We make big promises. It’s needed and can add excitement. But, no member should be misled to believe that all they need to do is show up and their problems will be solved. The fact is many overzealous salespeople aren’t always cognizant of what’s possible and realistic. They choose to exaggerate the speed or the ease in which true fitness goals are reached— when really there are a number of factors involved.
Look, anyone can get in shape, but you’re not doing anyone (your club or your members) any favors by exaggerating claims, shortcutting reasonable time frames or promising unlimited “FREE” support if you aren’t prepared or willing to give it. We must understand what our members want, help them set realistic targets and provide the tools they will need either paid or complimentary. In the long run, this honesty and openness with the prospect creates the type of relationships that lasts. Then when we under-promise and over-deliver we have a client for life.
Frank Emanuel
Health Club Marketing Contributor
