Prospecting for New Members

Prospecting for new members is a continuous, daily responsibility for every fitness center marketing and sales professional. One of the most powerful and proven methods of generating new memberships is word-of-mouth—recommendations from friends, family, and co-workers. For many people, this is the first way they learn about a fitness center.

Opportunities to prospect are always present. Recognizing and acting on these moments is what separates someone simply doing a job from someone building a successful career in fitness marketing and sales. Whether you are engaging in casual conversation, assisting with a workout, answering questions about memberships, or onboarding a new member, it is your responsibility to initiate the prospecting conversation.

Creating Referral Opportunities

Prospecting often begins with a simple invitation. Encourage members to bring in a friend or family member by offering a guest pass and clearly explaining the guest policy. This can be done informally or through structured initiatives such as referral contests or VIP Courtesy Lists (buddy sheets).

Why New Members Are Key

New members are one of the most valuable sources for referrals because:

• They have just experienced the value of joining
• They are excited and engaged
• They are connected to friends, family, and co-workers who may not yet know about the facility

Expanding Referral Potential

Beyond personal referrals, new members can also open doors to additional opportunities. They may:

• Introduce corporate wellness opportunities through their workplace
• Help secure local business partnerships
• Assist in placing promotional materials such as contest boxes or displays

Prospecting is not a one-time activity—it is an ongoing mindset. By consistently engaging members and actively seeking opportunities, you create a steady flow of new prospects and long-term growth for the fitness center.

Additional strategies and tools for prospecting will be covered in the marketing section.

Prospecting for Referrals

• Most Effective—Immediately at Point of Sale
• Second Most Effective—After Helping a Member
• Benefits of Workout Partner
• Benefits of VIP Courtesy List (Buddy Sheet) Promotion
• Encourage Member to Use Smartphone Contacts for Referrals
• Overcome Buddy Sheet Objection
• Assure Member You Communicate Professionally with Referrals
• Call Referrals on VIP Courtesy List (Buddy Sheets)
• When Speaking with Referral on Telephone Get Their Email Address
• Add Referrals into CRM System as customer status “Member Referral”.

Customer Buying/Purchasing Funnel:

 
Understanding the Prospect Decision-Making Process

In addition to actively prospecting for new members, fitness center marketing and sales professionals must understand the stages a prospect goes through when considering joining. By recognizing how individuals make decisions, you are better equipped to address concerns, overcome objections, and prevent prospects from delaying or abandoning their decision to join.

The Buying Funnel

The customer buying funnel represents the stages a prospect moves through when making a membership decision. These stages can occur quickly—some prospects may move from initial interest to joining in a short period of time, while others may hesitate or choose not to move forward at all.

Your Role in the Process

As a fitness center marketing and sales professional, your role is to guide prospects through each stage of the buying funnel with confidence and professionalism. By providing clear information, building trust, and addressing concerns, you help move prospects toward a positive decision and successfully bring them 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

• Onboard New Member
• 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.