One of my blog posts titled, “How to give a proper tour,” was published on November 19, 2014. If you missed it, no worries, click on this link and check it out: http://clubsolutionsmagazine.com/2014/11/sales-give-proper-tour/
In that blog post, I go over my five steps to giving a tour.
1. Meet and Greet
2. Qualify
3. Build value
4. Present prices
5. Ask for the sale
I also discuss four important characteristics that are needed of a membership salesperson.
-Smiling face
-Has enthusiasm
-On time (punctual)
-Dresses professionally
I would like to further the topic of membership sales by going over five keys that will make you a super rock star when it comes to tours and membership sales.
Key 1: You must use the product. You need to be a regular exerciser. You don’t have to be a two a day, 6 day per weeker, but you can’t be a stopper and starter, and you need to use as many of your facility offerings as possible. For example, if you work at a traditional big box club that offers a lot of group exercise options, you should be participating in most of them. Kick boxing, yoga, Body Pump, etc.
If you are a gym that pushes and promotes small group personal training, you better know all about it. Can you do a kettlebell swing? A goblet squat? A deadlift? If not, learn them today, and make more sales.
Key 2: Discuss the product on the tour. If you are a regular exerciser, using the products that your gym promotes, it will come across in your appearance and demeanor. And talking about how awesome and cool your equipment, classes and sessions are will also be easier. Using the product and talking about it from a personal experience will allow you to be credible and relatable, which are two things necessary to be a good salesperson.
Key 3: Get a fitness certification. Research shows that people prefer to be toured by coaches or trainers. If an actual certification isn’t feasible, at least consistently read books on fitness and nutrition. Gym owners: require your staff to spend 30 minutes per day reading about health and fitness. For a list of recommended books, email jason@jasonlinse.com with “fitness books” in the subject line. The point here is that membership salespeople should take advantage of working for and around fitness people and become one of them, even if they never train or coach a member. They are viewed by prospects as being “fitness experts” because they work in the fitness industry.
Key 4: Be really good at getting new members to schedule appointments with the next step, typically an assessment/complimentary workout or session. This takes some skill and some practice. Membership salespeople should be held to a new-member-to-appointment percentage of 70 percent. This will require a salesperson who uses the product, discusses the product and has a solid fitness knowledge base. Then, it is a matter of getting the new members excited to book the appointment.
Key 5: Alter your sales style based on individual personality. If you feel that you are touring an “organizer” (polished appearance, matching attire, punctual) then talk about your “plans” and “programs,” and don’t leave out many details. If you feel you are touring an “energizer” (mismatched clothing, likely in a hurry, high energy) then talk about the variety of your equipment and programs, point out any challenges you may offer, and focus on any deals or specials you have. If you feel that you are touring a “harmonizer” (a lot of bright colors, very friendly) then talk about how awesome and positive the members and staff are. If you feel that you are touring an “analyzer” (asks a lot of questions, is looking for “information”) then talk about the qualifications of staff, be patient and don’t get frustrated with all of their questions. Email me at jason@jasonlinse.com with “personality” in the subject line for more information on how to assess different personalities.
Keep changing lives.
Jason Linse is president and founder of The Business of Fitness, a consulting company. He also owns a personality assessment company called People Plus+ Fitness. He can be reached at jason@jasonlinse.com or at 612-310-1319. Visit www.jasonlinse.com.
