An Exercise in Health Club Sales
This manual was written after numerous hours of talking to health club owners and staff about methods to motivate people to exercise. It goes in depth on many concerns of health club owners and poses solutions to each dilemma. It will also prevent many problems from arising.
After reading this manual, you will have the tools to make your club profitable and eliminate needless trial and error. You will also be able to enroll new members in a low-pressure and relaxed way. This will make you and your staff more comfortable with talking to potential member. We will look into the psychology of motivating someone to join your health club.
We will also look at ways to get people to respond to your advertising and what you may be doing wrong. You will be able to step back and take a different approach to your marketing strategies. Many of these techniques may go against traditional methods to motivate someone to begin an exercise program but be assured, they work. Many clubs that had not seen any profit are suddenly able to do so almost overnight by implementing these methods.
Excerpts from the Book
Topics The Book Covers
- COMMON MISTAKES
- WHAT DO I SAY ON THE PHONE
- THE PRETOUR
- THE PRETOUR QUESTIONNAIRE
- THE TOUR AND THE SALE
- HOW DO I GET PEOPLE IN THE DOOR
- MEMBER COMPLAINTS AND CANCELLATIONS
- OTHER POINTS
Common Mistakes
Health clubs commonly work under the assumption that advertising should be getting your name out there. While this may contribute to the long-term success of the club, let's review some problems in solely relying on this type of marketing strategy.
First of all, our product has a high demand, perceivably. If you ask practically anyone, he or she is on the verge of starting an exercise regiment and will do so soon. Common sense tells us that since everyone is constantly complaining about needing our product, if we build it, they will come. But they don't. Merely getting our name out there does not assure that people are going to come to their senses and start exercising. Many health clubs are constantly attending health fairs, going to malls, stopping people on the sidewalk, etc.
Clubs continually waste money on branding with little or no return. We're dealing with a non-motivated, cynical audience that doesn't even notice our product anymore. So now what? I have a product that everyone needs, complains about not using, and getting my name out there is not the solution. What am I supposed to do?
What do I say on the phone?
We have seen phone scripts coaching on how to respond to potential members. The problem with a specific script is that the conversation may go in different directions. This section will explain how to maneuver the conversation to set the appointment. Instead of following a script verbatim, we'll give you tools to conduct a general conversation and the best way to get the potential member to show up to the appointment.
You may have been taught to give out as little information as possible over the phone to someone interested in joining a health club. The reason is that once you've responded to this question with a number, there is no need for someone to come see your club. The mindset is that people will call, get a price, and then never make the decision to come to the club. Their decision will be based solely on price and nothing else. By avoiding the question, they will have to come to the club to see prices; therefore you will be in a position to sell a membership. The problem with this strategy is that it is somewhat combative. Also, people will get the sense that if you don't want to give prices over the phone, you will aggressively try to sell them when they come to your club.
The Pretour
I have created a great place to exercise. Potential member has walked into my club. Potential member has not exercised in years. I toured potential member around the club. Potential member is leaving and "needs to think about it". Think about it? How does this happen? I have all of the equipment to get this person in shape. I've created a great environment for this person to do so. What's wrong here?
No valid reasons usually exist that the potential member should not start exercising but "arguing" them into starting a program can be avoided. The member is not joining because of lack of emotion built during the employee/client correspondence. When you are talking to someone about the possibility of starting an exercise program, you need to achieve four levels: LIKE-TRUST-PURCHASE-OBLIGATION.
Another common problem is the staff member talking negatively about the competition. "Our product has this and the other product has that. That is not as good as this." This is what I term a "fear based
presentation". If you use our product you will be successful and if you use theirs you are sure to fail. This method lowers your credibility and lowers the level of trust.
How do I get people in the door?
Generally, most health club advertising falls into these two categories. The message is usually either "try us out for a while (7 days free)" or "here's a discounted price (50% off enrollment, join for $1)".If you look at your advertising, you probably see that you are experiencing the same problem. Much of the problem is due to the numbness of our audience because of all of the competition. Turn on your television at two o'clock in the morning and what do you see? Advertisers are trying to show that their product will make you "look and feel better". At the same time, they are trying to create a sense of urgency. These things need to be done, but in a delicate way.
