Sales can be a numbers game. The more people walking through your gym door, the more likely you are to close a few of them. That’s true, but it’s a tough way to make a living. A better idea is maximize each sales prospect by following a specific sales protocol and applying it to every person who visits your gym.
First — Conduct a Proper Tour
Here are five steps to an awesome tour:
- Introduce yourself and ask their name.
- Slow down. Find a quiet spot. Ask them a few questions, cover the basics, and take notes. Importantly, be prepared to answer common questions such as “How much is a membership?” Have an answer ready that allows you to build on the conversation, not shut it down.
- Put them on equipment that reflects their goals. If they want to build stronger legs, lead them to a leg extension machine. Losing weight? Show them how to use your newest treadmill.
- Introduce them to other members. This builds trust and rapport. New clients feel more comfortable and current ones valued. Everyone’s happy.
- Keep sign-up simple. You’ve been selling your fitness center on its value, not price. Now it’s time to keep the numbers simple. Limit membership choices to three or so. Walk them through their choices, based on what you now know about their objectives.
As well, consider investing in easy-to-use software like Gym Insight’s Sales Guru, which is an automated tablet-based system. Guru makes sign-up simple.
Second — Sell Personal Training
The fact is, a client who hires a personal trainer remains with a health club three times as long as a regular member. By value-selling through a good tour, you’ve created the right vibe to introduce personal training. Like the tour, there is a technique to selling personal training. Take time to re-read our article “Winning Steps to Selling Personal Training at Point of Sale.” It will take you through an easy, yet effective sales method.
Too many gym owners skip selling personal training at member sign-up. Why? Assumptions and lack of preparation. Our technique works — even if you sign only three out of ten guests, you’re still playing major-league ball. More significantly, your new client will experience results faster than if they’d exercised on their own. That pays off in a happy, long-term member.
Third — Ask for Referrals, Please
Sales managers yell this across the nation every day. Before putting down the tablet and saying goodbye, ask your new client for a few names. It’s not difficult. You’ve just spent an hour together. The two of you know each other well enough to exchange credit card information. Now it’s time to encourage the love.
Here are a few easy ways to ask for referrals:
- Customize your sign-up to include a “recommend a friend” screen.
- Hand out a referral card and ask them to fill it out while you finish the sign-up process.
- Offer a business card stamped with a “good for one free class.” This can be given before or after they suggest a name or two.
See our article “How to Sell Gym Memberships: Part V,” for specific techniques on approaching clients for referrals in a positive, nonthreatening manner.
You’ve spent time and money luring that client into your health club. Now it’s time to put a system in place to maximize every sale. Good luck, and let us know how it goes. Also, take a look at our “Gym Owners Podcast”on our YouTube channel for conversations with gym owners just like you!
Gym Insight
At Gym Insight, our gym membership software provides a clear, transparent picture into your company’s financials, and offers a platform from which to run your business effectively. Our software is built in-house, by fitness club owners. There are no cumbersome third-party plug-ins or complicated protocols, and it’s available for a single, low monthly subscription price — no hidden fees, no links to your payment processor. Call us today for a free demonstration on how we can lower your software management costs and free up time and capital.