Prospects and Prospecting

Prospecting for new members is an ongoing and daily process for a fitness center marketing and sale professional. Throughout the history of the fitness club industry word-of-mouth from family, friends and co-workers is one of the most effective means of marketing and is often how people first learn about their local fitness center. It is important to be aware that membership prospecting opportunities are always available and seizing those opportunities can be the difference between having a job as a fitness center sales person (membership consultant) and having a highly successful career as a fitness center marketing and sales professional. Whether through casual conversation with a member, helping a member with an exercise, answering a membership related question, or when you’re on boarding a new member—it’s up to you to initiate the prospecting conversation.

It all starts with a guest pass and an invitation for the member to bring a local friend or family member to try the fitness center. You may simply provide the member with a couple guest passes and explain the guest policy or you may formally present a referral contest and ask the member to complete a buddy sheet.

Why are “new” members a great source for referrals? Because a new member just joined the fitness center and they understand the value of being a member. They are also likely to have a new circle of friends, family, and co-workers who may not be familiar with the fitness center.

To take the referral process one step further, a new member is likely to be a source for a corporate referral or if employed in a retail environment they may be helpful to secure a location for a contest box or take-one display.

Additional material concerning prospecting for members will be discussed in the marketing section.

Prospecting for Referrals

  • Immediately at Point of Sale
  • After Helping a Member
  • Benefits of Workout Partner
  • Benefits of Buddy Sheet/Promotion
  • Close Member Buddy Sheet
  • Overcome Buddy Sheet Objection
  • Call Prospects on Buddy Sheets (prospect calls)
  • When Speaking with Referral on Telephone Get Their Email Address
  • Add Referral into CRM Fitness Center Marketing System at Level “Buddy” Upon Receiving Email Address

Customer Buying/Purchasing Funnel:

In addition to prospecting for new members the fitness center marketing and sale professional must understand the stages a prospect goes through when contemplating the decision of joining a fitness center. When you understand a prospects decision making process you will be more helpful in overcoming obstacles (objections) that may otherwise cause a membership prospect to procrastinate about joining the fitness center.

The customer buying/purchasing funnel is a representation of the stages a consumer might go through in the process of making a membership purchase decision. A prospect can enter the buying funnel very quickly and just as quickly decide to make the purchase or simply walk away.

As a fitness center marketing and sales professional it is your responsibility to be helpful and guide prospects through buying/purchasing funnel to the point of sale.

Buying/Purchasing Funnel

Concouisness

  • Pre-Awareness / Idea or Thought
  • Awareness / Solution to a Need
  • Heightened Interest / Develop Opinions
  • Consideration / Contemplation

Action:

  • Investigation / Research
  • Preference / Desire / Brand
  • Buy / Purchase
  • Ongoing Loyalty

Sales Conversion Funnel:

The sales conversion funnel is a representation of the steps necessary to move a prospect to becoming a member.

  • Initial Contact/Communication
  • Schedule Appointment
  • Confirm Appointment
  • Prospect Arrives
  • Registration/Data Collection
  • Facility Tour
    • Give Information About Facility & Programs
    • Gather Information About Prospects

    Membership Presentation

    • Present Membership Options
    • 1st Attempt – Close Sale
    • Handle Customer Objections(s)
      • Pause/Wait 6-10 seconds before rebutting objection
      • This allows customer time to reconsider & rebutt their own objection
    • Build Bridge
    • Isolate Objections
    • Overcome Objection
    • 2nd Attempt – Close Sale
    • Turnover

    If Joined

  • If Not Joined
    • Schedule Workout Appointment
    • Add Into Follow Up System

Customer Personality Types:

Customer personality types fall into four categories i.e. amiable, analytical, expressive and driver. An individual can be a combination of personality types but usually one type is the dominant while the other(s) are passive. To be a good communicator with each personality type you must learn to identify the most dominant personality type of the prospect. As you become more adept at identifying personality types you will also be able to identify the underling second most dominant personality type of your prospects. When you understand a prospects personality type you will be able to curtail your facility tour and membership presentation to achieve a positive outcome.

Lacking the ability to identifying a prospects personality type will cause you to maintain a low sales closing percentage of between 25-50%. This makes sense because you also have a dominant and lessor dominant personality type that drives your personality. Because of this at least 25% of the people that you present will have your same dominant personality type and another fraction will have your lessor dominate personality type. Because you communicate best with those with similar personality types you’re more likely to close the sale with people who have your similar personality types. Once you master identifying personality types and begin curtailing your presentation to match those personality types your sales closing percentage will rise.

Four Personality Types:

  • Amiable
  • Analytical
  • Expressive
  • Driver

Amiable: They are usually someone who is dependable, friendly and easy going. A person who does not want to offend and avoids confrontation. Often thought of as sensitive, thoughtful and may tend to put the feelings of others ahead of their own in order to maintain the friendship. Usually can be decisive and can make a quick decision. Doesn’t need nor want to be bogged down with all the boring details

Analytical: They are usually detail oriented and well organized. Analytical people want to understand the facts in a logical manner. They can also often be interpreted as skeptical, cautious and by the book.

Driver: A driver is often very direct and tends to come off dominant and thrives on challenge and success. They tend to be decisive, direct and talk fast. It’s not good to speak slowly or bore them with the details.

Expressive: Often very enthusiastic, outgoing, dramatic, witty and posses a high energy level. Sometimes can be impatient and may giggle or joke around. Enjoy helping others but may have trouble staying on task. Tend to like socializing.