Marketing to Schools and Athletic Departments
Finding new clients can bring a lot of frustration to an entrepreneur. One often untapped resource is local schools and athletic departments. Here are some tips on how to introduce yourself and your business to a constant flow of new customers.
Start Small
Everyone wants to market to professional teams because of their prestige and buying power, but don’t overlook the small schools and community colleges. These are the future athletes for the big schools. By using the below techniques for small teams you can practice your marketing and hopefully gain some new clients. Use small schools to perfect your approach so that you won’t make a mistake when you pitch to larger organizations that have the spending power to really help you.
Universities, Colleges, and Community Colleges
If you live close to a school the smartest move you can make is to attend a game! See how their teams play and how their dynamic works. If you have the chance after the game introduce yourself to the players and the coach. Don’t hand out your business card the very first time; instead, talk about the game and the on-field play. These are busy people who get pitched to all the time by sales reps. Talk to the players about their recovery routines and how they deal with muscle soreness and inflammation. The key is to show interest in them and their game, not your business. If you are able to do that they will ask what you do sooner than later, and that is when you pitch your business and cryotherapy. Also research what Big 10 colleges are using cryotherapy and use that in your conversation about how they can improve their rankings.
Talking to Coaches
Small school coaches are still busy people who are often underpaid for their services. As leaders of their teams they have a lot of weight on their shoulders. If your budget allows it offer to sponsor the team in one way or another while offering free first-time cryo sessions. Show the coach that you are willing to invest in the team. Always remember that these are often veteran coaches who know a lot of other coaches. Their referral of your cryotherapy can be huge. Sponsorship methods do not have to be expensive. Here are some creative ideas to get you started:
SPI Cryo
Bring healthy energy bars and Gatorade to the games
Join a booster club for the team
Offer new T-Shirts for the team
Offer to help pay for new equipment
Start a fundraiser for new team gear
Offer to be a chaperone for an away game
If you own a full service spa offer discounted services to the coach and/or coach’s wife
What to Say and When to Say It
Sometimes the way a person presents their business needs a little polishing. Here are some talking points to mention that will help when marketing to coaches and schools.
“I show teams why they don’t need ice baths anymore. I help them recover faster.”
“My business is about preventing injuries and helping athletes recover.”
“I work with teams to help them recover faster and prevent overuse injuries.”
“I help coaches teach their athletes safe ways to prevent inflammation.”
“My main focus is giving teams a competitive edge to keep them on the field.”
These types of statements are team focused, not business focused, and that is the key to presenting yourself as someone who is interested in the team, not just the team’s money.
High Schools
As with any form of therapy high-school students will need a parent or legal guardian to sign a permission form and a waiver. But don’t let this discourage you. Many cryotherapy businesses have developed regular customers by encouraging the entire team to experience cryo. Students are very interested in high-tech therapy and avoiding ice baths, and parents are always concerned about protecting young athletes from overuse injuries. Try to speak to coaches and parents using statements like these below:
The Quad City Times
“Injuries are the #1 problem for students trying to earn a scholarship.”
“NCAA recruiters avoid injured students immediately. They want the healthiest athletes.”
“Hell week and Double-Days are when injuries happen. Cryotherapy protects the kids.”
“Young athletes who take recovery seriously now will play better and longer.”
“Kids that get scholarships are the ones who make recovery a priority.”
“Cryo after hard workouts and games is well worth it if it gets your athlete a scholarship.”
Give Away My Profit?
Can you build a profitable business by giving away free cryo treatments? Yes! Clients who offer free cryo for first-time guests pay roughly five dollars worth of nitrogen for an opportunity to develop a regular paying customer. Bottom’s Up Tanning and Salon in Vacaville, California offers Free Cryo Fridays for any first-time customer, and discounts for existing customers who purchase another service, such as a facial or wax. Student athletes are often budget conscious and are unlikely to pay full price for a cryo session if they have never experienced it. Offer a free cryo as a gift card, and give out numerous cards to the athletes and coaches. This gives you two opportunities: speaking to them one-on-one and collecting their contact information when they sign up for the session.
Coaches are Often Injured Athletes
Many coaches are former athletes that cannot perform at their peak level due to a sports injury. They may still play for fun and may still workout, but most have serious aches and pains. You can discover this during a conversation by asking “Coach, do you still play?” If they respond that their ability is limited due to an injury offer them a free cryo treatment! Doing this will provide you an opportunity to introduce your services and tour your facility. Explain how cryo reduces inflammation and schedule a time for them to come in after a workout.
What Not to Say
Try to avoid selling your service. Nobody likes a sales pitch and coaches can see a salesman coming from a mile away. Also don’t emphasize your history with sports. If you had an excellent sports career then wait for them to ask you about yourself, but don’t glorify your role as a high-school superstar. Keep the focus on them. Try to avoid statements like the following:
“We could really use your business.”
“Our industry is booming. All the professional athletes use it.”
“I’m sure your school could afford it, or the parents can.”
“What does your budget look like?”
These are sales-centric phrases that set off warning signals to everyone. Finally, don’t give up! The more you promote your business consistently the more people will hear about you and what you can provide.
Learn more about the benefits of cryotherapy, find out how you can provide cryotherapy services, and read the guide on the cryotherapy business.