If you can understand the personality of a prospect, you’re much better able to sell to them. That is why personality and communication assessment tools can be quite handy for any membership salesperson.
The one I personally like to use is quadrant based, much like Myers-Briggs and DISC. However, my assessment is different, because it only takes about five minutes to complete and it uses color, which is shown to be more fun and memorable for the participant.
If you can determine the primary color (quadrant) of a prospect, member, co-worker, employee or boss, you are enabled to change your behavior and communication style to align more with theirs.
However, having a prospect who just came in to take a tour for the first time, take even a 5-minute assessment, is not always feasible. So, here’s an effective short cut to help you increase closing percentages.
The four quadrants: ORANGE, YELLOW, GREEN and BLUE.
I want you to try to figure out if the prospect is more YELLOW or ORANGE, and not worry about GREEN and BLUE.
So, on your needs analysis sheet, have the following written, preferably near the bottom:
“Which one of these phrases best describes you?: Organized and plans ahead OR Competitive and adventurous.”
The top one describes a person who is YELLOW. The bottom one is ORANGE.
Someone who is ORANGE is an “Energizer.” This prospect will respond well to words like “challenge,” “fun,” “options” and “variety.”
These folks are typically not as interested in tons of details about the gym. They want a quick tour, and really like a deal. So, work in those above words, keep the tour light hearted, on the fast side, and throw in a water bottle or gym bag — something to satisfy their desire to negotiate and get deals.
During a fitness consultation, treat an ORANGE like a rock star and don’t be afraid to say things like, “I bet you can’t swing this kettle bell (assuming they know the movement pattern of course) for 30 seconds.”
Also during a fitness consultation, keep it light hearted and emphasize how fun it is to work with a coach, especially in a group setting.
Some who is YELLOW is an “Organizer.” This prospect will respond to words like “programs,” “plans,” schedules” and “systems.”
These people typically are interested in details. They prefer a more organized tour, and respond well to lists. For example, “Number one, we have classes, number two, we have personal training, number three, we have … etc.”
During a fitness consultation, don’t goof around and tell jokes to a YELLOW. Be very matter of fact and demonstrate that you have an organized system in place.
Also, don’t be late and don’t go over on time.
There you go, a simple way to use some psychology to help you make some adjustments in your sales approach. People buy from people they like, and folks like people who communicate in the same style as they do.
Email jason@jasonlinse.com with “personality assessment” in the subject line and I will give you instructions on how to do this quadrant assessment using a computer.
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Jason Linse is president and founder of The Business of Fitness, a consulting company. He also owns a personality assessment company called People Plus+ Fitness. Contact him at jason@jasonlinse.com or 612-310-1319 for resources on scheduling more tours and personality assessments, or visit www.jasonlinse.com.
