Exercise history
•
What activities did you use to do?
•
What did you like at your previous
sports facilities?
•
What didn’t you like?
The worst thing you can do is showing
a lead what they can already see
themselves. For example, ‘So, this is our
beautiful spinning studio, this is our great
gym and this is our dressing room.’
•
How often, which days and which
times are you planning to use our
facilities?
Since you have done a great needs
analysis you know what the lead likes
to do, what their goals are and what’s
important for them. This means that
you can now focus your tour on what is
valuable for them by making it specific.
•
What would you like to do/use?
When to ask for referrals?
•
What is important for you in making
the decision to join?
Usage
Goals
•
What do you hope to achieve?
Motivation
•
Why do you want to achieve this
goal?
A Disney Tour
Now that you know more about the
lead and what really drives them to
join your business, it is time to show your
facilities. The most common mistake is
that employees give the lead a socalled ‘Disney Tour’. A Disney Tour is a
guided tour of your facilities in which the
employee shows all the general facilities
without making it specific for the lead.
After your tour, have another sit-down
with the lead and explain the different
packages and memberships you offer.
He or she will now completely
understand all the benefits of your
business for his or her specific goal and
will be ready to join right away. After
they have joined your business and
have become a member you should
immediately ask them for referrals. The
most common mistake in this process
isn’t that this is asked in the wrong
manner, but simply that it isn’t asked at
all.
There are a thousand different ways to
ask for referrals and they will all help you
to sell more memberships.
One technique that has always had
my preference is the guest pass for
WHAT’S NEW IN FITNESS - WINTER 2016
members. Every member that joins my
business would get three guest passes
for their friends with a value of $20 each.
The member could use these guest
passes whenever he or she wants, or
within a limited time frame. The only
thing I would ask is that he schedules
the guest’s visit some time in advance,
so I would be able to give the friend a
proper introduction and have a chat
with him or her, to focus on their specific
needs.
As we know it’s getting more and more
expensive to get new members for
your business. Therefore, to sell more
memberships, every potential customer
should be getting the right personal
attention they deserve.
Involve your front desk in the process by
letting them hand out a ‘Nice to Meet
You’ form to all the leads. Have a sit
down with each individual lead to get to
know them and their goals.
Make sure your tours within your facilities
are tailored to what’s interesting for them
instead of giving a general Disney Tour.
And finally, after they join make sure that
you ask them for referrals by handing
them guest passes for their friends. The
biggest mistake is simply not asking.
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