How many times have you wanted to go see a new movie only to wait until someone else you know has seen it first? If you’re like most people, this has probably happened more than once. I mean, who wants to risk their hard-earned cash on yet another total “bomb” movie? However, what happens when you hear a positive review about the same movie from a trusted friend or family member who has already seen it? You feel much less risk and go for it. It goes the same way when it comes to buying just about anything…even joining a gym, or hiring a personal trainer.
THE DECISION-MAKING PROCESS
You see, we all follow the same decision-making process:
1. Defining the Situation
First, we define the situation. This means we realize that we have a desire, need or even a problem that needs solving. For example, “I’m flabby and need to join a gym to get back in shape.”2. Rating the Situation
Next, we rate the situation based on its importance in our lives. Using the example above, I might feel like I should get in better shape, but it can wait until next month. However, if my 20-year high school reunion is in the next three months, the level of importance suddenly skyrockets.3. Gathering Information
Then, we need to gather more information. So, now that I know I really need to get into better shape for my reunion, I gather information about how to best accomplish my goal and remove the pain and embarrassment that comes from being out of shape. I search the Internet, read books and magazines, and contact a few local gyms.4. Making the Decision
Finally, we make the decision. After weighing all my options, I finally decide to join a local gym and sculpt my flabby body.
Even though the steps listed above are almost always the same when it comes to the decision-making process, it is the time involved that is different. For example, choosing which pack of gum to buy at the checkout counter is going to happen much faster than choosing a new car. The point is this: If you can somehow move someone through this decision-making process as quickly a possible, you stand a much higher chance of closing the deal and signing-up a new member for your club.
THE SECRET TO HELPING PEOPLE MAKE FASTER BUYING DECISIONS
The single, best way to short-circuit the process is by using testimonials. No other sales tool has greater power and influence than testimonials. What someone else has to say about your product or service carries infinitely more weight than what you say.
Think about it this way, have you ever noticed that late-night infomercials are almost entirely testimonials? They show one person after another who has used the product and achieved the success you are after. I’d even go so far as to say that roughly 90% of the “show” is testimonials, with the remaining 10% being about the product.
Testimonials can be even more effective when they come from an expert in your field. Consumers expect you to say good things about your company. But, when an expert says it, then it must be true.
Going back to our movie example above, whenever your trusted friend says, “Have you seen this movie yet? Oh my goodness, you have to go see it. It’s amazing!” You don’t need to gather any more information because you’ve already made up your mind.
The same holds true for your gym. Anyone can claim their club is the best in town. But, when you have a multitude of your members telling their friends about it, you may end up having to turn people away.
USING TESTIMONIALS TO GAIN MORE MEMBERS
Starting right now, I strongly suggest you do the following: Odds are pretty high you already know exactly who your best clients are. Simply ask them to write a testimonial for you. You will be pleasantly surprised that almost all of them will be more than happy to comply.
Make sure to pick people who best represent the markets you want to target. Next, ask them to write their testimonial based on a common theme or obstacle you might be facing. For example, let’s say you are the most expensive club in town. Imagine how much easier it would be to sell potential members if they read a testimonial from a current member that explains how they gladly pay more to belong to your club because of the great service, cleanliness, etc., your facility offers. The point is to develop a mountain of evidence to present to prospects that removes their objections and concerns about joining your gym instead of another.
Once you have a good collection of testimonials, you should create a “Wall of Fame.” Take pictures of your current clients and hang them on a highly visible wall with their testimonials next them. This wall will not only help you sell prospects; it will also serve to resell your current members.
And, if you use print, radio or even television advertising, you can build an entire campaign by using nothing but testimonials. In the end, sales will go up and you will have a huge advantage over your competition.
Brian Andrews is President of All American EFX, a sports nutrition company. He can be contacted at 800.659.3406, or by email at bandrews@aaefx.com. You can download his new FREE book called “CREATINE: Industry Insider Secrets Revealed.” Or, simply contact him to have a printed copy mailed to you.
