In my last blog, I wrote about the transition process, or the process from the handshake to the question and answer session in a smooth and professional manner, all while making the customer feel comfortable. We know that when prospects are comfortable, they will easily develop trust, so it’s important that you don’t underestimate the psychology of each step. If you skip any detail, you will reverse the progress you’ve made in the enrollment process.
So, what’s next?
Next, are the meat and potatoes of a prospect’s visit, or a professional question and answer session with the customer. You need to find out what they are seeking. You need to understand what they are running from. You need to know previous good and bad experiences. You want to understand their commitment to their new goal. You want to know why they failed the last time. You need to know whether this membership is for them or will include other family members as well. You want to know what days of the week they will be training and what time each day.
You also need to do this with casual engagement; you need to ask and then listen. You want to be interested in everything the customer says. But, you don’t want to be too interesting; this is the customer’s time, not yours. Never tell a better story than the customer just shared. Make them feel important. Why? Because they are.
After you find out each of the answers to the above questions, you need to do a summary of what you’ve just heard. For example, “Mr. John Doe, what I am hearing is that you want to lose 10 pounds, you want to look good for a cruise in six weeks, you will be coming in about three days a week, you will be working out in the morning, that this will be an individual membership, and on a scale of one to 10, you are a 10 in your commitment to succeed in your new fitness goals. Is this correct?”
Get a confirmation. Prospect: “Yes, that’s exactly right.”
Now, ask a trail closing question: “Mr. John Doe, if I can show you the equipment that can take care of your needs, do you see any reason why you wouldn’t become a member of XYZ Fitness today?”
Remember, it’s a trail close. If they say “no” or create a possible objection, don’t answer that objection. Just store the answer in your cap. You will be able to address this concern later during the tour.
We have covered so much in detail, and we are still on the front end of the end of the enrollment process. But, once you’ve received confirmation of the summation of your question and answer session and asked your first trail closing question, you should already know what is going to happen next. That’s why I continuously say the front end of a presentation is far more important than the back.
Next time, we’ll cover the actual tour.
Go get ‘em!
Chuck Hall is the executive director of Big Vanilla Athletic Club. He can be contacted at chall@bigvanilla.com.
