by Jim Thomas, President – Fitness Management & Consulting
GGFA Think Tank Member
The quality of your membership sales presentation will often determine whether a health club guest joins your club or one of your competitors down the street. However, over 20 years experience in the health club industry has taught us that most membership presentations in a health club lack pizzazz and are seldom compelling enough to motivate the club guest to make a decision to join your club today. Here are some proven steps that will help you develop a membership presentation that will differentiate you from other health clubs.
1. Make the membership presentation relevant to your club guest. One of the more common mistakes health club sales rep make when touring the club with their guest is to use a generic tour and presentation. They say the same thing in every tour and membership presentation and hope that something will appeal to the potential new member. There is nothing worse than the “canned” robotic presentation.” However, this doesn’t mean you shouldn’t follow a proven system.
The tour of your health club must be focused on the individual needs of each guest; follow the sales system, but modify it to include specific points that are unique to your guest. Be sure to use a Needs Analysis and take notes on tour. It’s important that you use the Needs Analysis to ask your guest probing questions about what they would like to accomplish – and why – before you start telling them about your health club.
2. Create a connection between your health club and your guest. In a membership presentation to a club guest, prepare a sample exercise program that would help them get the results they would like…or measure them and help them set goals. Introduce your guest to personal trainers in your health club that might specialize in areas they would like to work on. Introduce your guest to the club owner and other club staff. Using your Needs Analysis, ask your guest if they see themselves using the health club before or after work? Have your guest try some of the equipment….they need to “feel” it.
Also, remember to discuss the benefits of your health club, not the basic feature dump. Show your club guest the benefits they will receive by using the services and facilities of your health club. Simply showing features is the quickest way to invite comparison to other health clubs.
3. Don’t beat around the bush. Everyone is busy. Know what you want to accomplish on the tour and use your Needs Analysis to help you get there. Get to the point quick. Here’s something I like to see at the beginning of a guest tour, “Mr. Smith, as I am showing you the club today, I’d like you to be thinking about how we can help you long term in getting the results you are seeking. If you feel like we can help you get these results, I would like to sit down and invite you to become a member, fair enough?
4. Show enthusiasm. The majority of membership sales presentations I have seen and heard over the years in health clubs are unimaginative. If you really want to stand out from other salespeople in the health club industry be sure you show genuine enthusiasm and energy. A common mistake made by health club sales reps when they show their club with which they are very familiar is to speak in a monotone voice. This causes your guest to quickly lose interest in your club tour and eventual membership presentation. They key is to give each tour and membership presentation like it was the first time….after all, for your club guest, it is. It’s important to remember that you’re on stage, much like the musician or actor, be sure to give a performance worthy of a paid admission.
5. Show a little flair. “Mary, what is the first thing you plan on doing when you drop the 20 pounds?” Get them thinking about the future. How will their life change? What was life like before she gained the weight? Consider the impact of this question compared to the typical statement of saying something like, “We can show you how to lose weight.” Give it some thought. What can you do to add some flair to your presentation?
6. Do an equipment demonstration. This is the easiest and simplest of all steps to implement, yet I rarely see it done. Pick out a couple pieces of equipment for a man and woman, that they can use no matter how they are dressed. Let them experience how easy this really is. Let them see that, yes, they CAN do this…and let them feel the muscle work.
This approach never fails to help the health club guest make a decision.
7. Believe in what you represent. Hands down, this is the most important component of any membership sales presentation in a health club. When you discuss results and benefits, do you become more animated and energetic? Does your voice show excitement? Does your body language show your enthusiasm? If not, you need to change how you do things. After all, if you can’t get excited about your health club and all the benefits that can be achieved, how can you expect your club guest to become motivated enough to want to join?
By the way, if you’re not exercising in your health club, you should start.
Now, go sell a membership!
The GGFA is heard and respected as the unified voice of all franchisees. We are involved
in all decisions that affect our brand and the franchisees. It is our goal to secure Gold s
Gym as the most profitable franchising opportunity in the fitness industry and the
number one fitness brand in the world.
We serve as advocates for all franchisees to help them maximize the profitability and
stability of their businesses.