FBC UPFRONT» Training Overcoming Prospect Concerns –
Overcoming Prospect Concerns PART 1
Part 1 By Paula Comfort Be organized, structured, enthusias-
tic and persistent to close the deal. September is always a time to set
fresh goals and often a time to take a new path in life. As a result, September can be an extremely busy month for clubs. Club managers need to be in- credibly organized with their market- ing, systems, reporting and meetings. In the fall, due to sheer volume, I
always expected an increase in basic standards of performance. Our goals were often higher than most other months, and therefore our productiv- ity needed to be enhanced. More calls, more tours, more prospecting! Weekly Sales Meeting Agenda 1.
Have team members read their horo- scopes aloud. Let the team discuss whether people suit the descriptions or not.
BY PAULA COMFORT
minutes) Topic: “Overcoming Concerns” (see
September can be an extremely busy month for clubs. Club managers need to be incredibly organized with their marketing, systems, reporting and meeti gs.
S 2.
below) 3.
Training Component (30 Results-to-D te (10 minutes) • This is a very busy and pro- Set daily and weekly goals, Icebreaker (5 minutes)
showing them around. Your best bet is to deal with these as they arise. 8 Steps to Handling Concerns
(teach these steps during your sales meeting) 1.
Relax – Sit back, breathe
and don’t get defensive. 2.
Be organized, structured, enthusiastic and persistent to close the deal.
Clarify – Paraphrase to
make sure you fully understand the concern. (“It sounds like your big- gest concern is….”) Sometimes when the prospect hears it from someone else, it doesn’t seem as valid. 3.
Empathize – Assure the eptember is always a t me to set fresh goals and of-
ductive month. Everyone needs all of their tracking systems in place. •
more prospecting!
and document them. • Tours will be plentiful this
month and therefore closing ratios should be excellent. 4.
Open Communication (5
In the fall, due to sheer volume, I always expected an in- crease in basic standards of performance. Our goals were often higher than most other months, and therefore our productivity needed to be enhanced. More calls, more tours, 5.
Weekly Sales Meeting Agenda 1. Icebreaker (5 minutes) Have team members read their horoscopes aloud. Let the
concern. 6.
minutes) • When will each of you fit in your workouts during this busy month? • •
team discuss whether people suit the descriptions or not. 2. Training Component (30 minutes) Topic: “Overcoming Concerns” (see below)
3. Results-to-Date (10 minutes) • This is a very busy and productive month. Everyone needs all of their tracking systems in place. Set daily and
Review new-member integra-
tion, retention and potential low-user reports of spring and summer mem- bers. All members should be using the club in September! Training Topic: “Overcoming
• Tours will be plentiful this month and t ahead and set up your fitness assess- ment and complete the paperwork?”) 8.
eekly goals, and document them. refore
closing ratios should be excellent.
4. Open Communication (5 minutes) • When will each of you fi t in your workouts during this busy month?
Concerns” Teach your team that overcoming concerns is a normal part of the selling process. Allow your clients to verbal- ize their concerns so they can be com- table making a buying decision. It’s important to prepare yourself for the oncerns you w ll hear, and to learn to asily overcome them. Often concerns e handled on the tou . By continu- usly trial closing, clients typically erbalize their concern while you’re
14 Fitness Business Canada September/October 2011 November/December 2010
• Review new-member integration, retention and potential low-user reports of spring and summer members. All members should be using the club in September!
foTrraining Topic: “Overcoming Concerns” Teach your te m that overcoming concerns is a normal c part of the selling process. Allow your clients to verbalize e their concerns so they can be comfortable making a buy- airng decision. It’s important to prepare yourself for the con- ocerns you will hear, and to learn to easily overcome them. v Often concerns are handled on the tour. By continuously trial closing, clients typically verbalize their concern while
Be quiet! – Don’t talk your-
self out of the sale. Give the client a chance to contemplate.
ten a time to take a new path in life. As a result, Ask a key question – Probe further to ensure that this is the only true concern. (“Other than your concern about________, are there any other concerns you have about getting started as a member? Are you willing to explor te options to- gether to figure out a solution?”) Offer a solution to th
prospect that you understand what is involved in making this decision. (“I can certainly understand that is takes a bit of time to digest this decision.”) 4.
Confirm – Ensure that
you’ve solved or alleviated the con- cern. (“So Jim, does this payment plan make you feel more comfort- able with the overall price?”) This step is often forgotten and, as a re- sult, the same concern can pop up again. 7.
Revisit their needs, and close again – (“Why don’t we go
you’re showing them around. Your best bet is to deal with these as they arise.
8 Steps to Handling Concerns (teach these steps during your sales meeting) 1. Relax – Sit back, breathe and don’t get defensive. 2. Clarif – Paraphrase to make sure you fully understand he concern. (“It sounds like your biggest concern is….”) Some mes when the prospect hears it from someone else, it doesn’t seem as valid.
Paula Comfort has 20+ years of experience in the fitness industry. Most recently, she was managing director of Fitness for Spa Chakra Inc., a luxury spa and health club compa- ny where she started the division. Previous roles include area vice-president of The Sports Clubs of Canada/Bally Total Fitness. She is currently a partner in her own consult- ing company, 360 Impact Group. Contact her at
paula.360impactgroup@rogers.com or 416-565-6025. ###
3. Empathize – Assure the prospect that you understand
what is involved in making this decision. (“I can cer- tainly understand that it takes a bit of time to digest this decision.”) 4. Ask a key question – Probe further to ensure that
this is the only true concern. (“Other than your concern about________, are there any other concerns you have about getting started as a member? Are you willing to ex- plore options together to fi gure out a solution?”) 5. Off er a solution to the concern. 6. Confi rm – Ensure that you’ve solved or alleviated the
concern. (“So Jim, does this payment plan make you feel more comfortable with the overall price?”) This step is of- ten forgotten and, as a result, the same concern can pop up again. 7. Revisit their needs, and close again – (“Why don’t we go
ahead and set up your fi tness assessment and complete the paperwork?”) 8. Be quiet! – Don’t talk yourself out of the sale. Give the client a chance to contemplate.
Paula Comfort has 20+ years of experience in the fi t- ness industry. Most recently, she was managing director of Fitness for Spa Chakra Inc., a luxury spa and health club company where she started the division. Previous roles include area vice-president of The Sports Clubs of Canada/Bally Total Fitness. She is currently a part- ner in her own consulting company, 360 Impact Group.
Contact her at
paula.360impactgroup@rogers.com or 416-565-6025.
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