I’ve always thought that one of my greatest assets when it comes to training health club salespeople is the fact that I was terrible at it when I first started. Nothing came natural. I had to learn it.
If you truly want to become a good (even great) health club salesperson and it doesn’t seem to come natural, I would like to offer a few things I’ve learned along the way that will help make a difference for you.
- Know your club. Workout in your club. Use every piece of equipment. Take every class. Eat at the café. While you want to sell benefits, results and outcomes, prospects are always impressed by a membership rep that cares enough to know everything they can about their health club. Do you have an understanding of the member experience?
- Know your competitors. Take the time to know who the competition is in your market. Be aware of the pros and cons of your health club. You never want to make a membership sale based the flaws of other gyms in your area. The best way to do this is to speak respectful about the competition, but then point out how your health club is the better value. I suggest having testimonials and examples to show your prospect.
- Consultative selling. In this approach, as a consultant, you help identify the needs and desired outcomes of your prospect and then suggest solutions that meet those needs. Stay focused on the needs of your prospect and not your desire to get a sale. The best advice? Help enough people in the world get what they want and you’ll get what you want.
- Be prepared. In this tip, the majority of the work happens BEFORE you meet your prospect. Never practice on the paying customer. Role-play the club tour. If needed, create a “cheat-sheet,” so you’re sure to ask all the necessary questions. Practice every day. Become a student of sales.
- Ask Questions. Don’t fall in the trap of talk-talk-talk and tell-tell-tell. If you overwhelm your prospect with information, you’ll most certainly help create objections. Your job is to probe and find out as much about your prospect as you can to help properly guide them in the decision-making process and remove any obstacles that might prevent them from getting the results they seek.
- Dealing with objections. No matter what, your prospect will likely have objections to getting started today. The key here is to sell them what them came in for – why their goals are important, desired outcomes and don’t find yourself opening the door to other objections that will delay the decision-making process.
- Choose to be coach-able. Have an open mind about learning and be willing to step out of your comfort zone. This is the first thing I look for when hiring someone for membership sales.
- Have a winning attitude. What I mean here is look for solutions, don’t just define what’s wrong. Have a passion, have urgency in how you do things.
- Don’t prejudge. We see this frequently. The definition of prejudging is thinking you know what the outcome will be before you even get started. The job description is to have a winning attitude and follow the system. One of the traps we fall into is the desire to provide good service and we find ourselves giving up key steps of the sales process.
- Be honest with yourself. You must choose to be accountable. If you want to change others, you must first change yourself. Don’t find yourself blaming circumstances for any struggles. Make it happen. It all starts with you.
Along the way, you’ll need stamina, resilience and a willingness to change rapidly.
Now, give it a try, you just might be a natural!