Memberships are the lifeblood of the health and fitness sector. Particularly in this competitive industry, health and fitness clubs constantly need new customers.
Fortunately, there is a sizable population actively seeking a new fitness center. 67% of Americans want to work out frequently but don’t because they haven’t found a suitable form or facility, according to research by the International Health, Racquet and Sportsclub Association (IHRSA).
The number of prospective health club members is now higher due to COVID-19 closures forcing exercise aficionados out of their familiar facilities. With the market scorching and possibilities abounding, now is the moment for health clubs to ramp up their marketing efforts and sign up as many fresh members as possible.
That begs the question, “How can you do that?” It would help if you had a committed sales team, an effective digital marketing plan for your gym, valuable tools for tracking and selling memberships, and a persuasive gym membership sales script.
Here, we’ll concentrate on assisting you in developing one.
Why do I need a sales script, and what is it?
Have you ever had the strong desire to end a phone call with a salesman when you picked up the receiver? How often have you been frustrated by a salesperson’s inability to answer your inquiries about a particular product or service you’re interested in? A sales script would help in both cases.
A sales script is a well-crafted list of talking points designed to assist salespeople in their interactions with potential clients. A successful sales script does not sell for your team but rather equips them to do so with confidence and enthusiasm. Your team’s ease in discussing the product they are selling, in this instance, a membership, will always show through in conversation. A salesperson may create a solid first impression, establish rapport, win over a prospect’s confidence, and close the deal with the help of a well-planned script.
Sales scripts help with management, uniformity, and protecting the club’s image. Even if it goes against common sense, sales scripts might help your team become more genuine to potential customers. When they have mastered the talking points, they will feel confident adding personal stories, suggestions, and the “something unique” needed to close the deal.
Suggestions for writing an effective gym membership sales script:
1. Focus on the individual
You can’t assume that everyone at your health club has the same goals or motivations for using the gym. To a lesser extent, this also applies to prospective members. You should categorize your leads into “prospect personas” primarily based on the facts you know about them and then tailor your sales approach and script to address their most pressing problems and desires.
Prospect personas should be regularly updated as new information is gathered from the buyer ‘s journey. Learnings may be recorded, and prospects and clients can be sorted into manageable categories using fitness club management software.
Being lectured to is irritating to everyone. Instead of just listing the benefits of your gym to a potential customer, try questioning them directly to see whether they’re interested in joining. When you ask questions, you give your prospects more control over the conversation and lessen the sensation that you’re giving a stale sales presentation. Your sales strategy may be tailored to each client after you have more information about them, such as their demographics and their desired features in a gym.
We’ve provided you with some excellent starting points for your inquiry:
- I was wondering what sparked your interest in joining a health club.
- When choosing a gym, what features are most important to you?
- How active are you right now?
- Which kind of physical activity do you find most satisfying?
- How many hours a week can you devote to your fitness routine?
3. Benefits versus features
While it’s easy to get salespeople excited about new features or programs when selling memberships, push them to go beyond the box. Rather than focusing on the features of your gym, such as the latest and greatest weight equipment or the most attractive small group exercise program, consider the benefits your members get from these features. Members of a small group fitness class will likely stick to their fitness program because of the sense of community and accountability from working out with others.
4. Take criticisms into account
Hearing “no” is commonplace in the sales profession. While it’s inevitable that you’ll experience some professional setback at some point, adopting a can-do attitude may make all the difference. Get some practice talking to potential members, and then compile a list of the most frequent reasons people decide not to join. You’ll be prepared for the following conversation with the facts and arguments you need to overcome their concerns.
5. Clarify the subsequent actions and follow up
Every talk should end with a plan in place. When a potential customer is ready to visit your fitness center, give them a tour. Send them a PDF of your club’s current class schedule if they’ve shown interest in learning more about joining your club’s activities and courses. The need for follow-up should never be overlooked. 48% of organizations in Conversica’s 2020 Sales Effectiveness Report said they connected with an inbound lead after making just one or two efforts to reach them. However, most purchases occur between the fifth and twelfth contact with a potential customer.