When I used to work retail, I would spend so many hours giving off my big fake smile that my face would hurt. During the holidays, I remember my colleagues and I grabbing beers after work and everyone moving their lips to try and stretch out their exhausted faces. The fake smile is one of the worst aspects of retail, but I believe it is a must.
The power of a smile is intoxicating. If an angry customer comes up to you and you have a great big smile on your face, they will instantly calm a little. It probably won’t completely relax them, but they are less likely to scream at you.
The smile makes people feel like you really care and that you are genuinely listening to their problem — as opposed to playing Joe Cool and calmly looking around the store as they explain their problem. Now, I’m sure you’re saying, ‘Tyler, clubs aren’t retail,’ but that’s where you are wrong.
Each day old, new and prospective members walk through your front doors. Some just want to check in, some want to discuss a problem and some want to sign up. If the people behind your front desk are standing there with frowns asking customers, ‘what do you want,’ your customers aren’t going to get a great result. Front desk people that hold a smile for each and every member wins the hearts of clients.
The same continues onto the workout floor. Now, I know, it’s not real cool to be sporting a smile all day. I remember in Tombstone, one of my favorite flicks, Wyatt Earp saying, “I don’t laugh all day long like an idiot…” It’s not perceived as “confident” to be smiling and laughing all day, but trainers that walk around the workout floor like bodyguards don’t grab the attention of the typical member.
Sure, the guys that are in the gym everyday might look on the trainer and say he looks tough, but those people aren’t going to ask for training sessions. If you walk around the gym like the tough guy, no one wants to approach you. You’ve got to smile, look friendly and make yourself approachable — especially during this time of the year.
Take a moment and think about your current clients. Are they extremely fit people? When they came to you and asked for sessions, did you question why because they were already so fit? Probably not! Your clients are typical people that are just learning about fitness. They probably hit up a Five Guy’s restaurant the night before with their family and today is the day they are going to get fit. If you are walking around the gym like Randy Savage or Hulk Hogan, you’re not going to be approachable.
This goes for trainers behind the training desk too. Just because you are behind a desk, staring at a computer screen with your headphones in doesn’t mean you’re invisible. People see you sitting over there, not working with a client. Immediately, this seems like a great time to approach someone. However, if you looked ticked off, no one wants to approach you. This means, you just lost yourself a client. But, if looking “cool” is more important than making money…have at it!
Remember, working at a gym, managing a gym or owning a gym is just like retail. You have to deal with people each day and you have to be a happy place for people to be. If your employees appear happy, your members will resonate with that and be happier — even as you kick their butts into shape.
P.S.
Considering this is my last blog before Christmas, I wanted to wish everyone in our industry and their families, a Merry Christmas! I’ll wish you a Happy New Year next week. Thanks for reading!
Tyler Montgomery is the Editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com
