We’ve all been there. A friend comes to you about a problem, concern or something that’s been on their mind. As a friend, you listen and hear what they have to say and genuinely try to help them with a solution. You both are grateful and a stronger bond is created.
Speaking with a prospect should be approached the same way as speaking with a friend. To captivate, you must understand a prospect’s wants and needs. Having honest and insightful conversations on why they walked in your door is what’s necessary to show them your club’s value, what makes it different. Listening carefully to their needs and wants and stating that back to them shows you are genuinely hearing what they have to say. They are not just a “sale.” They are a valued aspect of your club, someone you’d like to form a lasting relationship with.
The outcome is trust, the magic ingredient in a relationship that stands the test of time. Sales pitches are outdated — genuine conversations are what drive results.
People love to buy and hate to be sold. Having transparency with your membership dues and fees is only something that will add to their experience. Connect with prospects and show concrete evidence of how the club’s programs and services match their goals. Enforce the point of how they will reach their goals by being a part of your community, rather than why it’s such a good deal to become a member now.
The only good deal to them is that they will be reaching their goals, regardless of what the rates are. This is why it’s so important to listen, repeat and prove to them you’re listening, so you may best suggest the avenue they proceed down.
Quality relationships are not easy. Building these with prospects is also important, even if they don’t join. Regardless of their reasoning, they will remember the experience they had when going about their day-to-day lives in the weeks after.
Sell an experience and results, and the membership will come.
Gary Hartell is the membership sales director for Cornerstone Clubs. For more information email garygawlz@gmail.com.
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