By: Laurie Cingle, M.Ed. Follow Up With Program Prospects A
programming professional
is a person who is an expert at the skills required to implement and ll programs. What does it take to become a programming professional in your facility? There are seven steps or skills: (1) Find program prospects, (2) Invite them to learn about and understand your program, (3) Present the program, (4) Follow up with program prospects, (5) Enroll them in the program, (6) Ensure success in the program and (7) Grow programs by promoting events and additional programs. Let’s discuss Step #4, Follow Up with Program Prospects who did not enroll after attending a live presentation about the program.
The primary reason to have a Advertising Directory
follow-up exposure is to set up the next exposure and the next until they either enroll or tell you they are not interested. The goal with each exposure is education and understanding. It may take an average of 4 to 6 exposures for them to make a decision. When following up:
1. Do what you said you’d do when you set up the exposure. If you said you’d call at a speci c time, then be sure to do it.
2. Avoid saying, “What do you think?” Instead of asking them to enroll if they are clearly not ready, keep the process alive by setting up the next exposure and the next and the next until they’ve made a decision.
3. Ask “What did you like best?” Next, ask, “On a scale of 1 to 10, where are you with getting started?” Then, ask, “How can I
help you get to a higher number?” If they don’t give you a high number, schedule the next exposure. Never nish this exposure without setting up the next exposure.
4. Condense exposures into the shortest time possible for better results. People are busy. When you are prospecting them to take a look at something new, it is important to keep their interest. Stack the exposures as closely as possible to avoid the tendency to get distracted by life. For example, if you have them check out a video, join a conference call, then try a product/service, then attend a webinar, then participate in a 3-way phone call, then come to a live meeting and have them do this all in one week, you give them the opportunity to understand how this can change their life.
To overcome objections, use
Feel, Felt, Found: “I know how you Feel. I/Others Felt the same way. But, I/they Found by participating...”
(Laurie Cingle, M.Ed., is Regional Program Manager at Cleveland Clinic
Laurie Cingle
Akron General LifeStyle, a tness business success coach and club consultant. Her specialties include creating successful club program champions through coaching, developing and operating non-dues revenue pro t centers, establishing club market differentiation and designing programs that result in pro t and retention. Contact her at
laurie@lauriecingle.com.)
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At CLUB INSIDER, we are excited to be in our 23rd Year of this home-based health and tness club
trade newspaper! The thought that this newspaper was founded to serve an industry I truly love, and so that I could become a Mister Mom for my son, Justin, is still intriguing and amazing to us. I wish to extend our most sincere Thanks and Appreciation to everyone that’s made this amazing 23-year run possible. A very sincere Thanks and Appreciation go to Rick Caro, Dr. Gerry Faust and the Faust
Executive Roundtable #1 for helping me decide in 1993 what my home-based business would be. Thanks and Appreciation to my long-time friends, Ron Hudspeth and Cathy Miller of Atlanta’s Hudspeth Report for the tremendous assistance they provided us during our rst eight years of publication. Thanks and Appreciation to all of the folks at Walton Press in Monroe, Georgia. They’ve done an absolutely excellent job for us all these years and have printed every one of our 269 monthly editions! Thanks and Appreciation to all of our READERS. Sincere Thanks and Appreciation to our CLUB INSIDER Advertisers, past and present, for their kind and dedicated support of this publication. It’s amazing to know that we have several advertisers with over 15 years of continuous advertising with us. Plus, we have one advertiser, National Gym Supply, with over 21 years advertising with us! We also want to say sincere Thanks and Appreciation to all of our CLUB INSIDER Contributing Authors, past and present, who’ve contributed hundreds and hundreds of excellent articles to help our readers with their Best Business Practices. Thanks and Appreciation to IHRSA for all it does. Sincere Thanks and Appreciation to my son, Justin, who started working part-time for CLUB INSIDER when he was just 8 years old (helping with mailings). This young man, pretty much behind the scenes for 23 years now, has truly been a fantastic partner for his Dad in CLUB INSIDER. Justin does our editing, publication layouts, all of our website design and maintenance, all of our bookkeeping and subscription processing work, as well as archive management and anything else that needs doing, including writing eight cover stories per year. Last, but surely not least, this writer who refused to fear failure when many told him
he didn’t have a chance of surviving the publishing business for even a year did survive. He would like to give sincere Thanks and Appreciation to the power that made that survival happen: God.
Very sincerely, with love in my heart for you all, Norm Cates, Jr.
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