- Sales Academy Training. It will give you the basic knowledge that any member or guest would expect you to know and the very minimum that you should know before you start selling in the club.
- Mastering Membership Sales. This consists of specific topics for your position as a fitness counselor:
– Communication skills
– Creating leads through members
– Handling the telephone inquiry or TI
– Time management and the Tickler File
– Qualify potential members with the Fitness profile
– How to give an effective tour
– Price presentation and closing the sale
– Overcoming guest concerns
– Handling a smooth transition in a turnover or TO to help close the sale
– The post sale presentation
– Corporate sales strategies
– Advanced closing techniques
Club Do’s and Don’ts
- Don’t say, “I don’t know.”
- Always say Hello and goodbye to members and guests.
- Do smile, smile, and smile.
- Always leave your problems at the door.
- Take comments and suggestions seriously.
- Act on member and guest concerns immediately. If you can’t help, find
someone who can. Be sure to post information in the customer service
- Don’t confront or argue with a member or guest.
- Wear a clean and well-maintained uniform and be well groomed.
- Be a product of your product.
- Always offer assistance even if they don’t ask.
- Be on the lookout for equipment that needs maintenance.
- Put things back that find out of place.
- Look for the positive side of every situation.
People Skills to Master When Talking with a Member or Guest
- Always make good eye contact.
- Listen attentively.
- Focus your attention on what you’re being told.
- Don’t take comments personally.
- Don’t interrupt.
The Four Levels of Competency
- The first level is the unconscious competent. This means you don’t even know
that you don’t know what you’re doing.
- The second level is the conscious incompetent. This is the level where you
open your mind to learning new things.
- The third level is the conscious competent. This is when you’re competent with
your communication, presentation, follow-up, your skills, but you still have to
think about what you’re doing and what you’re saying.
- The fourth level is the unconscious competent. This is where you’re
operating on total reflex. You’ve internalized all of this training and you’re
on your way to becoming the very best with your club!
There are two major, powerful components to people skills. They are talking and listening.
Asking the Right Questions Helps You Learn What You Need to Know.
- Asking the right questions will keep you in control.
- Isolate areas of interest.
- Acknowledge facts.
- Get minor agreements.
- Arouse and increase emotional desire.
- Isolate areas of concern.
- The Tie-Down. A tie-down is a question at the end of a sentence that demands a “yes” response. Tie downs are phrases such as isn’t it, doesn’t it, wasn’t it, couldn’t it, don’t you, won’t you, hasn’t he, hasn’t she, don’t you agree?
– “The facility is impressive, isn’t it?”
– “You’re serious about achieving your fitness goals, aren’t you?”
– A regular exercise program is something we all need, don’t you agree?”
- The inverted tie-down. Putting the tie-down on the front of the sentence for more warmth.
Inverted tie-down examples:
– “Isn’t the facility impressive?”
– Aren’t you serious about achieving your fitness goals?”
– Don’t you agree that a regular fitness program is something we all need?”
- The tag-on tie down. Adding a tie-down to a statement made by the prospective member to reinforce a point or gain further agreement.
Tag-on tie-down example:
– Guest statement: “That’s a great looking pool.”
– Counselor: “Isn’t it?”
- The alternate advance. The alternate advance (also known as the alternate of choice) is a question with two answers. Either answer is a minor agreement leading toward the major decision.
Alternate advance (alternate of choice) examples:
– “I can arrange to give you a tour of our facility at 4:30 PM or would 5:00 PM be better?”
– “I could re-arrange my schedule to be available at 7:00 PM or would 7:30 be better?”
– “Do you envision yourself taking advantage of our group exercise classes or do you prefer the cardiovascular equipment?”
– “Would you prefer to handle your membership by check or credit card?”
– “Will you be using the club during lunch or after work?”
- The Porcupine. Answering a question with a question to gain further information and retain control of the conversation.
If the potential member says: “Do you offer personal training?”
– You would say” “Is that something you’d like to take advantage of?”
If they say: “Do you have exercise classes?”
– Your answer would be: “Is that something you enjoy?”
- The involvement question. A question the guest needs to answer for himself or herself after they have enrolled.
Involvement question examples:
– Will you bring your workout clothes and change here or will you come to the club ready to workout?”
– “Before using the strength training equipment, will you warm up on the treadmill or the stair machine?”
- If you’re ever in doubt about what type of question to ask during your presentation or tour, simply remember that the main reason to ask a question is to learn something you don’t already know.
– Who referred you to the club?
– What are your primary fitness goals?
– When did you decide that you had to get started with a fitness program?
– Where do you live or work?
– Why did you decide to get started on a fitness program now?
Benefits of Effective Listening
- It provides clear communication with few challenges.
- You can hear clues for potential future business and ways to build common
ground with your guest.
- It establishes a higher level of competence with your guest. Everyone feels
good when someone is listening to them.
Three Types of Listeners
- The Poor listener. The poor listeners don’t even hear the words the other
person is saying because they’re thinking ahead to what they’re going to say next.
- The Average listener. This person hears most of the words, but may not pick up on the subtleties or hidden messages behind the words. They’re somewhat aware of body language.
- The Emphatic listener. They totally focus on the person and the transaction. They’re very sensitive to what’s behind the words being said. They watch body language and mirror the other person’s actions.
What Gets In the Way of Being an Empathetic Listener?
- Fatigue. If you’re tired and not working out regularly, you won’t be sleeping as well. If you’re tired and emotionally drained, you’ll find it hard to stay focused on listening.
- Distractions. There’s a lot going on in your facility. Don’t let the business of your club take your mind off your presentation. Learn to tune it out.
- Time Lag. If you speak fast and your guest speaks slowly, you’ll likely find your mind wandering or find yourself mentally finishing their sentences for them and not hearing what they say. Mirror and match the speed of the person you’re speaking to.
- Semantics. Beware of using industry language that the average person may not be familiar with. They may start wondering what you meant by that term and miss the next few points you deliver. Don’t get too technical.
What To Do When You Want To Be Listened To.
- Make good eye contact.
- Say things worth hearing.
- Speak their language.
Creating Positive Picture Words.
Negative Words Positive Words
Price Total Amount or Total Investment
Down Payment Initial Amount or Initial Investment
Monthly Payment Monthly Amount or Monthly Investment
Contract Paperwork, Form or Agreement
Sell or Sold Get them involved
Deal Excellent Opportunity
Sign Okay, approve, authorize, endorse,
get their autograph
Commission Fee for service
Objection Area of Concern
Cheaper More Economical
Customers Guests of Members
Prospect Future Member
Building Your Career With Effective
Selling is finding the people to sell and then selling the people you find.
The first thing you must do in prospecting is to determine who is the best candidate for you to reach? Who would benefit from a health club membership?
This is what we call establishing your target market.
Prospecting with Lead Boxes
– It offers people an opportunity to enter a contest to win a free 6-month membership or a free 2-week pass to the club.
– They drop their business card or entry form in it with information on how they can be contacted.
– You then gather these cards and forms. From time to time, the club will draw a winner for the free 6-month membership.
– The 2-week passes are offered to everyone who entered. This is to drive these interested prospects into your facility. Or, at least give you the opportunity to draw them in.
– In exchange for letting you place the lead box, the manager or owner is given a free month-to-month membership for as long as the box is producing a fair amount of leads.
Your job, once the box is placed is to:
– gather the leads
– make sure the box is clean and in plain view
– replenish the pads of paper and pencils the participants use to submit
Refer to them as display boxes to create a better mental picture.
Criteria for a Suitable Lead Box Location
- Exposure. There has to be a large amount of foot traffic in the location and a place where the box can be visible.
- Quality. You have to be selective of the locations you choose. Is it a place where you’ll get a high level of interest from the patrons? Will the manager or owner commit to their involvement in keeping it clean, visible, and encouraging people to enter?
- Exclusivity. Will this be the only lead box in the location or does this manager allow several? Always request exclusivity.
- Service. Can you service this box on a regular basis?
Steps to Set Up a Lead Box
- Assume this will be a good location for you.
- Walk in and greet the owner or manager politely and establish rapport. Talk about their business and ask if they’re familiar with your club.
- Find out what their interests are and focus on them.
- Explain the promotion from the owner’s point of view.
- Once they agree to the placement of the box, choose the optimum location and set it up.
- It’s also a good idea not to walk into a possible lead box location with a box in your hand. This may create the wrong initial impression – and the manager may have already decided to say no when they see you walking in the door.
- Have the owner or manager give you all of their information so you can fill out a one-month membership agreement and record all the details in your Daily Planner. Their copy of the one-month membership agreement will be used as their membership card.
- Plan to pick up your leads on your way to or from work, or whatever times your manager has instructed you to do so.
- Record the dates you pick up the leads and the number of leads from each pick up in the lead box section of your Daily Planner.
Next is a role-play segment. Watch the role play for body language and voice inflection. The scripts are included in the back of the workbook for your follow up study.
Follow up on the lead box locations is critical.
– You must become connected to the owner or the manager of the store.
– Make sure you invite the owner or manager into the club for a tour.
– Get them involved with using the club, set them up on a program and service them.
– When you place a lead box, you may have the opportunity for a group membership.
Next is a role-play segment. Watch the role play for body language and voice inflection. The scripts are included in the back of the workbook for your follow up study.
Calling a Lead from a Referral
“John, reason I’m calling is because a friend of yours, Bill, recently enrolled in our club and put your name on his Preferred Guest List so you could get a free one-week pass to try out our club with no obligation.”
Then invite the person in to pick up the free trial membership.
Generating Leads from Existing Members
– Plan a certain amount of time on very shift to walk the floor, assist guests, answer questions.
– Ask how they’re doing, if they’re seeing results or how they’re enjoying the club.
– Ask about their workout partner. If they say they don’t have one, ask who they would most enjoy working out with. Whatever their answer is, ask if that person is a member. If not, you’ve just gotten a lead.
– Ask the member to see you after their workout so you can get the name and number of their referral. Then you can invite them in on behalf of the member or hand them a guest pass to give their friend.
Centers of Influence
Centers of Influence are people who will endorse you and the club to many others. They are excellent sources of leads.
– Everyone you see or meet during an average day is a potential member.
– When you’re attending a social event.
– Ask others what they do for a living. They’ll be somewhat obligated to ask what you do. When you answer, don’t say, “I work at ABC Health Club.” Say, “ I help change and save lives.” They‘ll most likely be curious and want to know more. Then when they ask what you do, you would say, “I work at ABC Health Club. Are you a member?” If they say no, then you are talking a potential member.
– If they are a member, do you think they may have a friend that they would like to give a free pass to? If so, you have another potential member.
– Whenever you can, wear some sort of company apparel when you’re out in your community because it attracts people’s curiosity to ask you, “Do you work out at ABC Health Club?” And then you can respond by saying: “Why yes I do. Are you a member?” If they’re not, you have another potential member.
– Every non-member is a new lead.
Prospecting is a Numbers Game
– From 30 leads you may make 15 appointments.
– Of the 15 appointments, 8 people actually show up and 4 join
– For each new member you generate $30 in income.
– It takes you 30 contacts to earn $120 for the 4 new members you enrolled.
– Divide the income by the 30 leads and you have $4 you earn from each contact.
– When someone fails to show up, you say, “Thanks for the $4” and move on to
the next prospective member.
Attitudes Toward Failure and Rejection
I never see failure as failure, but only as a learning experience.
I never see failure as failure, but only as the negative feedback I need to change course in my direction.
I never see failure as failure, but only as an opportunity to practice my techniques and perfect my performance.
I never see failure as failure, but only as the game I must play to win.
I never see failure as failure, but only as an opportunity to develop my sense of humor.
Creative Ideas to Make Your Club
– Give a free week pass to all tenants of Co-ops, condos or apartment complexes.
– Give a free week pass to all new residences.
– Have a local pizza parlor put passes on pizza boxes.
– Have gas stations give two-week passes with fill ups.
– Have video stores give passes with movie rentals
– Have a free week pass printed on the receipt of a local grocery store.
– Create cross promotion for local nightclubs and restaurants.
– Promote through local movie theaters.
– Promote through local bowling alleys.
– Create a company of the month promotion through local businesses to
promote corporate sales.
– Create a flyer distribution program.
– Create door hangers with a free week pass.
– Set up special corporate rates or promote through local colleges and
– Join the local Chamber of Commerce and work with all local businesses.
– Create relationships with all of the local hospitals and doctor’s offices who
can refer new members.
Lead Box Placement Role Play
Counselor: Good morning, may I speak with the owner or the manager, please?
Owner: Well, you got both of them.
Counselor: I’m Mary Jones and you are Ms.?
Owner: Brenda Jones.
Counselor: Pleased to meet you.
(Points to photos on the wall)
I really like the decorating in here. Did you make the choices yourself?
Owner: Yes, I enjoy decorating even more than running the restaurant.
Counselor: Well, you’ve done a great job here.
Owner: What can I do for you Mary?
Counselor: I’m in business in the area and wanted to talk with you.
Owner: (a bit wary) what type of business is it?
Counselor: I help change lives and save lives.
Owner: (disbelieving) Uh-huh
Counselor: Seriously. I represent ABC Health Club. We help folks with exercise programs, health, nutrition and that sort of thing. I’ve seen lots of lives turned around by what we do. Are you familiar with the organization?
Owner: I’ve heard of you. That’s all. But, if you’re selling something, I’m really not in the market just now.
Counselor: Well, I’m not selling; Ms. Jones, but I do have a free offer of real benefit to you and your customers.
Owner: I’m not really into gimmicks.
Counselor: Neither are we. If you will invest just a minute of your time, I know you’ll find that what I have to say will be well worth it.
Owner: OK, go ahead.
Counselor: Every time I’ve driven here I’ve thought that your customers are the kind of folks that would enjoy the benefits of a membership to ABC Health Club. If I could show you a way to provide that benefit, absolutely free, and give you a membership too, would you be interested?
Owner: I’d be interested in hearing about it.
Counselor: Well, Ms. Jones, we’re holding a series of drawings in selected stores. We’re offering free two-week passes to everyone who enters, plus a drawing for a free six-month membership.
Owner: And where do I fit into all this?
Counselor: That’s the easy part. I’d like to place a small display box, right here or maybe over here. Your customers just drop in their name and number or business card. That’s it. I’ll service the box and pick up the names on a regular basis. We even provide note pads and pencils. In fact, I have one in my car right now. And, the best part is you can continue your membership for as long as you display the box in your store.
Owner: Really? I get a free membership?
Counselor: That’s right. Absolutely free. Now, we have a special clientele, just like you. And we like to make sure that they get special attention. ABC Health Club would like to make our arrangement a special one. We don’t want to get lost in all the clutter of all the other drawing boxes.
Owner: I don’t think that will be much of a problem. How does this work again?
Counselor: OK, everyone who drops in his or her name gets a free two-week pass. Our club will hold a drawing for the six-month free membership from time to time.
Owner: And that membership for me?
Counselor: That’s the easy part. It’s a month-to-month membership. And, as I said, as long as you keep a display box in your store, you can continue with your membership. And, it’s absolutely free. I think you’ll really enjoy the club and I’m going to set up a time for you to come down to our club and see it for yourself and set you up on a workout program, all for free.
Owner: Now how many entries is a good amount?
Counselor: We like to see each box bring in at least 10 – 15 entries every week. How many people would you say come into your location every day?
Owner: Probably 50 on average.
Counselor: That’s great. That’ll be plenty to maintain the box.
Owner: And there’s no gimmick?
Counselor: All we have to do is fill out a simple form, put the drawing box in place and set a time for you to come down to the club and pick up your free membership. (Pulls out card) Why don’t you fill this out while I go to my car and get the box, okay?
Owner: Sounds great.
Counselor: Here’s the display box. Now, where do you think we should place it? How about right here?
Lead Box Placement Role Play
Counselor: Hello, may I speak with Joe Smith, please?
Lead: This is he.
Counselor: My name is Sue Jones with ABC Health Club. You placed your name in one of our free drawing boxes recently.
Lead: Yes, have I won something?
Counselor: I’m happy to say yes. You’ve won a free two-week membership at ABC Health Club.
Lead: Wow. I never win anything.
Counselor: Well, you can’t say that anymore. Congratulations.
Lead: Is there any catch – I mean, what do I have to do now?
Counselor: Just drop by the club to pick up your membership information. That’s all.
Lead: Is this going to coat me anything when I get there?
Counselor: At ABC Health Club, free means free. There’s no obligation at all.
Counselor: I promise. I just want to be certain to meet you when you come in. We can go over the details of your free membership then.
Lead: Sure, it’s just that I’m on a tight budget and I just don’t want to go through a sales pitch or anything.
Counselor: And we’re not going to put you through one. Would it be better for you to pop by before work, after work or during the day?
Lead: I can work out before business hours?
Counselor: What’s the best time for you to pop by?
Lead: How about six?
Counselor: Would you like to come in tomorrow or the day after?
Lead: Tomorrow’s fine.
Counselor: Tomorrow at six PM it is. Now, please make a note of that, tomorrow, Tuesday, May 4, you’re dropping by the ABC Health Club at (address) to pick up your free two-week pass. Ask for me, Sue Jones.
Lead: I’ve got it. Thanks. I’ll see you then.
Counselor: I’ll have your pass ready and explain a little bit about the facilities for you. See you then.
Lead: I’ll be there. Bye.
How To Handle A Telephone Inquiry
What is Your Primary Responsibility as a Fitness Counselor?
Your primary responsibility is to create new membership leads by using all of the tools that are provided to you in this training program.
In addition to the leads you create on your own, leads are also created by the company through –
– Public Relations
Every telephone inquiry that the club is fortunate enough to receive costs the company over $100 in marketing dollars.
The number one goal when taking a telephone inquiry is simple: We need to meet the caller in person.
As a rule of thumb, we want to book no less than 70% of the telephone inquiries that call and 80% is our goal.
Eight Steps to Closing a Telephone Inquiry.
Step 1: The Introduction.
Always pick up the phone by saying, “Thank you for calling ABC Health Club, how may I help you?”
This way, when they ask their first question, which will usually be something like, “How much does it cost to join,” you can respond by asking a question, which will keep you in control.
“I’ll be happy to help you, but first let me introduce myself. My name is Tom and who am I speaking with?”
Step 2: Sourcing.
Ask the caller this question, “How did you hear about ABC Health Club?”
How the caller found out about the club can sometimes provide valuable clues and insights.
– Referral by a member
If a member referred them, you may want to ask who the member is and if they plan on using the club together. You may also want to contact the member to thank them for the referral and see if they can help give their friend some encouragement.
– Ad in the Yellow Pages
This should indicate to you that the club is convenient to either their home or work. (It may also tell you that the caller is shopping other competition).
– Ad in Newspaper
This will tell you that they are aware of the current membership promotion.
Step 3: Qualification.
This step is more like a series of questions that are designed to give you all of the information about the caller that will help you understand their motivation for calling the club and their primary interests and goals regarding their fitness program.
– “Are you inquiring about this membership for yourself?”
– “What do you do for exercise now?”
– “Have you been a member of another club before?”
– Find out what club.
– Ask them what they liked or disliked most about that club.
– Why did they leave?
– “What do you want most from a fitness program?”
Step 4: Build Prestige.
Even through you are completely familiar with the growth and excitement of ABC Health Club, don’t assume that the caller also knows. Peak their curiosity by saying,
– “Are you familiar with what’s happening at ABC Health Club?”
Key Points That Will Build Value
– ABC Health Club is the finest facility of it’s kind in the area.
– And the number of years we’ve been in business
Step 5: Summarize the Club’s Facilities & Services & Highlight the Caller’s Interest.
Give a brief outline of the facilities and services that most closely match what the caller is interested in. Always close your description of the club by saying something exciting.
– “Since you seem to have a strong interest in weight loss, you’ll be excited to hear that we have over 100 pieces of the latest cardiovascular equipment on the market. We also have personal training and a proven Accelerated Results program that will help you achieve your goals. Not to mention strength training equipment, Olympic free weights, a complete exercise class schedule, relaxing spa facilities and so much more. The club is incredible, you’re going to love it.”
Step 6: The Invitation.
After you summarize the club’s facilities and services, continue to maintain control and invite them into the club by saying,
– “At this time we’re showing the club by appointment only. What I’d like to do is to invite you in to see our incredible facilities for yourself. At that time, I can answer all of your questions and give you all the details of how you can become a member.”
Step 7: Book the Appointment (Visit).
Always give an alternate of choice on appointments available that day by saying,
– “Mark, I have a few spots left for tonight. Would you prefer 6:00 or would 7:00 be better for you?”
Step 8: Make Them Write It Down.
The important information they need to know is —
– Your name
– The day and time of the appointment (visit)
– The address and directions to the club (if necessary)
The best way to get them to write down this information is by saying,
– “Debbie, do you have a pen? I need to give you some important details regarding your appointment. First of all, my name is Tom. I have you scheduled for 6:00 tonight. If you’re going to be a little late or early, please give me a call so I can adjust my schedule for other guests. I want to make sure I have enough time to show you around and answer any questions that you may have. By the way, would you like to bring anyone with you? Debbie, do you know our exact address and how to get here?
Handling the Challenging Caller
This is the caller who wants to control the conversation. Generally, they will resist when you ask a question, and they’re primarily focused on the membership prices.
The Key to Handling the Challenging Caller
– Maintain an enthusiastic and professional tone.
– Keep them on track with the basis steps to booking the appointment.
Three Steps to Handling the Price Inquiry
First Price Inquiry
Counselor: “Thank you for calling ABC Health Club, how may I help you?”
Caller: “Hi, how much is your membership fee?”
Counselor: “I’ll be glad to help you with that, but first let me introduce myself. My name is Troy, and who am I speaking with?”
Immediately continue to the next step in your telephone inquiry approach.
Second Price Inquiry
Caller: “Everything sounds good, how much does it cost?”
Counselor: “Carol, we have a variety of membership options available and we are known for being very affordable so I’m sure price won’t be an issue. What we’re doing is showing the club by appointment, which will give you the opportunity to see the club for yourself, and then I can outline our entire membership portfolio. I’m available at 7:15 or 8:00 this evening, which would be better for you?”
Once again, immediately continue to the next step.
Third Price Inquiry
Caller: “I really just want to know how much it costs to join.”
Counselor: “I apologize Carol, our company policy is only to present membership plans in person due to the many options we have available. Our goal is to tailor a membership to meet both your fitness and your financial needs. I’m also sure you wouldn’t want to make any decision until you see the club anyway. And by the way Carol, the worst thing that could happen when you come in is I’ll give you a free pass to try the club, fair enough?”
Then give an alternate of choice on times available that day.
What To Do When The Caller Doesn’t Want To Make an Appointment
Three steps to follow when the caller will not make an appointment.
Step 1: Close for a tentative appointment.
– “Debbie, I can understand you’re very busy because it’s a very busy time for us, too. What I’m going to do is go ahead and hold a spot for you. This way we’ll have something set up tentatively. Of course, it will be subject to your confirmation. I have time available at lunch or after work, which would you prefer?”
Or, if the caller says “I really don’t want to make an appointment. Can’t I just stop in when I have the time?” you would say:
– “Normally that would be fine, however, because of the promotion we’re running, it’s very busy so we’re showing the club by appointment only. Why don’t we set up a tentative appointment so I can hold a spot for you? Then if either one of us can’t keep the appointment, we’ll just reschedule it.
Now, I have an opening for later this evening or tomorrow, which would you prefer?
Step 2: Offer them a free pass.
If you can’t get them to come in to see the club, try inviting them in as your guest to try it our for a free week.
– “Debbie, what I’d like to do is to give you a free trial membership valued at over $70 to give you some inventive to experience our facility first hand. All we have to do is schedule a time for you to pick up your free pass. When would it be most convenient for you to pop by to pick up your trial membership, in the afternoon or evening?”
Step 3: Send information.
As a last resort, offer to send the caller something in the mail. This gives you the opportunity to try to book an appointment again. If the caller says, “I just can’t make an appointment at this time. I’ll have to get back to you,” you could simply say:
– “Debbie, I can see this just isn’t a good time for you. Let me at least send you something in the mail about our club, fair enough?”
Key Points to Remember During the Telephone Inquiry
- Stay in control by asking questions.
Be confident and lead the caller with questions. Remember, whoever is asking the questions are in control of the conversation.
- Build rapport.
Once you know their name, use it throughout the call to personalize the conversation and build rapport with the caller.
- Enthusiasm sells.
Speak slowly and clearly. Avoid using a monotone voice by changing your voice inflections. Sit up tall while you’re on the phone and imagine that the caller is right there in front of you.
- Be assumptive.
Always assume that the caller wants to make an appointment, otherwise they wouldn’t have taken the time to call in the first place.
- Keep it simple.
Avoid giving pricing information over the phone. It takes away the urgency of making the appointment to come in and get all the details about the membership.
- The Power of the hold button.
Know how to use the hold button if you get stuck so that you can regroup by saying, “I’m sorry, could you hold for just a second?” Then when you get back on just say “I’m sorry. It’s a little busy right now. The best thing for you to do is to come in to see the club for yourself. At this time I can answer all of your questions and outline our entire membership portfolio.
- Keep your cool.
Never get irritated with the caller. If at any time the caller ever seems angry or irritated, just apologize and continue the conversation. You can say, “I’m sorry if I’ve offended you in any way. It’s just that I’m so enthusiastic about our club. By the way…” then continue with your questions.
- Follow the 8 steps.
Don’t improvise! Follow the eight steps to booking the appointment. This will help you close the appointment and give you valuable information that will help you close the sale when you meet them for the appointment.
- Use the basic close to book the appointment
– “The best thing for you to do is to come in to see the club for yourself. At that time I can answer all of your questions and outline our entire membership portfolio.”
– “You wouldn’t buy a car without looking under the hood first, would you?”
– “I know you wouldn’t have taken the time to call unless you were seriously interested, would you?”
– “Doesn’t it make sense to see the club before you make your decision?”
– “The worst thing that could possibly happen is you’ll come into the club and I’ll give you a free pass to try it out, fair enough?”
The Successful Telephone Inquiry Role Play
Step 1: Introduction
Counselor: Thank you for calling ABC Health Club, how may I help you?
Caller: I’d like to find out how much it costs for a membership.
Counselor: Well, you know what. I’d be glad to help you. My name is Brett. Who am I speaking with?
Caller: My name is Lisa.
Step 2: Sourcing
Counselor: Lisa, can I ask how you heard about our club?
Caller: Sure, I have a friend who’s a member there.
Counselor: That’s great. Can I ask who your friend is?
Caller: Yes, she’s Patti Smith. She works out there all the time.
Counselor: Oh, really. Were you planning on maybe working out with her?
Caller: Oh, maybe. She’s been trying to get me to do this for a while.
Step 3: Qualification
Counselor: Well, how long have you been thinking about calling our club?
Caller: It’s been a few months now.
Counselor: Well, I’m glad you finally took the time to give us a call. Now, are you inquiring about a membership just for yourself?
Caller: Yes, for right now. My husband may join later.
Counselor: Oh, that’s awesome. We have a fantastic family membership plan. Lisa, can I ask what you’re doing for exercise right now?
Caller: Running just a bit.
Counselor: Oh, have you ever been a member of a club before?
Caller: Yes, but it’s been a while but I’m looking for a new club now.
Counselor: Really. What was the name of the club?
Caller: It was Club Workout.
Counselor: Club Workout. And why did you stop going?
Caller: Well, I didn’t really like the equipment. It always seemed to be broken and actually that place was a mess.
Counselor: Well, Lisa, I can assure you that won’t be an issue with ABC Health Club. We really pride ourselves on the cleanliness and the maintenance of our clubs. Lisa, can I ask what led you to decide to call us today?
Caller: Well, I need something convenient to my home.
Counselor: So, our club would be convenient for you?
Caller: Yes, I’m just about a mile away from you.
Counselor: That’s great, Lisa. That’s going to make it so easy to stay consistent with your workout. What do you really expect from your fitness program?
Caller: Well, I’m interested in losing a little bit of weight, but mostly toning.
Counselor: Lisa, I think you’re going to be excited to see what we can offer for you here.
Step 4: Build Prestige
Counselor: Are you familiar at all with what’s happening here at ABC Health Club?
Caller: No, not really.
Counselor: ABC Health Club is the finest facility of it’s kind in the area. We have a very established and successful organization.
Step 5: Facility & Services Summary
Counselor: Now, Lisa, we have a wide variety of equipment and services, along with unlimited group exercise classes and fitness professionals to help you achieve your goals>
Caller: It sounds great!
Counselor: The club is incredible. You’re going to love it! By the way, do you have any kids?
Caller: Yes, I have two young boys.
Counselor: How old are they?
Caller: Five and seven.
Counselor: Five and seven. I suppose they’re probably a little too young to start exercising just yet. But, they’re not too young to enjoy our interactive kids club while you and your husband work out.
Caller: Wow, that sounds great. How much does all that cost?
Counselor: We have a variety of membership options. One is bound to suit your individual needs.
Step 6: Invitation
Counselor: What I’d like to do is invite you down so that you can see the club for yourself. That way, I can answer any questions you may have and outline our entire membership portfolio.
Step 7: Close the Appointment
Counselor: By the way, where exactly are you located in proximity to our club?
Caller: I live on Oak Street.
Counselor: Fantastic! So you know exactly where we’re located, right?
Caller: Oh, yeah. I see you guys all the time.
Counselor: Well, I’m glad you took the time to call us. Many people never make the decision to do something about their health and fitness. You know what? I might have a few appointments open for later today. Would it be easier for you to come in after lunch, or maybe some time this evening?
Caller: Oh, evening would be better for me.
Counselor: Okay, I have time available at 5:30 or again at 6:10, which would you prefer?
Caller: 5:30 would be fine.
Counselor: 5:30 it is. What was your last name?
Counselor: And your phone number?
Caller: It’s 555
Counselor: 7856. And are you calling from home or at work?
Counselor: Can I get your work number from you then?
Caller: Sure, it’s 555-3978.
Counselor: 78. OK, great, Lisa. Since you’re so close to the club and all, why don’t you think about bringing your husband down? You said he might also be interested at some point. So, that way, you can both see the club at the same time.
Caller: Sure, why not. I know he’s going to want to see it.
Step 8: Make them write it down
Counselor: Now, Lisa, do you have a pen with you? I just want to give you some important details about your appointment.
Counselor: Now, our appointment is set for 5:30 today for you and your husband. Oh, and what is your husband’s name?
Caller: His name is Charles.
Counselor: Once again, my name is Brett. Just ask for me when you come into the front desk. Oh, and Lisa, if you have e any challenges at all keeping this appointment, please just call me so I can adjust my schedule for my other guests. And I’ll see you at 5:30.
Caller: All right. Good-bye.
Time Management and the Tickler File
- Time Management
- Goal Setting
- Proper Documentation, confirmation and follow up with all your appointments, contacts and leads.
Time management is really nothing more than your ability to manage the time you have every day in the most productive way possible.
As a fitness counselor, your income is in direct proportion to how you manage your time. When you waste your time or use your time ineffectively, your income is affected.
- Start by giving it a lot of thought.
Set aside at least a couple of hours to really think about what would
What gets you excited?
What would you most enjoy sharing with others?
What do you want in your life that you don’t have already?
Make a list of all the things that come to your mind.
- Look over the list and ask yourself these questions.
- Is this something realistic as a goal?
- Can I really imagine it?
- Do I really desire it?
- Am I ready to put it in action?
There are two types of goals, short term and long term.
- Don’t set a short-term goal for anything that will take you longer than 90 days to achieve.
- Your long-term goals are how you see yourself living in the future – even 20 years into the future.
- What you must do each day is what goes in your daily plan of action that will help you achieve your goals.
- Take some time to do the math and figure out what you have to achieve in monthly sales in order to earn the income you need to own this goal.
- Put those figures in writing. Then in your own handwriting and in your own words, how you will go about achieving this goal.
- Goals for the month in sales
- Your current sales
- Today’s sales
- Today’s actual sales.
Proper Documentation, Confirmation and Follow Up
STEP 1. Record the Exact time and date of the appointment.
STEP 2. Record the source of the call or how the caller heard about the club.
The notations for sourcing should be abbreviated.
- Buddy Referral: BR
- Direct Mail: DM
- Yellow Pages: YP
STEP 3. Record the appointment
Proper confirmation will increase your show ratio. Always let your potential members know that you will call to confirm their appointment and ask them what the best time would be to reach them.
When you call to confirm, you might say;
“Hello Mary, this is John from the club. I wanted to call for two reasons. First I wanted to let you know that I have prepared for your visit toddy and am looking forward to showing you how our facilities can solve those areas we covered on our last conversation. The second reason I’m calling is to verify that I gave you directions here to the club and that you know where we’re located. I couldn’t recall if I had given you our address and directions? Excellent, I’ll see you at 6:00.”
STEP 4. Record the full name of your guest.
STEP 5. Record the home and work phone numbers to ensure contact.
Also, make it a point to let your potential member know the day and time that you will be calling to confirm.
STEP 6: Record any comments about their goals, which you had discussed during their telephone conversation.
STEP 7. Record the guest appointment in the master appointment book.
Follow Up notations symbolize what happened after the scheduled appointment.
- NS: no show
- CON: confirmed
- MS: missed sale
- RES: rescheduled
- EN: enrolled
- D: dead
Four Ways to Follow Up
The tickler file and daily productivity report is designed specifically so you are always moving forward. Never, ever look back in your reports for who you need to follow up with. Always move the names forward in the system of follow up from the:
- Fitness Profile
- No show List
- New Leads
Personal Goal Setting Worksheet
The following is an outline for setting short term and long term goals. Write down the goals you want to achieve, why you want to achieve these goals and the date by which you would like to achieve them.
I, ____________________ (fill in name), am committed to achieving my short term and long-term goals. I will accomplish this by staying focused, motivated and keeping my eye on the ball by reviewing the goals outline above everyday.
Short Term Goal: Date to Achieve Goal:
Why you want to achieve this goal:
Long Term Goal: Date to Achieve Goal:
Why you want to achieve this goal:
Qualifying with the Fitness Profile
The Qualification Process
Qualification is the process of asking the right questions so you’ll get a lot of little yes’s leading up to the big yes, which is becoming a member.
There’s usually something that spurs people on to want to make changes in their health or their bodies. You need to know what that issue is as early in your presentation as possible so you can:
- Adjust your presentation properly.
- Hit on that “Hot Bottom” when it comes time to get your guest involved with a fitness program.
For those people who have been members of a club in the past, they’re coming to your club to find out what’s different and just as importantly, what is the same about what they had.
Past history indicates future decision.
The N.E.A.D.S. Qualification System
The N stands for Now.
You need to know what they are doing now to achieve their fitness goals. If they enjoy group exercise classes, you’ll want to focus on that during your tour. If they’re into weight training, that’s where you spend a lot of time with them.
The E stands for Enjoy.
What do they enjoy about what they’re currently doing? The answer to this tells you their hot buttons, or their primary areas of interest, which you can use to help close the sale after the tour.
The A stands for Alter.
What would they alter, change or improve about their body or their current fitness program? This is why they have come to your club in the first place, to find something better than what they’re doing now and to get results.
The D stands for Decision Maker.
Many people won’t make a decision about joining a fitness center without conferring with a spouse or significant other on decisions. You want to ask them.
“Mary, the decision to improve your health and fitness is very personal. If we’re fortunate enough today to find the right solution for your fitness needs, is there anyone else that you need to assist you in making a decision to improve your health and fitness?
The S stands for Solutions.
At ABC Health Club, we pride ourselves on presenting solutions that change and save lives. Let’s analyze your needs and find just the right solution for you.
The Fitness Profile
If the receptionist ever has a challenge getting the guest to fill out the Fitness Profile, just teach them to say:
“Mr. Jones, the reason we ask you to complete the Fitness Profile is so that we can better understand your fitness needs. Since you’re currently a non-member, it’s also an insurance waiver so you can walk through the club. It will only take a minute to complete, and it’s a requirement to see the club.”
When you approach your guest, be certain to walk, talk, smile and greet them warmly.
You should already know their name because the front desk staff has been trained to tell you in advance.
“Hello, Joan, I’m John Smith. Welcome to ABC Health Club.”
If it’s someone you talked with on the telephone or who has a personal appointment with you, you should already have an idea of what they’re looking for:
“I’m glad you took the time to come in and become familiar with our club, especially our cardiovascular equipment, which I recall was an interest of yours.”
Take every opportunity during your presentation to build rapport and establish common ground with your guest.
People buy from people they like.
After the introduction with your guest, just move right to the qualification process.
“In order to best serve your needs, I would like to take just a few minutes to get a better understanding of what you’re looking for. Then we’ll take a tour of the club so you can see our incredible facilities, and at that point, I will explain all the details about how you can enjoy all the benefits ABC Health Club has to offer.
Then simply start walking towards the desk. It’s always better to ask qualification questions at your desk before the tour because there will be fewer distractions.
If you sense they’re nervous or hesitant, chat with them or her for a moment at the front desk.
You can do this by:
- Informally reviewing the front of the Fitness Profile in a light and conversational way.
- Getting them talking about where they’re from or where they work.
Once you see them begin to relax, just start walking towards your desk.
You’ll always be more successful when you follow a File-planned presentation. The Fitness Profile is that plan and it has been proven to be successful in helping our guests make the decision to get started.
Always carry your clipboard, take notes and record them on the Fitness Profile. Don’t be afraid to write things down.
“It’s very important for me to understand all of your fitness need so I can recommend the best program for you. I do this by taking notes so I won’t forget anything.”
The most important aspect of your presentation is the Qualification because this is when your guest shares with you all of the information that you’ll need to help guide them to the final decision of getting involved.
The Front of the Fitness Profile
The front of the Fitness Profile is what we call pre-qualification questions. Never prejudge your guests. Treat all guests with the same respect and take them through your entire presentation.
THE TOUR: A COMBINATION OF TIE DOWNS, INVOLVEMENT QUESTIONS
AND TEST CLOSES
Giving a tour is very simple if your idea of giving a tour is walking your prospect through the club so they can see what it looks like. I’m sure you agree that if this were the case, we wouldn’t need membership consultants. It would be much less expensive for the club to let instructors tour the prospects, give them rates and ask them if they want to join. Then, of course, when the prospect says they want to think about it, just give them a business card and tell them to “ask for me when you decide.”
As a professional membership consultant, we know that this is not what it takes to enroll a prospective member. Even if the club looks immaculate, and the tour is smooth & informative; the club may have everything the prospect is looking for, and the price may be completely affordable. Logically, there is no reason why they shouldn’t enroll. The simple fact is, most people do not buy logically. People buy emotionally and then justify it with logic. No matter if a membership cost $200 or $1,500 – funny thing is, no matter what the price is, or what the club has to offer, you still hear the same objections! You have to get the prospect emotionally involved in the services and facilities and get them to mentally envision themselves using the club. At this point, they will invest into a membership, not only because they need it, but also because they want it. Then, with your help, they will be able to logically justify the investment. The way to accomplish this is to give the tour while highlighting their interests and incorporating a combination of tie-downs, involvement questions and test closes.
BASIC STEPS TO TOURING
- Give background info about the club fitness professionals and the extensive educational training.
“John, all of our fitness staff have degree’s and national certifications – this is what they do for a living. They also go through an in-house certification, supervised by our director who holds a Masters in Sports Medicine. I’m sure you would agree that quality instruction is important, isn’t it?
- Let the prospect know that you will personally see to it that they will get 3 personal training sessions. Each session will last between 45-60 minutes.
“John, you had mentioned earlier that you were not familiar with some of our equipment. I want to make sure that you have a great comfort level and get started on the right track. Would you prefer your first PT session in the morning, afternoon or evening?
- Touring Equipment Area
Give a brief explanation of 1 or 2 specific pieces of cardio (Treadmills – highlight the flex deck, cushioned for impact and the EFX – elliptical movement – no impact, focuses on the entire lower body – target glutes). All cardio have contact heart rate monitors. Say, “this is the type of equipment that will focus on burning calories, which will burn fat, as well as help tone your entire lower body.”
Give a brief explanation of a few pieces of strength equipment (i.e. Women – triceps & leg movement; Men – Chest and Ab movement). Say, “this type of equipment will strength & firm your muscles as well as increase your metabolic rate which will help you burn more calories.”
You want to give some examples of equipment, while showing the prospect how this will benefit them with their specific fitness goals in mind. Do not get involved in giving an in-depth explanation of the concept behind each piece of equipment. Always remember the K.I.S.S. Rule. KEEP IT SIMPLE SALESPERSON. At the same time, do not assume that everyone knows how to use the equipment.
- Touring Aerobic Classes
If interested in classes, highlight the classes they are most interested in and explain how fantastic the instructors are and how much they will enjoy participating in them. If the prospect expresses interest in the specialty classes, don’t wait for them to inquire about extra fees – cover these areas with a positive note. All classes are included in membership except; Reformer Pilates, Spinning & Martial Arts.
“John, the great thing about our reformer pilates and spinning program is that we only charge a nominal fee for usage. Also, there is no problem getting into a class because you reserve a time in advance. By the way, will you be taking these classes in the morning or evening?
- Touring Locker rooms
The locker room is usually the most important area when touring. We want to showcase the ultra-modern amenities, the cleanliness and the relaxing atmosphere. You want the prospect to feel comfortable to “hang-out” in the lounge area – relaxing, reading the paper or watching TV. Highlight the Tanning booths, Massage room, Whirlpool spa & Towel service. A phone is conveniently located in the lounge.
“John, we really enjoy taking care of our members; we even have complimentary towel service! Now that’s service, isn’t it?
“John, relaxing in a soothing whirlpool after a long day of work would be nice, wouldn’t it?
MAIN POINTS WHILE TOURING
- Use the information from qualification to highlight area of interest (begin the tour where the prospect is most interested).
- Speak positively using Glamour words.
- Demonstrate & get them on a few pieces of equipment.
- Shelve any minor objection – don’t try to overcome them while on tour.
- Always be closing! ABC – Use various question techniques to control conversation.
Additional tour questions
“It’s a fact that regular exercise will increase circulation and energy. Don’t you agree that if you start to exercise, you’ll be more productive at work?”
“Regardless of our work schedule, we all need to make time for our health, don’t you agree?”
“Other than the exercise program, another benefit would be just to relax and release some stress, wouldn’t it?
“I’m sure you’ll agree that the club has more than enough equipment, doesn’t it?”
“Since we have such extensive hours of operation, I’m sure that they will fit into your schedule, won’t they?
“Would you be using the club before or after work?”
Price Presentation and Closing The Sale
During your presentation, constantly watch for buying signs.
Buying signs often take the forms of statements by your guests.
- What you’re telling me certainly sounds good. I really like the membership option.
Another way for a guest to communicate buying signs is in the form of a question.
- Do you offer personal training?
- Can I start taking classes right away?
- What times are available for 1st workout?
It’s better to close too early and too often than to close too seldom and too late.
Four important points before presenting membership options.
- Gain commitment. Get your guest to agree that the club is just what they’re looking for. Remember, it’s extremely important to get as many little yes’s, as often as possible, especially right before you try for the big yes, which is the close.
- Debbie, I’m sure you’d agree that the club and our service team are impressive, aren’t they?
- Isn’t this the kind of club that you can see yourself working out in?
- You can see the benefit of having a fitness professional design a workout for you, can’t you?
- Do a Benefit Summary. During the benefit summary, you should refer to the desires your guest has expressed an interest in from the Fitness Profile.
The benefit summary helps you refocus your guest’s goals, everything they like about the club and everything they already agreed to.
How to use the five components of fitness in a benefit summary
Component One: Proper Food Intake
John, we talked about the first component of fitness, which was proper food intake. And of course a big part of losing the weight we discussed is to know what you’re consuming versus what you expend each day in order to maximize your results, right? We also talked about how our fitness professionals will help you take all of the guesswork out of this for you, and that was important to you, correct?
Component Two: Cardiovascular Exercise
Now, the second component of fitness is cardiovascular exercise, and we both know how important that it is in burning those calories, right? You agreed that you liked the idea of doing the least amount of cardio necessary to accomplish your goals, which is why watching your food intake is so important.
Component Three: Proper Supplementation
Now John, you told me that you’re currently taking supplements, is that right? However, you agreed that if your fitness professional could take the guesswork out of this process and tell you exactly what you need, so you could save time and money, you’d like that, wouldn’t you?
Component Four: Resistance Training
That brings us to the fourth component of fitness, resistance training and we talked about how important that is in building lean muscle tissue, which burns calories more efficiently than fat, which is important to you, isn’t it?
Component Five: Professional Assistance
John, the last component of fitness is professional assistance. This is where our team of fitness professionals is committed to helping you achieve your goals. You agreed that having one of our fitness professional’s tailor a workout program based on your individual goals would be important to you, didn’t you?
- Answer minor questions. Answering minor questions before the price presentation will smoke out any of the minor issues that may come up as concerns in the close.
- Debbie, once we get your membership started, I’m sure you’ll have a number of questions. But before I explain our different membership options, are there any other questions that I can answer for you now?
- Show them how to become a member. The key to this step is to simply be assumptive about the fact that they’re about to enroll.
- I’m glad we’ve come to this point. Now let me show you how you can become a member today.
Your price presentation must be kept smooth and basic. You want to make sure you don’t confuse your guest. If your guest gets confused with too many numbers and options, they will only procrastinate and want to think about it.
It’s company policy not to “pen-sell”. Stick with using the company provided sheets and point to the membership options as you present them.
Begin by presenting the two primary types of memberships offered – The accelerated results vs. the basic fitness only membership.
The accelerated results vs. basic fitness only presentation
- Debbie, we have two types of membership opportunities available for you, our Accelerated Results memberships and our Basic Fitness Only memberships. Our basic fitness only memberships are for people who are happy with he way they look and feel; someone who has a complete understanding of the workout floor, and has already accomplished their goals.
Now, Debbie, our most popular membership is the Accelerated Results program. These memberships are designed for people who aren’t happy with the way they look and feel. They’re for people who have specific goals, and would benefit from individualized attention, such as you have expressed to me.
Debbie, based on these two types of memberships, which do you think is right for you, the accelerated results program or the basic fitness only membership?
Transition to the Price Presentation
Up to this point, you’ve been building rapport with he prospective member, talking about their interests and telling them about the facility.
But telling is not selling.
Once you’re confident that you’ve covered all the details to the satisfaction of your guest, you owe it to them to show them how they can have access to all of these wonderful life-changing facilities.
Don’t ever allow yourself to feel guilty or uncomfortable about covering the financial details.
Be as prepared and professional as you can be when making the move to the money issue.
- Debbie, I think you’re going to be excited to hear that the club has designed an investment plan to fit everyone’s budget
- Give the prospective member the alternative choice option of the two types of memberships.
- Point to the investment opportunities as outlined on the price sheet.
- Then close with an alternate choice on membership types.
- Based on these options, which one would suit your needs?
- Would you prefer to cover your membership with a check or credit card?
The most important factor of closing any sale is the person behind the sale, you.
If getting involved in a membership is truly in the best interest of your guest, it is your responsibility to persuade them of that fact.
Basic Membership Types
See your club manager for details.
Membership Payment Options
- Monthly Dues EFT (Electronic Funds Transfer)
- Pre-payment in full. This option is offered with added bonus time.
- Post dated check (only with manager’s approval). This is used as a last resort and must have manager’s approval.
The Benefits of EFT
- Saves them money
- Saves them time
- It’s convenient
- Eliminates worrying about late or forgotten payments
- Is the safest and most secure payment method available
- Payments are completely itemized on bank statements
- Offers choice of payment through their checking account or credit card.
- Eliminates worry about membership renewals
EFT presentation example:
- Debbie, the great thing about this membership is that it’s handled through Electronic Funds Transfer. All you need is a credit card or checking account. With this program you don’t have to worry about payi9ng monthly bills. How do you want to take care of your monthly investment, with a check or credit card?
During your presentation, avoid negative words and phrases when presenting EFT.
- Debit your account
- Take from your account
- Deduct from your account
EFT is when they authorize their bank to make a payment on their behalf.
Closing the Sale
- All good closing methods employ assumptive principles
- A closing question is any question that elicits an answer, which indicates that the guest has already become a member in his or her mind.
- After you ask a closing question, wait for the guest to answer.
The five basic closes
- Alternate of choice on type of membership.
- John, of the plans we’ve outlined, which one best suits your needs?
- Alternate of choice on payment type.
- Debbie, did you want to write a check for this or would you prefer to use your credit card?
- First workout appointment close.
- When did you want to schedule your first workout, Monday or Tuesday?
- Preferred Guest List Close
- Debbie, I want to take this time to explain our guest policy. Normally you’d have to pay a fee of $10 to bring in a friend to workout, but as a new member you are allowed to put your friends or relatives on your Preferred Guest List so they can each receive a free one-week membership with no obligation. Why don’t you fill out your Preferred Guest List while I finish up your paperwork?
Then place the Preferred Guest List and a pen in front of them and proceed
to fill out the agreement.
- The Secondary question close.
- As I see it, Mary, the only real decision we have to make today is how soon you’ll begin enjoying the benefits of the club membership. By the way, will you be coming to the club dressed for your workout or will you be changing here?
Price Presentation Role Play
Counselor: Well, Mary, I think you’ll agree that we have a pretty impressive club, don’t we?
Guest: Oh, yeah, there’s a lot more going on here than I thought.
Counselor: Well, we cater to an awful lot of different needs and schedules. Now, I just want to cover a couple of the items we’ve been discussing. So far we can agree that the club in convenient for you.
Guest: Yes, it’s convenient, but finding enough time to workout is my problem.
Counselor: That’s why we’re open from 5 am – 11 PM during the week, Mary. And as we discussed, you’d be able to get in two or three times a week in the morning before work, right?
Guest: Yeah, I guess I could do that, and I want to now more about that personal training you mentioned.
Counselor: Of course, I remember you mentioned having experienced challenges in another club with getting the kind of support and results you wanted, which was a concern of your.
Guest: Oh, definitely, that’s why I quit.
Counselor: Well, Mary, I won’t let you quit and once you see and experience the service from me and our Fitness Professionals, you won’t want to either. One of the real benefits of our club is our ability to tailor a program to fit your needs and to keep you motivated. And that’s what our program is all about that we talked about on the workout floor. That was the five components of fitness we talked about which I would like to show you now. This is really what you came in here for Mary and this is exactly what you’ll need to achieve the goals we discussed. Mary, we talked about the first component of fitness which was proper food intake and you told me you didn’t know exactly how many calories you eat per day and we talked about how important it would be to know what you’re consuming versus what you expend each day in order to maximize your results, right?
Guest: Yes, that sounds real important.
Counselor: And of course you agreed that your Fitness Professional will help you take all of the guesswork out of this for you, and that was important to you, too, right?
Guest: Yes, but what will all this cost me?
Counselor: Believe me Mary, the cost is very affordable and I’ll get to that in just one minute. Now the second component of fitness is cardiovascular exercise. Now, we both know how important that is. Now, you agreed that you liked the ideas of doing the least amount of cardio necessary to accomplish your goals, which is why watching your food intake is so important.
Guest: That makes sense.
Counselor: And then the third component of fitness is proper supplementation. Now, Mary, you told me that you’re currently taking supplements, is that right?
Guest: Yes, I take all the basics, like a multi-vitamin, B and C and Calcium, but I’m not sure what it all does for me.
Counselor: So if your Fitness Professional could take the guesswork out of this process and tell you exactly what you need so you could save time and money you would like that too, wouldn’t you?
Counselor: That brings us to the fourth component of fitness, resistance training and we talked about how important it is to building lean muscle tissue, which burns calories more efficiently than fat, which was also important to you to look and feel better, right?
Guest: Oh, yes, I am dying to feel more energy.
Counselor: Which brings us to the last component of fitness, professional assistance. And this is where our team of fitness professionals is committed to helping you achieve your goals. You agreed that having one of our Fitness Professionals individualize a workout program based on your individual goals would be important to you, didn’t you?
Guest: Well, I can see that. I don’t know if I can afford all this.
Counselor: Mary, I think you’re going to be excited to hear that our club has designed an investment plan to fit everyone’s budget. But before I get into that, Mary, are there any other questions that I can answer for you now?
Guest: No, just how much does it cost?
Counselor: I’m so glad we’ve come to this point because now I would like to show you how you can become a member. Mary, we have two types of membership opportunities available to you, or VIP Program and our VIP Plus program. Now, Mary, based on these two types of programs, which do you think is right for you?
Guest: Well, I’d like to go with the VIP Plus.
Counselor: That only makes sense based on everything we’ve discussed today. Now on each of these membership plans, there is an initial investment, which includes your joining fee, your processing fee and your annual club enhancement fee?
Guest: Uh, what’s the processing and club enhancement fee for?
Counselor: Well, Mary the processing fee covers all of the incidentals such as the normal costs associated with processing your new membership like our administrative costs and the processing of your identification card. The club enhancement helps to provide for yearly improvements in the facility to help provide state-of-the-art equipment and services.
Guest: Oh, okay.
Counselor: Let’s go ahead and get you started.
Guest: To be honest with you, it’s a bit more than I wanted to spend.
Counselor: Mary, I can understand that. But today most things do cost more than we want to spend.
Guest: Yeah. That’s true.
Counselor: Let me ask you, Mary, how much too much do you feel that it is?
Guest: Well, it’s a couple hundred dollars more than I wanted to spend initially and the membership dues are just too high.
Counselor: So, if we could save you a couple hundred dollars on the initial investment and a little on the monthly dues, how would you be paying for that today, check or charge?
Guest: I guess if you could do that, I’d pay by check, but I’d have to see what it is first.
Counselor: Naturally, Mary, let me show you what I would recommend for you. Now, as you can see the alternate day option is about $200 less on the enrollment fee than the VIP programs and the monthly dues are almost $10 less. And, Mary, the best part is should you decide to take advantage of any of our VIP programs, we will simply upgrade your program anytime during your first 30 days. Doesn’t that make sense?
Guest: Well, I’m really not sure.
Counselor: You’re not sure?
Guest: Well, I love the club and I know I need to do this, but I just need to think about it.
Counselor: Well, Mary, I can understand that you want to think about it because I know that you are serious about getting started, aren’t you?
Guest: Oh, yes, I am very serious.
Counselor: So tell me Mary, what exactly is it that’s holding you back now?
Guest: Well, I don’t know. I just…before I make a decision, but I like to think about it.
Counselor: Well, Mary, most people do, but I’ve never seen anyone more sure than you are right now. I mean, you finally made the decision to get in here after months of thinking about it. And now you are right at the point to finally act and get into the shape that you really want and you’ve already agreed that the club is convenient, it has everything you are looking for and we have the exact program that will help you achieve your goals, and that’s why you walked in the door today, isn’t it?
Guest: Well, I guess you’re right.
Counselor: No, Mary, you’re right for making the decision to get started. Now, let’s not wait another minute. And, by the way, when can I schedule your first workout, Tuesday or Wednesday?
Guest: Well, oh, what the heck. I guess Wednesday.
Counselor: Congratulations, Mary. Welcome to the club.
How To Overcome Concerns of Potential Members
Objections vs. Concerns
Since the term “objection” sounds negative, we will call them areas of concern.
“Can you elaborate a little more about your concern?”
- If people don’t object to anything they’re either not interested or you have somehow turned them off to your facility or your personal level of interest in their needs.
- A professional salesperson will sometimes hear up to 5 or more concerns before they’re able to enroll their guest.
Two reasons that keep people from becoming members.
- A condition. A condition is a reason that is truly valid for not getting started. There are only two conditions that would really prevent someone from getting started.
- No money/credit
- A serious medical condition
- They have concerns that have not been answered.
When you hear the word no, translate it to:
“I don’t have enough information to make a decision.”
“I’m not emotionally involved enough to enroll yet.”
If your guest is not emotionally involved enough to enroll, you’ll need to go back to their goals on the back of the fitness profile.
Review what they told you about what they want to accomplish.
- Why that is important to them?
- When do they want to accomplish their goals by?
- What are the most important areas that they need to work on?
- Refer back to the tour and the aspects of the club that they were excited about and the things that they felt would enable them to achieve their goals.
Everything flows back to the fitness profile and your qualification.
The basic steps to addressing concerns.
Before you can properly answer a concern, it is vital that the concern is clearly defined. This is called feeling a concern.
Step 1: Hear it out.
Before you can properly answer a concern, it is vital that the concern is clearly defined. This is called feeling a concern.
Step 2: Feed it back
Be polite and patient while your guest is giving you a concern and allow them to finish talking. What starts out sounding like one concern may end up being more.
Step 3: Question it
Now questions their concern is a delicate matter. You wouldn’t say, “What do mean it cost too much?”
The proper response:
- You know, John, today most things do. But do you really think that the money is going to prevent you from achieving the goals we’ve discussed.
Now if they say yes, than you have a concern you will need to overcome.
Step 4: Isolate the concern or circle the wagons
Your goal here is to isolate it as the only concern that would prevent them from enrolling, which we call circling the wagons. In a sense we are circling the wagons around their concern so another one can’t get in.
- Is this the only thing that is preventing you from getting started?
Once they agree that this is their only concern, you would continue by saying.
- John, about how much too much do you feel the membership is?
Step 5: Answer it
This is done by giving an appropriate answer to their concern.
For a money concern, you could use a simple “reduction to the ridiculous.”
Once they tell you how much too much the membership is, you would simply take that number and divide it by 365 days in the year to come with the amount that it would cost them each day to get started.
- John, when you look at that $100 over the course of the year, and I’m sure you’re going to want to stay in shape for longer than a year, but over 365 days, t hat comes to only .28 cents per day. I’m sure you’re not going to let a little more than a quarter a day stop you from achieving all of your goals that we discussed today, are you?
Step 6: Confirm the answer
Immediately after answering their concern, you must confirm that the answer you gave was effective.
- That answers your concern, doesn’t it?
If they agree, they can’t bring it up again. If they don’t, you can at least have another attempt at answering it and getting it our of the way of the decision.
Step 7: Change gears with three little words – – “by the way.”
These three words are the transition to move the conversation to the next topic at any point during your presentation. Simply use the words “by the way” and then ask them any question.
- By the way, what day would be best to set up your first workout?
- By the way, how would you like to take care of your membership, with a check or credit card?
The professional fitness counselor.
- If your goal is to become a professional fitness counselor with t he club, you have to learn how to become a problem solver and a need satisfied.
- The professional fitness counselor is careful to afford the potential member the opportunity to express themselves by asking the right questions and then listening to what they have to say.
Role-play “I don’t have time.”
Guest: I really love this place.
Counselor: Then, let’s get you started.
Guest: Well, I’d like to start…but, I…
Counselor: What’s your hesitation, Mary?
Guest: Well, I need it and I want it.
Guest: I’m just afraid that if I join, I’m not going to use my membership. I don’t have a lot of time.
Counselor: Mary, when you first came in today, we discussed this a bit and you indicated that you’d be very interested in working out before you head into the office in the morning, isn’t that right?
Guest: I did day that. Yes.
Counselor: And, you were looking forward to feeling better so you’d have more energy when you do get to work, right?
Guest: That makes sense.
Counselor: Mary, if you are sincere about achieving your goals we have discussed, you simply can’t afford not to get started. Helping motivate you to find time for your health and fitness and to keep you committed to your program is where we excel. That’s why you agreed that letting us tailor a program for you that gives you the maximum benefit in the least amount of time would make sense. And Mary, that’s why you came into the club in the first place, isn’t it?
Guest: Well, yes it is.
Counselor: Of course it is. Mary, welcome to the club.
Role Play “I’m not sure I’ll use it.”
Guest: I think this a great place and you certainly have more than I ever expected, but I just don’t know if I’ll use it enough to justify it.
Counselor: So you’re not sure, you’ll use it?
Guest: I just don’t want to pay for something and then be one of those people who that don’t use it.
Counselor: I can understand that Mary. So you’re going to put this off before you have even given it a chance. Sounds kind of silly, doesn’t it?
Guest: Well, when you put it like that it does.
Counselor: Seriously, Mary, you know when we first started talking today, you told me that you could come in at least three times a week after work. Isn’t that right?
Guest: Well, yeah. I can.
Counselor: You also said you wanted to lose weight and tone up by summer.
Guest: Yes, I know, I know I need to do this. I just…I just want to think about it.
Counselor: Mary, you told me that you’ve been thinking about this for months and you know what? Thinking about it has yet to get anyone in shape and I can guarantee you one thing, if you don’t get started now, you will never achieve the goals that we have discussed, which is exactly why you came into the club in the first place, isn’t it?
Guest: I guess so.
Counselor: Mary, I know so. By the way, which membership program did you prefer the VIP or the VIP Plus?
Role Play “It costs too much.”
Guest: I love the idea of having a personal trainer and all of this great equipment at my disposal, but you know I just think the membership is out of my range. It just costs too much.
Counselor: So for all the facilities and service we discussed, you feel that it costs too much money?
Guest: Well, no, but I just didn’t think I would spend that much on a membership right now.
Counselor: I understand, Mary, but I’m sure you had an amount in mind when you came in, so what did you think you would spend for the membership?
Guest: Well, I don’t know, but I thought it would be less.
Counselor: I know. Today everything costs more than we really want to spend, doesn’t it?
Guest: That’s for sure.
Counselor: So, tell me, Mary, what do you think is too much, the initial investment or the monthly dues?
Guest: Well, the dues are okay, but it’s at least $100 more than I had hoped it would be to get started.
Counselor: So what’s really holding you back is the $100?
Guest: That’s about right.
Counselor: Can I ask you, other than the $100, is there anything else preventing you from getting started today?
Guest: Well, what do you mean?
Counselor: I mean if I gave you $100 towards your membership right now, would you be in a position to get started?
Counselor: Well, Mary, if you break it down, $100 divided by 365 days in the year comes out to be about 27 cents a day, and I know after spending all this time discussing your goals and how we are going to tailor a program to finally help you achieve them after months of putting it off, that you are not going to let 27 cents stand in your way, are you?
Guest: Well, when you put it like that…but I still want to pay a little less.
Counselor: I understand how you feel. We all want more for less; it’s just in our nature. But if I can shoe you a membership option that makes sense financially and will enable you to get started right now, you just have to promise me one thing?
Guest: What’s that?
Counselor: That we can get back on track and focus on why you really came into the club in the first place, which was to improve the way you look and feel, not to save a few pennies a day, fair enough?
Guest: I guess so.
Counselor: There you go. Let me show you how this program works.
Role Play “I want to think it over.”
Guest: Well, this is very impressive.
Counselor: You’ll like the club, but you’re going to love the people.
Guest: Well, everyone I’ve already met has been so friendly and positive.
Counselor: That’s great, Mary, I’m sure you’ll really enjoy the it, now…
Guest: Well, you know what, I just need a little more time.
Counselor: So, you want to think about it, right?
Guest: Yes, I just don’t really feel like I can make a decision right now.
Counselor: That’s fine, Mary. I’m sure you wouldn’t take your time thinking it over unless you were seriously interested in losing those 10 extra pounds we talked about.
Guest: Oh, no, I’m serious. It’s just…I like to think things over first.
Counselor: I see…Just to clarify my thinking, Mary; you did say that you liked the club, didn’t you?
Guest: Oh yes, I really love the club.
Counselor: That’s good. Is there anything about the equipment, the staff or any of the programs that you felt didn’t meet your needs.
Guest: Oh, no, you really have more than I need in that respect. I just like to take my time before I make a decision.
Counselor: I just want to make sure though, did you feel that the program that we outlined to help you meet your fitness goals or the time frame for their achievement were realistic?
Guest: Oh, I really like the sounds of your programs.
Counselor: And you were serious when you told me that you wanted to achieve these goals within two months, correct?
Guest: I know, I know so I need to get started soon.
Counselor: Mary, I’m going to ask you to level with me, because if I have ever met someone that has thought this through carefully and is ready to get started, it’s you. Mary, could your hesitation in any way relate to the membership fee?
Guest: Well, yes. It is more than I had planned to spend.
Counselor: So other than money, there’s nothing preventing you from enrolling today?
Guest: No, that’s really it.
Counselor: I’m glad to hear that Mary, because I know you’re really excited to get started on achieving these goals and I also know you have a specific date in mind to achieve them, so I don’t want to waste any time. If I could show you an option that would make this painless and totally affordable, how would you be paying for it, check or credit card?
Guest: If you can do that, I’d use my credit card.
Counselor: Mary, welcome to the club. Let me show you how easy this will be.
The Turnover or the TO
A method whereby you introduce the prospective member to someone else to give another attempt at helping the guest make a decision to get started.
Advantages of the TO:
- It gives you a second chance at enrolling a member who may otherwise be lost.
- It gives the person doing the TO an opportunity to provide a new perspective on the presentation.
- To cover things that may have been missed in your presentation.
- To reiterate things that may have been missed in your presentation.
- To reiterate and add credibility to important aspects of the program that has already been covered.
In your sale presentation, no doesn’t always mean no. Sometimes, it’s just a request for more information.
Who you need to turn your guest over to:
- General manager
- Assistant manager
- Another counselor
- The higher authority.
If you find yourself in a situation where you feel the only way to enroll this prospective member is to designate a specific workout time for their first appointment or some other offer that requires you to get management approval, this would be an excellent opportunity for a higher authority turnover.
- I can’t do this without authorization, but if I get the authorization, are you in a position to get started today?
- Debbie, I’m not authorized to approve your request, but if I could get my manager to approve it, are you now ready to day yes to getting started?
- After getting several no’s.
This would be the equivalent to bringing in a relief pitcher in a baseball game to get the last out.
The Turnover Transition
- When leaving your office for a TO, always bring your fitness profile and explain all of the pertinent details regarding the guest’s interest and concerns to the other party before you go into the room to do the TO.
- Always give a brief summary of the guest’s interests and concerns in front of the guest.
TO Lead In’s
- Sharp Angle TO
The sharp angle simply asks the question, “If I could do something for you, would you be in a position to get started today?”
- “Our goal is to determine how we can get you involved in a fitness program to help you achieve your goals. If we had a program that was more affordable for you, would you be in a position to get started today?”
- Higher Authority TO
If we are offering any special discounted rates or extra membership bonus time, sometimes letting the TO come in and offer it will have much more impact on your guest.
- “Sometimes my manager can do certain things that I’m not authorized to do. If you don’t mind I’d like to get him/her so we can work something out to get you started. We’d really like to have you as a member. I’ll be right back.
- The Simple Solution TO
If you get stuck during any point of your presentation, just say,
“Debbie, before you leave, I’d like to introduce you to the GM of our club. He/She may be able to answer any additional questions that you may have or that I may have missed.”
- Once the manager or the individual doing the TO enters the room, always introduce them to the guest and give some general details summarizing the guest’s interests and concerns in front of the guest.
- At this point, the membership counselor should always stay in the office during the entire TO, stay silent and direct all attention toward the TO.
- The Marketing Survey TO
- The reason it is so effective is because your guest is now at ease since you’re just going to ask them a few survey questions, now that they’ve decided not to enroll.
- What you are doing here is helping them make the decision to get started by leading them directly to enrolling on a trial program with the alternate day membership.
- Ask the question as a courtesy, since they’re not enrolling, if they wouldn’t mind answering a few questions from one of our service representatives to help us better serve our members and guests.
- Call in the general manager, or other staff member who will act as the service representative to complete the survey with your guest.
Key points to cover with the person performing the TO in front of your guest.
- How they heard about the club.
- Their goals and specific areas that they want to focus on.
- Why these goals are important to them and by when they would like to accomplish them.
- What they like most about the club.
- Which membership are they most interested in.
- The reason that you have reached an impasse, or guest’s primary concern.
- If you are a professional and truly have the best interest of your guest in mind, you will never have a problem with your guest feeling pressured in any way. But, if at any point, your guest feels like they are being pressured, relieve the pressure by saying these words.
- I’m sorry, John. I didn’t mean to make you feel uncomfortable. It’s just that I’m so excited about our facilities and services and getting you started on your new program so you can reach your goals. That’s the whole focus of my job, helping people make the decision to improve health & fitness. You know, I have found that most people put pressure on themselves by not deciding. Making the decision to improving your health and fitness is the right decision and the reason you came into the club in the first place, isn’t it? So why put it off any longer, which membership best suits your needs?
Make your guest feel good about their decision.
- The individual conducting the TO must always stay with the guest until they enroll or until they leave the club.
- Many sales are lost because the individual conducting the TO walks out of the room before the guest enrolls. In the meantime, the guest has come up with another objection and walks out without getting started at all.
- Make them feel like a member while you’re doing their paperwork and talk about their program and results they’re going to see.
- Set them up on their first workout program.
- Take them out on the workout floor again.
- Introduce them to an instructor and other staff members or club members that you may know.
- Walk them to the door, thank them and let them know how happy you are for them that they made the right decision.
- Immediately send them a thank you note in the mail.
The introductory membership
- In all cases, even where a TO is not used, it is mandatory for all guests to be presented with the introductory membership.
- This membership is a limited, alternate day or limited hours membership that is extremely affordable.
- Even if your guest has the most challenging concerns this membership is a simple plan that can be applied to any other membership plan within 30 days.
- It gives any potential member the opportunity to get started, try the club and decide if they want to move to another type of plan at a later date.
You can’t close everyone, but everyone can be closed.
Marketing Survey Turnover Role Play
Counselor: Well, Susan. Its sounds like I’m not going to be able to help you get started today.
Guest: Hey, don’t get me wrong, I want to do it, but I just can’t afford it right now.
Counselor: So it’s really only the money issue that’s really holding you back, huh?
Guest: Yeah, right now things are just too tight.
Counselor: I understand Susan. Unfortunately, no matter how hard I try to help people to get started and achieve their goals, I guess I can’t help everyone. But, Susan, before you leave, can you do me one favor?
Guest: That depends on what the favor is?
Counselor: Oh, it’s nothing. We just have a small survey we like to do on those that we can’t get started on a program. It will take two minutes and give us an idea as to how we can improve. Can you do that for me?
Guest: Sure, if it’s only a few minutes.
Counselor: Great…thanks, Mary. Let me get our Member Service Representative. Mary, this is Bill, our General Manager and Service Representative.
Manager: Welcome to the club. (shake hands)
Manager: Okay, Mary. This will only take a few minutes. We would just like to ask you a few questions about your experience today.
Guest: Fire away.
Manager: Based on the presentation you received, what was your impression of the club on a scale of 1 to 5 (1 being the best)?
Guest: Definitely a 1. The club was great and Bob did a great job.
Manager: I’m really glad to hear that. Now, on a scale of 1 to 5 (1 being the best), how were you treated by the receptionist, membership counselor and the trainers?
Guest: Honestly, everyone was great. I would give them all a 1.
Manager: Wow, I guess we’re doing something right. Now Mary, would you say that this is the type of club you would enjoy working out at and if not, why?
Guest: Oh, the club is great and if it wasn’t for the money, I would love to join.
Manager: I see. Mary what features of the club are most appealing to you?
Guest: Let’s see, I like the cardio equipment, the group exercise classes and the spinning classes.
Manager: Mary, when do you see yourself making a decision to get started on a fitness program? Within; 30 days, 60 days, 90 days…
Guest: I would think about 30 to 60 days and I should be able to pull it together.
Manager: And what prevented you from enrolling today?
Guest: Just the money.
Manager: Really. That’s the only thing that kept you from getting started today?
Guest: Well, yeah, but that’s a pretty big thing, don’t you think.
Manager: That all depends Mary. Let me ask you something, if we had a trial program that would allow you to workout 3 – 4 times a week and utilize all of the benefits of the club, would you be interested in learning about it?
Guest: Well, sure. How does that work?
Manager: It’s easy; it’s called our alternate day usage program. Here’s what you will get…..You will have access to all facilities in the club. The program will allow you to us e the club four days a week with t he following options; Monday, Wednesday, Friday, Sunday or Tuesday, Thursday, Saturday, Sunday.
This is a one-time offer only to be given by the General Manager. It’s that easy Mary.
Guest: That sounds pretty good.
Manager: Too good to pass up. Which of the days would work out better?
Guest: I guest Tuesday, Thursday, Saturday, Sunday.
Manager: Mary, welcome to the club.
The Turnover Role Play
Counselor: Mary, I can see that you’re interested in the club. You know how we can help you reach your fitness goals, but I sense some kind of hesitation.
Guest: Oh, no I’m sold. It’s just that I don’t think I can afford it right now and that’s the bottom line.
Counselor: Mary, I’d really like to see you become a member today.
Guest: I would too, it’s just that…I’m on a really tight budget, you understand.
Counselor: Believe me I do, but if I could make this more affordable for you, would you be in a position to get started today?
Guest: Well, that depends on how affordable it is.
Counselor: Well, sometimes my manager can do things that I’m not authorized to do. If you don’t mind I’d like to introduce you to him to see if he can work something out for you…Okay?
Counselor: I’ll be right back.
Counselor: Excuse me, Manager Bob, may I speak with you a moment?
Counselor: Manager Bob, I need a TO on my guest.
Manager: All right, let’s take a look at the Fitness Profile.
Counselor: I have it right here…my guest’s name is Mary and she found out about us because she lives in the area and she saw our ad in the paper. She’s interested in a program that will help her lose a few pounds and improve her general fitness and appearance. She loved the club and was excited about the cardio equipment and group exercise classes. The only thing holding her back is the money.
Manager: No problem, let’s see how we can help her.
Counselor: Mary, this is Bob, our General Manager.
Manager: welcome to the club (shake hands).
Guest: Hi, Bob.
Manager: Well, Mary, I reviewed your fitness profile and it looks like everything was covered. You want to lose a little weight and tone up a little bit…is that right?
Guest: Um-hmmm, that’s right.
Manager: You also indicated that you want to achieve these goals in the next few months, and you told us that you’ve been thinking about getting started for over a year, is that correct?
Guest: Yes, I did, but I can’t sign up today because of the money.
Manager: Well it’s not your money I’m concerned with. It’s your commitment to the goals that we have discussed. Now, I assume that you’re serious about achieving the goals, aren’t you?
Guest: Oh yes, but I just don’t think I can spend the money right now.
Manager: Well, Mary, we don’t want you walking out of here because you feel it’s not affordable. Other than money, is there anything keeping you from enrolling today?
Guest: No, that’s it.
Manager: Well, Mary, we have membership programs that are affordable for everyone. Now, if I can make this program affordable for you, would you get started today?
Guest: I’d love to workout here.
Manager: Well, Carol, let me show you how affordable this program can be. First of all, what do you think is too much money, the enrollment fee or the monthly dues?
Guest: Probably both?
Manager: I see, so you need a membership that has a lower enrollment fee and lower monthly dues, correct?
Guest: Unfortunately I do. I just don’t have the budget for this.
Manager: Mary, there’s nothing unfortunate about it. We all have financial issues that we have to deal with, but fortunately, here at (club name) we have designed membership options to deal with those issues. Now, tell me, of the memberships that you have been presented with, which would you like to take advantage of?
Guest: Well, I really like that VIP Plus program.
Manager: How many times a week do you realistically think you’ll need to use the club?
Guest: Probably three times.
Manager: So if we had a trial membership that would allow you to use the club 3 – 4 days a week with a very low initial investment and monthly dues that will be completely affordable, how would you be paying for this?
Guest: That sounds too good to be true.
Manager: I know, but Mary, our philosophy is to give everyone the opportunity to achieve his or her goals. So if this makes sense to you financially, are you ready to get started today?
Guest: Sure, why not.
Manager: Great. Let me show you our special introductory program. All right. So, let’s go ahead and get started today.
The Post Sale Presentation
The Post Sale Presentation
- The post sales presentation is a vital part of your overall success as a fitness counselor and the success of the company as a whole and must be presented to every new member.
- The purpose of the post sales presentation is to gain referrals that may also be interested in enrolling.
- As many as 60 to 80 percent or our member base will come from member referrals.
Post-Sales Presentation Tools
The Post Sale Presentation will help your new member overcome buyer’s remorse.
- Buyer’s remorse can set in when there is a lot of silence while you’re filling out the paperwork and your guest starts getting cold feet and starts thinking about all the reasons that they should not enroll.
- When your member tells you that they can’t think of anyone to place on the Preferred Guest List, use the suggestions on the bottom of the list to help them.
- Many times your new member will give you names without the crucial phone numbers that we must have if we are to follow up and invite their guests into the club.
- Mary, in order for your guests to receive their free week, I need to let them know about it. If you give me their phone number, I promise that I’ll only call them to let them know it’s available, and invite them in to pick it up, fair enough?
- If you don’t receive any name or you receive names with no numbers because they don’t know the numbers offhand, let him or her know that you’ll follow up with them to get either the names or numbers later:
- Mary, part of the service that you receive as a new member is that I’ll be calling you to make sure everything is going okay and to answer any questions that you may have. At that time, you can give me the phone numbers of those who are on your Preferred Guest List and any other name you may want to add. The last thing I want to have happen is for you to have to pay to bring in one of your guests, so let’s make sure we add anyone to you preferred guest list that you can think of.
Preventing buyer’s remorse and making your guest feel good about their decision.
- Immediately start filling out the membership agreement while they dictate their personal information as soon as you call for the decision and receive a positive response.
- Mary, I’m really excited for you. I know you’re really going to love the club. By the way, help me with the correct spelling of your last name. And your address is? I’ll also need both your home and work numbers, etc.
- Another way to proceed is to fill out the agreement while you ask them questions regarding their program and when they would like to schedule their first visit.
- Mary, now that you’re a member I’m sure you’re excited about reaching some of the goals that we talked about. The first thing we need to do is to schedule your first workout. What is the best time for you to get started?
- Once you set the time and date, continue discussing what they want to accomplish when they come in to the club.
- Mary, you said that you really wanted to concentrate on losing a little weight. When you meet with your fitness professional they’ll customize a program to help you achieve your goal. What type of cardiovascular equipment do you see yourself starting with? By the way, as we discussed, it’s always a good idea to use strength-training equipment as well to help build your lean muscle tissue.
- Never let your new member fill out the agreement. If you have them fill out the paperwork, they may start to have even more buyer’s remorse when they start reading the entire agreement.
- Depending on your relationship with your new member, you may also want to get a corporate referral
- Mary, one of the services provided by the club is a company-wide awareness program for the businesses our members work for. Does your company currently sponsor any corporate fitness or health/wellness programs for the employees?
If the members company does not have a corporate account, you would say:
Who would be the best person to talk to about setting up a corporate fitness program for the company? Possibly a person in Benefits or Human Resources?
The Post Sale Checklist
- Use the Preferred Guest List and encourage your new member to write down as many names as possible. The record them in your tickler file.
- Record your guests name and company in your tickler file.
- Always have your General Manager proof and initial the Agreement at the point of sale to check for any errors.
- Always remember to get a voided check or imprinted credit card slip for EFT memberships.
- Schedule the new member’s workout appointment and record it in your tickler file.
- Fill out their workout card to save time when they come in for their first visit.
- Walk the new member to the door, or even to their car. Discuss any upcoming special club events and make them feel secure with their decision.
- Write down all of the new member’s information in your tickler file.
Servicing the New Member.
- When you enroll a new member, follow up is just as important as following up with a missed guest, maybe even more important.
- Our new members will only stay members if they’re happy and if we service them
- You must give members, not what they paid for, but more than they paid for. In other words, you have to exceed the expectations.
Three reasons why people give referrals.
- To have a friend to workout with.
- To help the person they are referring.
- To help you because you helped them and they like you.
Three Key Points For An Ideal Follow up Strategy.
- Complete their work out card.
This will give the fitness professionals the necessary information to follow up on their program and for their personal training presentation.
- First workout call.
Within 24 hours after the point of sale, you should be calling your new member to thank them for their decision to join the club, and confirm their first workout.
- Send a Thank You Card.
There is nothing more powerful than a handwritten thank you card that is received by your new member within three days of enrolling.
Mention something in the card that is specific to your conversation to let them know that you care about them and their needs. For example, if your new member indicated that they needed to rehabilitate a knee injury, your note might say:
Thank you for making the decision to get started on your new fitness program. I look forward to helping you improve the strength in your left knee so you can start running and skiing again soon. I know how much you enjoy doing those things and I’m committed to helping you get there. See you in the club soon.
Follow Up for Missed Guests.
- The Fitness Profile has tremendous impact on your success as a fitness counselor. Be sure to take notes on the fitness profile
- This was designed to help you effectively follow up with your entire member base and especially on missed guests.
- Record all post presentation activity for missed guest on the fitness profile and place in your tickler file.
- Physical description. Immediately upon completion of your presentation, you should write in a quick physical description of the individual. This will help you remember who they are when you follow up with them in the future.
- Concerns and Interests. If your guest foes not enroll, it’s important to record any of their areas of concern and interests so you’ll know exactly how to approach the follow up.
If you guest doesn’t enroll because they have a knee injury and they has an appointment to see their physician, you would want to call them specifically to ask them what their physician said. If you call them up and just ask if they’re ready to enroll and you don’t address their knee injury, you’ll sound like you don’t have a real concern for them
If you follow up on a missed sale that indicated to you during their presentation that they really enjoyed skiing, you might joke with them and say,
- Mary, you must have doing a lot of skiing, because I know you haven’t been working out here.
- Trial membership information.
- If we are not able to enroll the guest, we always want to free a free week to try the club out and get them back into the club (with GM approval).
- Once your guest leaves the club, with each passing day, their enthusiasm will diminish and the idea of enrolling becomes less and less of a priority.
- Always record the expiration date of the trial membership in your tickler file.
- Follow up information.
- Just like the enrollment follow up, there is a specific system for follow up on all missed guests.
Information to Record in Your Tickler File and Daily Productivity Report
- The date that you send your Thank You cards.
- The date of your follow up calls.
- The time of your follow up calls
- The results of the follow up calls.
- Having detailed information in your tickler file will enable you to make adjustments on when to follow up and what you discussed during each contact.
The 31-day Follow Up Tickler File
- This system was designed to keep you organized and productive by keeping track of all your potential members.
- The system works by using folders in your notebook, each labeled from 1 to 31, for each day of the month. Place all of your Fitness Profiles from missed guests in the folder for the day you must follow up with them.
- If for some reason you’re unable to contact your guest on the day that you agreed, move the Fitness Profile ahead to the next day.
- This system will not work unless you keep pushing your guests forward to future contact dates.
The One Thing Your Club Is Really All About Is Service, Service, Service.
- Always remember to show genuine interest in our members by following up with them and helping them at all times.
- Don’t assume that a new member knows anything about the club.
- Be a teacher, demonstrate, keep it simple and don’t leave anything to their imaginations.
- When instructing a member or showing them where something is, never order them around.
- Always treat members in a manner that will show that you’re interested in them and that you respect them
Use phrases like:
“Now, if you will…”
“Now, if you want to…”
“I think now is a good time to…”
- You always ask, never order when you’re instructing or directing.
Approaching Members on the Workout Floor.
- Offer service by spotting someone or offering suggestions on their program.
- Be informative not forceful.
- Walk the floor and introduce yourself to members and ask them how their workout is coming along.
- Be prepared for a negative reaction or a complaint. That’s okay; this is part of servicing the members.
- Be sincere, and enthusiastic and listen to what they have to say.
- Speak slowly and clearly.
- Ask them to come see you after their workout.
- Before you ask a member for referrals, make sure you’ve given them more than lip service.
Referral Lead-In Phraseology.
- Mary, are you happy with the club and the service that we’ve provided you?
When she responds with yes, you can say,
- That’s great. Now that you’re enjoying the club and getting the service I promised you, would you now feel comfortable referring any of your family or friends so I can help them get involved with a fitness program too?
- Mary, you look great. How do you feel? You know Mary, since you’re really enjoying the club and getting so much out of your workouts, wouldn’t it be nice to share your new found fitness with your family and friends? What I’d like to do is extend our Preferred Guest List so you can give our some free one-week memberships. How about stopping into my office on the way out?
- Mary, I know someone motivated you when you got started, and you’re really taking advantage of the club and you look great. Is there anyone that is important to you that you can now motivate to get the same results you’re getting? I know that they’d appreciate it, and so would I.
You can even try to establish a corporate membership from your current member base.
- Mary, where do you work?
Once she tells you continue with,
- Really? Does your company currently offer any type of employee fitness program?
If she says no, continue with,
- I’d love to help your company start a corporate membership program. Do you know whom I might contact?
Post Sale Presentation Role Play
Counselor: Well, how does it feel to be a new member of the club?
Guest: I feel better already.
Counselor: Mary, now that you’re a member, I would like to explain our guest policy to you.
Counselor: Generally, there’s a small fee, but as a new member you’re entitled to place any friend or relative on a Preferred Guest List.
Guest: That’s fine, but I can’t make a commitment for someone else.
Counselor: There’s no obligation, Mary. Anybody on your Preferred Guest List can have a free, one-week membership.
Guest: Well, what’s the catch?
Counselor: There isn’t one, just the free membership.
Guest: That sounds great, but I can’t speak for anyone else.
Counselor: And you’re not. Our Preferred Guest List is just another member benefit (hand over list), Now; I promise I’ll just let them know that you have given them a free week’s membership. There’s really no obligation. Fair enough?
Guest: Okay, it’s just that I can’t think of anyone that would want to join right now.
Counselor: Well, Mary, you said earlier that you’ve got a pretty good team back at work. Can you think of anyone who might benefit from a membership? A co-worker? Your boss? Maybe even a relative? Would you like to treat any of them to a free one-week membership?
Guest: Let me think here…Maybe I can come up with a few people.
Counselor: Fines. Mary, make sure you write down as many people as you think can think of right now…and while you do that, I’m going to go ahead and complete the paperwork. This will only take a few minutes. Mary, I’m glad you’re excited about reaching those goals that we discussed today.
Guest: Well, I’ve been thinking about this for a long time.
Counselor: Thinking leads do doing. And the first thing we need to do is set up that first workout that we talked about. You said earlier that you liked to workout in the morning before work. Why don’t we schedule your first workout for Wednesday for 6 am…will that give you enough time to get here?
Guest: Could you make it about 6:30?
Counselor: 6:30 no problem…Also before you leave, I want to make sure we fill out your new workout card so you’re ready to hit the workout floor without wasting any time.
Guest: Okay, great.
First Workout Call Role Play
Counselor: Hi, Bill?
Counselor: Hi, This is Mary from (club name). How are you doing?
Guest: Just fine, Mary. What’s up?
Counselor: Well, I’m calling to thank you for becoming a member of the club. I know you’ll be able to achieve the fitness goals we discussed in a reasonable amount of time.
Guest: Oh, I sure hope so.
Counselor: Part of the reason for my call is to confirm your first workout. It’s on Thursday at 5:30 PM right after work.
Guest: That’s right. I need to remember to take a change of clothes with me to work that day.
Counselor: Of course, And, bill, I’ll be in the club at that time, so please come over and say hello.
Counselor: I’ll see you then to make sure everything goes well with your first workout, too.
Guest: Oh, that’s nice. I’ll be sure to let you know how everything feels after that first workout.
Counselor: I’m sure your trainer won’t work you out too hard. By the way, have you mentioned to the people at your office about it?
Guest: Well, not yet. II didn’t want to announce it to them and have them checking out my progress.
Counselor: I understand. But before long, they’ll take notice. Then, I bet for sure you’ll be telling everybody about us.
Guest: I bet you’re right.
Counselor: Well, listen I just wanted to make this quick call to confirm your first workout. I’ll see you on Thursday.
Guest: All right, thanks. I’ll see you then.
Counselor: Okay, bye-bye.
Follow Up on Missed Guest Role Play
Counselor: Bob, this is Mary from (club name. As I promised when you were in the club on Monday, I’m calling to follow up with you. By the way, did you receive my card?
Guest: Yes, I did. Thank you.
Counselor: Great, bob, I’m really excited about getting you started on your new fitness program. Now, when you were in on Monday you were a little concerned about how consistently you would use the club.
Guest: Yeah, I’m a little concerned.
Counselor: I’m sure that you realize that if you don’t get started right away you definitely won’t use it, don’t you agree?
Guest: I’m just not sure if I’m ready to join yet.
Counselor: So you feel that you’re not ready to get started yet?
Guest: Yeah, I just don’t think that I’m ready to join right now.
Counselor: I can understand that Bob. A lot of my guests have trouble taking that first step, but what’s really holding you back?
Guest: Well, I really don’t want to spend the money if I’m not going to use the club.
Counselor: I can certainly understand that Bob. That’s a concern that I hear from many of my guests, but once they finally stop procrastinating and start to see and feel results, they’re so happy that it keeps them motivated to maintain their program. I’m sure that you want the same thing. Isn’t that why you came in to the club in the first place, Bob?
Guest: Well, yes it is.
Counselor: Why don’t we set a time for tomorrow for you to come in and try the club before you get started? That way you have a chance to test-drive the club before you make a decision, fair enough?
Guest: Well, maybe I could try it out.
Counselor: It only makes sense. I have an opening at 6:00 or 6:30, which would you prefer?
Referral Phone Call Role Play
Counselor: Hi, may I speak with Bob, please?
Guest: Yes, this is Bob.
Counselor: Hi Bob, this is Mary with (club name). The reason I’m calling is to let you know that your friend, John, just enrolled in our club. He put your name on his Preferred Guest List for you to receive a free one-week membership to the club with no obligation, isn’t that great?
Guest: Really. That is pretty nice.
Counselor: Now all you have to do to take advantage of this is to come into the club and pick up your pass. By the way, what type of exercise do you do now?
Guest: Well, I do a little running and some sit-ups. And I have a weight set at hoe, but I hardly ever use it.
Counselor: Have you ever been in our club before?
Guest: No, but I’ve been thinking about it.
Counselor: Really? What do you want most from a fitness program?
Guest: Well, I’d like to stay lean, work on my upper body a little bit. See, originally that’s why I bought the weights but I never get a chance to use them.
Counselor: I know. It is so hard to workout by yourself. I can’t tell you how many of our members have tried that. They finally decided they needed a professional and fun environment with a wide variety of equipment and services. That’s one thing that we try to focus on – making it fun.
Guest: Do you guys have exercise classes?
Counselor: Is that something that you’d like to take advantage of?
Guest: Well, my wife might.
Counselor: okay, well, I have the perfect idea, Bob. How about instead of you coming down to pick up your pass.you and your wife come down and she can take advantage of our incredible group exercise classes and you can hit the weights.
Guest: Well, when can we come in?
Counselor: Well, we have several classes starting tonight and there’s no time like the present. We have a 6:30 aerobics class or a 7:15 body conditioning class. Which do you think your wife would prefer?
Guest: I’m not real sure about that. Why don’t we just come in for the 6:30 class?
Counselor: I can tell already that you and your wife are really going to love it once you come n. Okay, I have you and your wife at 6:30 and Bob, do you have a pen? I want you to take down a few details.
Guest: Sure. Okay, go ahead.
Counselor: Great. Do you know exactly where we’re located?
Guest: Yeah. You guys are right on my way to work.
Counselor: Okay. Now, may name is Mary. Please write that down and ask for me when you come in. Also, my phone number is 000-0000 just in case you need to contact me. So I’ll see you and your wife at 6:30 and after the class, I will give you both a free pass and answer any questions that you might have.
Counselor: Oh, by the way, bob. Try to make it in just a few minutes early so that you can sign on as my guest, okay?
Guest: Okay. Well, we’ll see you then.
Counselor: Okay, bye Bob.
Most of us are familiar with the concept of creating a “win-win” situation. In sales, a win-win situation is when your potential member gets what they want and, at the same time, you get what you want. Corporate Sales is just that, everybody wins.
How Exactly Does the Company Win?
- When a company gets involved with a corporate membership program they’ll have a healthier and happier employees.
- The more their employees work out, the more fit they a re, and to the company it means these things:
- Reduce health care claims and related costs.
- Increased morale and productivity.
- Decreased absenteeism.
- Reduced turnover.
- Improved benefit package for employees
- The ability to attract new employees.
- Networking and entertainment opportunities in the club.
- Lower membership rates for all employees who get involved.
Corporate Lead Generation
In order to present our program, promote it an reap the benefits, we need to start with what all sales professionals need at the beginning of any sale and that is a lead.
A lead is:
- The name of a company
- The name of a contact person in that company
Where to get leads.
- Inside your member base.
- Outside your club.
- Always focus first on your member base because it’s right there in your club. This is your best source of leads.
- In your post sales presentation, getting information about the company your new member works for is generally very easy because you’re gathering all of that information anyway to complete your paperwork.
- Then all you have to do is ask your new member if their company currently offers any type of incentive for their employees to stay in shape.
- If they answer “no”, simply ask them who you might contact to discuss this with their company.
When you call and get in touch with the decision maker, you can say:
Thank you for taking my call Mr. Smith. As you already know, I w as referred by Mary Johnson, one of your executives. The purpose for my call is that Mary and quite a few other of your employees have been enrolling in our club with the goal of improving their health and fitness. I’m sure it would benefit your company greatly if more employees lead a more active lifestyle. What I would like to day is to share with you some idea of how you can have more of your employees get involved, and the best thing is that there are many options where there is absolutely no investment necessary from your company. Would you be able to spare five minutes of your time so I can give you all the details?
Methods For Obtaining Leads Outside Your Club.
- Canvas the area around your club by foot or by car.
- When placing lad boxes, present the corporate fitness program as well.
- Utilize lists of companies obtained from the Chamber of Commerce, City Hall or your local library.
- Local newspapers look for companies that are on the move.
The Human Resources and Benefits Managers have the best ability to make decisions or get to decision makers.
Opening an Account
- The best way to open an account is face-to-face.
- Many times you will also be opening accounts over the phone.
- Always try to set an appointment in the club.
- Whether you call the company first or they call you, the goal is still the same; to notify the caller and close for an appointment.
What Is Offered Through The Corporate Accounts Program
- Employee Discount Programs.
- These are at no cost or risk to the company. We offer a discounted rate based on the number of employees in the company during an open enrollment period.
- This is when the company participates at some level with the cost of the membership. Typically, the company will pay for the enrollment and processing fees.
- If the company pays for a portion of the memberships for their employees, the participation is typically better that the employee discount program.
- If you are ever faced with a company that shows interest in this type of corporate account, you should always involve your General Manager.
- Once you have an agreement, you need to register the business or company to make sure they show up on the active account list.
- To get the company on the list, just fill out the New Corporate Account form and turn in to corporate office.
- Make sure the General manager signs off on the worksheet and turns it in to corporate office.
- Once the information is verified the account will be set up.
Servicing the Corporate Account.
Make sure the decision maker feels comfortable that you and the club will take care of their employees.
The company should have one or more of the following materials available to help you service and promote the program you set up.
- Paycheck Stuffers
You can also have the company communicate directly to its employees by:
- Employee Newsletter
- On-Site enrollment
Preparing for An On-Site
- In order to have a successful on-site, you must pre-arrange everything with your decision maker.
- The time and place of the on-site must be advertised to the employee at least two weeks ahead of the on-site.
- Make sure you deliver all promotional materials on time.
- Call the contact person during the open enrollment period and let them know how it’s going.
- Ask if you can do an on-site enrollment just before the account closes.
- Stay organized.
- Follow up periodically throughout the year.
- Remember, servicing a corporate account is just like servicing any member, if you forget about them, they’ll forget about you.
- Start by creating a file in your desk for corporate sales leads and accounts.
- Record all your corporate account activity in the corporate accounts section of your tickler file
Opening an Account Over the Phone
Counselor: Hello, may I speak with Mary Smith, please?
Receptionist: May I ask who’s calling, please?
Counselor: Joe Jones.
Receptionist: And the nature of your call Mr. Jones?
Counselor: Well, actually, I’m with (club name) and I’m calling about some of your employees that have been using our club. I was actually referred by one of your employees. I promise I won’t take up much of her time.
Receptionist: I’ll see if she’ll speak with you…please hold.
Corporate Client: Mary Smith.
Counselor: Good morning, Ms. Smith, my name is Joe Jones with (club name). I just want to thank you for speaking with me this morning. I promise to be brief.
Corporate Client: Sure, I’ve heard about your company. My assistant told me this was about some of our employees?
Counselor: Yes, ma’am. The reason for my call is that quite a few of your employees have recently enrolled as new members at our club and I’m calling on their behalf with the recommendation of John Smith who also happens to work at your company.
Corporate Client: Well, what’s the problem?
Counselor: Oh, no problem at all Ms. Smith. You see (club name) is working with companies such as yours, to offer you and your employees the option of getting involved with a fitness program at a substantially reduced membership rate. I know your company was not originally on our Corporate Accounts List and some of your employees wanted to take advantage of joining at the discounted rates. By the way, Ms. Smith, this can be made available with absolutely no cost and no risk to your company with this program. I just need the approval of someone like yourself to allow the discount.
Corporate Client: I don’t know. Why would I want to do this?
Counselor: Well, Ms. Smith, many of our corporate clients have found that employees that lead a healthier, more active lifestyle are oftentimes more productive. It’s also a benefit that pays you back in things like; reduced health care costs, absenteeism, sick days, increased employee retention, improved morale, just because the company cared enough to offer this benefit to its employees.
And the best part about it is that it’s FREE and that you are providing it specifically to your employee. Do you think that some of these things might benefit your organization, Ms. Smith?
Corporate Client: I guess it makes sense. But what does it cost the company?
Counselor: If I could show you a way to provide the extra employee benefit at no cost to your company, would you be interested?
Corporate Client: Okay. Go ahead. Tell me more.
Counselor: Based on the number of employees in your company, we offer a discounted rate during an enrollment period, usually about 45 days.
Corporate Client: And it doesn’t cost the company anything?
Counselor: Well, no. Not unless you want to really increase participation and maximize the benefits to your company. We have some options where the company can pay part or all of the memberships or we can simply offer a discounted rate to your employees.
Corporate Client: So I could offer a discount without it costing the company, right?
Counselor: Is that what you think would be best at this time?
Corporate Client: We have a tight budget now and I don’t see the company coming out of pocket for a fitness program right now.
Counselor: Well, I can understand that Ms. Smith. In that case, why don’t we just offer the discount instead?
Corporate Client: How much time and paperwork is involved?
Counselor: Nothing on your part. We take care of the details. We even handle the employee notifications for you. We will provide flyers, posters and paycheck stuffers. We will even hold an on-site enrollment to explain all of our benefits to all of your employees at one time. We actually prefer to handle all the legwork. It makes it a little easier for you to make the decision. The only thing we need you to do is to authorize the program and then support it so we can get as much involvement as possible. Does that sound reasonable, Ms. Smith?
Corporate Client: Okay. It sounds good. How much is the discount?
Counselor: Well, how many employees do you have?
Corporate Client: About 600.
Counselor: That’s great. That will mean a substantial savings because you have over 500 employees. That will save your employees over 50% off the enrollment fee, but I can include all that on our worksheet.
Corporate Client: What do we have to do now?
Counselor: The only thing left to do is to get your company on our active accounts list. I’ll fax over a business activation worksheet to confirm the rate so that when your employees come into the club, they will be able to receive the discount for the 45-day open enrollment period. When you approve the rate and program, just fax it right back over to me and I’ll get your company on t he active accounts list. Then I’ll put all the appropriate internal marketing materials so that you and your employees will know they can take advantage of this great offer if they choose to do so. That’s all there is to it. Fair enough?
Corporate Client: Sure…I might even use it.
Counselor: Great…You will love the club and your employees will appreciate that you’re offering them this benefit. You know what? I’ve got some time tonight. How about 6:10 or 7:15, which would be better?
Corporate Client: Let’s make it about 6:10.
Counselor: Okay, Ms. Smith, let me just get some basic information from you so I can fax the corporate activation worksheet over for your approval.
Advanced Closing Strategies
Closing Is Not About Tricks Or High Pressure Sales Tactics
- Our job as fitness counselors is not to trick or pressure anyone into enrolling.
- Our job is to help people make the decision to get started on a fitness program that will help them receive their goals.
- Once you realize that our job is to help people and not make money, you’ll soon realize, the more people that you help the more money you will make,
- A Standing Ovation is when they pay you for the membership, then thank you for taking their money.
- Even when we go through all the right steps in your qualification and presentation, there will still be guests that need to be pulled not pushed.
- The decision to get started is within everyone you meet. All you have to do is pull it out.
The Basics of Closing
Field the Concerns
- Hear them out. Listen to what they have to say and don’t interrupt them. Let them get the entire concern out.
- Feed it back. Feed the concern back to them, to get them to elaborate on it. Make sure you are clear on exactly what their concern is before you address it.
- Question it. Question the level of importance of their concern.
- John, is this really a major concern of yours?
- Isolate it or Circle the wagons. Always isolate the concern as the only issue preventing them from getting started so that one you answer it, they won’t come back with another concern.
- Other than the money, is there anything else keeping you from getting started today?
- Answer it. This is a statement used to overcome their concern, which is almost always from information you receive during the qualification and the fitness profile.
- Confirm the answer. Confirm that your answer handled their concern.
- Well that takes care of that, doesn’t it?
- Change gears. Use the three words – “by the way” – to transition into another topic or close.
- By the way, when can we schedule your first workout?
- By the way, how would you like to handle your membership, by check o credit card?
The Seven Basic Concerns
- I want to think about it
- It cost too much
- I want to see other clubs
- I want to speak to my spouse or significant other
- I don’t have time
- It’s not convenient
- I don’t think I’ll use it
Techniques and Closes
Some of these close are more direct than others and you have to make sure that you’ve established common ground and built good rapport with your guest before you use them. After each close, you always have to call for the decision with a final closing statement or alternate advance.
- Which membership plan best suits your needs?
- Would you prefer paying by check or charge?
- What day would be best to schedule your first workout, Tuesday or Thursday?
- After any closing question, please be sure to wait for an answer.
- The guest should always be the first to speak.
- If you speak first to fill the silence and relieve the pressure, you let them off the hook for answering your closing question and you break the buying momentum.
- After you ask the closing question, shut up.
- Don’t forget to isolate their concern once it’s given by circling the wagons around the one concern that is preventing them from getting started. For example, if your guest says; “Everything sounds good, but I need to speak with my wife.”
You would isolate the concern by saying:
“That’s fine, John, but can I ask you, if your wife is okay with you enrolling, is there anything else that would stop you from getting started?
- Procrastination is living in the past avoiding the present and thus ruining the future.
Power Closes for Overcoming Basic Concerns
How to overcome the concern: “I want to think about it.”
Guest: Well, it all sounds good, but I want to think about it.
Counselor: So you’d like to think about it, Mary?
Guest: Yeah, usually before I make a decision I like to think it over.
Counselor: Mary, I can understand exactly how you feel. A lot of my members wanted to think about it, too, before they got started. Can I assume that the reason you want to think about it is because you’re seriously interested in achieving the results that we have talked about today?
Guest: Oh yeah, I’m very interested.
Counselor: Mary, can I ask you a question.
Counselor: Were you sincere with me when you told me that you wanted to commit to losing the 5 to 10 pounds in the next two months?
Counselor: Then be honest with me, what is it that’s really holding you back?
Additional closes for the “I want to think about” concern –
- The Three-Step Close
- Mark, there are three steps to getting started on a fitness program. The first step is to think about it. You already told me you’ve been thinking about it for six months. The second step is coming into the club, and you finally made the time to get in here. Mark, the only way for you to achieve the goals we discussed today is to take the final step and get started, don’t you agree? By the way, when did you want to set your first workout, tomorrow or would you prefer to wait until the weekend?
- The Dreamer’s Close
- Mark, don’t you agree that when it comes to getting n shape, you can think about it, wish about it, dream about it, and hope for it. But there’s only one way you’re going to achieve the results that we’ve discussed today, and that is to act on it. Since the only decision that makes sense is to act, how were you going to pay for it, check or credit card?
- The “Excuses of Results” Close.
- Mark, I can understand that you need to think about it, but what I’ve found is that most people don’t really think about it at all. They only use the time to make excuses. And Mark, what I’ve found is that you can choose to make excuses or you can choose to get results, but you can’t do both. So Mark, which would you choose, excuses or results?
How to Handle the Concern: “It’s just not in my budget.”
- The “Flexible Budget” Close.
Guest: I really want to get started, but I don’t think it’s going to fit into my budget.
Counselor: You’re not sure you can a afford the membership, Mary?
Guest: Well, it’s a little more than what I wanted to spend.
Counselor: I can understand that. I’m aware of the fact that there are very few people in the world who don’t have some sort of budget to live on. A budget is a very necessary tool to achieve our goals in life…don’t you agree?
Guest: That’s true.
Counselor: However, your budget doesn’t dictate how you invest your money. You are in control of your budget and you retain the right to flex that budget in your own best interest, don’t you?
Guest: Well, yes, but I just, I don’t think I can afford it.
Counselor: Mary, what we have been considering today is an opportunity to reach some pretty important goals in life, haven’t we?
Guest: Ah, yes.
Counselor: And are you really sincere about the goals that we discussed?
Guest: Oh, definitely.
Counselor: Mary, under this circumstance, I think it’s important for you to flex your budget – and not let your budget dictate your actions. Don’t you agree?
- The “Change Their Base” Close.
Mark, on what will you base your final decision, the overall benefits and services which we have discussed or the nominal monthly dues it will cost you to achieve your goals?
- The “Everything to Gain and Nothing to Lose” Close.
- Mark, I know that money is always an issue, but if you made the investment and you actually accomplished all of your goals, it would be worth it wouldn’t it? Well, Mark, the great thing about this membership plan is that it’s month-to-month. So if we don’t give you the service and results you’re looking for, then you won’t stay with us. So you see Mark, you have everything to gain and nothing to lose, don’t you agree?
- The “Investment in your Health” Close.
- Mark, I know that money is an issue. But did you know that the average American spends $20 to $40 dollars per week on incidentals like junk food, cosmetics, cigarettes, cigars, alcohol, magazines and other things that usually at the end of the week can’t be accounted for. I can understand your situation, but when you really think about it, this is an investment in your health, not expenditure, wouldn’t you agree? Now, Mark, I’m not asking you to spend any more money than you already do. I’m simply suggesting you put aside less than a dollar a day to get involved in this program for your health. Mark, your health and all the benefits you’ll receive is worth more than a dollar a day, don’t you agree?
- The “Value Comparison” Close
Guest: Well, I like the club, but I need to first see a few other clubs before I decide.
Counselor: Mary, I can understand you wanting to see other clubs. What that tells me is that you are serious about getting started, aren’t you?
Guest: Oh, yes, I’m very serious.
Counselor: you’re not just using this as an excuse to procrastinate, are you?
Guest: No, no, I definitely am going to join a club?
Counselor: And Mary, you now understand the five components necessary to achieve your goals that I described with our Accelerated Results, correct?
Guest: Yes, and that seemed to make sense.
Counselor: And I know that you want to join the best club available, don’t you?
Guest: Yes, I do.
Counselor: After researching the industry and shopping all the clubs in the area, I chose this club because it’s the best. The reasons I chose this club are the same reasons for you to choose us as a member. With everything we have to offer in terms of equipment, certified fitness professionals, the stability of our company. I think you can see that I’ve already done your shopping for you and that our club really is the right club for you, don’t you agree?
- Remember, people buy from people they like. If you’ve done a good job of building rapport, move away from selling the club and sell yourself.
- Mark, I’m glad you want to see other clubs; it shows that you’re serious about getting started. Even though I believe that we have superior facilities that our competitors, there’s one thing you can get here that you can’t get in any other club anywhere in the world. Do you know what that one thing is, Mark? That one thing is ME and the rest of our team. No other club in the world had that. After I enroll you today Mark, then you become one of my members and I’m going to personally make sure you get the kind of service necessary to achieve your goals, and isn’t that why you came into the club in the first place, Mark?
- The “Shoe on the Other Foot” Close.
Guest: Well, I really like the club, but I have to check with my husband first.
Counselor: You have to check with your husband first?
Guest: Well, we usually try to let each other know when we are going to spend money.
Counselor: Let me ask you something, if your husband came home one day and told you that he finally decided to start an exercise program to improve the way he looks and feels, wouldn’t you be happy and encourage him to improve his health?
Guest: I suppose so.
Counselor: Of course, you would encourage him because you ant him to look and feel his best. And didn’t we discuss that your husband was going to be supportive of you getting involved in a fitness program?
Guest: Well yes…
Counselor: Then Susan, I really don’t think that your husband will mind you getting started either, especially when it’s something you really want and need to do, and we already know that he’s supportive. So let’s not out this off any loner. Don’t you agree?
Guest: Sure why not…
How to overcome the concern: “I don’t have time.”
- Mark, I can understand your concern about having time to use the facility, however, I thought we’d covered that concern when you told me you’d be able to fit in an hour, two or three times a week after work, didn’t we?
- The “8760 Hours” Close.
- Mark, we all have 8760 hours in a year. If you get in here just three hours a week to workout, that’s only 156 hours in a year, which is less than 2% of your life. Don’t you think it’s worth 2% of your life to improve the way you look and feel and maybe even prolong your life?
- The “Make the Time” Close.
- Mark, I understand you don’t have the time to workout. Neither do I or any of our members for that matter, but you know what? We all make the time because it’s important to stay fit, and you also told me that you would be able to work out at least 2 to 3 times a week. Mark, that’s plenty of time to achieve your goals, don’t you agree?
- How to Overcome the Concern: “It’s Not Convenient.”
- Mark, what will you base your final decision on starting a fitness program? The overall benefits and services you’ll receive once you’re a member or a few extra minutes of travel time?
- Mark, honestly speaking, I really don’t think you would have come in here and listened to all that I’ve explained to you about the services and benefits of the club unless you really thought it was possible for you to use it, would you?
- Mark, it’s really not the time or distance to the club that’s most important. What’s really important is whether you’ll attain the goals that you came in here to achieve, isn’t that right?
- The “Lost Sale” Close.
(before you offer them a trial membership)
- Mark, before you leave may I apologize for not doing my job today? You see, if I had done my job, I would have said and done the things necessary to convince you of the value of joining the club. Because I didn’t, you won’t be enjoying the better health you indicated you wanted – and believe me, I’m truly sorry. So that I don’t make the same mistake again, would you take a moment and tell me what I did or what I said wrong?
- The “Buyer’s Remorse” Close
- Mark, I feel good about the decision you’ve made to join the club. I can tell you’re excited and somewhat relieved to know that you’ve taken the first step toward losing the weight you want to lose before that wedding this summer. From time to time, I have had people just like you who were so positive about the decision they had made until they shared it with a friend or relative. The well-meaning friends or relatives, not understanding all the facts and benefits we have discussed today tried to change their minds about their decision for one reason or another. Mark, please don’t let this happen to you. In fact, if you think you might change your mind, please, tell me now.
- There’s a fine line between being assertive and being intrusive. A real sales professional knows when they cross that line and knows how to get the guest back on the other side. If at any time during your presentation, you feel your guest is the least bit uncomfortable, you’ll need to know and use some phraseology for relieving pressure.
Mark, let me apologize. I didn’t mean to make you feel uncomfortable. It’s just that I’m so excited about what I do and how I can help you achieve your goals. I know you may still have a lot of questions, but you wouldn’t have let me discuss the details of membership with you to this point if you weren’t at least somewhat interested, would you? I may have covered the details a little fast, but we have agreed that…” then you would continue with your Fitness Profile review summarizing all the benefits they were excited about.