Sales can be defined as a transfer of emotion. Our ability to get a prospect emotionally connected to their decision to join is rarely accomplished by a low price, a fancy set of dumbbells, or the latest class offering.
All too often salespeople are satisfied they did an adequate job assisting a prospect by spending a lot of time explaining all the options for exercise, pointing out endless arrays of equipment or rattling off amenities. There are in fact, “bells and whistle” folks out there, but they don’t join a club solely based on the laundry list of things they can do while they are members. They join for the same reason everyone else does —because they feel their gym is the solution to a problem.
We want to think it’s enough to beat a price or have a better location when in fact if we focus all our energy on connecting with prospects, helping them decide based on their wants and needs and make an emotional attachment between what your facility can do for them, everything else just becomes a nice bonus and not mandatory. On the other hand, having good feelings about belonging should be.
Frank Emanuel
Health Club Marketing Contributor
