By: Jim Thomas
I see too many new hires get started in this business with no real game plan on how to begin. I see too many gym salespeople who have been doing this for quite some time that have become stagnate. Owners get frustrated and so do salespeople. In most cases it has nothing to do with being lazy or unmotivated; they simply don’t know how to do it. If this is you, here are some tips to help jump-start your membership sales:
- Start with your own personal network. This is your powerbase, the people you know, that trust you and want you to succeed. Call everyone in your cell phone. Let them know what you’re up to and you are anxious to show it off. Set them up with a free week and set an appointment. Now, if you say you can’t sell your family and friends, then you’ll have to ask yourself if you’re really sold on this yourself.
- Always be agreeable. Too many salespeople will try and sell from a standpoint of disagreement – a difficult thing to do. They try to justify and defend their position. Just be agreeable. That’s it. It doesn’t mean you’re any less sold yourself, you’re just being agreeable. For example, you’re right, Mary, it is a lot of money, now, let’s get you started.
- Present a membership opportunity to everyone. Regardless of circumstances, everyone who enters you gym should get a presentation. This is an easy one to do and in many clubs can make an immediate impact. After all, your prospect can’t buy if you don’t ask.
- Use a choice close. I see too many gyms simply handing over the list of prices or even worse (if that’s possible) writing it out on a post-it note. You should have a pre-printed price presentation sheet and use a choice close. In other words, offer a choice of membership A or membership B. It’s an easy way to ask for the sale and it’s an easy way for the customer to buy.
- Get others involved. Introduce your prospect to other staff and to club members. Introduce them to your manager before they leave. Everyone on your team should be interested in earning their business, not just the membership sales person.
- Don’t’ stop selling. Frequently called the second sale. This one should be easier than the membership sale since they have already committed. The second sale could be personal training, nutrition, apparel, or any other product or service your gym offers.
- Follow up. Follow up. Follow up. And do it quickly. The speed with which you follow up will directly impact your ability to gain the sale.
Now, go make a sale!
Jim Thomas is the founder and president of Fitness Management USA Inc., a management consulting and turnaround firm specializing in the fitness and health club industry. With more than 25 years of experience owning, operating and managing clubs of all sizes, Thomas lectures and delivers seminars and workshops across the country on the practical skills required to successfully build teamwork and market fitness programs and products. Visit his Web site at: www.fmconsulting.net or www.jimthomasondemand.com.