By: Jim Thomas
President/Founder of Fitness Management and Consulting
It sounds simple, doesn’t it? On the flip side, what happens when you don’t ask a guest to join your club? The short version is that you don’t get the sale. The longer version is that the potential member doesn’t join, joins another club, or continues putting off his or her decision. In any of these cases you have dropped the ball in your role as a health club salesperson.
One of the most interesting sales questions for health club owners, managers, and salespeople is simply “Why do owners, managers and salespeople spend such a great deal of time, effort, energy and commitment to get in front of a prospect — only to let the opportunity to sell a membership sail on by?”
Maybe you’re thinking that the cause of losing a sale is a sense of fear driven by a desire not to offend – or to avoid being offended yourself when your guest says “No.” But that’s not quite correct. Or maybe the sale slipping away is due to the inability to establish benefit and value in the prospect’s mind, not to mention the salesperson never really knowing when or even how to ask someone to join the club. That’s not really the reason either.
It’s also easy to blame poor marketing, pricing, the club, the boss, the competition or anything else. Generally speaking, though, the sales problem is usually traced back to the salesperson. Let’s look at some of the qualities, or lack of qualities, that cause this:
That being said, how do you fix the problem? If it is to be, it’s up to me! Here are some strategies to help you begin closing membership sales today:
Are you ready? Go close a sale today!