Sales: Become the Value

Many fitness club managers believe a salesperson’s job is to build value. And of course, these managers are correct. The job of every salesperson is to build value.

But top salespeople do more than just create value. They “become the value.” Let me explain. 

At the end of every sales presentation, I believe a prospect is not buying our club. They are buying the salesperson. And I truly believe, in every sales situation, the salesperson becomes the differentiator when a prospect chooses between our club and a competitor’s club. 

But how does a salesperson become the value?

Firstly, our top sales performers don’t just look at a sales presentation as a sale. They look at every sales presentation as an amazing experience for the prospect. They think of every sales presentation as a show. And their job is to put on a show that gets the least enthusiastic prospect excited about starting to workout. They know the show is always about the prospect and never about the salesperson. 

Secondly, our sales staff have role-played all their sales questions thousands of times. And they will listen to the prospect’s answers intently, without interrupting. They will never try to sell until they know everything about the prospect’s goals, fears, worries and concerns. 

Thirdly, when the salesperson knows everything about what the prospect wants to achieve, they will wow the potential member with insight, free fitness advice and encouragement. 

Most importantly, our sales staff will know everything about the fitness product. They will provide the prospect with the best personalized fitness advice “for free.” 

Finally, at the end of a sales presentation, we want every prospect to feel they got true value by just visiting us. We want them to be amazed by the salesperson. We want the prospect to trust, believe and love the salesperson. When that happens, closing sales is as easy as taking candy from a baby. Buyers never feel pressured. Sales is less stressful. And closing rates are far, far higher.

When your salespeople are doing this, and your competition is not — your salespeople have become the value.

Alan Leach is the group general manager and director of sales and marketing at West Wood Clubs.