Last year, the average American spent less than 1.7 percent of his or her income on fitness services. “Free weight loss” tracking apps are gaining popularity, threatening the need for fitness consultants altogether. If this trend continues, health facilities will need to work harder at getting, and keeping, annual gym memberships. Perhaps people no longer see the value in physical fitness. You and your team may have a higher calling — to rekindle the flame of fitness for men, women and children everywhere. Answering this call through an “Intentionally Engaging Experience,” or IEE, will prove to be a surprisingly effective strategy for filling your facility with passionate and energetic warriors who are committed for the long haul.
What’s On Your Mind?
Engagement begins with deliberate focus on the customer. The easiest way to detour his or her interest is to assume that you know why he or she has come in to visit your facility. Train your staff on how to listen before speaking. Understand the difference between hearing and listening. Hearing refers to sound but listening requires focus, retention and comprehension. If paying close attention, the listener can use the visitor’s choice of language, tone and body movements as an indicator of relevance. Think of this as the most attractive step in the sign-up process for the customer. During this time, a potential new member may share their individual health story. The information that the customer provides should become the foundation for your consultant’s pitch. Help the customer feel free to speak. Make their concerns primary. Use comforting gestures and encouraging words. Assure them you honestly want to know what’s on their mind.
Lights, Camera, Action
Once your employee knows what has motivated the customer to try your facility, the spotlight is on him or her to explain why they’ve made the right choice. People are inspired by what they see rather than what they hear. Encourage employees to have transformation pictures on hand. Potential clients need to see how being committed to a fitness regimen can pay off. Once they have a visual on how another member’s health was improved, they will be motivated and ready to hear more.
Mental obstacles can act as a major antagonist to progress during this process. Losing weight, training for a marathon or building muscle mass begins with a psychological boost. The staff member must gain trust and respect first and foremost. To break the ice, he or she can share his or her journey. If the consultant gives a personal account, it should last no longer than three minutes. Make the testimonial engaging and sincere. The potential new member will relate better to a personable story rather than a rigid script.
The Big Picture
Chances are you will be met with skepticism when approached by inquisitive prospects. The source of this disbelief is difficult to pinpoint; however, it can be dispelled or diminished. A hopeless, distraught or discouraged individual can dream again with the proper IEE application.
On occasion, the employee may have to create an outcome for the customer. This is where your employee combines his or her creativity with his or her knowledge of the services and products your facility offers. It is with this understanding that he or she can portray a futuristic scenario that illustrates how a membership to your gym will work in the client’s favor. It’s the staff member’s challenge to paint a picture where the client has time to visit the facility despite his or her hectic schedule. Your employee may even have to illustrate the client’s ability to afford your fees with their current personal budget. However your employee tells it, the big picture needs to be told in such a way that the potential new member sees themselves enrolled and happy with their decision.
An IEE begins on the inside. Create a corporate culture for your team that helps them maintain a love for not only health and wellness, but serving the community. This passion will become uncontained and the employee will provide each potential member with a memorable experience naturally.
Terrell McTyer is the Marketing Monster of Affiliated Acceptance Corporation. He can be contacted at 573.374.9970, or by e-mail at Terrell.McTyer@Affiliated.org.
