What is in this article?:
- Health Club Sales Today Requires You to Know Your Members and Their Differences
- Review Your Findings
Today's health club sales environment is different than it was in the past. The days of selling your facility to everyone based on price or equipment is gone. Other health clubs offer the same brand name equipment that you have, and some of these businesses offer it at even cheaper rates than you. So how should your staff sell your facility to potential members?
Review Your Findings
After these visits are made and questions are answered, hold a brainstorming session in which everyone shares what they found. You should make a list comparing the answers for each facility.
A few differences should begin to emerge as you do this process. Discuss how those differences are important for the market you are targeting. Those differences should be reviewed every week by every representative in all of your departments, so everyone at your facility can share with prospects and members what makes your company shine above competitors. Make sure staff is able to articulate why those differences are important to the members you want at your club.
You did not create your business to be like any other. You strive to be unique, so never lose that focus. You must work hard to ensure that your members get a great experience, great value, super engagement and the results that exceed what they desired on day one of their membership.
By helping your staff better understand the uniqueness of your facility and how that benefits your market, you help them become better at defining the right prospects for your club. They can then begin selling the facility to those prospects and present all sides of the value equation to help prospects make a choice that will be in their best interest.
When you embrace the new sales environment and encourage your team to be experts, consultants and lifestyle changers, then the benefits will overflow in your net member growth. Keep focused on the big picture. Dare to try new things. Be the best that you can be in your community and for your members.
Editor's note: For more about how health club sales has changed, purchase this Health Club Sales Strategies 2012 report.