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What This Health Club Should Be Doing To Increase Membership Sales
By Nick Moreno, Sales Coach
All business want to learn how to increase sales. After all, if you are not generating profitable revenue, you are out of business. So, finding new ways to increase sales is key to business success.
Unfortunately, too many businesses that are struggling with the question of how to increase sales often overlook the obvious. They rush to spend more money on marketing and advertising or they cut prices with special sales promotions. This is very true when selling in a recession. There is an easier and more profitable way to increase sales. Consider my recent visit to Health Club looking to increase membership sales.
It was obvious this Health Club wanted to increase membership sales. They were advertising all over and yes, they had a special pricing promotion that caught my eye. I decided to check it out to see if it was the answer to loosing the few pounds I recently gained.
Increase Membership Sales
So, I visited this Health Club that wanted to increase membership sales and I was promptly introduced to their salesperson. As a sales trainer, I’m always interested in meeting salespeople and observing their sales skills in action. I wanted to know how this salesperson was going to increase membership sales at this Health Club.
The salesperson was very friendly and gave me a tour of the facility. At the end of the tour, the salesperson handed me a pass for a free week at the Health Club… and that was it. The reason this Health Club needed to increase membership sales was clear to me. They needed salespeople that used sales skills. I was so disappointed in the salesperson’s performance I decided not to join the Health Club. Here’s what went wrong with the health club sales pitch and why that group will never close more sales.
How To Increase Membership Sales
Although there were many things this salesperson should have done, two just jumped out at me. First, the salesperson never asked me why I was interested in joining a health club. There are many different reasons that attract people to a Health Clubs. Some may just want to socialize, some may want bigger arms and others may be under a doctor’s order to get in shape. In my case, I just wanted to lose a few pounds… something the salesperson never uncovered and a “must do” for those that want to increase membership sales.
You see, a quick tour of a gym has nothing to do with salesmanship and is no way to increase membership sales. I wasn’t looking to buy a gym. I wanted to lose a few pounds. The salesperson should have been selling me on the benefits I’d enjoy by joining the gym. The salesperson needed to tell me how the gym would deliver the weight loss I wanted and how great I would feel once those few extra pounds were gone. But the salesperson could not do that because the salesperson never uncovered why I was interested in joining a Health Club. The key is to focus on solution selling.
Second, the salesperson never asked me for the order. Instead of handing me a free pass to a health club, the salesperson should have made some attempt to close the sale. If you are not asking for the order, how do you expect to increase membership sales? If that rep expects to increase membership sales, I hope he will quickly improve his sales closing skills. Since I never expressed an objection, this rep didn’t even need to be concerned with overcoming sales objections. I guess the free pass covered everything. This reps need to learn more about selling skills and persuasion techniques.
Ways To Increase Membership Sales
This health club’s advertising and pricing promotion gained my interest but that’s all they did. The way to increase membership sales is with the use of sales skills. This health club needs some sales training and I still need to lose a few pounds. I think I’ll go back and trade them one copy of my “Progressive Sales Process” sales training DVD for a one year membership. I think that would be a great deal for both of us. I’ll lose a few pounds and they will increase membership sales.
Nick Moreno, Sales Trainer
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