What does a buyer look like? Sometimes it’s tough to tell whether your prospect is serious about a membership or just curiously shopping. However, I have heard from way too many sales associates that a guy was “just looking.” There’s an old sales cliché that says he wouldn’t have stepped on the lot unless he intended to buy.
It’s imperative membership advisers remember this saying. Certainly there are such things as window shoppers. However, even a window shopper can be convinced to spend money if the value exceeds the investment, the product eases the pain or make something easier in someone’s life. The only thing a seasoned salesperson should concern themselves with is whether or not a prospect shows up. If they show up, walk-in, call or drop by it is our job to share how we scratch whatever itch they have. Not prejudge or assume regardless of what they say initially and definitely ignore what you think they look like — whether they’re a buyer or shopper. It’s our job to turn shoppers into buyers.
Frank Emanuel
Health Club Marketing Contributor
