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Actively taking an interest in prospects’ needs throughout the tour can help to establish an element of trust
good chat on the phone so you can be staffing considerations they speak and their tone of voice to
prepared with some articles or material Ian Mahoney: Pick the right people to match those of the prospect, also
for the prospect when they show up. do the tour. If you have a small club adapting their body language to mirror
This will demonstrate that you have a where everyone has to be able to do the prospect’s, including the pace they
genuine interest in what they’re trying tours, pick the right people in the first walk, the way they stand and so on.
to achieve and goes a long way in place. They must have the right
helping to create trust. personality to create an instant rapport Patrick Ferguson: Actively take
with the prospect, whatever that an interest in the prospect’s needs
Rachel Shelton: Proactive activities, prospect is like. Joining a club is an throughout the tour until an element
such as pre-tour confirmations and emotional decision as much as anything of trust is built between prospect
giving reception a list of that day’s tours, else. You have to make prospects think: and advisor. Without this, your
are important. Once in the centre, a “This is the place where I’ll be looked chances of getting the business are
potential customer should be warmly after and cared for.” greatly diminished. You also have to
greeted by the reception staff and then demonstrate your own passion for
be met by a membership advisor. Dawn Sansom: Building a good the club and the product; if you don’t
rapport is 50 per cent of the selling believe in what you’re selling, how
Andy Kay: If the reception staff have an process; people buy from people they can you hope to overcome the
appointment schedule, when the can connect with. prospect’s objections?
prospect walks in, they have a chance of
greeting them by name. If someone Andy Kay: Subtle behaviourisms can Rich Hutson: My experience shows
knows your name it makes you feel make a big difference. The best sales that the best membership consultants
instantly special. consultants effortlessly adjust the way are usually ex-personal trainers, fitness
staff or people who have some passion
Mirroring a prospect’s behaviourisms, such
and understanding of fitness. These
people are able to provide the best
as body language and tone of voice, can
solutions for potential members
because they understand the product
make a big difference in building a rapport and use it themselves.
september 2009 © cybertrek 2009 Read Health Club Management online 53
healthclubmanagement.co.uk/digital
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