The needs analysis is by far the most crucial part of your tour. This question and answer session is designed to give you all of the information you’ll need to close the sale. It’s also designed to help you build rapport and trust with your prospect. Don’t fall into the “I do my needs analysis on tour” trap. Think about the absurdity of that. Why would you even begin a tour if you don’t have the customer’s precise needs nailed down?
I believe the majority of the sales lost in our industry are due to the membership rep either not doing a needs analysis or doing a poor one. Your prospective member will respect the fact that you are performing a simple fact-finding mission to determine their exact needs and interests so that you don’t waist their time or yours.
Here Are Some Needs Analysis Tips:
Start your needs analysis by saying: “Bob before we get started on tour I’d like to ask you some questions about your needs and interests in the club. The information will allow me to really focus on what’s important to you during our tour, is that fair enough? The answer will always be yes.
• If you are right-handed always seat your guest to your right. This allows your guest to see what you are writing and they will be more comfortable.
• Title your Needs Analysis form Getting To Know You. That is what the needs analysis is all about. Don’t start selling until you have taken the time to get to know them and all of their fitness needs. I generally spend 20 to 30 minutes on my needs analysis.
• Your guest should be talking 70 percent of the time. That is during the needs analysis and the tour. You will accomplish this through your mastery of asking questions and good listening skills.
• At the conclusion of your needs analysis thank your guest for sharing all of their information with you. Assure them that with this information, you’ll be able to do a great job on tour focusing on their needs and interests.
A Powerful Needs Analysis Will Increase Your Closing Rate By As Much As 50%
My Needs Analysis is always changing. You should constantly work on making your needs analysis better. On this page is the most recent version of my Getting To Know You form.
I give you my personal guarantee that if you uncover all of this information prior to going on tour, and you fill the needs on tour, your price presentation will be a slam dunk. All of these questions are designed to flush out objections and help the prospect make an informed decision at the end of their tour. Before you go into your price presentation, I suggest you re-cap all of their needs and make sure they have agreed that their needs will be met at your club. Once they have agreed that all of their needs will be met, you’ll stop hearing “I need to think about it” a lot less!
Jim Martin is the President of Powerful Promotions. He can be contacted at 877.822.5577, or visitwww.powerfulpromotions.com.
