There’s an art to selling. You can’t just present your membership fees and expect members to come flocking through the door. Instead, you must present the value that a membership will provide to those that purchase it.
Pura Vida Fitness & Spa in Denver, Colorado seems to have mastered the art of selling. According to John Peterson, the club’s membership director, this art form begins with considering how a prospect feels about the sales experience.
“Be understanding of their needs and interests,” said Peterson. “Everyone is different and unique. Be engaging and excited about your club offerings and be sure to match these directly to your prospects’ interests. You’ll find your conversations and club tours are more enjoyable and natural.”
One thing prospects don’t like is ambiguity. That is why Peterson suggested being transparent with your membership fees and dues. “Providing membership pricing, club hours and basic info about your club is essential,” he said. “Think of how you would enjoy the experience as a prospective member.”
Each month, Pura Vida provides a simple and direct guest membership program that Peterson explained has been integral in promoting membership sales. “Our most engaged and active members are often the most vocal and enthusiastic about their club experience, sharing this with their closest friends, family and colleagues, who often become club members,” he said. “Keeping on top of social media avenues also allows for new members to get a ‘feel’ for Pura Vida before trying us out.”
And even if a guest doesn’t join right away, that doesn’t mean they won’t receive top-notch service. “If guests do not decide to join we strive as a club to provide an exceptional experience they’ll take with them,” said Peterson.
Peterson explained this high-touch experience for both members and guests increases the chances of visitors joining. “Re-visit all recent prospective members,” he said. “Connect with them by providing an engaging and direct message highlighting your current offer. Re-paint the picture of how the club matches their interests, goals and preferences and how you would love to have them join your community.”
By managing your prospects on a daily, weekly and monthly basis, Peterson said you’ll be well on your way to mastering the art of sales. “The very best membership advisors focus on other key factors and building a quality relationship with each potential member,” said Peterson
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
