Here is a pretty effective little trick. When you are giving a membership presentation, picture your prospect as having the words “SO WHAT?” stamped on their forehead. Imagine that for everything you say, the prospect is asking “so what, why should I care?”
Remember, prospects only care about how fitness can eliminate a problem that they have or help make their life better. They may ask your hours or about the cost; they might even be looking for some specific machine they used back in their heyday (although you probably don’t have it).
They will ask a lot of questions that may seem relevant, but the answer to this question is always what your facility or program does for them (benefits), not what your product is (features) or how it all works. Explain this, and the rest takes care of itself.
Frank Emanuel
Health Club Marketing Contributor
