A client called me on Monday, January 5, 2015. He stated, in his words, that, “Our phones have been blowing up.”
Great news, I thought. We had spent some time recently going over my script and role playing telephone inquiries with him and his staff.
“All of them are asking about price.”
“How much?”
“What are your rates?”
“Tell me your membership costs?”
Okay, John, calm down, let’s talk it through, I said.
There are a couple of ways veteran gyms handle this situation. Some of them refuse to give prices over the phone, and some of them spit them out like it’s necessary.
Here’s the problem with giving price over the phone: You run a risk of the prospect hanging up without scheduling a tour. Moreover, if you aren’t the cheapest gym in the neighborhood, you run a risk of the prospect losing interest.
Also, prospects rarely ask for the prices because they really, really need to know the cost ASAP. They ask for the price, because they don’t know the proper questions to ask.
Here’s the problem with refusing to give the price over the telephone: We live in a day and age of consumers running the show, so to speak. This means you run a risk of pissing off the prospect by dodging the price question. Yes, some highly trained, seasoned membership sales veterans can get away with it, but they are the exception.
I recommend a happy medium.
Give them the price, if they ask twice. And have a paid trial membership to offer, 50 percent off your single simple-access membership. Thirty days for $19.00 is perfect for a gym that charges $39 to $49 per month.
“It’s a great day to get in shape at Awesome Blossom Fitness. This is Jason, how can I help you?”
“Um… what does it cost for a membership?”
“Okay, I can help you with that. Would the membership be for you, or you and someone else?”
“Just for me.”
“Okay, great, and what are you looking for in a gym membership?”
“Um… I was calling just to get the prices.” (sounds a little cranky)
“Okay, no problem. You can be a member of Awesome Blossom Fitness for 30 days for only $19.00 with no obligation to continue. All we need to do is set a time to show you around, and after the tour, if you are still interested, we will get you started for $19.00. What is your name?”
“Brooke.”
“Okay Brooke, what works best for you, afternoons or evenings?”
“Um… evenings are best for me.”
“Great. This evening I have an opening at 6:45 p.m. or 7:15 p.m. Which one is better for you?”
“Um… 7:15 p.m. will work.”
“Okay, I have you down. Brooke, what is your phone number?”
“612-310-1319.” (My real phone number. Call or text any time)
“Thank you. And Brooke, do you know where Awesome Blossom (my hometown is Blooming Prairie Minnesota and the mascot is the Awesome Blossom. Truth. Google it. I grew up an Awesome Blossom and still haven’t lived it down) is located?”
“Yes, right by Subway?”
“That is correct. And Brooke, one last thing; feel free to wear workout clothes if you want to use the gym tonight. And feel free to bring a friend or family member.”
“Okay, see you tonight.”
“See you tonight. Bye.”
Okay, that was easy enough right? I know that is only one scenario, but the key is if you use a paid trial membership, it makes the price questions much easier to deal with.
If you don’t use a paid trial membership, and they ask for the price twice, you will have to give it up. But that doesn’t mean you still can’t make the appointment.
“Okay, our single simple access rate is only $39.00 per month. What I would like to do first, however, is have you see are awesome gym. Let’s schedule a 10-minute tour, and then after the tour, I can show you all of the membership options. What works best for you, afternoons or evenings?”
Please email me at jason@jasonlinse.com with “telephone script” in the subject line and I will send you my phone script.
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.
