From day one in our industry, the biggest challenge always has been getting prospects to come through the doors. We make 100 phone calls, and book 10 appointments. We set up 30 lead boxes, and get three legitimate names and numbers. We work the floor during prime time for referrals, only to be off on the day the referral comes into the gym to join. So when we do finally get a prospect to walk into our club, we need to maximize our interaction with the guest by giving them the best Benefit Tour possible. Here are some helpful tips on how to get your guests emotionally excited about starting their fitness plan, when they first come into your club.
1. The Greeting and Introduction: The first impression that you make speaks volumes of the club you are representing. A big smile, confidant handshake and good energy are vital. Mirror and match your guest’s personality. This immediately helps to let their guard down. Begin rapport building by simply asking what brought them into the gym today.
2. First Transition: This is the process by which you explain exactly what is about to happen next, and it eliminates any gray area that may exist to the prospect. Keep in mind, the guest may be a little anxious or self conscious, especially if they are de-conditioned and out of shape. Let them know the two of you are going to sit down for a few minutes and discuss their in-depth goals, then take a tour of the facility where you can show them all of the benefits your club has to offer. Finally you will be sitting down to review the membership opportunities available. Simple enough! Now, the customer knows exactly what is happening and can engage in the process without any hesitation.
3. Qualifying the guest: Before the tour, sit down with your guest and discover specifically what it is they are trying to accomplish. Dig as deep as you can and try and find that significant emotional experience that brought them into the club. It’s not just because they want to lose 10 pounds, it’s because they want to lose 10 pounds for something specific — high school reunion, honeymoon, bathing suit season, etc. This is where you stir up their emotions, get as much ammunition for the tour as possible as it relates to their goals, and also overcome as many “objections” as possible before we ask them for the sale.
4. The Benefit Tour: When you are touring your guest never walk around and just point to your features. Think about it: most of your competition has the same features you do. Instead, talk about the benefits of those features. Most people don’t care about a specific brand of treadmill; they care about the benefits that treadmill will provide. Remember, benefits and results get people emotionally excited, not features!
– Assume the sale. From the moment your prospect walks in, assume they are there to join without question.
– Ask questions and get your guest to engage in conversation and do most of the talking.
– Frequently use the prospects name on the tour … make it more personal and about them.
– Always introduce your guest to a staff member during the tour, preferably a trainer.
5. Second Transition: Now that you are finishing the tour, it is time to transition from the workout floor, back to the price presentation area to review membership options. Ask them questions such as “what did you think of the club, it’s beautiful isn’t it,” “can you see yourself working out here” and “it sounds like we had everything you were looking for, didn’t we?” Once your guest has answered those three questions, it’s the perfect time to present your prices and “invite” them to be a member of your fine club.
People like people who are like themselves, and people buy things from people that they like. If you can gain your guests’ trust and win them over by using a friendly, energetic, benefit laden tour to stir up their emotions, chances are you’ve just gained your newest member to your club!
Sean Ratliff is the Vice President of the Triad Fitness Group, accomplished in creating and implementing sales training and management development systems. Sean can be contacted at 919.208.7246 or seangoldsgym65@aol.com.
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