I teach five simple steps to giving a proper tour. Email jason@jasonlinse.com with “proper tour” in the subject line and I will get you a 40-minute video covering my five steps.
The first step is the meet and greet. The second step is qualifying, which essentially means asking several open-ended questions. The fourth step is sitting down for a price presentation and the fifth and final step is asking the prospect if they want to join today.
The third step, wedged right in the middle of the five, is building value. In reality, you are going to be building value from the second you meet the prospect, but the bulk of your value building will be after you learn quite a bit about the prospect, and while you are showing them your gym.
The biggest key to building value is to focus on the benefits of your features. To train yourself to do this, sit down at your desk and list as many features of your gyms as you can. List them on the left side of a sheet of paper. On the right side, across from each feature, write down that feature’s benefits.
Example:
24 hours — No need to worry about staffed hours or club closing.
Group fitness — Show up, meet people, high energy, instructor led, less thinking on member’s part.
Free workout and assessment — Spend an hour with a coach, learn some great strength exercises, get educated on cardio training, and talk about a plan or program for you.
Those are just three examples. I know you can come up with many more. Try to come up with at least seven.
Building value on a tour is the one time where you talk more than the prospect. This isn’t the time to be long winded; you simply need a sentence or two to explain the benefits.
“We offer free group fitness which is awesome as it allows you to sign up, show up and get a high energy workout led by a certified coach.”
“We schedule all new members an appointment with one of our coaches for a free workout and assessment. This is super fun. It is about an hour with a coach, learning some great strength exercises, learning effective cardio training tips and discussing some plans and programs for you based on your goals.”
Look the prospect in the eye and say these with enthusiasm and excitement.
Prospects are price comparing more than ever in the fitness industry. If you are a $40 to $50 per month fitness center, you are going to have to build more value than a $10 per month gym. And if you are an $80 or more per month facility, the value has to be built up even more.
“Here at (insert name of low-dues gym) we feel it shouldn’t cost much to get fit, so we offer great equipment and easy access to it for only $10 per month. Being a member here means knowing you don’t have to worry about budgeting to reach your fitness goals.”
“Here at (insert name of $40 per month gym) we want you to have access to great equipment and the best coaches, without having to deal with crowds. We are open 24/7 and are right down the street from the majority of our members. Being a member here means knowing you can always have access to equipment and not be forced to pay for things you never use.”
“Here at (insert name of $80 per month gym) we offer great equipment, free locker use, free towel service, free classes, a pro shop, a smoothie bar, a hair salon and our own parking lot with plenty of spaces. Being a member here means knowing you are taken care of with access to many amenities.”
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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.
