One of my clients was struggling with selling a couple of products that they want all members to buy and use: posture insoles and heart rate monitors. The client really believed in the efficacy of these products, yet very few folks were buying one, let alone both. And it seemed to have a lot to do with the cost. The total retail value of the two was over $700.
So, together we came up with a solution that made sense: Offer a membership where these products are included, raise the rates of the membership, and make it a 12-month contract. As a result, they have had more success with that model, but still not what they wanted.
Then it hit me: People aren’t going to simply purchase insoles or even a heart rate monitor unless you create a lot of value with these products. And the best way to create value is to start by asking questions.
“Mary, do you have back or neck issues?”
“Yeah, my lower back bothers me sometimes.”
“Mary, everybody should be using fitted postural insoles to keep them in the correct alignment all day long. We have a membership that includes these. I will show you that after your session.”
“Mary, do you monitor you heart rate during exercise?”
“No.”
“Are you struggling with results?”
“Yes, I am.”
“Mary, everybody should wear a heart rate monitor to ensure he or she is working out in their primary heart rate zone while exercising. And wearing our heart rate monitor will ensure you’re doing so. With one of our memberships, you receive a heart rate monitor. I will show you that option after your session.”
Ask questions, listen and respond, focusing on the benefits of the feature/products you are selling.
Keep changing lives.
Jason Linse is the founder of the Business of Fitness. For more information email jason@jasonlinse.com with “build value” in the subject line, for a document to help with the value-building process.
