Try this approach: 1. Ask questions to uncover their


wants and needs. 2. Offer three options only (basic,


standard, platinum). 3. Recommend the one option that


you believe is best suited to them based your conversations. Say something like, “Jane, these


are the two options that I believe best suit what you’re looking for. However, based on what you told me about wanting to lose 20 pounds for your wedding in September, this is the one I’d recommend.” And of course don’t forget to ask


for the sale with the simple question: “Which one of these works best for you?”


Claire Garrigan fitness sales coach Halifax www.whyilovemondays.com


surveymonkey.com) and Survey Gizmo (www.suveygizmo.com), which allow you to customize your own sim- ple survey for free or to create a more elaborate survey for a charge. We used the free version of Survey Monkey and found it much more effective than the paper survey from years before. The process was as simple as posting a link to the survey on our blog and social media outlets and then waiting for the results. Members told us they were happy


we were listening, and they were more than willing to give their two cents about what they loved and liked and, because they had the option to submit their responses anonymously, what they thought needed improving. Of course there were a few unrea-


sonable requests, such as install a pool and put in skylights, and we took those with a grain of salt. But we were able to see the areas where members collectively agreed we needed to make improvements; if there were enough voices asking for the same thing, we knew it was an area we needed to prioritize. One of the best things you can do


for your members is to let them know you are always working to make their club better.


Garret Blackwell sales manager Fitness Focus Health & Athletic Centre Saskatoon


Garret Blackwell O


ne of the simplest and most ef- fective things we’ve done to im- prove our club is to give mem-


bers a voice by conducting a member survey.


It’s a great way to find out


what your customers really think about your club, the service provided, the amenities, etc. We tried a paper survey about 12


years ago before everything was avail- able and more easily shared through the internet. It gave us reasonable feedback, but distribution was left to the front staff and it didn’t provide a lot of in-depth answers. This past year we conducted an-


other member survey but in an on- line format. There are a few great sites, including Survey Monkey (www.


T


he one area I’d love to improve sounds simple, but it is challeng- ing for many businesses: get-


ting the right message out to the right people. Our mission at the City of


Mississauga is to get more people, more active, more often. Although I am both proud and inspired by this goal, we have a very broad scope of programs reflecting the needs of the entire community which presents a daunting task for our marketing department. When I joined the City, I was sur-


prised and in awe of the quality, con- tent and range of services provided. Requirements for staff qualifica- tions exceed industry standards, and there is so much additional train- ing and support. We have multiple locations across the city offering fit- ness facilities, classes, aquatics and


Libby Norris


a leading-edge therapeutic member- ship. There are indoor and outdoor recreational sports and activities along with outdoor fitness stations, skate- board parks and trails. We have inclu- sion support for youth and adults, an adult day program for individuals with acquired physical disabilities and a fi- nancial assistance program. With so much to offer, and with


budgets that must stay responsible to the city council and the community, reaching target audiences is our chal- lenge. Promotional budgets are limited and municipalities such as ours can be cautious and slower to change. In our fitness line of business, we are work- ing on identifying our unique selling proposition based on our community values of trust, excellence and what I would call “humble quality.” The action we can take immediately


is to live and lead with these values ev- ery day and with every program, ser- vice and customer experience.


Libby Norris fitness manager City of Mississauga Mississauga


NEXT ISSUE’S QUESTION:


Which of your programs is the most popular with your older adult members?


To respond to this question or to suggest a question for a future Q&A, contact Stephen Longwell at stephen@fitnet.ca.


September/October 2017 Fitness Business Canada 15


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