Gym Owners Guide To Unlocking Sales Success
Real-Life Strategies Every Gym Owner & Trainer Needs to Know
Sales isn’t a topic that most gym owners love to talk about.
Mostly because it is a job they don’t love to do.
The result?
An essential job in any business, particularly a gym, that is neglected.
Understandably, navigating the world of sales can be tricky, especially when dealing with potential members who might be hesitant due to financial concerns.
And that is why the right approach can make all the difference.
I know this because I have experienced it first hand.
These practical tips for gym sales have helped me convert more, with less effort and enjoy the sales process more.
1. Understanding the “Broke” Mindset
The Challenge: Many potential gym members view themselves as financially constrained. This self-perception can act as a barrier, making them hesitant to invest in gym memberships or services.
The Solution: Approach with empathy and understanding. For instance, when Jane, a single mother of two, spoke to me on the phone, she was concerned about the costs. I listened to her concerns, offered a family package, and highlighted the kids’ activities included, making the membership more appealing to her.
Key Takeaway: Empathy can be a game-changer in sales. By genuinely understanding and addressing a customer’s concerns, you can foster trust and increase the likelihood of a successful sale.
PRO TIP: In sales, empathy means understanding and feeling a customer’s emotions, like when we offered Jane a tailored family package, truly grasping her financial concerns. Sympathy, on the other hand, is merely acknowledging those emotions without truly connecting. If you had only expressed pity for Jane’s situation without offering a solution, that would be sympathy. Empathy drives action and solutions; sympathy remains on the surface.
2. Value Over Price: Add Value, Never Discount
The Challenge: Convincing someone who believes they lack financial resources to invest in a gym membership requires a strong value proposition.
The Solution: Highlight the long-term benefits of gym membership over immediate costs. For example, speaking about how looking better, will improve confidence and make it more likely to succeed in other facets of life. The improved energy will allow you to perform better at work and get promotions sooner, making the prospect $10,000s extra. Having less health problems saves on medical bills and improving your longevity. Questions for prospects: What is more valuable $200/month or 15 years of life expectancy?
Key Takeaway: While price is crucial, the perceived value of a gym membership often holds more weight. Focus on the tangible and intangible benefits of joining your gym.
3. Offering Flexibility in Membership Plans
The Challenge: Potential members might be deterred by the upfront costs of gym memberships.
The Solution: Offer flexible payment plans, for instance, introduced a “Pay As You Go” plan, allowing members to pay per session, making it more affordable and flexible for those on a tight budget. PRO TIP: Offer the payment plan on the condition they attend a minimum number of sessions per week. This keeps their results aligned to their commitment.
Key Takeaway: Every customer is unique, and membership plans should be adaptable. Offering flexibility can make a significant difference in attracting more members. Don’t be to fixated on what you are offering, be more focussed on how members are consuming.
4. Challenging the “Broke” Mindset
The Challenge: How do you address potential members who have financial reservations?
The Solution: Share success stories or testimonials. For example, shared stories of similar members who initially hesitated due to finances but later became a loyal member. Price objections often exist not because they cannot afford the service, it is because they don’t have conviction you will deliver the results they want. Social proof will allow you to overcome these objections.
The “Broke” mindset can also have a lot to do with what they value. The prospect may blame finances whilst simultaneously be wearing $100s worth of Lululemon exercise gear. The problem is not the money, it is how they value what you are offering.
Key Takeaway: Mindset matters. By addressing and challenging these mindset barriers, you can navigate challenges more effectively and achieve better outcomes.
5. The Ethical Responsibility in Sales
The Challenge: You might prematurely judge a customer’s financial capability, leading to a less enthusiastic or tailored sales pitch.
The Solution: Adopt an equal opportunity mindset. When we train gym staff on sales we re-iterate the need to treat every walk-in with the same enthusiasm. These people are adults that have the right to spend their finances how they choose. You have an ethical responsibility to give them the same opportunity as everybody else. After all being fit, healthier and happier is just as beneficial, if not more so, for them right?
Key Takeaway: Treating every potential member with fairness and respect can significantly enhance the reputation of a gym. It fosters trust and loyalty among members.
Steps Going Forward…
Sales is not just about transactions; it’s about understanding, connecting, and providing genuine value.
By embracing the principles outlined above and learning from real-life experiences, you can achieve success and make a positive impact on your potential members’ lives.
Remember, every individual deserves the opportunity to lead a healthier life.
If you want an easier sales experience think less about the sale and more about their problems. As a problem solver, you have a much easier job.
