On October 1, 1971, five years after the great Walt Disney passed away, Disney World had its grand opening. During the dedication ceremony, a reporter asked Walt’s brother, Roy, “Isn’t it a shame that Walt didn’t live to see this?” Roy replied, “He did see it, that’s why you’re standing here today.”
Walt Disney knew the power of vision. He created Walt Disney World in his mind and then led others to imagine and support his idea, even though most thought it was crazy and impossible. This is the essence of visionary thought leadership and exactly what it takes to create a dream.
In our industry, we have this very unique opportunity every single day, with millions of people. On a daily basis, we can make a massive impact on the lives of our guests and members by creating a dream and vision for them they never truly thought possible, or even dreamed of.
Success in anything is 80 percent psychology and 20 percent mechanics. The goal of the sales process should never be just simply to enroll a member, only to see them fall off and cancel three months later. Understanding the psychological component, we need to help create the vision and a dream for them throughout the sales process that is so strong, they will be able to overcome any and all obstacles that are inevitably thrown at them along their fitness journey.
If properly instituted into the sales process, and combined with proper onboarding, personal training and nutritional guidance, we can and will have a major impact on a member’s life — and the lives of millions, for that matter.
The reality is, people need to be reminded more than taught. This is a critically important component for our team members, as all too often our sales processes veer off course over time — especially as our industry has shifted from value selling to price selling.
Simply put, “Where there is no vision, people will perish.” Add value and make an impact.
Victor Poma is the owner of Poma Fitness Holdings, Inc., and is a Fitness 19 franchisee with 23 locations.
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