Many well-meaning and knowledgeable fitness professionals are all too happy to share their wealth of knowledge. They are proud to impress the prospect by divulging a new, exciting exercise methodology or assume the person in front of them cares about their expert opinion.
Unfortunately, people do not always buy what they need. Their decisions are usually based on what they want — not what they need. Sure, it is our duty to deliver results, but we may never get the chance if we try to convert prospects into buyers through lecturing them on what’s best for them. Save that for your members. Spend time with the prospect uncovering what they want, and describe how you can help get those results. Once you have them committed then fit in what they need along the way.
Frank Emanuel
Health Club Marketing Contributor
