is comprised of 18 leadership competencies (leadership knowledge, skills, and behaviors required for success in the Y), organized by the four disciplines of cause-driven leadership:
Mission Advancement: advancing the Y’s promise to strengthen community
Competencies include: Values, Community, Volunteerism, Philanthropy
Collaboration: working with, understanding and developing others
Competencies Include: Inclusion, Relationships, Influence, Communication, Developing Others
Operational Effectiveness: ensuring relevance, effectiveness, and sustainability
Competencies include: Decision Making, Innovation, Project Management, Finance, Quality Results
Personal Growth: developing continually to adapt to new challenges
Competencies include: Self Development, Change Capacity, Emotional Maturity, Functional Expertise
While all competencies are significant the following are critical to success in this position:
Community
Influence
Communication
Project Management
Quality Results