Selling Fitness

By Jamie Leggatt

The sales department is the driving force behind every company. Good sales teams keep companies in business and our economy rolling. The sales department is especially vital in fitness clubs. The concept of health and fitness can be a tough sell because it isn't tangible. Potential members are buying a lifestyle and chance for physical improvement--it's pretty daunting.

Unfortunately, many fitness club sales representatives focus only on selling memberships and meeting quotas when the real key to sales in this industry is understanding and providing a good fit for the prospective member. Therefore, sales reps should focus less on selling memberships and more on understanding the unique goals of prospective members.

Understanding Clients' Goals

Instead of plunging straight into different membership options, the sales representative should first get to know clients and their goals. Potential members may consider joining a club for a variety of reasons. Some might need to lose weight based on doctors' orders, others may need to work out to lower stress and blood pressure, while others may be single parents who want to connect with other adults while exercising. Each person is looking for something different from the same club. The only way to sell what the client is looking for is to understand what that is.

"When they can understand what the prospective members' goals are and how to help them pursue those goals, they will be able to really relate," explains Patrick von Pander, a business success coach who specializes in sales coaching. "By focusing not on selling but rather on the client's goal and why they have that goal, the salesperson is more empowered to help the prospective client."

To understand potential clients' goals, take time to be naturally curious about people. There's an age-old saying that you have two ears and only one mouth in order to listen twice as much as you talk. Keep this in mind when meeting with prospective members and listen closely. You'll tap into what motivates them to consider buying a membership and can offer exactly what they need.

Tailor Your Approach

"You're not selling a membership to a person, you're partnering with them. When you tap into [his or her personal goals], price doesn't matter. That takes the focus off the money and on the outcome," says von Pander. Part of empathizing and partne-ring with each potential member is matching your communication style and personality to him or her. An elderly lady probably won't relate to a peppy, cheerleader-style sales approach. Instead, she'll respond to respect for her age and an understanding of how other clients her age use the gym's facilities.

Once you understand what each client wants, share a current member's similar situation. For example, if another member was in the same boat, explain how he or she benefited by joining the club. Perhaps Mr. Smith lowered his blood pressure and Ms. Jones met a group of other mothers who take yoga together. "[Make them feel comfortable] and allow them to relate to what it is you offer that can help them meet their goals," you Pander suggests. "If you can help them achieve their goals within their lifestyle, you both win."

What's My Motivation?

If you have a hard time staying motivated, it's probably time to set a schedule of sales activities you enjoy. Think about what really drives your sales. It's probably a combination of activities, such as making phone calls, meeting with drop-ins, talking with members to make sure they're enjoying the facility and asking them for referrals.

To make those activities stand out, set a schedule of daily, weekly and monthly sales activities. For example, a daily activity could be calling a certain number of new people to tell them about the club and hopefully schedule a visit. Another daily activity could be asking several members how they are enjoying the club and remind them you appreciate referrals. A weekly activity could include visiting several businesses to discuss the possibility of setting up a corporate membership.

Monthly sales activities are tasks that need to be done less frequently. For example, each month, the sales team could participate in creating a members' newsletter to inform and help members get the most out of the club. Remember, sales is all about connecting with people. Schedule activities that connect you with others and you will notice a jump in sales.

An Untapped Market

Although one of the biggest markets for sales is referrals, many clubs don't tap into it. If you aren't asking for referrals, it could negatively affect business. Members may get the impression you don't value their membership or sense you feel you have something to apologize for. On the other hand, if you're proud of the club and its services, you'll want members to share information about the facility with friends and family. After all, we want the best for the ones we care about.

Inform your membership base about the types of members you want and keep it simple. You might be looking for people who want to lose weight, get in shape based on doctor's orders or feel better about themselves. Once members know what you're looking for, give them incentives to refer others. For example, free tanning, a month's membership or an upgrade might interest them. Try to offer members several incentive choices because what motivates one may not motivate another.

A Passion for Sales

The last way to revitalize sales and increase business is to love what you do. If you enjoy introducing people to the many benefits of a gym membership, they'll see that and be attracted to you. People who don't enjoy their jobs usually find selling difficult. These individuals should figure out what they're passionate about and pursue it. "There's nothing more inviting than a big smile that's authentic and a great attitude," confirms von Pander. "Choose to have a good attitude." Passionate salespeople are rare. Their smiles and infectious happiness are key to making great sales.


COPYRIGHT 2004 Aerobics and Fitness Association of America
COPYRIGHT 2004 Gale Group