You can’t sell them all, but here’s a tip to help sell them later. What do you do when you have a guest that didn’t purchase a membership? Do you go to the guest log and write “miss” on that guest’s name? Is that it? Well, here is the sales tip of the week. After you get done writing “miss” on the guest’s line, flip over your guest log to the back and write that guest’s name, and then write a sentence or two why they did not join your club. When you follow up this provides you with something to discuss with the “missed” person. Maybe they wanted to talk with the wife (get her name too), maybe they wanted to shop around, maybe they were leaving for vacation tomorrow. If you have notes for the “missed” guest, now you have something to talk about when you call that “missed” guest back. What sounds better: “Hey John, this Eric from XYZ. I just wanted to call to see if you wanted to join my health club,” or “Hey John, this Eric from XYZ health club, I just wanted to give you a follow up call. I know you were taking a trip. How was your trip?” Selling is about building relationships. Asking this person how their trip may get them to talk to you for 10 minutes. The more someone talks to you, the better chance you have to get them back in your club and sell them a health club membership. So take the extra step and make notes on all your “missed” guests.
Eric Vyborny
Fitness Marketing Contributor
One other thought….For all ‘missed guests’, offer a free week or 4-Visit Pass (to use within 10 days so the visits are frequent) and set them up with a complimentary orientation appointment with a fitness instructor. The intimidation factor of walking into the club without a plan is greatly reduced.
The Membership Counselor now has a reason to follow-up with the guest, both before (to remind them of the appointment, what to where, how to check in, etc. ) and after to inquire how everything went. A much more genuine and sincere follow-up approach. Plus–85% of those missed guests who follow through on that fitness appointment join in our four clubs. Not interested in a fitness appointment? Attach their ‘pass to a class’, and write on the pass the date, time of the class they are going to try. Again, follow-up before…follow-up after…..you’ve got a new member!