Let’s face it, a lot of membership sales presentations are really boring. Salespeople talk about why their price is great, why their equipment is better, how many classes they have and the history of their club. Gym prospects don’t relate to this — quite honestly they could care less. That’s why they look so bored.
Great presentations get the prospect’s imagination involved. The best way to involve the imagination is through storytelling. Stories rich in descriptive detail get the prospect picturing them using your club and better yet, getting in great shape. If they begin to imagine themselves strutting into a class reunion ripped up, or being able to tear up a prescription for blood pressure meds, this evokes that “I Gotta Have It!” reaction. This is what we are looking for.
Frank Emanuel
Health Club Marketing Contributor
