The first lesson I learned as a fitness salesperson ended up being the most important to my future in this industry. I remember shadowing my first sales manager as he toured a prospect around the club. I was to watch and learn from him so I could start selling memberships. I was astonished to see how he handled his prospect. He actually spent more time in the office questioning the prospect about his fitness goals than he did explaining or showing the facility.
Actually, he was a few questions short of a professional analyst! He was questioning and cross-examining the prospect about his commitment to his goals, using ultimate respect and preciseness – something that I thought only polished attorneys knew how to do. I was amazed at how the prospect allowed him to dig into his life as he spurted out answers to questions like he knew my sales manager his whole life. Answering questions about questions about questions! Although this was incredible to watch, I had no idea what he was doing. “Why is he asking such pointed, deep questions about the prospect’s attitude and commitment toward his fitness goals,” I asked myself. When I discovered why, I then learned the most important lesson any fitness center salesperson could ever learn: The prospect’s procrastination is their biggest enemy! The sales manager was overcoming the prospect’s procrastination.
Procrastination is natural for the prospect because they’re uncomfortable, unsure, and pessimistic about joining. I eventually learned that “procrastination” must be dealt with in every aspect of the fitness sale. That’s right, every aspect! …From start to finish. Which leads me to the tiny little mistake that’s costing many health clubs so much money in every part of the world: Not dealing with procrastination from the start to finish.
Here are four areas you must address regarding procrastination with your prospects during the sales process:
1. The response: When your prospect responds to your ads, marketing pieces, phone calls, lead boxes, promotions, a referred lead, or anything for that matter, then quickly respond to the prospect. First, if you have their telephone number, get the prospect on the phone. Make sure you have a good telephone script, and set the appointment for a tour. As soon as you get a lead, contact the lead. Within seconds. Don’t wait, do it immediately. Why? Many reasons, but two very important reasons. One, the lead is very hot when they respond. They’re emotional and ready to buy. They’re ready to start an exercise program. Give them a few more minutes or hours and their tendency for procrastination will grow, and the excuses will start to develop in their mind. Second, they’re probably responding to other clubs. And, if other clubs are more aggressive, you may lose the sale.
2. When they enter your club: When your prospect arrives, have a system. Don’t let the prospect perceive that you are shooting from the hip. Have a process for them immediately when they walk in. Make sure they’re greeted properly. Make sure they fill something out as soon as they walk in. A sign-in sheet, a personal profile, or something like it. This obligates them to the tour and removes some barriers. Having a prospect standing around, being stared at or wandering around may make them walk out or reschedule if they feel uncomfortable.
3. The tour: This goes without saying. As I explained about my sales manager’s example and my first and most important lesson, you need to address and destroy procrastination before you show them your club and the prices. This is so important. As a matter of fact, if you simply do this one step, your sales and closing percentage will increase immediately. (I’ve seen it happen countless times.) First, ask the prospect about their goals. A million questions if you can. Ask them about the benefits of achieving these goals. Ask them about the benefits of the benefits! (“Why is that goal important?” “What will be different in your life when you achieve it?” etc.) Then, once you’ve dug and dug some more, discuss the reason why they will not reach these goals…Procrastination! Ask them to describe a procrastinating exerciser. Explain and educate them on why procrastination destroys goals and commitment. Once you do this successfully, then and only then should you “tour” them around your club.
4. The closing: Once you’ve toured them around your club, it’s time to discuss this ugly word again, procrastination. Before you take them back into your office to show them the membership prices, talk about procrastination again. Believe it or not, it’s crept into their mind already! You’ve seen it yourself. The prospect tells you how they’re going to join today. They talk about joining today. They show interest in joining today. But, once the prices go out in front of them and it’s time for them to pay, they come up with all kinds of excuses. Review your previous discussion about procrastination and then proceed to discuss membership prices.
Pat Necerato is a Sales and Marketing Expert with over 15 years experience in the fitness industry. He can be contacted at 866.468.2832, or go to www.MoreNewMembers.com and get his FREE Marketing Video & Report.
