In this post we discuss elements 4 and 5 of the core elements that you must use whatever size of club you are.
4. Membership Prospecting
Sales guru Zig Ziglar once said “Timid salesmen have skinny kids”.
Meaning… if you just wait around for your prospects to buy when they feel like it… you’ll be waiting a long, long time.
Fact is, on average you’ll need to contact a potential customer seven times before they become a paying customer.
But most fitness clubs give up after just one or two points of contact and they’re losing a fortune as a result… a fortune that ends up going into the pockets of their competitors.
In this economy, an effective follow up strategy can make the difference between success and failure.
Its a vitally important lesson to learn and we will be covering it in The Science of Fitness Club Marketing Seminar
Why sometimes saying “nothing” is the best sales technique
The image most people have of membership sales people is of fast-talking, loud, and pushy sellers of anything they can get money for.
I think it’s actually an honourable profession IF you’re honest and act with integrity. After all, what could be a better way of serving your members and prospects than giving them exactly what they need to solve their health problems and improve their lives?
The trouble is, actually making the sale can be hard. Even asking for the sale is bad enough… but overcoming resistance when you have asked for the sale is even harder.
But here’s a simple way to make it much easier for you.
First, make sure you’re offering more than one option.
Secondly, ask not, “would you like this?” but “which one of these is going to work out best for you ?”. The question is actually a presupposition they’re going to buy something from you: it’s not IF but WHICH.
And thirdly, BE QUIET. If you’ve done a decent presentation at this point they’re going to want to buy – and ought not be asking for the sale until you feel they ARE ready to buy: the only choice they need to be making is WHICH OPTION. So you need to go quiet and let them think (and if it’s a couple, let them talk).
Too often the strain gets too much and we dive in there trying to reinforce a sale we’ve already made… and end up either offering an unnecessary discount or talking ourselves out of a sale at all.
5. Money Back Guarantees
Helping Prospects say YES !
Everyone knows guarantees are an excellent way to increase sales and conversions because they remove the risk and uncertainty from the sale. In effect, the Club is saying, “I’ll assume all the risk, and if anything goes wrong or it doesn’t work the way I’ve said it will, you can have your money back”.
And human nature being what it is means not only do very, very few people ever cheat you, but many people who THOUGHT they might take advantage of it at the outset to claim on your guarantee simply don’t bother.
But what a lot of fitness club owners DON’T know is there are guarantees… and there are GUARANTEES. In other words, there are some very simple things you can do to make your guarantees much more compelling and so increase your membership sales and profits.
Here are just two of them:
- Make your guarantees plain and simple. I’m forever amazed by the small print people insist on putting in their guarantees, loads of pernickety terms and conditions. Forget them. Not only do they make you seem a bit of a weasel when your customers read them, but they water the whole idea down. Make your guarantees unconditional; or if you can’t do that, make the conditions big and bold and give a reason for them.
- Make your guarantees more exciting and generous.“I promise, if this Transformation Workout Programme doesn’t drop you a dress size in JUST 6 weeks clean, I’ll give you your money back”
So, take time this week to introduce Money Back Guarantees and if you have got them now , how you can change them to make them even more compelling than they are now.
Well be covering a whole host of tips to make it easier for customers to say “yes”at The Science of Fitness Club Marketing