The conversation is fluid , unclunky and personalised to the prospect . In fact , you ’ ll probably hear them raise more of their own reasons why they should join or buy personal training if you just keep asking questions .
The bottom line is , you can ’ t fake this : you must have a real and genuine desire to get to know the prospect ! This can only be achieved by asking questions . You can ask about work , family , previous fitness experience and anything else that the conversation naturally leads to , before getting to why they are enquiring about your product .
Facts versus feeling
When our mystery shoppers visit our clients in-person , they are asked to evaluate the process . There are two components to that evaluation : quantitative and qualitative . The former means we are objectively judging performance – usually , did they or did they not ask specific questions or carry out specific actions ? Most well trained sales people , be it on day 1 or day 1,000 , can get a perfect score here . It ’ s a useful component , but not the most useful .
The real value in the mystery shopping experience is when our shopper gives us their qualitative feedback . This is where we learn how they felt in the club and with the sales person . This qualitative component to an evaluation is conceptual , describing rather than measuring . A sales person who carries out the flowing conversation will do so much better than the robotic scripted individuals . Unsurprisingly , our mystery shoppers tell us that how they felt about the club is what determines whether , if they had been a genuine prospect , they would have joined .
Failure to close
You would be surprised how many mystery shoppers , when describing their experience , tell us about the same two critical factors that impede the salesperson ’ s ability to close the sale : 1 . The sales person rushed through the ‘ pre-chat ’ and didn ’ t get to know me or what I wanted . They had a checklist and they were going to get through it . They were not listening to my answers .
2 . The tour was generic , and not based on what I had told them I needed and wanted .
Let ’ s be honest , point 2 is not surprising based on point 1 . And rest assured , sales are not gained or lost on tours alone : it ’ s the shortcomings highlighted in point 1 that fail to convert prospects into members .
Body language
One of the easiest ways to connect with your customers is through your body language . Our mystery shoppers often report that staff go through the motions of an enquiry on autopilot , looking and sounding distracted , bored or even dismissive . Mystery shoppers gravitated towards , and were keen to interact with , those who had a presence about them . Enthusiasm , along with a real energy and passion for what you do , shines through when you believe in yourself , the product you are offering , and the brand . This is what makes you memorable .
Scripting definitely has a place in the training of sales people , but so does the ability to listen and layer . Our mystery shoppers tell us that the majority of sales people they shopped in 2021 needed to significantly enhance both their listening skills and their ability to ask appropriate follow-up questions .
This is really exciting feedback , because it gives us all something concrete to work with ! When recruiting new team members , these communication skills should be key requirements that you focus on during interviews - and not simply asking whether the candidate possesses them , but actively testing them . With your existing team , you can make these skills central to their staff training in 2022 . By doing so , you ’ ll make them not only better sales people , but also more likeable humans - how ’ s that for a Happy New Year !
Justin Tamsett The Managing Director and business coach at Active Management , JT ’ s three decades in the fitness industry have encompassed roles from personal trainer and salesperson , to facility manager and multi-club owner .
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