Many years ago, I was taught to ask each prospect 23 open-ended questions on every tour. I remember wondering how I was supposed to keep track and why 23? Why is that the “magic” number?
After a while, I figured out that there was no particular science to the amount of questions I was required to ask. It was simply a way to get me and the other salespeople to ask several open-ended questions. This training was invaluable and shaped my future in the fitness industry. No matter how much changing and evolving happens in gyms over the next several years, the art of asking questions will still be important to master.
Through the years, I have adapted what I was taught to fit the audience I was training. For example, when I was the Director of Franchisee Training for Snap Fitness Headquarters, I knew it was not practical to teach our franchisees to ask 23 open-ended questions. I focused on three, and encouraged them to get to 10.
The big three: “What are your fitness goals?” “Why are those goals important to you?” and “How are you going to accomplish those goals?”
The first question is an easy one to get your salespeople to ask, but sometimes the prospect’s response doesn’t quite answer the question.
Salesperson: “What are your fitness goals?”
Prospect: “I am trying to get in shape.”
At this point, a salesperson may be tempted to think the question is answered, but it isn’t. Ask 10 of your members what it means to “get in shape,” and you will get 10 different answers.
Salesperson: “What are your fitness goals?”
Prospect: “I am trying to get in shape.”
Salesperson: “Okay, what does ‘get in shape’ mean to you?”
Prospect: “Um, well, I would like to lose some weight.”
We are still not there. Not quite. When it comes to weight, salespeople need to find out how much. If not a specific number, at least a range.
Salesperson: “Okay, Mary, how much weight would you like to lose?”
Prospect: “Oh, about 20 pounds.”
Now we are getting somewhere. In this example, the salesperson has asked a couple open-ended questions and allowed the prospect to open up. Next is the most important question of the tour, and one that most salespeople never ask. But, if they do, and it won’t happen without practice and role play, they will be membership sales machines.
Salesperson: “Mary, why is losing 20 pounds important to you?”
Salespeople don’t ask this question because they feel it is too personal and that the tour is turning into a therapy session. Also, many salespeople assume that the answer is obvious. But it isn’t always obvious, and you need to ask this question to allow the prospect to open up even more and let you demonstrate that you care about their goals.
People buy from people they like, and people like folks who listen and not just hear.
Salesperson: “Mary, why is losing 20 pounds important to you?”
Prospect: “Well, I know I would be healthier and feel better if I were 20 pounds lighter.”
Now that is simply one example of a possible response. The answer to this question will vary from person to person, which is another reason it is imperative that you practice and role play on a regular basis.
Salesperson: “Awesome. Mary, how do you plan to lose 20 pounds?”
The reason I want salespeople to ask this question is because it is a great way to begin the discussion on how you change lives at “Awesome Blossom Fitness,” for example.
Prospect: “Well, I was hoping you could give me some direction.”
Salesperson: “Absolutely. That is what we do. We change lives.”
Those are the three open-ended questions that you must ask on every tour. Email jason@jasonlinse.com with “questions” in the subject line and I will shoot you back a few more good ones to ask on tours.
Keep changing lives.
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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. Contact him at jason@jasonlinse.com or 612-310-1319 for resources on scheduling more tours and personality assessments, or visit www.jasonlinse.com.
How do you get potential customers to reply to texts or emails? Also what can I say to come into the gym when they call on the phone?