Often I send my sales reps out to visit other clubs. My goal is to show how most fitness sales reps really miss the mark by showing price without creating value. Often a sales rep can’t wait to say our club is only $29.00 per month or $10.00 per month. I do realize that certain consumers will be interested in price, but I can assure you that most are interested in results — to ensure results, we have to create value.
Creating value is often based upon what the customer desires and you sharing exactly how you can match that need with your facility. Here is what I mean: all health clubs have a treadmill, but what value is derived from using a treadmill? There are many values to discuss, but one value for a non-exerciser is that by using the treadmill for at least 30-minutes a day, five days a week many great things will start to happen. One value is that their body will be in motion for the first time in years — therefore, they will burn more calories, they will increase their metabolism and they will increase their cardiovascular system. As a result, over time they will start to feel better and will become more confident to try other areas of the gym.
When they expand their wings a little mountain of opportunity will come their way. It starts with one machine and one conversation. Prospects don’t come to your gym to hear about price, they come to your gym to hear about results. We can talk about results when we focus on the value of exercise and the benefits of the machines. We could do the same drill with every class, ever piece of equipment and every instructor. If you don’t create value than all you are doing is giving a zoo tour. You are no different than the zoo director saying there is a lion, there is a giraffe and there is a zebra. So please don’t say there is a treadmill, there is a bike and there is an elliptical, without sharing the benefits of each.
Chuck Hall is the executive director at Big Vanilla Athletic Clubs.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
When I received my copy with Chuck on the front, WOW! A blast from the past! One of my early mentors, I can remember working for Chuck near Columbia, MD…A beautiful facility; state of the art and a lot of traffic!! Lots of traffic and NO Closers! Chuch had his weekly (beatings) at the “NEW” club (another tactic to fire up his staff at the other 2 sites!) in the aerobic room. Hed lay out a situation and pair staff from different clubs to “role-play”!! Now I have never been told I was shy, or an introvert by anyone…this just seemed ridiculous to me and half the room! Then the light went off!!! I started applying some of Chuck’s Lombardi techniques infused with a lil Tom Hopkins and Zig Zigler…and voila! Closing became part of my everyday venacular! Chuch has been a pillar in our industry! He’s still old school, I’m sure, but no flies on him!! Best of everything Chuck, and THANX!!
Cheers Chuck! This article is one i have been waiting to read for so very long now..
I cant even begin to tell you how many times ive toured a facility and thought the membership rep was showcasing equipment lol. I have even told the rep i thought they should sell gym equipment! Lets admint it we know it to be true, we as consumers must see value over cost…we are wired in a way that we will literaly jump over things that we need to get to something that we want. It is more of a motivating factor. Remember folks that the only thing separating your gym from the next is the measure of value that is created or shown!!!!!