Various activities contribute to an effective health club sales process. Share this short guide on lead generation, negotiation, relationship building and retention with your sales team to ensure you have an active system in place to win members and keep them.
Play #1: Generate Leads
Lead generation is fundamental but difficult. Many health clubs outsource this task because it is tricky to obtain qualified leads. Advertisements, search engines and direct mail are useful tools, however, word of mouth referrals usually generate the best (and most cost effective) prospects. A single member can become 10 if you encourage or incentivize him to share his fitness experience with others. If you are new to the game of sales, get your feet wet with personal friends, family and existing members to gain referrals.
Play #2: Follow-up on Inquiries
Prospects will possibly request information through the health club’s website, blog and other online content. In all likelihood, inquiries generated by online exposure will easily convert to members, because the prospect sought out the information. Respond quickly. Handle them with care. Some leads are not ready for conversion, but stay in regular contact until the time is right.
Play #3: Accommodate
When negotiating, the questions you ask of the prospect will enable you to offer the activities and classes of greatest interest. If the prospect expresses concerns, handle the negative points delicately, but always be honest and friendly. If the potential customer feels attacked, the sale may be lost. Therefore, give them time to make a decision. Keep in mind that they may have to consult a significant other before making a final decision.
Play #4: Prepare to Negotiate
Negotiation is an important part of sales. Be knowledgeable about the facility and equipped with a thorough knowledge of the services available. Undoubtedly the prospect will ask why they should join. During this period share the associated perks and benefits. When the prospect compares your services to those of a neighboring health club, know the advantages of your offerings over the competitors to gain leverage. Be flexible but firm. In the long run, bribery will get you nowhere. Fight the temptation to give away services. The club will only lose money.
Play #5: Maintain a Positive Attitude
Implement the philosophy that you will catch more flies with honey than vinegar. Combat negativity and aggression with compassion, but don’t be a push over either. Approach clients with grace and understanding. Be helpful not forceful. Make the experience fun and exciting. The potential new member should feel like a part of the family, not the means to fill a quota.
Play #6: Build Relationships
Express a genuine interest in the prospect’s desires. Proactively ask questions that show sympathy for their needs. Use the answers to provide the offers they need most. Be attentive and ensuring. These efforts create a comfortable buying experience and ongoing relationship.
Overtime: Retain Members
You did it! You won a new member. Now, keeping them is just as significant as getting them. Repeat customers lead to residual success. When a member has several choices of fitness providers, small team actions can make a big difference. Be accessible and friendly. Answer questions and serve with integrity. When a member is treated well or finds an enjoyable class, he or she will stay loyal and tell others. Maintain existing business to gain and preserve the competitive edge.
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.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
