I was working out at LA Fitness recently when I noticed one of the clubs salesmen outside trying to drum up new members. There he was outside all by himself with his radio blaring music as potential new members walked by.
After my workout was done I went up to him as I left the building. Our conversation went something like this:
Me: Are you a personal trainer or membership staff?
Me: Can I offer some advice that might help you sell more memberships?
Me: What are the benefits of exercise?
Him: Live a healthy lifestyle?
Me: That’s part of it but let’s be more specific. What’s the #1 killer of Americans?
Me: Heart disease. Exercise can reduce the risk of heart disease.
Me: Do you know what the second leading cause of death is?
Me: Do you know what the third leading cause of death is?
Me: Did you know that exercise can reduce the risk of cancer, stroke, Alzheimer’s disease type II diabetes and lots of other health conditions etc?
Me: You have to sell the benefits of exercise. People won’t joint LA Fitness – or any health club – if they don’t know what’s in it for them. Everybody hears they should exercise more but few can tell you why they should do it. Once you discover what they need or want you can use that to help them get healthier.
As I walked back to my car I wondered what sales training the guy went through before he began trying to sell gym memberships. I'm sure LA Fitness got him up to speed on the paperwork needed but did they try to teach him the benefits of the product he was trying to sell?
I have a feeling that few health clubs teach their membership staff the benefits of exercise. That’s going to boomerang right back on the health clubs bottom line – memberships.
A good salesman knows their product. Take car salesmen for example. They know the models they sell inside and out and they know their competition as well! The sales staff at health clubs can learn a lot from car salesmen – or any good salesmen for that matter. Most people don’t need new cars but they do need to exercise more.
Do you sell memberships at a health club? Do you have any ideas that can help your fellow salesmen? If yes, leave your comments subscribe to my blog so you can keep up with the conversation.