For many, joining a health club is difficult enough. Therefore, it makes no sense to make the choice even harder by giving the prospect 15 different membership options. Most gyms and even PT studios assume you need to have a membership for every occasion. The fact is, more choices often lead to indecisiveness, which often prevents the prospect from joining that day. If you’ve ever heard “I need to think about it,” make sure it’s not the overwhelming number of options you have just rambled off they are thinking about.
I recommend presenting no more than two to three programs based on what you feel would be the best fit for their goals and needs. It is okay to have more plans on the back burner to get them involved if needed, but by making the buying decision easy you will increase your first-time-visitor sales substantially.
Frank Emanuel
Health Club Marketing Contributor
