club
tours
a prosp
ect’s ple
a
Neil Burton: Use every opportunity to
introduce prospects to other staff, as
ht
Dear health c
lub/leisure c
entre – I rea
lly want to g
et fitter, los
e some weig
well as to members; they want to join a
and feel bet
ter about my
self. I want t
o join your c
lub, but wh
en I come a
long
club of people, not just a room full of kit.
to see you...
listen and personalise
1. Please ma
ke the club e
asy to find, t
he front ent
rance obvio
us and the
Neil Burton: A powerful tool is simply
nd
reception w
elcoming. I
’m going to a
rrive feeling m
uch more re
laxed a
to listen to what the person wants.
positive if I’
ve been told a
ll the little d
etails about f
inding the p
lace, parkin
g
With so many young and nervous
and how to g
et in salespeople in clubs, they can spend too
2. Please ma
ke sure that my i
nitial impre
ssions are g
ood. I’m lik
ely to decid
e
much time talking and not enough time
if I like you
r club/centr
e within one m
inute of arr
iving and b
ased upon t
he
listening to the prospect.
first two or t
hree people I m
eet
3. Please ma
ke me feel e
xpected: I’v
e booked an a
ppointment a
nd it would b
e
Craig Lynch: The member will always
nice if every
one knew ab
out it and e
ven knew my n
ame!
tell you directly or indirectly what they
4. Please as
k me what I w
ant to achie
ve and why
, and don’t a
ssume you
want, provided you ask the right
know what I w
ant questions. We have two ears and one
5. Please sho
w me what e
quipment, c
lasses and p
rogrammes y
ou have tha
t
mouth: use them in that order.
will help me t
o achieve my g
oals. Show m
e what I’m r
eally interes
ted in first,
not what yo
u like the be
st
Ian Mahoney: Draw out of the
6. Please tell m
e how you’re g
oing to help m
e achieve my g
oals. You hav
e all
prospect what they want/need and
these staff, s
o what are t
hey going to d
o to help me
?
structure the whole tour around this.
7. Please be h
onest about t
he commitm
ent you nee
d from me. D
on’t tell me
it’s going to b
e easy and f
un all the ti
me because I d
on’t think it w
ill be
Danielle Dormer: It’s important to
8. Please find o
ut about my l
ifestyle – my w
ork, home, s
hopping, sc
hool run
remember that the tour is not designed
commitmen
ts. All these t
hings are im
portant to m
e and take u
p a lot of my
to showcase all the facilities you offer,
time, but if u
sing your cl
ub/centre c
an fit in aro
und my bus
y schedule, I
’m
but to give the prospect a feel for how
more likely t
o use it the club can fit into their lives and help
9. Please giv
e me some s
imple choic
es about pay
ing for my m
embership. I
them achieve their specific goals.
don’t want t
o be confus
ed about wh
ich way to p
ay, but I do w
ant some
flexibility b
ased on how a
nd when I’m g
oing to use it a
nd whether I c
an
Naomi Ellis: Make the tour relevant to
afford to pa
y upfront the prospect. For example, if a non-
10. Please d
on’t charge m
e admin or j
oining fees f
or the privi
lege of beco
ming
swimmer wants to use the pool, tell
a member. I d
on’t mind p
aying for so
mething tha
t has some v
alue or that
’s
them: “The pool is only 1.2m deep and is
going to hel
p me start o
ff my progr
amme well, b
ut it makes m
e feel bad ab
out
the same depth all along, which means
you straight a
way if I feel I
’m being ask
ed to pay fo
r someone p
ressing a few
you can stand everywhere, making it
buttons and s
etting up a d
irect debit!
easier for you to learn to swim.”
Thank you Rich Hutson: Take your time. Explain
Your prospe
ctive memb
er
how each piece of kit works and how it
(aka Mike H
ill, MD, Lei
sure-net Sol
utions)
will help them achieve their goal, but don’t
make it too technical or bombard them
Be honest about
the commitment
required. Prospects
know it will not
be fun and easy
all the time
54 Read Health Club Management online september 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
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