Sales and Marketing

Important Note:                                 😀 Help Support This Site - Buy Us a Cup of Coffee!

The following documents can be copied and pasted into your word processor and easily modified to meet your specific needs. They should be used as a guide and modified to meet your company policies and procedures, including the laws in your state or country. If you feel uncomfortable making modifications to these documents and forms, please seek the advice of an attorney or accountant. 

If you have found this site and information to be useful, please consider a donation. Your kind contribution (buy us a cup of coffee) will help us maintain the site and allow us to provide the latest information for the fitness industry.

------ Document 1 of 18 ------

Funnel to Success

(25 steps to an enrollment)

PROSPECT/GUEST

1. Advertisement/Phone/Member Referral/Walk-in.

2. TELEPHONE INFORMATION CALL: (Role play) 

3. Control the conversation by asking questions. 

4. Record on a Telephone Information Log. 

5. Use a “which close” (“Which appointment time works best for you, 9 or 10”) on appointment time. 

6. 80% should book an appointment.  

7. GUEST SHOWS UP: (Role play)

8. Greet guest and introduce yourself in a friendly manner. 

9. Have the guest sign in on the Guest Register. 

10. Review the front page of Guest Register to inform and to build rapport. 

11. TOUR: (Give them an outline of what you will be doing.)  

12. Explain the facts and benefits of each area throughout the tour.

13. Continue to control the conversation by asking questions.

14. PRESENTATION: (Role play)

15. Discuss and record guest’s goals. 

16. Determine established rationale for joining, i.e., doctor’s advice, family support.

17. Re-confirm personal commitment.

18. Establish time commitment to achieve goal(s) and coordinate with facility hours.

19. PRESENTATION BOOK: (Role play)

20. Use a “which close.”

21. 20% will join on your first close, 60% will join after you overcome their objections, and 20% will not join no matter what you say or do.

22. OVERCOME 60% OBJECTIONS: (Role play)

23. Don’t argue.

24. Use “feel, felt, and found” to address objections. (I understand how you feel; I’ve felt that way before, but I found that exercise . . . .

25. Control the conversation by asking questions, and reconfirm their prior commitments.

New Member!

------ Document 2 ------

Follow-Up Guidelines for Appointments and Guest Visits

For you to be successful in any sales or service industry, you need good follow-up skills. For our membership growth and customer service, we ask that you follow the guidelines listed below. 

Telephone Information Calls:  Answer all incoming calls as you’ve been instructed. Statistics indicate that 40 to 60 percent of all telephone information calls will result in a scheduled appointment if handled correctly. However, they also indicate that only 50 percent of those scheduled appointments actually show. Staff Note: Visit our “Telephone Information Script” description under Documents and Forms at www.FitForms.com for more helpful tools on this subject.

1. Record all calls on some type of tracking sheet to insure you know what prompted the call. If an appointment is made, log it into the appointment book.

2. If an appointment is made, call the guest to confirm the appointment one day in advance or on the day of the appointment.

3. If an appointment is not made, get the caller’s name and address and send a brochure, class schedule, and a free One Day Pass. Staff Note: Visit our “Telephone Information Log” description under Documents and Forms at www.FitForms.com for more helpful tools on this subject.

First Appointments:  Remember, 20 percent of our guests will join without asking too many questions, 60 percent will join if we can overcome their objections, and 20 percent won’t join at all. Follow-up in a timely manner with guests who need to think it over to see if we can address their concerns.

1. Give (or arrange for another staff member to give) a complete tour of the club. 

2. Discuss with all trial visit guests the benefits and results they want to achieve. Proceed to any Membership Specials, explaining the benefits and savings they can receive by getting started today.

3. If they need to think about joining, schedule a return visit for a free trial class or workout and add them to your Follow-Up Sheet.

4. If the guest does not schedule a return visit, call in a few days and ask whether the guest enjoyed the tour and whether there are any questions you can answer.

5. If the appointment doesn’t show for the scheduled time, call within 24 hours. Explain that you are sorry you missed them and you realize something may have come up and you would like to reschedule a time for them to visit the club. Remember to give them a choice of morning, afternoon, or evening.

Trial Visits:  One Day, Ten Day and One Month trial visits are opportunities for us to attract new members. Please adhere to the following guidelines when guests are on a trial program.

1. Preschedule all trial visits, except for One Day passes, for 3 to 4 workouts with an instructor. Confirm each appointment and reschedule when necessary.

2. Register all guests on the Guest Registration form. If the guest does not have time, schedule for a more convenient time.

3. If the guest has not had a tour of the facilities, give (or arrange for another staff member to give) a complete tour of the club. 

4. Discuss with all trial visit guests the benefits and results they want to achieve. Proceed to any Membership Specials, explaining the benefits and savings they can receive by getting started today.

5. As a special incentive for the Ten Day or One Month Trial guests to join on their first visit, offer a $[xx] discount. If they want to try out the club first, tell them you will honor the discount as long as they join within ten days from the date they register their pass.

6. Approach all trial visit guests every visit. Ask them key questions, such as how are they enjoying themselves, can we answer any questions they might have, etc.

7. Ask them other key questions, such as are they ready to get a permanent membership card. Or explain the savings they can receive if they enroll within 10 days from the date they registered their pass.

8. If the appointment doesn’t show for the scheduled time, place the name on a Follow-Up Sheet and call within 24 hours. Explain that you are sorry you missed them and you realize something may have come up and you would like to reschedule a time for them to visit the club. Remember to give them a choice of morning, afternoon, or evening.

New Members / First Workout Appointments:  Mail a thank you letter to all new members within the first week of their joining. Remember that 80 percent of all new enrollments come from referrals from our members. In addition, give all new members the red carpet treatment – show them to the locker room and find them a locker, introduce them to staff and other members, always greet them by their first name, always give a Hi and Bye.

1. Preschedule all new members for 3 to 4 workouts. Confirm each appointment and reschedule when necessary. 

2. After the first week or so, ask new members if they have had a chance to complete our Courtesy Mailing. If not, explain to them that you will gladly send several of their friends a Ten Day or One Month Trial Offer at no obligation.

3. Call all new members on a regular basis, informing them of new classes, special events, and promotional offers. During your phone conversation, ask them when their last visit was and encourage them to schedule a re-program with you if they haven’t been for a while.

Ideas and Suggestions for Follow Up On Trial Visits:

Keep a sharp lookout on the conditioning floor for guest program cards and offer your services to the guest.

Explain the benefits and results the guest will receive by participating in a fitness program.

Ask questions about what the guest is planning to do when the trial visit is over.

When working the front desk, ask guests if they need help with their program and how things are going and pull their exercise program card if needed. Always make Ten Day or One Month Trial Offer guests aware of when their [$xx] discount will expire.

------Document 3 ------

Follow-Up Sheet for Appointments & Guest Visits

Special Note: The information below must be collected on all No-Shows and Non-Joins.

Date of Visit

Source Name Phone Number Follow-Up Dates Phoned

By:

Special Notes:

------ Document 4 ------

Follow-Up Sheet for Trial Offers

Guidelines to Successfully Converting Trial Offers to a Permanent Membership

Special Note: The steps below must be completed on each Trial Offer. The $[xx] discount offer can be applied towards

any of our membership programs as long as the guest joins on or before the agreed to date. The Trial Offer Membership Card

must be attached to the new membership contract in order for the discount to apply.

Date Registered

Member’s Name Phone Number 2-3 Workouts

Scheduled Discount

Expires Phoned

By: Reschedule

Another Workout - Phoned

By: Date Expiring &

Special Promo Offer -Phoned

By: Special Notes:

------ Document 5 ------

GOAL ASSESSMENT

Must be completed before first visit

1. What made you decide to embark on an exercise program at this particular time? How long have you wanted to? ________________________________________________________________

________________________________________________________________________________

2. Briefly list the major and secondary goals you hope to achieve through the service of a personal trainer: ________________________________________________________________________

________________________________________________________________________________

3.  Rate from number 1-10 (10 the best). Circle the number that best corresponds to your attitude about your body.   

a. Strong  1 2 3 4 5 6 7 8 9 10

b. Hearty  1 2 3 4 5 6 7 8 9 10

c. Healthy  1 2 3 4 5 6 7 8 9 10

d. Attractive  1 2 3 4 5 6 7 8 9 10

e. Fit  1 2 3 4 5 6 7 8 9 10

4.  Circle the number that best corresponds to your attitude about exercise. 

a. Fun  1 2 3 4 5 6 7 8 9 10

b. Exciting  1 2 3 4 5 6 7 8 9 10

c. Important  1 2 3 4 5 6 7 8 9 10

d. Attractive  1 2 3 4 5 6 7 8 9 10

5.  When I do not exercise as often as I should, it’s usually because __________________________

________________________________________________________________________________________________________________________________________________________________ 

6.  From 1-10 rate the level of commitment you think you will need to become more physically fit (10 being the highest): 

1 2 3 4 5 6 7 8 9 10

7.  How much time do you think you would need to invest per week in a sound exercise program? For how long? _______________________________________________________________________

________________________________________________________________________________________________________________________________________________________________ 

8.  How much time are you realistically willing to invest per week? 

Days: ___________________________________________________________________________ 

Hours: __________________________________________________________________________ 

9.  How does being sweaty make you feel? ______________________________________________

________________________________________________________________________________

10.   Challenging the cardio-respiratory system often results in feelings of physical discomfort as the body attempts to supply adequate oxygen for the physical task. From 1-10, rate which number correlates best to the words below and your feelings while under physical stress.                       

a. Challenged  1 2 3 4 5 6 7 8 9 10

b. Weak  1 2 3 4 5 6 7 8 9 10

c. Defeated  1 2 3 4 5 6 7 8 9 10

d. Afraid  1 2 3 4 5 6 7 8 9 10

e. Determined  1 2 3 4 5 6 7 8 9 10

11. What is your fitness goal? _______________________________________________________

________________________________________________________________________________    

12. Do you think you can achieve it? __________________________________________________

 ________________________________________________________________________________

13. Is the goal something you think you OUGHT to do or WANT to do? ______________________

________________________________________________________________________________ 

14. Why is the goal important to you? _________________________________________________

________________________________________________________________________________

15. Have you already tried to achieve this goal? _________________________________________

16.  What activities do you like? Dislike? _______________________________________________

________________________________________________________________________________

17. Do you think you need to examine your diet? ________________________________________

________________________________________________________________________________

18. Do you think you need to lose weight? ______________________________________________

------ Document 6 ------

Guest Registration

(Please Print)

Name ______________________________________ Age ______

Address _______________________________________________

City ________________________ State ______ Zip ____________ 

Phone ___________________________ Email _______________

Is this your first visit to our Fitness Center?   Yes            No    

If you have been in before, please list date __________________ 

How did you hear about our Fitness Center? _________________

Disabilities if any, please explain __________________________

_____________________________________________________

BACKGROUND INFORMATION

Present or previous exercise program:

What? ________________________________________________

Where? _______________________________________________

When? _______________________________________________

Questions you would like to ask us? _______________________

_________________________________________________________________________ 

Backside - To Be Completed by Staff

Goals: 

What does the customer wants to accomplish?

1. ________________________________________________________

2. ________________________________________________________

3. ________________________________________________________

How We Get Results:

Design a Tailor-Made Program (Show Program Card) 

Regular Attendance (at least twice a week for 30 minutes each visit)

Provide Personal Supervision

Teach the Correct Amount of Resistance and Repetition.

Teach Correct Breathing

Provide Basic Nutritional Guidance

Offer a Variety of Group Exercise Classes, including Pilates, Yoga and Kickboxing

 Membership Privileges:

Unlimited Use of the Facility (no time restrictions)

Hours of Operation (review)

Guest Privileges (once per month, three times per year)

Use of Over 1000 Locations Nation Wide (Affiliations. i.e., IHRSA)

Child Care Services - $1.75 per 1 Y2 hours (review hours)

Tanning (explain rates)

Personal Training (explain rates)

SUMMARY: 

________________________________________________________________________________________________________

_____________________________________________________

QUESTIONS:

________________________________________________________________________________________________

MEMBERSHIP RATES:

------ Document 7 ------

GUIDE TO OVERCOMING OBJECTIONS

DON'T ARGUE – SHOW RESPECT – HAVE EMPATHY – SMILE

BE PERSISTENT – SHOW SINCERITY – BE ENTHUSIASTIC

It is true in all areas of selling that 20% of the sales people make 80% of the sales. Why? Just being in sales is not enough. Your success in sales depends on your enthusiasm, habits, attitudes, commitment, dedication and preparation. When you are not willing to give 100% in all these areas, you will either muddle up your presentations and/or over pressure your prospects. We want you to present yourself and [Company Name] facilities and service in a professional manner, while helping all the guests you talk with have better health and fitness by enrolling in [Company Name].

To be able to do your job effectively, you have to study, practice, make notes, listen to your peers, and role-play. Once you have a complete understanding of this guide and have put in the time and effort to learn the rebuttals and systems contained herein, you will find many new successes and enjoy increased earnings, advancement, and personal satisfaction. You will look forward to each new presentation with enthusiasm.

After you ask a closing question and your prospect raises an objection, break down your reaction into four continuous steps:

1.  LISTEN to the entire objection – question areas for clarification.

2.  EMPATHIZE – acknowledge their point of view.

 3.  EXPLAIN your side – use the information in "Breaking Down Common Objections" and the "Key Phrases".

4.  CLOSE again – use one of the "Seven Basic Closing Techniques" you are going to memorize.

Never antagonize your prospect. A new membership is never achieved by an argument.

HANDLING OBJECTIONS - SAMPLES

I WANT TO THINK IT OVER.

"I can understand the way you feel; I've felt that way myself many times. However, I have found that when someone says I want to think it over, I very seldom see that person again. What happens is, they go home and rationalize to do it later, but later never comes, and they continue to get in worse condition. It gets frustrating because I know that by procrastinating they are depriving themselves of happiness and health and well-being. So I hope you will – today, now – make a decision to improve your life. Because what you do today will determine your condition and how you look five years from now. You can accomplish your fitness goals. Please allow me to work with you and show you how easy it will be. [Close]

I WANT TO TALK IT OVER WITH A FRIEND

"I can understand that you might want a friend or someone else’s approval before starting on a self improvement program. I often do the same for some events or programs. However, let me tell you about my experiences with guests and members regarding this issue. What often happens is that, when they’ve talked with someone and gotten that person’s reasoning, the other person’s reality hasn’t necessarily been their own. Maybe that person is able to diet and exercise on his or her own. But maybe one of the reasons you’re here talking with me is that you’ve tried on your own and it’s just not working. It would be a shame for you to base your choice on someone else’s needs rather than on your own. Or maybe for this other person, the money would be spent on something else. But again, are that person’s priorities necessarily yours? Just being in [Company Name] can be motivating and in a few months, or even weeks, you could be looking and feeling so much better that anyone who cares about you will be nothing but happy that you joined. Your fitness and body are personal; only you can take charge of them. I’d really like to help you." [Close]

TWELVE OR EIGHTEEN MONTHS IS TOO LONG

"I can understand why you would think that way. I feel the same way at times, especially when I'm waiting for something to happen in the future. What we have found is that it takes the average person about three to six months to get into good shape. But then, what would be the worst possible thing that person could do? Stop, right? Your fitness and health would just return to your starting point and you would have wasted all that time, effort, and money. Once you have reached your goals, you need to continue at least once a week or once every ten days to maintain and achieve a 90% permanency of results. You want permanent results, don't you? This program is also a much better bargain than the shorter programs. And we have many members who say that, for them, part of making it easier to keep coming is that they’ve already financially committed. That could work in your favor too. [Close]

STALLS VERSUS TRUE OBJECTIONS

When prospects do not answer affirmatively to your closing questions, they may merely be stalling. For example, when they say they want to think it over or talk with a friend, it is most often not for approval of [Company Name] programs but a screen for their real objections. They may be worried about the money, have a fear of the unknown, concern over some rumor they’ve heard, who knows. You have to question the reasons behind their answers to your closing questions.

BREAKING DOWN COMMON OBJECTIONS

TALK TO A FRIEND

This is usually a stall; you need to ask them what about. You may find the true objection is something else, like time, money, etc.

As you discover the true objection, you may have to break it down as follows:

1.  Your health choices are personal – what you need may not be the same as what someone else needs.

2.  No one else can take care of you but you.

3.  No friend wants you to have poor health and be out of condition.

4.  What you do now determines how you will look and feel five years from now.

5.  If you could do it on your own, you would have done it a long time ago. You need professional guidance and to be surrounded by people with similar goals.

THINK IT OVER

This is a stall. Ask them what they want to think about. If they do not come up with a true objection, then they are not sold. You should:

1.  Remind them of their goals.

2.  Tell them that what they do now will determine how they will look and feel five years from now.

3.  Remind them that the people you’ve encountered who don't join when they’re there rationalize that they will do it at a later date, but never do.

SHOP OTHER CLUBS

Ask them which ones, and then you can relate what the other clubs are like and their prices. You can sell them on the benefits of this club and how our services and amenities are superior.

You must shop the other clubs in your area, so you know what they look like, how their staff relates, and what their prices are.

PRICE TOO HIGH

Use comparisons to get them to see that $[39.00] per month for improved health and fitness plus increased energy is very inexpensive.

1.  Explain how people spend millions in preparation for dying: They buy life insurance, death insurance, accident insurance, and even burial plots. But, how much do they spend to stay alive and healthy?

2.  Show them how expensive it would be to buy equipment for home use and point out that they would not be getting professional supervision and all the motivation our members and club have to offer.

3.  Compare our memberships with any private lessons, such a music, self-defense, dancing, etc., taken two or three times per week and show that those would easily cost $100.00 to $150.00 per month.

GO OUT OF BUSINESS

Show them stability:

1.  The owner of our clubs has a combined history of more than thirty years in the fitness industry.

2.  This is a guaranteed membership, which allows you to pay monthly dues. If we do not provide the facilities and services for you, then we are breaking the contract and you are no longer obligated.  

CHECK WITH DOCTOR

"Mrs. Brown, many times we work hand-in-hand with doctors. They frequently send people to us. If there is anything wrong with you, we can work around the problem until the time you are able to do more."

START LATER

"That is fine, Mrs. Brown. You can start your exercise program whenever you wish, and I guarantee your membership time will not begin until your first visit. The only thing is –we should get this paper work out of the way now, so you can take advantage of this price, instead of waiting until later when it may cost you more."

DON'T HAVE THE TIME

1.  Remind them that they said earlier that our hours would fit into their schedule.

2.  Tell them there are 168 hours in a week, and all we need is two.

3.  Convince them that, by being in better condition, they will be able to accomplish more and feel better during the time they’re not here, too.

------ Document 8 ------

SEVEN BASIC CLOSING TECHNIQUES

These must be memorized so you can have a variety of closes. More new members are enrolled after a third close than earlier. If you keep saying the same close over and over, you will irritate your prospect and come across as high pressuring. Remember our goal for you is to represent yourself and [Company Name] in a professional manner.

1.  IMPENDING EVENT.

The impending event technique points out that if buyers fail to take advantage of what you have to offer, they are going to suffer a loss. You must be careful how you come across on this close; if handled too harshly, you will be high pressuring.

A. "By not getting started on a membership today, you will be losing the $50.00 discount.  Don't you think it would be better to get going right away?"  (Then close.)

2.  ASSUMPTIVE TECHNIQUE.

To assume means taking for granted that the prospect is going to invest. There isn't any other thought in your mind. You must be absolute in everything you say and do. Never waiver or quibble as it will only cause your prospect to become confused and look for a way to stall. Be positive in all statements. Be confident that you have the best resources available.

3.  SUBORDINATE QUESTION.

Ask a question that avoids asking them to invest in the membership but rather confirms their decision to do so. Ask questions that have to do with related points or details, but not asking them to invest.

A.  "Don't you think it will be great not only to improve your health, but to achieve the goals you have set for yourself?"

B.  "Your [Company Name] membership helps ensure your health and condition; you’d like that, wouldn't you?"

When your prospect agrees with these secondary questions, they are actually saying yes to becoming a new member, so then ask your closing question.

4.  NARRATIVE TECHNIQUE.

Just prior to closing, tell prospects a similar situation story. They listen to you and places themselves in the position of the person in the story and see, point by point, the parallel between what they looked like before and what they look like now, or what can happen if they don’t join.

A.  "You know, Judy, (use your prospect's name whenever possible; we all like to hear our own names) the same thing happened to me when I thought I’d diet and exercise at home. I read a book, planned a diet, got all this equipment – and didn’t even make it a week. My home was not a good place to change my habits. There were too many distractions – cleaning, paperwork, email, etc. What helped me and got me into shape was committing to a place where everyone was working toward good health and fitness, where I could focus on me and my goals. . . How about taking care of the paper work now so you can take advantage of this special price? 

5.  ASKING THEM TO BUY.

Do not ask, "Will you join?" or "May I enroll you today?" Empower your prospects by asking them to give you the opportunity to help them. And in this way, even if they don’t join, you do not weaken your case by sounding high pressure.

A.  "John, I know you can accomplish your fitness goals. Please allow me to work with you and show you how easy it will be. I want you to get started now so you will see what we can do for you."  (Then close.)

6.  PHYSICAL ACTION TECHNIQUE.

This works very well with an indecisive guest. The principle of this technique is to start doing something that the prospect would have to stop you from doing to avoid giving consent. It is hard to say no when you have been that direct and it can help prospects do what they really want to do, yet are hesitant about.

A.  "You know, Sue, you have told me a lot of excuses for not joining; however, it is my job to get you in better shape and that is what I am going to do." (Without hesitation, start filling out her agreement.)

7.  SPECIAL INDUCEMENT.

One of the most effective techniques in dealing with procrastination is the special price or bonus, which holds up the idea that prospects will certainly lose if they do not get started now. This is why our Final Day mail and telephone follow up is so important to reaching our monthly goals. 

KEY PHRASES

These are mind openers, thoughts, and ideas for you to use throughout your tours and presentations.

THINK IT OVER

Would it surprise you to learn that in three months with proper exercise two or three times a week, we can create a new you?

If you could have your friends say to you, "You look GREAT. We’re so happy you’re taking care of yourself,” wouldn't you want to get started now?

We will take over the thinking for you. Just let us handle all the details of your conditioning program.

Don't you feel you've wondered what to do about your fitness and health long enough? Why wouldn't right now be the very best time to capitalize on your good intentions?

IT COSTS TOO MUCH

This is not a big cost item like a boat or a car, but a small expenditure on something you know you need.

Sometimes it takes a little money to save a lot. This was never more true than with your health. Aren't you willing to make a small investment that will help you for a lifetime?

[Company Name] wants you to be a walking advertisement for us; that way your friends will find out just how great it is here.

When you think of the amount of money you spend tearing your body down, you can budget a small amount for your health and fitness.

When your body is out of proportion, it is costing you money. Do you know why?

You will have your own personal supervision, unlimited classes, and use of the facility; that makes the cost seem awfully low, doesn't it?

Don't you think it is worth $[39.00] a month for a new lease on life? 

Your family's future depends on your ability to go to work and provide for them.  Isn't $39.00 a month a pretty small investment to insure your family's future income?

Just imagine how a well-conditioned body will increase your pride and self-confidence.

If I could show you how to have a new body within the next six months, don't you think it would be worth it?

It always surprises me to observe the number of people who spend thousands of dollars on a car – something that will depreciate and wear out in just a few years – then spend so very little on their health and fitness.

Can you imagine how good you are going to feel after making this investment for yourself?

If you could have your choice of all the things money could buy, wouldn't your health and fitness rank at the top?

I DON'T HAVE THE TIME

You will get a lot more accomplished, have more energy, and basically enjoy life more when you have improved health and fitness.

How much would it be worth in time and effort to you to have improved health and fitness?

Ninety percent of our members are professionals like you and they find [Company Name] gives them so much energy they get more done in less time than before they joined.

A regular fitness program will help you become more patient with yourself, your family, and your responsibilities.

If I could show you how you could have more time to spend with your family because of joining [Company Name], would you be interested?

Mary, you are just the person I would like to see here. You have many interests and need to feel your best to do them all. Let me show you how just an hour or two a week will help you increase your energy so you can keep ahead on your busy schedule.

I'M NOT INTERESTED

Don't you want to keep yourself in good condition and your energy level high for the rest of your life?

Imagine yourself at age 50 with a trim body and an abundance of energy.

If our program could add years to your life, would you be interested?

What this membership means is that you have the opportunity to take away your aches and pains and have fun at the same time.

When people improve their health and fitness level, their whole lives become more interesting.

People don't lose interest in things they do well. I am here to make sure you do a great job on your fitness program.

A lot of people have insurance for their car, insurance for their house, life insurance, and health insurance. What kind of insurance do you have for your fitness and energy? 

SUCCESS IS NOT ACCIDENTAL

------ Document 9 ------

One-Month Membership Offer

Dear:

We want to take this opportunity to express our sincere appreciation and thank you for participating in our One-Month Membership offer. We hope you have given our program of fun, fitness, and improved health serious consideration.

As a courtesy to you, this letter is being sent to remind you that [date] is the final day to take advantage of our "Summer's On Us" 3-Months Free Membership Special, a [$00.00] value.

As you know, your pink One-Month Membership Card entitles you to receive an additional $25.00 off the above special, along with free yoga and tanning passes if applied within ten days from the date you registered. 

If this date has passed, you'll be pleased to know that we have extended this offer until the above date. Don't miss this chance to enroll at our year’s lowest rates. If you have lost or misplaced your membership card, simply bring in this letter.

If you would like to set up an appointment to discuss your fitness goals or any phase of your membership program, please call or stop by at your convenience.

Sincerely,

[Company Name]

P.S. Visit us on the web at [   ] for class schedules, newsletters, and more.

------ Document 10 ------

One Month Member Offer 

Dear:

As you know, our "19th Anniversary/Free Registration Fee Special" was scheduled to end [day, date], but because of many recent inquiries about this program, we have decided to hold over this offer until [day, date].

Don't forget, your blue One-Month Membership Card entitles you to receive an additional $25.00 off the above special, if applied within ten days from the date you registered.

If you are a One-Month Member who has gone past the tenth (10) day or whose membership has expired, you will be pleased to know that we will gladly extend the $25.00 Discount Offer to you until [day, date].  So act now and save!

We hope you have given our program of fun and fitness serious consideration. If you would like to set up a personal appointment to discuss your fitness goals or any phase of our membership program, please call or stop by at your convenience.

Sincerely,

[Company Name]

P.S.  If you have lost or misplaced your One-Month Membership Card, simply bring in this letter and the above discount will be honored.  Also, please visit us on the web at [  ] for class schedules, newsletters, and more.

------ Document 11 ------

One Month Member - Double Discount Offer

Dear:

As a courtesy to you, this letter is being sent to remind you that [day, date] is the final day to take advantage of our "Summer Reduction Membership Special" saving you $[  ] off our Registration Fee.

As you know, your blue One-Month Membership Card entitles you to receive an additional $25.00 off a regular membership if applied within ten (10) days from the date you registered.
 
However, as a special incentive for you to become a new member, present this letter and receive a "DOUBLE DISCOUNT" and you will save $50.00.  It will cost you only $[  ] to start your fitness program if you enroll on or before [day, date].     

Due to many late inquiries from One Month Members who have gone past their tenth (10th) day or whose temporary memberships have expired, we have decided to extend this same offer, so bring in this letter.

Thank you for your support and interest in our fitness program.

Sincerely,
   
[Company Name]

P.S.  If you have lost or misplaced your One Month Membership Card, simply bring in this letter and the above discount will be honored.  Also, please visit us on the web at [  ] for class schedules, newsletters, and more.

------ Document 12 ------

15 MEMBERSHIP PRICE PROMOTIONS

Offer Purpose Best Time of Year

$49 Gets Your
Reduces up-front
Anytime
Membership Started fee resistance/
EFT builder

Pay Yearly & Receive
Encourages
December, March,
a  Year for $19 per month paid-in-fulls or April
Pay for 1 Year at Our Encourages December
Anniversary Price paid-in-fulls

Workout Now, Pay Later
Reduces up-front
Fall/Spring
1 or 2 months free fees/EFT builder
Membership is Soothes contract Use in highly
transferable, if you move fears transient areas

Join Now, Beat the
Urgency to save;
Prior to next rate
Dues Increase lock in last year’s rate increase
Join for $499 & Receive: Encourages Anytime
•Fitness Test paid-in-fulls
•Personal Program
•10 Free Tans
•Free childcare for 6 months
•Save $249

Pay Nothing Down
Drops up-front
March, April,
Dues Start Next Month barrier/EFT builder & September

Pay Last Year’s Rates
Urgency to save; lock
December
& Get 30 Days Free in rates for next year

Join Now & Get
Best summer rates
Spring
Summer Free

$20.08 Gets Your
Plays off year
1st of Year
Membership Started
$20.08 dues/initiation fees

Buy One Membership
Could be cash
Fall/Spring
Get Second Free or EFT builder

6 week $69 Fitness
Traffic Builder
Spring
Starter

Pay for 1 Year Get
Builds cash
Last 6 days of year
Second Year Free and EFT

No Dues Until First
EFT builder
Fall
of the Year
 
------ Document 13 ------

SUGGESTED PRICE PROMOTION PLAN DATES

This is just a sample of how you may wish to execute your price promotions for the year. You may wish to use value added promotions. Work with your Consultant to fine tune this for your individual club and market.

Season Dates Offer

FALL

Sept. 1 - Nov. 13

Join Now, Pay No Dues ‘til 20XX
or First Month’s Dues Free!
or $18 Per Month Dues (For 1st 3 Months.)
Nov. 14 - Nov. 22 Held Over

HOLIDAY
Nov. 23 - Dec. 24
Join Today and Beat the Price Increase.  Save – Save – Save!
Gift Certificates Available
Dec. 26 - Dec. 31 Join For One Year, Get the Second Absolutely FREE (6 Days Only)

RESOLUTION
Jan. 1 - Jan. 31
Join Now & Receive 1 Month FREE DUES!
or Join Now & Receive a 6 Month Companion Membership
Absolutely FREE
or Join Now & Get One FREE

WINTER
Feb. 1 - Mar. 12
$18 Per Month Dues (For 1st 3 Months.)
Mar. 13 - Mar. 31 Held Over

SPRING
Apr. 1 - April 30
21 Day Fitness Makeover, $49
with trade up to Full Membership
Spring Fitness Makeover 6 Weeks for $69

MAY PROMOTION
May 1 - May 31
Join Now & Get the Summer FREE
or 99 Days for $99

SUMMER
June 1 - Aug. 31
2 Red Hot Summer Specials:
Get Fit NOW.  Pay No Dues Until September
or Summer Shape Up membership $149

------ Document 14 ------

Promissory Note – Down Payment

(Payment Agreement)

THIS AGREEMENT made and entered this ______ day of _________________ [date], by and between [Company Name] and ___________________________. 

 Member agrees and guarantees to pay [Company Name] one (1) payment of 
$ ___________ on or before ____________________________________ [date].

In the event said payment is not received by above mentioned date, then this contract along with the membership agreement shall automatically become null and void, and all monies received shall be forfeited and are non-refundable.

Date ___________________________

Member’s Signature ________________________________________________

Facility Representative ______________________________________________

(Please make the above payment at the facility)

------ Document 15 ------

TELEPHONE INFORMATION SCRIPT 

(HOW TO HANDLE) 

Control with Questions

SMILE     SMILE     SMILE     SMILE     SMILE     SMILE     SMILE 
 
"Good morning, [Company Name], this is John speaking how may I help you?" 

I WOULD LIKE SOME INFORMATION ABOUT YOUR CLUB?

 ”Great!  How did you hear about us?" Wait for an answer. (Note their answer on your telephone log.) 

"Terrific!  What I'd like to do is invite you in for a free tour of our club so you can see exactly what we have to offer. Give them the highlights, but don’t tell them everything. Control the whole conversation with questions. 

“Are you usually free daytimes or evenings?" (Always use "Alternate Choice" closes because it is much harder for your prospect to say no to questions when they have to choose between two answers, as compared to saying yes or no to a direct question.) 

"I have an opening this afternoon at 1:15 and again at 2:45, which one of these two times would be best for you?" Wait for an answer. (Always use times that include minutes and not on the hour or half hour. Using odd times sticks better in your prospects mind and they will be more likely to show up.) 

"May I please have your name and phone number?" (Write them down and make sure you get the spelling correct.) 

"Thank you Judy, do you know where we are located? If they don’t know where you are located, clearly explain how to get there. (Try using a special landmark that they are familiar with when explaining where you are situated.) 

 “I look forward to meeting you Judy, this afternoon at 2:45, see you then.” (Always end the conversation by verifying their appointment time and date.  Then make sure all scheduled appointments are called and re-verified the day of their appointment. Appointment scheduled for the same day that they are taken, do not need to be verified.)
HOW TO ANSWER COMMON QUESTIONS

SMILE     SMILE     SMILE     SMILE     SMILE     SMILE     SMILE

When answering telephone information questions and/or giving rebuttals to telephone questions, give good common sense answers, and continue back into your Telephone Presentation Script without hesitation until you end with an Alternate Choice close to make an appointment. i.e. “Are you usually free daytimes or evenings?" Always use "Alternate Choice" closes because it is much harder for your prospect to say no to questions when they have to choose between two answers, as compared to saying yes or no to a direct question. Never pause until you ask your closing question…then shut up… and force the prospect to talk next.

HOW MUCH DOES IT COST?
     
"Our rates average approximately $XX.XX per month.  How much were you planning to spend on your Fitness program?" (Wait for an answer)

"I'm sure we can work something out for you and that is why I am inviting you in for a tour of our club. This way you can see exactly what we have to offer and how our memberships can fit in to your budget.  Are you usually free day times or 
evenings?" (Wait for an answer)

HOW MUCH IS THE REGISTRATION FEE?

"Our regular Registration Fee is $XX.XX, however, for a limited time we are having a half price special, this is another reason I want to invite you in for a tour of our club.  Would sometime this evening be okay or would tomorrow be better for you?"

HOW DO YOU PAY FOR YOUR MEMBERSHIP?

"Most members pay monthly with checking or credit card through our Easy Payment Plan. This is why we offer the tour, so you can see if you like our facilities and we can answer all your questions.  Would the 1:15 or the 2:45 slot be best for you?" Staff Note: The Easy Payment Plan is a friendlier way to say "Electronic Fund Transfer" (EFT). See complete description under Documents and Forms at www.FitForms.com.

DO I HAVE TO SIGN A CONTRACT?

"We have a membership agreement for your protection, it guarantees that you will receive everything you will be paying for. That is why I want to invite you in for a tour for our club, so you can learn all the details before you join [Company Name]. Would 1:15 or 2:45 be better for you?"

HOW LONG DO I HAVE TO JOIN FOR?

"You can enroll on a month to month basis or a longer guaranteed plan. When you come in for your tour of our club you will see exactly what we have to offer and will see which of our memberships is best for you. Is this evening okay, or would tomorrow be better for you?"

HOW LONG WILL IT TAKE ME TO LOSE TWENTY POUNDS?

"We have found our average member will lose two to three pounds per week.  Therefore, it should take you approximately two to two and a half months. This is the reason I want to invite you in for a tour of our club. So we can evaluate your needs, tell you how long it will take to achieve the results you want and how we
can help you accomplish them. Would today or tomorrow be best for you?"

IF YOU CAN'T SET A CONVENIENT TIME FOR THEM TO COME IN WITHIN SEVEN DAYS, THEN DO FIVE THINGS:

1.  "May I please send you out an Information Packet, that includes a special free day pass, brochure and class schedule? (Wait for a response.)

2.  Get their name, address, and phone number.

3.  Send them the Information Packet with a note enclosed thanking them for their interest in [Company Name] and telling them you will call them in few days.

4.  Put their name and phone number on your follow up list.

5.  FOLLOW UP! 

------ Document 16 ------

TOUR OUTLINE

(Control With Questions)

1.  GREET YOUR PROSPECT AND INTRODUCE YOURSELF.
2. Use a relaxed manner - make them feel at home - not rushed or put off, make friends with them.
3.  GIVE THEM A GUEST REGISTRATION.
4. Ask them to please take a moment and register with us. (Front page only.) Don’t say, “fill this out.” Have them sit in the lobby area to avoid crowding at the front desk.
5. Review their answers, ask questions, and fill in any empty spaces on the front of their register.
6. Find out why they are there; show a sincere interest in them and build a rapport.
7.  GIVE THEM A BRIEF OUTLINE ON THE TOUR AND PRESENTATION YOU ARE ABOUT TO TAKE THEM ON.
8. Explain the details they are interested in. Give them an appropriate information flyer, i.e., classes, equipment, hours of operation, etc.
9. Use their name and make eye contact with them.
10.  START YOUR TOUR IN THE BACK AREA OF THE CLUB. THEN SHOW THEM THE EQUIPMENT AND EXPLAIN HOW THEY WILL BE PUT ON A PERSONALIZED PROGRAM.
11. Be sure to ask questions to find out what they have done in the past and what they want to accomplish.
12. Use a "Fact and Benefit" (Explain the facts and benefits of each area throughout the tour.) when showing them the spa area and exercise equipment.
13. Talk about the results they can expect and the people they will meet who have similar goals.
14.  WALK THEM BACK TO THE FRONT OF THE CLUB.
15. Ask them to be seated. Use the front office or lobby if available.
16.  COMPLETE BACK SECTION ON THE GUEST REGISTRATION.
17. Be sure you get your three major commitments or don't go any further.
18. Need (Goals?) 
19. Time (Do our hours fit into their schedule?) 
20. Desire (From 1 to 10, what is their desire to make a commitment to a healthier life style?)
21.  OPEN YOUR PRESENTATION BOOK AND SHOW THEM A SAMPLE EXERCISE CARD.
22. Afterwards ask your guest if they have any more questions you can answer before going on.
23. BEFORE EXPLAINING OUR MEMBERSHIP RATES, ASK THEM IF THEY KNOW ANYTHING ABOUT OUR MEMBERSHIP PROGRAMS. 
24. Always wait for a response.    
25. SHOW OUR REGULAR RATES USING YOUR PRESENTATION BOOK - THEN SHOW THEM HOW MUCH THEY WILL SAVE BY JOINING TODAY ON OUR SPECIAL OFFER.
26. Close with, “Which one of these membership programs would work best for you?” Wait for a response!
27. Once they have decided on a particular membership program, show them the Easy Payment Plan and Prorate Sheet. Explain to them that we accept Cash, Check, Visa, and MasterCard and ask them, “How would you like to take care of your down payment today?” Staff Note: The Easy Payment Plan is a friendlier way to say "Electronic Fund Transfer" (EFT). See complete description under Documents and Forms section.

AN ENROLLMENT DOESN’T JUST HAPPEN! YOU HAVE TO CREATE IT!

------ Document 17 ------

HELPFUL HINTS FOR TOURS

 1.  The first thing you sell is yourself.
 2.  Determine why the guest is visiting the Fitness Center.
 3.  Create confidence in what you can do for the prospective member.
 4.  Keep their attention - - talk about them.
 5.  Put everything she says on file in your head.
 6.  Sell her on her ideas!
 7.  Make good eye contact.
 8.  Everything you say has a purpose.
 9.  Follow up on each thing you say.
10.  Be interesting and informative. Explain the facts and benefits of each area 
throughout the tour.
11.  Avoid superlatives such as great, best, etc.  Be specific.
12.  A sale doesn't happen - it is made.
13.  Ask questions.
14.  The entire tour should be based on appealing to the 5 senses-
       SIGHT, SMELL, TOUCH, TASTE, HEARING.
15.  Mention interesting rewards:
     a. feel better
     b. better muscle tone
     c. find clean facilities
     d. find well trained staff
     e. meet new and interesting people
16.  Say, "When you own a membership" rather than "When you buy a membership".
17.  No one can train you for this job - - you train yourself.
18.  Success is not accidental!
19.  The entire tour should include motivating messages on each feature discussed.

------ Document 18 ------

PROCEDURE FOR 7-DAY TRIAL VISIT PASSES

(Must Be Followed Exactly)

1) Guests must complete a Guest Register and must sign the Guest Sign-In sheet when they come in to our club. Guests are not allowed to walk in and roam by themselves. For their safety and our protection, make sure you and they follow our procedure.

2) Give a complete tour to every guest. Explain the facts and benefits of each area throughout the tour. Control the conversation by asking questions along the way.

3) After the tour, take guests into an office to discuss the benefits and results they want and will receive participating in a fitness program at [Company Name]. From here proceed to our Membership Rates, explaining the benefits and savings they can receive by getting started today on our Special Membership Offer. 

4) If they really need to try out the club first, then tell them you understand and you will be happy to put them on an exercise program or allow them to take a couple of classes. In exchange for their 7-Day Trial Visit Pass, give them a 7-Day Trial Membership Card. Tell them that if they join before their 7 days have expired, you will give them [percentage discount / registration fee waived]. Be sure to write your promise on the back of their 7-Day Trial Membership Card. From here, you must schedule at least two or three workout appointments for them so that they can get a feel for you and the club. 

5) Confirm each appointment and reschedule when necessary. Always end the conversation with the prospective member by verifying the next appointment time and date. Then make sure all scheduled workout appointments are called and re-verified. If they plan on taking classes, be sure to give them a class schedule.

6) During their workout appointment, ask them key questions such as how are they doing and do they have any questions you can answer.
Good luck and thank you for your efforts,

------ Document 19 ------