Many sales people spend too much time talking and not enough time listening
HOW IMPORTANT IS THE TOUR?
You should never have to sell. If you’ve
Every prospect who comes in for a
built a rapport, established their needs
tour is a potential member with a
significant lifetime value to the club.
and offered a solution, they should buy it Staff must think long-term and
ensure every tour is excellent.
with information. Prospects generally morning or evening?” This lets you know Ian Mahoney
don’t remember much of what they’re how close they are to making a buying
told because they’re too busy taking in all decision, and will also get them starting Twenty per cent of prospects will
the sights of the club. It’s more important to think like a member. join even if the customer advisor did
to ask questions to keep them engaged. a bad job; 20 per cent will not join
Naomi Ellis: Tours should be conducted even if the customer advisor did a
making the sale at the time the client will use the club, as fantastic job; and 60 per cent need
Craig Lynch: Don’t sell, solve. By the this instantly helps overcome standard help making the decision which may
time the tour is complete, you should objections such as: “I need to come back radically improve their lifestyle.
have pre-handled your prospective at peak time to see how busy it is.” Dawn Sansom
member’s objections and they should feel
understood, valued and positive about Andy Kay: At the end of the tour we It’s my belief that everybody we
achieving their goals in your club. always sit the prospect back down. You tour wants to join. They simply
can’t expect to sell a membership wouldn’t be there otherwise.
Dave Wright: You should never have standing up. Sales consultants need to Therefore a sales advisor can only
to ‘sell’ anything to anyone, although you lead the prospect to a seat; many sales lose the sale during the tour.
do have to ask for the sale. If you’ve built are lost by letting the prospect stand Terry Gibbs
a rapport, established their needs and and then walk.
offered a solution in line with what they The quality of sales is important, not
want – and if they are serious about Craig Lynch: Have your new just the quantity. In some clubs,
wanting a solution – they should buy it. prospective members sign a guest there’s so much pressure to make
sign-in book, so you have their contact sales that tours are rushed. If you
Rich Hutson: Don’t discuss the price details for easy follow-up should they don’t do a good tour based on a solid
during the tour, but ask the prospect not join on the day. needs analysis, even if that person
‘test close’ questions such as “Could you joins, they’re likely to leave quickly.
see yourself using this treadmill?” or kate cracknell Rob Beale
“What time will you be training:
healthclub@leisuremedia.com
september 2009 © cybertrek 2009 Read Health Club Management online 55
healthclubmanagement.co.uk/digital
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