By: Jim Thomas
The biggest mistake we see over and over with sales training is that it’s done just every so often, every 30 days or longer. Gym owners get so busy putting out res and handling operational issues that sales training gets pushed down the priority list until it becomes an emergency.
Any sales training that is done is many times done in a half-day or full-day format and is typically not speci c to the tness industry. When done in this fashion, sales training is not the focal point of the sales team and becomes ineffective. What would you tell a member that wanted to get in the best shape of their life?
If you don’t work out on a regular basis, you’ll be out of shape and won’t accomplish your goals or get your desired results, right? You’d want your member to attend the gym 4 - 7 times a week if they want to get in the best shape of their life, right?
Well, sales training needs to be just like a successful workout program; it needs to have frequency, it needs to be
varied and the length of it should be based on your goals.
For your member to get t, they need to plan to do it and be in the gym. The same is true in order to train your membership sales team for top performance. Here are some simple tips to help get you started:
1. Create a training plan and stick with it. You can’t wing it and expect to get results. It simply won’t happen. Your plan should include training as a group, individual trailing, all departments and role-playing. Put the training times on everyone’s schedule so nothing else interferes. Same days/same times, without fail; it needs to become a habit. Yes, it’s that simple, but it starts with you. 2. Get everyone onboard and involved. Don’t just tell your staff what you plan to do; get them involved and help create the plan. In part, they need to own this. A good way to start would be to have each person train on something they are good at. I always start meetings by asking “what’s working?” and “what’s not working?” or “where do they need help in the sales
process?” I want to get everyone involved and participating. 3. Train daily. Just like your workout program, you need frequency. The way we sell in the modern world is always changing and adjusting. You want your staff to be fresh and crisp. You can listen to call tracking on phone inquiries, do role- playing sessions, cover how to build value, what to say on follow up call(s), etc. There will be a shortage of topics, but do it daily. It will never be important to your staff until it’s important to you. 4. Do sales training a little at a time. Yes, have your weekly sales meeting that may take an hour, but daily training sessions should be short; 15 - 20 minutes will work. Give your staff the freedom to train at their own pace. Short videos and audio les can be great training tools as well. 5. Have a script. Okay. This is pretty straightforward. If you don’t have a script, get one and memorize it. As they say in the theatre, you need to memorize your script so you are now free to be yourself. There is no acting. 6. Follow up. Now, you held training; that’s great, but don’t just assume it will be
Jim Thomas
done. You must follow up. It will never be important to your staff until it’s important to you.
The only thing worse than training your people and having them leave is not training them and having them stay. Now, go make a sale!
(Jim Thomas is the Founder and President of Fitness Management USA Inc.)
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