Pre qualification of prospects is one of the single most important steps to securing a new sale. Using a simple questionnaire to identify your prospects goals, interests, objections and more will not only streamline your sales process, but also immediately identify to your staff the proper approach to selling this potential member.
Are they motivated to join? Have they been a member of a health club in the past? Do they want to lose weight? Is budget a concern? These are all questions that can be answered in a simple guest profile and will lead your staff to addressing the right areas of your facility that will most interest your prospect.
Systematize your sales and touring process. Make sure that your staff is requiring all of your guests to sign in and fill out a guest profile before touring the facility. I promise, if you ask they will fill it out. Additionally, you need to hold your staff accountable to these processes — make sure there are checks and balances.
One of the most common problems in health clubs today is the lack of communication between leaders and staff. Take the time on a weekly basis to role-play sales scenarios with your staff members. Once you have a system in place, and your staff is familiar with the process, your closing percentage will increase.
Chris Batchelor
Health Club Marketing Contributor
