Fitness Marketing …….“Sell” is Not a Four-Letter Word
Fitness Life Marketing
Fitness Life Marketing
Run! A salesperson is getting ready to pounce and try to sell you something you don’t want or need. Take cover before it’s too late!
Kidding aside, we could all share a story about an overbearing salesperson. It’s no wonder that when the tables are turned and we are in a position to sell, we feel uncomfortable. What has so many fitness professionals ducking for cover the moment they are in a position to sell?
I had my first sales experience in my early twenties. I worked at a sporting goods store selling workout gear. The training I received was product-based, lasted an hour and was given by an employee who had been at the job for three months. I was set loose on unsuspecting customers to achieve the ever-elusive daily sales quota. I was armed with no knowledge of what to do or how to do it.
Fitness Life Marketing
Unfortunately, this scenario is common. We hire a membership sales associate and provide a few days of training with the expectation that the individual will have learned enough to be capable of closing the deal.
Each prospect who calls or walks through your door is invaluable. With increasing competition—maybe just a mile or two away—can you afford to have a new associate do a poor job at selling your club? If you want people to succeed in sales situations, you must teach them how to do the job right. This requires an ongoing commitment to training, mentoring and continuing education. Without prop- er training, people will become discouraged and demotivated and will eventually find another job.
In Jeffrey Gitomer’s Little Red Book of Selling: 12.5 Principles of Sales Greatness, the author says, “People don’t like to be sold, but they love to BUY!” This statement changed my thinking towards sales because as a consumer, I find this statement to be absolutely relevant. I don’t want to be sold. I want a salesperson to be helpful, friendly and knowledgeable so that I can make an informed choice. I want to be in control of my buying decision.
If you want to be great at something, you must become a student. What was the last book you read about sales? What ongoing training are you seeking to improve your skills? How often does your team run through sales scenarios?
Wayne Gretzky—arguably the most talented hockey player ever —never missed a practice. It’s no wonder he earned the nickname “The Great One.” Tiger Woods constantly reviews and assesses his golf game. He even went back to the drawing board and re- worked some major elements of his game, including his swing.
Fitness Life Marketing
These are just two examples of people who understand that in order to be great, they must keep learning and practicing every day. These days, people want to spend their hard-earned money with businesses that offer a personal touch. To be successful in sales, stop selling and look for ways to demonstrate value, foster trust and build a rapport in order to earn customer loyalty.
Your fitness business needs to sell memberships, programs and/or personal training in order to satisfy the bottom line. Everyone who works in your club should feel comfortable talking about the benefits of becoming a member or attending programs.
Fitness Life Marketing
“Sell” is not a (bad) four-letter word. Selling can be rewarding, especially in our industry. Think about the fulfillment you experience when you sell a membership. Someone is now on the road to wellness and you helped make it happen. Take pride in the fact that the services we sell help people live healthier, happier and more productive lives!
Sponsored by: Fitness Life Marketing 1-888-541-0714 ext2
Article Research Contributor: Amerishape Weight Loss
