Technology has its place, and in many cases I’m a hug fan! It has helped expedite processes, allowed the nonsystematic to systematize and given us unlimited tools to help ease our burden. With that said, sales are not one of the areas you should rely on a magic box or the web.
I hear all of the arguments. Everybody is doing it, right? Well, actually, no. There are tons of otherwise, advanced and tech leveraged facilities that don’t give an online enrollment option. While you may pick up an online sale occasionally, it falsely makes you think this process has been made easier. My question is how many opportunities did you lose because the prospect never visits your club, speaks to a passionate member of your staff and was satisfied they had all the information to make a good decision? Sometimes that message is hard to deliver over the Internet, and I encourage you to go Stone Age on this one. Inform online, engage online, encourage a visit online — don’t sell online.
Frank Emanuel
Health Club Marketing Contributor
