Often sales people find themselves stressing and not quite hitting the mark for their company’s sales goals. Often it’s a simple solution, but sometimes you have to dig deeper than the surface level to get yourself out of the funk. Let’s face the reality that your company is not going to be too patient with your slump, so let me make some quick suggestions that will work.
1. Are you working out yourself? I have met many sales reps who are in shape. At least by appearance — the fact is they don’t work out at all. Every conversation they have about fitness is always about what someone else does, but they themselves can’t really relate to other’s needs because their conviction to fitness is not strong enough. Here is what I know when I run or lift or bike or do anything — I am more likely to have conviction when talking about fitness than when I am not. It’s only logical that if you want to have empathy towards others you have to relate to what others are dealing with. If you want to talk about changing people’s lives you must first live the lifestyle.
2. List why people come to a health club. Literally write 20 reasons why people exercise, and go over them daily. Keep the focus on others. Never make the conversation about anything other than fitness. If you’re seasoned at selling, you have many testimonials that you can share, you may have pictures, you may have thank you cards from past success stories. Keep the focus on the needs of the prospect and share success stories. Remember, prospects are always looking for guidance and solutions; it does not hurt to have many examples handy at all times.
3. Never bring your challenges to the table. Many times when sales people are having difficult times they think of the next tour as a potential paycheck. You may be hitting rock bottom. Customers can see through that so easily. People need to know you care — when people know your care than great things begin to happen, if a customer senses you just want them to join your club, than you will always get pushback. Always be interested, it’s better to be interested than interesting. You were given two ears and one mouth — that’s why you should hear twice as much as you have to say. Let the customer know that their needs come first, that you have a solution and that you will help.
Everyone will experience a slump, often that is related to poor work habits, not poor sales skills. I believe that 40 percent of the prospects who enter a health club would join if there was a not a sales person. We are there to enroll the other 30 percent to get to a 70 percent closing ratio or above. If we live a healthy lifestyle, focus on other’s needs, have testimonials and really believe that we can make a difference in every person’s life that enters our club, you will find that a slump is just a short-term period. When you are positive about wellness, you will start to attract the right people, the right attitudes and your passion will be contagious.
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.
