TO SELL , OR NOT TO SELL
THAT IS THE QUESTION
Mystery shopping of fitness facilities in 2021 revealed that businesses that actively forged genuine connections with prospects were in a far stronger position to convert them into customers . What , asks fitness business coach Justin Tamsett , were they doing differently ?
T he answer , for long term retention , usage and good will , is
not to sell . It is to have the prospect buy from you . That is why the defining trend in taking customer experiences to the next level is genuine empathy , true connection and personalisation . The ticking of boxes and following a script word for word is not enough now , and it certainly won ’ t be in the future . Emotional connection is paramount for your long term success .
Mystery shopping insights
At Active Management , we have mystery shopped hundreds of clubs on the phone and in person . We are the only company that solely mystery shops gyms , studios and clubs , and as such we have garnered some amazing insights into what really happens with sales processes across our industry .
The 2021 data has clearly revealed the businesses that put in the effort to truly forge a connection with their prospects . These clubs had our mystery shopper in the palms of their hands and could have sold them anything at all . An enviable position for any business to be in - so what were they doing differently ?
The art of conversation
Mystery shopping data showed that prospects were clearly more impressed and engaged when they experienced a real human connection . Sales staff can be scripted , but they need to ask questions in a more inquisitive rather than quizzing manner . The key is to be able to allow the conversation to flow naturally and take the opportunity when the prospect answers each scripted question to build on that by layering a response question based on the particular answer . It is at this point that , if your forte is scripting , you will be left flailing .
The layering of questions shows genuine interest . It also shows you are listening to the answers and responding appropriately .
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