By: Jim Thomas
I see this frequently. This business will fool us. We only sign up the interested “hot” prospects that don’t always require us to be disciplined (and we think we’re doing a good job), it’s a matter of “don’t talk them out of it,” but that won’t grow your gym. It’s not good enough to know the process; you MUST have the discipline to follow the process. Here are some areas we see that get ignored all too quick;
Closing. As the saying goes, if you don’t ask, the answer is always no. This can be uncomfortable for many salespeople, but if you want the membership sale, you will have to ask. All too often we lose our discipline and start to say things like, what do you think, how does this sound or do you have any questions. That won’t work.
Prospecting. The key to this is taking massive action and having many avenues for generating new prospects. When we lose our discipline, we end up only doing 1 – 2 things to generate traffic. No sales will ever be closed unless you have people to speak to.
Nurturing. This one is frequently ignored. You must have a member nurturing program in place. The idea is to help maintain interest and desire. This is particularly important for new members. You must create value over a long period of time (nurturing).
Planning. Without proper planning you will end up becoming a victim of circumstances. Proper planning will allow you to use your and your prospects time most effectively.
Value. You must show value when making the outbound call and when giving the tour. Every prospect interaction should include value, be a resource center.
Follow Up. This is usually the first to go. Salespeople on average will only follow up on leads 1 – 3 times and it will take 8 – 12 follow ups to have success. Persistence is one of the ways that trust is established.
Now, go show your sales discipline!
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.