One of my clients sells coaching/training services to over 90 percent of their members. They accomplish this amazing feat by doing a few things different than most gyms:
- They focus on scheduling as many free sessions as possible. All 12 coaches spend an hour or more each day on finding new folks to schedule sessions. And there is a system: make 10 dials per day, and a weekly goal of five new free PT sessions per coach.
- They follow a specific system for each free PT session. Greeting, personality assessment, explain the personality assessment results, health history and goal setting (I tweaked their two page form to help with sales. Email me with “PT sales form” in the subject line and I will get you the exact one they use) in a 20 to 30 minute workout, measurements, price presentation with options for all needs, wants and budgets.
- All coaches share the same philosophy. This means that all employees change lives by training clients upright, like athletes. Coaches perform one-on-one training, small group training and in Team Training.
- They move at the speed of their leader. The owner is a coach, driven, determined, passionate and extremely focused on hitting the goals and benchmarks. He is very “rah, rah,” but expects a lot out of his coaches.
By doing all of these things, this gym creates a culture of sales, support and team building. They are on the forefront of new things that are helping clients get results, such as using a personality assessment tool. Of their 400 members, they got all of them to take the assessment within one month of implementation. All of them in one month! Think about that for a second. How did they do it? What you make important, becomes important. And that comes down to leadership.
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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.
