The beginning of each new year brings an influx of clients through gym and studio doors, as exercise enthusiasts aim to keep good on their resolution to kick start 2014 in a fit and healthy style. We received this feature on ways to give a proper, successful promotional tour of your fitness facility that convinces prospects to become members and thought it would be the perfect time to share.
By Curtis Mock, GymSuccess.com; CurtisMock.com
The tour is your opportunity to convince a prospect to become a member of your gym. Unfortunately, when done incorrectly, it’s also a great way to lose a sale.
I want to begin by saying that there is no “perfect” tour.
However, based on my experience, here are some tips that will give you the greatest opportunity to close more sales.
First of all, the tour strategies mentioned below require a proper tour setup, consisting of a strong greeting and prequalification. Your greeting should make the prospect feel that they are the most important person in the world at that moment. In addition, a prequalification form should be used every time, without exception.
I repeat, use a prequalification form EVERY time.
By filling out a prequalification form with your prospect, not only will it help provide you ammunition to overcome any objections they have, it also allows you some conversation points to get them to know you, like you, and trust you.
I like to start each tour by letting the prospect know that “When I finish showing you around, I have a special opportunity for you.” This lets them know that you will be asking them to join today, eliminating any surprise when you do. Then we begin the tour.
Don’t give the same tour to every prospect
Based on their prequalification form, you’ll know what interests them the most. If they say they’re interested in getting stronger, don’t start by showing them the cardio equipment.
If they say they’re interested in classes, don’t take them to the free weights. Every tour should start in the area in which they will be most interested. If you don’t, they won’t be able to focus on the other great aspects of your gym because they’ll be waiting to see the amenities they are looking for most.
Ask a lot of questions that stimulate a YES response.
Questions like “It’s a nice gym isn’t it?”, and “We have lots of classes, don’t we?”, and “I assume your spouse supports your decision to improve your health?”. The idea is to get them to say yes as many times as possible so that you create a pattern of positive responses, causing them to say yes when you present prices as well.
Always remember that telling is not selling. You need to stimulate the prospect’s thought process and get them to tell you the reasons they are at your gym. If you tell them, it won’t influence their decision. But when they decide for themselves and verbalize it to you, your chance of selling to them increases exponentially.
Ask them questions that force them to think, and to reply emotionally. “Why is it so important for you to become a member here?” or “How will your life change if you lose those 40 pounds you mentioned a moment ago?” or “Tell me about the moment that caused you to come in today to make this change in your life?”
Before you present prices, get one more YES.
After you have finished touring the facility and asking lots of questions, you will ask one final commitment question, which will provide the perfect transition to the price presentation. This question will allow you to gain a final commitment that will remain fresh in their mind before you present prices.
Ask questions such as, “You’re going to like it here, don’t you think?”, or “You can picture yourself working out here, can’t you?”, or “The gym has everything you need to meet your goals doesn’t it?”
You want to make them feel as if they have already made a commitment to a membership. If they do have any concerns or questions, pause on the floor and address all questions before presenting prices. Once all objections are satisfied, ask them to have a seat so you can help them decide which membership option is best for them.
The tour is typically the area where a sale is won or lost.
By controlling the conversation and asking a series of questions, your tour can easily take half an hour. No matter the size of your facility, a tour should never take less than 10 minutes, even if you’re in a 500-square-foot space. Doesn’t matter. Keep them talking and get them to know, like and trust you.
They have likely toured other facilities, so make sure your tour is the most memorable. They need to feel that your gym is the answer to all of their problems.
Remember, there is no perfect tour process, but if you implement these strategies and are genuine in your approach, you will find that the sale will be made long before you present prices.
About Curtis Mock: Curtis Mock is the creator of GymSuccess.com and author of a weekly newsletter, Gym Goldmine, which has more than 3,000 subscribed health club owners.