I recently had an indepth conversation with a manager from one of our Pro-Fitness Program facilities regarding their ability to sell the AC to all new members, especially those who have been a member before, or fall into that small group of seasoned pros who feel that they do not require the service. She felt, as many people do, that presenting a mandatory service to these people could result in lost membership sales. Obviously an important issue. I would like to take a moment to address this concern because it is not uncommon, and it is not unreasonable. However, there is a simple solution to the issue.
"I can't give you a surefire formula for success, but I can give you a formula for failure: try to please everybody all of the time. - Herbert Bayard Swope
I have been working with fitness companies in the area of sales and management for most of my adult life and there is one truth that I have seen demonstrated time after time. When you present a fabulous, key component of a membership experience with passion and enthusiasm, people will register with excitement and show up to all appointments. If you try to bury something in the fees and slide it in at the end of the presentation, the person will feel like you are trying to deceive and mislead them and even if they purchase they will not attend. Finally, if you tell them that it is mandatory; they will always refuse.
The secret to successful AC sales by membership is no secret at all. Sales people need to feel confidant in the service which they are promoting, the FC who will be providing the service, and that the ownership FULLY BELIEVES that a full service fitness evaluation is the only ethical way of serving our valued clients. If they are not fully confidant in these items, they cannot possibly provide the enthusiasm which the new members require in order to make the correct decisions.
Please feel free to comment or to contact me directly if you have any questions.
Sean Walpole CPT, MTS
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