In order to sell many memberships and a good amount of personal training, you need to be in front of a lot of people on a consistent basis. To be a consistent seller, you must focus on the following three things:
1. Consistent marketing. To have a steady flow of leads, people in your community need to constantly be reminded that you are there and that you change lives.
Put together a marketing plan focusing on things like mailers and newspaper inserts. Have a strong presence on Facebook and Instagram as well.
2. Sell appointments. When folks call or email, your staff has to be trained to book tours. An appointment equals commitment, so your odds go way up that they will make it in if you have them written down for a specific day and time. Coach your staff to book appointments with 70 percent or more of callers.
3. Sell consultations. When a new member joins, he or she should have already been informed of the next step. Salespeople need to be trained to introduce the fitness consultation during the tour. “How do you plan to reach your goals?” is my favorite way of getting the conversation started.
“I was planning on coming in a few days per week,” a prospect may say.
“Great. One of the reasons I ask is because you are going to meet with a fitness coach, complimentary, and learn some great exercises. How does that sound?”
Now, at the table, when they sign the agreement, get out your appointment book and pencil the new member in to meet with a coach for a consultation.
And of course, 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. For questions on sales, he can be reached at email@example.com. Email him with “social media” in the subject line for more social tips.