I see too many clubs with too many membership options. It is fine to give prospects choices, but in the art of selling, it’s usually better to minimize the thought process and make it easy to pick one. I have found it is never a good idea to offer more than two memberships or packages at once.
If you have an ace (or seven) up your sleeve, keep them there. Your price presentation sheets should only have two or three programs at the most. If you write down prices in front of the prospect, show them the two most relevant to their needs. The idea is to inform and make choosing easy — an either/or decision. What you don’t want is to see how badly you can confuse them with bells and whistles.
“Do you prefer this one or that one? Oh wait, I also have these six other memberships. Let’s go through all the details and then try to make an easy decision.” Guess what? It won’t happen.
Frank Emanuel
Health Club Marketing Contributor
