In my last installment, I shared how selling Creatine-based supplements can be an easy way to boost your bottom line with minimal effort. I also shared that it is my firm belief every gym in America should be selling this extremely highdemand product. If you aren’t, I guarantee you are letting thousands of dollars walk out of your door every day.
Now if you would like to know the best kept secrets of how health clubs make money with almost no risks, then keep reading.
It starts with what we call pre-selling. This involves providing each potential client with easy-to-understand marketing literature and actual product samples. These samples provide just enough of a given product to get the user acquainted with it. And usually, that’s all it takes.
This works because it’s based on strong, unchanging principles of human nature. For example, one of those principles is called The Law of Reciprocity. The power of this principle comes from the fact that when you give someone a gift or service with a high-perceived value, they will almost automatically feel obligated to return the favor. In this case, they’ll return the favor by giving you their money and loyalty when they buy the full product. If you’ve ever offered prospective members a “free 7-day membership” or free drinks from your juice bar to current members, then you’ve have already witnessed the power of this amazing phenomenon in action. In short, it works!
A second principle of human nature is the power of Involvement. Two great examples of involvement are the sweepstakes offers and the marketing packages many charities send you in the mail. Many times you’ll notice they include “Yes” and ‘No” stickers for you to include on the reply form. Countless mailing tests have proven over and over that the more you can involve a prospect in the decision-making, the less likely they are to simply discard the letter or form.
By giving a prospect good, supporting literature along with product samples, they will literally sell themselves…with almost no effort on your part – other than providing them with the initial materials. As they read about the product and begin to use it, they become involved with the product.
Best of all, the sampling process ultimately speeds up the decision-making process. Whereas potential customers might have only seen a product on the shelf, or maybe just asked about it, they are much more likely to buy when they can experience what it’s like to actually use the product…and they can verify the claims made by the manufacturer or advertiser.
Take this one step further by advertising a free product sample giveaway in your local trade area as a means of driving in additional traffic that you’d have otherwise never gotten. A respectable percentage of these new prospects can be converted into members. I can tell you from firsthand experience, it definitely works.
Another great variation of this process would be to choose a night where you traditionally have strong traffic in your facility and host a “Pro-Shop Party.” Literally make this a party where members can invite their friends. Invite all your vendors to display…even those with whom you may be interested in doing business down the road. Vendors will jump at the chance to come and prove themselves both to you and your members. You can also easily persuade a local restaurant or deli to provide free food for your event.
The point is to give away lots of product samples. Make sure you offer enticing discounts on complimentary goods and services. Believe me, your clients will absolutely love it. And, you will reap the benefits with a healthy bottom line for months and years to come. In fact, take a few minutes right now to look at your calendar and schedule three to four of these events for the coming year.
Ultimately, the magical sampling process, when done correctly, is unbelievably effective for selling products to your existing client base. Furthermore, if the product you offer is high quality, and produces the results that people are after, then sampling just makes sense. That’s why we use it as our primary method of marketing. Like we always say, “Just try it. We know you’ll go from a tryer to a buyer.”
For more information on how to set up sampling in your club call Brian Andrews at 1.800.659.3406, or email him atbandrews@aaefx.com. You can download his new FREE book called “CREATINE: Industry Insider Secrets Revealed” atwww.aaefx.com. Or simply contact him to have a printed copy mailed to you.
