Performance Standards for Sales Associates

Sales at Stretch Zone are not about pressure, luck, or personality.

They are about skill, belief, consistency, and urgency.

This post outlines the sales performance standards we expect so that everyone knows what “good” looks like and how success is measured. They are here to give clarity and so when we know when to celebrate excellence! These are our Key Performance Indicators (KPIs);

Expectations:

Lead Generation:

• 50% of leads for the studio each month should be ORGANIC (meaning non-paid)

  • 100 = a good monthly standard

  • we get these by creating a referrals culture

  • Growing long term, regular B2B local partnerships

  • Participating in at least 4 events each month (2 in studio, 2 outside the studio)

Lead Management:

• 90% of leads entered into Club Ready are contacted and booked for a demo

• 150 outreach attempts are expected per day (1/2 calls, 1/2 texts)

Unworked leads and follow-ups are missed opportunities for:

• Members, Revenue and Studio growth

• They are expensive! So let's make the most of them-

• These are REAL PEOPLE that need our help enough to opt-in.

  
  

  SZ standard is 100% of leads -> bookings, but we realize that at times employees and family members are entered as prospects for bookkeeping, so we give 10% cushion for that.

  
  

Demo Show Rate:

• 80% of booked demos are expected to show

This reflects:

• Clear communication during booking

• Proper confirmations with meaningful rapport connection, and excitement building

• Reminder texts and calls

• Setting expectations up front for showing up

Low show rates are not “bad luck”—they indicate a breakdown earlier in the process.

Demo-to-Sale Conversion

• At least 50% of executed demos convert to a sale

Not every demo will close—and that’s okay. But consistent conversion below this level requires coaching and skill development.

Average Sale Price

• $320 or higher average sale price per salesperson and per studio

This means:

• Confidently explaining value

• Helping people understand the value of starting at 3x per week

• Excellent demo stretch experience

Daily Studio Demo Volume

• 5–12 demos on the schedule each day, Monday through Saturday

This activity level creates:

• Predictable revenue

• Reduced pressure on individual sales

• A good guideline is one Intake/Recap per each 2 hours of Sales Associate shift time

Ownership of the Numbers

You are not expected to magically hit goals every month.

You are expected to:

• Know your numbers

• Care about your numbers

• Respond when numbers are off

This includes:

• Outreach standards hit

• Demos booked and executed

• Conversion rates

• Monthly revenue

• Retention and cancellations

• Add-ons and upgrades

Sales performance is reviewed as a trend, not a single day.

How Sales KPIs Are Used

KPIs exist to:

• Identify coaching needs

• Improve skill

• Spot patterns early

• Support growth

You should always know where you stand.

When Performance Is Below Standard

When KPIs fall below expectations:

1. Numbers are reviewed

2. Coaching is provided

3. Training or support is offered

4. Expectations are reinforced

5. Continued patterns lead to accountability

This process is consistent and documented for each employee.

Final Perspective

High sales standards are not pressure—they’re respect.

They say:

• We believe this studio can succeed

• We believe you are capable

• We are committed to doing this well

Clear expectations create confident teams and healthy studios.

If you have questions, ask early.

If you’re struggling, speak up.

If you want to grow, lean into the standards.

~ Jennifer

Additional resources:

Never Do This - how to keep your great job here at Stretch Zone

If You Can't Be At Your Shift