Without a doubt, recruiting new members is not an easy task, which is why we offer you a series of tips that can help you improve this important aspect of your gym's operation.
Tips for attracting more customers to a gym
1. The transition from coldness to sale
A potential customer who approaches you to discover your gym, whether by phone or in person, is showing a significant interest in the service.
To make a sale, we must demonstrate the motivation and interest that the potential customer's positive attitude deserves. The "warm-up," then, begins at reception.
2. Know your goals
Management should create monthly or weekly sales incentives, aiming to acquire a minimum number of new customers within that timeframe. This means defining our current position and our desired future state.
3. Keep the Reception staff trained
Whoever is in charge of this essential task must know what to say, how to act, how to inform, and be attentive and motivated.
The way staff interact with customers is fundamental to any service: it's essential that they are informed about each and every activity and have personally experienced most of them. This means, for example, that they have taken classes with various teachers and in different styles.
4. Improve telephone skills
We should avoid providing information that only offers features and costs, and instead ask questions and get to know the other person. Use a guide to facilitate the sales process. (*) See the Guide
5. Meeting needs and discovering motivations
Ask questions to find out and investigate real needs. Differentiate between: Interests (swimming, walking, making accessories);
Need (to lose weight, to get in shape); and Motivation (to look good in the summer, my friend's wedding celebration, etc…)
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6. Rate your motivation to start within the first 3 to 5 minutes
Schedules, financial availability, ability to make decisions (knowing who pays the fee) and other limitations.
7. Don't lose control
It involves perceiving and asking more than speaking, and also informing without discriminating what is important to the client.
8. Ability to present the service
In a gym, it's important to give a tour of the facilities while talking to the prospective client. This is easily achieved when there are two people working at reception. Then, offer a trial of the service (participatory selling).
Voice, gestures, and using appropriate vocabulary according to age, experience, etc. are essential to achieving good empathy with the interlocutor.
9. Assessment closures are powerful
Discover if there are any remaining doubts, understand what the potential client thinks and feels about the service. Capitalize on their interest through promotions, prices, and/or programs that motivate them to sign up for your gym's services right then and there.
10. Create differentiation
Demonstrate exclusivity. We are the only ones who… we are the best in… (teachers, service, programs, costs, etc.) To do this, it is essential to know our competitors well and, of course, our own services.
11. Close the sale
Ask closed-ended questions to confirm your membership. Would you like to start today? Would you like to become a member?
12. Handling the concerns of the potential customer
It means handling any objections he may have, providing solutions and answers to his concerns.
13. The presentation of the cost is another point
Present all price options, starting with the highest. Close each option before moving on to the next.
14. If the potential customer of the service acquires the service:
TAKE CARE OF IT!
* Guide for telephone assistance:
– Initial greeting
Gym X. Good day, chat X
– After hearing the request, assess the interested party.
I will provide you with the information you need. To do this, I would like to ask you a few questions to clarify your needs.
Is this inquiry just for you, or would other people also be joining? Have you been to our gym before? What activities would you like to do, and at what times?
“Mr/Mrs X, based on what you have told me, the options that best suit your case are between ________ and ________ per month (without pause). Does this fit what you were planning to spend?”
– Schedule an appointment:
Okay, the next step would be for you to visit us, take a class, and see how you feel. If you like it, we can review the options in more detail. Is this afternoon convenient for you, or would you prefer tomorrow? I'm available from _____ and _____. Which time works best for you?
Okay Mr./Mrs. X, I'll make a note of you for ____ on ____ (pause). Do you need the gym's address? Mr./Mrs. X, in case anything comes up, what is your phone number and email address where I can reach you? Okay, I'll expect you _______ at _____. See you then!
– Let the interested party hang up first.
You might be interested in:
- Things you should consider before setting up a gym
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