One of the most underutilized sales tools is an information packet. While it’s nice to get prospects on the first visit, it doesn’t always happen, and all they are left with is their thoughts. Of course, it doesn’t have to be this way. You should send them away with something more than a price they’ve scribbled on a business card. Leave that to the club down the street.
The next best thing to going home with a client and constantly answering their questions is an info pack with all the goodies, benefits and results they will enjoy by choosing your facility. These welcome/info packs can include staff bios, members-only discounts, description of services and classes, valuable fitness information, a letter from the owner — anything that builds value in your program and informs them about all you offer and more. All things being equal, which facility would you choose? The one that sets a high level of expectation, provided more information, gifts, explanation of what you get for your money; or a throw away piece of cardboard?
Frank Emanuel
Health Club Marketing Contributor
