Getting new customers into any business is one of the most important components of growing or developing it. Your sales staff need to be trained and skilled not only in sales, but in understanding people. This is vital in preventing lost leads and wasted marketing dollars.
Getting people through the door is only the first step in the process, and therefore getting it right will help the business achieve its aims and actually help solve a problem for the prospect if you look at it differently. Don’t look at sales as a process, but as a solution.
The last thing you want to do is create a bad first impression or keep the prospect hanging around or even worse, give them a bad sales pitch. Here are some tips to help you turn your sales process into a sales solution.
Appointment. Try to be professional and book the prospect in for an appointment to look around the facility. If they don’t call ahead and just turn up, be ready and prepared for walk-ins and deal with it the same as if they had made an appointment. Welcome them in and start building some rapport.
Needs analysis. Find out as much as you can about the prospect concerning their previous exercise experience and what they are looking to achieve. Find out what problem you can help them with such as losing weight, getting stronger, etc. Then, explain what the gym can offer in terms of solving those problems.
Tour. Show them around the gym, and keep getting to know the prospect well by asking lots of questions. Use probing (as in detailed, not invasive) questions to find out how much weight they want to lose or how much they want to lift. Don’t just accept one-word answers.
Provide a solution. Match up the prospects’ needs or problem with the solution your club can provide.
By doing things this way, you are thinking of sales as providing a solution, rather than just being a process. Now, both your sales staff and prospects are much more engaged and better served.
Paul Conway is the owner of Crown Fitness Club. For more information email crownfitnessclub@aim.com.
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