It’s An Old Truth: People Won’t Beat a Path To Your Door If They Don’t Know Where Your Door Is

Why Is Branding Your Business Important? Branding will always be an integral part of a successful business plan. Branding allows your company to introduce itself and allows the consumers in your area to get to know your com- pany and everything that comes with it. Business branding does not just present the company’s products, services, and location; it also establishes an image of the business as a whole. The positive image you create for your business will make a lasting recall for the consumers in your area.

People generally buy products and services for two reasons: 

1. They need to solve problems. (Practical)
2. They want to feel good. (Emotional)

A solid branding strategy is your answer to helping your customers satisfy each of those two reasons. Give life to your business. People embrace positive thoughts, so create encourag- ing branding phrases. Messages like “You can do it” or “You too can change.” Customer recall is one of the chief reasons your business brand is vital. It creates customer preference for your products and services over your competition.

Branding must be seen consistently, convey a positive image, be distinct, and clearly describe what your business can do for its customers. When you perform strong business branding and follow up with various marketing activities, your business will grow and have a competitive edge.

The Importance of Communication – Yes, It Can Make a Difference – A Big Difference!

You may have noticed in my past articles that I like sharing my ideas and experience with you, so pay close attention to the following information and learn how your staff can become better communicators with your members.

It all starts with communication and follow-up. Effective follow-up begins immediately after the sale when you call or write to say, "thank you." Beyond this, there are several effective ways for you and your staff to ensure that your fitness facility or business is always on the customer's mind.

•  Let members know what you are doing for them. This can be in the form of a newsletter mailed to existing customers, or it can be more informal, such as a phone call. Whatever method you use, the key is to dramatically point out to customers the excellent service you are giving them. If you never mention all the things you are doing for them, members may not notice. Just make a phone call and check up on them from time to time.

•  Write former customers' personal, handwritten notes frequently. "I was just sitting at my desk and your name popped into my head.” “How is your exercise program going?” “Is there anything I can do for you?” Or if you run into a former customer around town, follow up with a note: "It was great seeing you the other day. Hope to see you back at the club soon.”

•  Keep it personal. Voice mail and e-mail make it easy to communicate, but the personal touch is often lost. Conversations and letters keep it personal. 

•  Remember special occasions. Send regular customers birthday cards, anniversary cards, and holiday cards.

•  Share information. If you read a fitness article or hear about a new book a customer might be interested in, drop a note or make a quick call to let them know.

•  Use follow-up calls to build your business. When you talk to existing customers, you'll often find they have referrals to give you, which can lead to new business. With everything your existing customers can do for you, there's simply no reason not to stay in regular contact with them, so follow up.

•  Focus on retaining members and customers, not just making sales. Salespeople, especially those who get paid on commission, sometimes focus on the volume instead of the quality of the service. Remember, keeping a member’s business is more important than merely closing a sale. Research shows it costs six times more to attract a new member than it does to keep an existing one. 

The strategies you learn and share now will have a definite impact on your business moving forward.

Take my word for it, and never forget to communicate and follow up with your members. Communication is the answer!

Making It Happen or Watching It Happen

As you head into springtime, it is more important than ever that you analyze where you have been and where you are heading. Ask yourself the following questions and decide if you’re making it happen or watching it happen.

Question #1

Are you or your staff effectively answering incoming telephone calls? Are you satisfied with the percentage of appointments booked? What about the show rate, or no-show rate? And what about the closing percentage? Our Documents and Forms are some of the most comprehensive, creative, and affordable tools that deal with the fitness industry you'll find on the Internet today. This experience and expertise are now available to you, both online and in person. 

Question #2

Are you considering signing a new lease or renewing your old lease? Is your landlord not performing? Has the economy forced you to be late on your payments? Are you contemplating closing your business and throwing in the towel? Don’t be fooled by your landlord; let us put our 40 years of experience to work for you. We know many creative ways to help you come out a winner. We are available for private consultation and encourage you to give us a call today at 925-304-1600. 

Question #3

What about giving a proper tour of your facility to a potential member? Are you and your staff trained on the proper steps? Do the right questions get asked and answered during the tour? Once again, our Documents and Forms are some of the most comprehensive, creative, and affordable tools that deal with the fitness industry. Give them a try today.

With over forty years in the fitness industry, we understand there are many tasks and challenges you don’t enjoy doing. Our Executive Assistant and Consultation Service will allow you to relax, knowing that you have a team member who is only a phone call away. Give us a call at 925-304-1600 and we will gladly assist you.

Customer Service

Good customer service is the foundation for all fitness centers and it’s not that difficult to achieve if you and your staff follow these 10 basic rules:

1. Commit to quality. Everyone in the company needs to be devoted to creating a positive experience for their members. Always strive to go above and beyond the member’s expectations.
2. Know your products and services. Conveying knowledge about products and services will help you win a member’s trust and confidence
3. Know your members. Try to learn everything you can about your members so you can tailor your approach to their needs and buying habits. Talk to members and listen to their complaints and suggestions.
4. Treat members with courtesy and respect. Remember that every contact with your members, whether it's by email, phone, written correspondence, or face-to-face, leaves a lasting impression. Use phrases like "sorry to keep you waiting," "thanks for being a member," "you're welcome," and "it's been a pleasure helping you."
5. Never argue with a member and leave your ego at home. You know that the member isn't always right. But instead of focusing on what went wrong in a particular situation, concentrate on how to fix it. Research shows that 7 out of 10 members remain members, if you hear them out, and follow up with them to the best of your ability
6. Don't leave members hanging or not knowing what’s happening. Letters, emails, repairs, and suggestions need to be handled with a sense of urgency. Members want immediate resolution. Keep them informed and you’ll win their repeat business for years to come. Research shows that 95 percent of dissatisfied members will do business with a company again if their complaint is resolved on the spot.
7. Always provide more than what you promise. Fail to do this and you'll lose credibility and member loyalty. Make good on your promises and follow up. If you can't make good on your promise, apologize to the member and offer some type of compensation, such as a discount or free service.
8. Assume that members are telling the truth. Even though it sometimes appears that members are lying or giving you a hard time, always give them the benefit of the doubt. The majority of members don't like to complain; in fact, they'll go out of their way to avoid it.
9. Focus on retaining members, not just making sales. Salespeople, especially those who get paid on commission, sometimes focus on the volume instead of the quality of the service. Remember that keeping a member’s business is more important than closing a sale. Research shows that it costs six times more to attract a new members than it does to keep an existing one.
10. Be genuinely committed. This commitment must be so powerful that every one of your members can sense it.

For more information on this subject, give us a call at 925-304-1600 and we will gladly do our best to answer your questions. You can also email us at getgymresources@gmail.com  for more information.

Never Forget Your Members!

Take my word for it, Never Forget Your Members! In order to make your referral program a success, you’ll need your members support, along with your staffs participation.

There are several effective ways for you or your staff to follow up that ensure your fitness facility is always on the member’s mind.

1. Let members know what you are doing for them. This can be in the form of a newsletter mailed to existing members, or it can be more informal, such as a phone call. Whatever method you use, the key is to dramatically point out to members the excellent service you are giving them. If you never mention all the things you are doing for them, members may not notice. Just make a phone call and check up on them from time to time.

2. Write current members personal, handwritten notes frequently. "I was just sitting at my desk and your name popped into my head.” “How is your exercise program going?” “Is there anything I can do for you?” Or if you run into a former member at an event, follow up with a note: "It was great seeing you at the Holiday Christmas Tree Lighting. Hope you enjoyed it.”

3. Keep it personal. Voice mail and e-mail make it easy to communicate, but the personal touch is often lost. Conversations and letters keep it personal. 

4. Remember special occasions. Send birthday cards, anniversary cards, and holiday cards.

5. Share information. If you read a fitness article or hear about a new book a member might be interested in, drop a note or make a quick call to let them know.

6. Use follow-up calls to build your business. When you talk to existing members, you'll often find they have referrals to give you, which can lead to new business. With everything your existing members can do for you, there's simply no reason not to stay in regular contact with them, so follow-up regularly and keep them informed.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information.

Wake Up! It’s all About Brand Reputation

No one likes to receive a complaint, but it really is a matter of whether they arrive sooner or later. 96% of unhappy customers don’t actually complain. However, 91% of them will simply leave and never come back. Knowing this, wouldn’t you agree that a complaining customer is sometimes better than one that is silent but halfway out the door? Having unhappy customers might be a second chance in disguise. Here are some tips to help you deal with unhappy costumers.
 
In this era of social media, people frequently turn to social networks to complain, and they can be really rude about it sometimes. What you need is the skill not to respond unkindly, because your answer may well be read by anyone. Protect your brand by being kind – always.

It’s not Personal - Always remember that complaints are not personal, and that the customer’s anger is not directed to the employee, but towards the company in general. This fact will help you to remain calm and polite. If you listen with understanding & sympathy, even the angriest customer will calm down.

Listen Carefully - Find out what their problem is, so you can work towards alleviating it and not towards a solution that does not actually help them in any way. The point is to resolve the customer’s issue.

Before taking action, verify that what you’re doing really helps the customer by asking the customer himself/herself. Once a resolution is agreed, act quickly to implement it. All the customer really wants is a listening ear that will respect their point of view, and work towards helping them.

Don’t make Excuses - No matter what or who caused the problem, never blame your customers (even if they have caused the issue). Making excuses is simply a waste of time, and it makes customers even more annoyed. Instead, take full responsibility and do whatever you can in your power to solve the problem as quickly as possible.

A Unique Opportunity to Improve your Service - Think about customer complaints as opportunities to improve your service and to transform unhappy customers into fans. Your most unhappy customers are your greatest source of learning.

Employees who handle customer service complaints quickly, efficiently and professionally take advantage of a unique opportunity: the chance to turn an unhappy customer into a satisfied customer. According to a report by White House Office of Consumer Affair , happy customers who get their issue resolved tell about 4-6 people about their experience. Not bad, right?

Next time you have to deal with a disappointed customer, remember that it takes 12 positive experiences to make up for one unresolved negative experience, so believe me when I say that you do not want to miss even one chance to turn a negative experience into a positive one.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Four Myths About Eggs - Share with Your Members

Choosing eggs is not nearly as simple as it should be. After all, the average egg weighs about 2 ounces. How many decisions can you possibly have to make for something so small and seemingly simple? Well, let’s see: Brown or white? Large or small? Organic or not? 

And those decisions are just the tip of the iceberg. Egg cartons can be stamped with any number of labels, some meaningful, others not so much. 
It's not always easy to separate fact from fiction when it comes to eggs. Below are some of the most common misperceptions.  

Myth: Brown eggs are different than white. 
Fact: The only difference between a brown and white egg is the color of the shell, which is merely a reflection of the breed of the hen. In general, but not always, hens with white feathers and earlobes lay white eggs and those with dark feathers and red earlobes lay brown eggs.

One isn’t healthier, more “natural,” or more eco-friendly than the other.  There aren’t any differences in nutritional quality, flavor, or cooking characteristics. 

Myth: Free-range eggs come from hens that roam freely outdoors.
Fact: The claims are not regulated for eggs, according to Consumer Reports. So there is no guarantee that the hen that laid the eggs ever saw the light of day. Of course, it may have spent time outdoors, but the “free range” label doesn’t mean anything. The following labels are also meaningless when it comes to eggs: “free roaming,” “hormone free,” and “raised without antibiotics.” 

Myth: Organic eggs are healthier.  
Fact: They certainly can be, but it all depends on the chicken’s diet. Organic eggs come from hens that are fed a 100-percent organic diet. However, what really matters when it comes to nutrition is whether the hens were raised on pasture. Studies, such as those conducted at Penn State University and by Mother Earth News, found that eggs from chickens that ate grass and insects contained higher levels of omega-3 fat, and vitamins E, A, and in some cases D. 

If you want eggs from hens that are raised on pasture or spend a lot of time outdoors, then you’ll have to find a farmer you trust at your local farmers’ market.

Myth: Egg substitutes are simply eggs (or egg whites) without the shells. 
Fact:  Most products have added stabilizers, thickeners, vitamins, carotenes, and, sometimes, spices, according to Marion Nestle, author of What to Eat. She also points out that they cost about twice as much as real eggs. (A pound of egg substitutes weighs slightly less than a dozen small eggs.)

Of course, if you can’t eat egg yolks for health reasons or have no use for them, egg substitutes are a good option, and most products only have a tiny percentage of additives. Just read the labels before buying.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information.

The Benefits of Jumping Ropes

A jumping rope is perhaps the easiest and most convenient form of exercise imaginable – it can be practiced by virtually anyone, of any age and level of fitness. You don’t need any special or costly equipment or a large area to do it – a decent rope which costs as little as a few dollars and a good pair of shoes is basically all you need.

Jumping ropes can be done alone or with others just as easily. It’s also the ideal exercise to do when traveling – a small rope can easily be packed in a suitcase or briefcase. Jumping ropes can easily be combined with other workout techniques such as walking or cycling.

And jumping ropes are a favorite of children, too – children are usually much more proficient at it than adults and most children like to do it, with little encouragement needed. Jumping ropes demonstrates to kids that exercise actually can be easy and fun, as well as helping to build self esteem and encourage competitive activity. Some children find it a good way to meet other children and overcome shyness.
    
Another advantage of jumping ropes is that even the least athletic of children tend to enjoy the activity and often sees it as fun, rather than as exercise. Most children, once they have mastered the basic movements, are usually keen to move on to more complex jump rope maneuvers. 
     
Jumping ropes may seem to be merely something that children do in the school playground, but a large number of athletes and sports players incorporate the rope into their training routine. Some of the sports that regularly incorporate it into their training program include basketball, skiing, football and tennis. 
     
For such a simple exercise, jumping ropes burns a surprisingly high amount of calories – up to 1000 calories in an hour. Surprisingly, jumping ropes is one of the most effective methods of losing calories in a short time when combined with a good diet. Just ten minutes of fairly strenuous exercise with the rope is as effective as thirty minutes of jogging, twelve minutes of swimming or running a twelve minute mile.
      
Jumping ropes actually have an advantage over jogging or running. With jump ropes, the shock of hitting the ground is absorbed equally by both feet, whereas with running or jogging, each foot may absorb up to five times your body weight when you hit the ground. With jump ropes, the calf muscles tend to absorb the impact, causing less muscle strain.
      
Using a jumping rope tones the muscles in every major muscle group, throughout the entire body. Regular jump rope practice will also help in the development of long lean muscles. A jump rope workout also optimizes cardiovascular conditioning and studies also show that jump rope exercises can help to build and maintain healthy bones.
     
Apart from the physical benefits, a session with a rope can also help develop basic coordination skills and balance as well as agility skills. Amateur and professional boxers have used jump ropes for many years to perfect their footwork. And anybody who uses jump ropes knows that you will learn to have a great sense of timing after a while.
     
Without a doubt, jump ropes are not just for children. If you haven’t participated since you were back in the school playground – get that rope out of the closet and start getting back in shape!

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Are You Trying to Sound Interesting or Truly Interested in Them?

Through reading numerous books on communication and field testing hundreds of techniques, a few fundamental patterns have become very apparent in the fitness industry and in the business world. If you’ve ever been on a date, on an interview, or at a networking event, you may have noticed some of these social patterns as well. Control with questions is valuable communication skill, a skill that can make a major difference in the outcome of what you are trying to accomplish.

Before getting involved in an interaction with someone, ask yourself a couple of questions:

•  How can you make people feel important upon meeting them for the first time? (Be sincere.)
•  Are you trying to sound interesting or truly interested in them? (This is very important.)
•  How can you stand out without knowing what they expect of you? (Product knowledge)

By realizing that most people are very similar and possess somefundamental qualities by which you can appeal to them, you will be able to stand out and excel in your interactions. Remember, it never hurts to pay  attention to people, to give them a compliment, or to highlight their strong suits.

Questions are an amazing way to control communication

A properly placed question can showcase your intelligence, product knowledge, and interest in the person, as well as direct the conversation towards your intended outcome. You could use this opportunity to gain rapport by appealing to the person’s ego.

Try these questions if you’re unsure of where to begin:

•  What do you do in your spare time?
•  What is important to you?
•  How long have you been thinking about getting in shape?
•  What have you done in the past with regard to your health and fitness?

Direct Questions – These are questions you ask based on some knowledge of the person. Some of this information can come from their guest registration. You use these to steer the conversation in the direction that you want.

Some examples:

•  How is it that you are so passionate about wanting to get in to shape?
•  How long have you been walking or hiking?
•  Where do you hike?

Follow-Up Questions – These questions are the ones you use to dig deeper into the conversation.

•  Do you remember how you felt when that happened?
•  Can you elaborate a little bit on this topic?
•  Do you remember what was going on in your mind at that time?

Appeal To All Senses – When interacting with someone, ask questions that appeal to all their senses. This will make you more interesting and, most importantly, memorable.

Be Sincere, Be Interested – If you’re going to ask questions, it will help if you have a sincere interest in the person. Not being sincere and faking interest could very well be taken as an insult.

Pay Attention – If you’re interested in crafting brilliant follow-up questions, then this is a crucial step. Use what the person says to steer the conversation deeper into whatever direction you like. It's okay to take notes along the way.

Ask Open-Ended Questions – If your goal is to keep the person talking and open up to you, then ask questions that require more than just a yes or no answer.

Use It or Lose It – Don’t just read about these tips, go out there and try them right away. That’s the secret step between reading these articles and internalizing them.

Before you know it, this approach will become second nature, and your telephone and presentation skills will get better and better.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Don’t Let Bad Reviews Cloud Your Judgment

Bad reviews sting like saltwater in a cut, especially if you think you’re doing everything right. But we all have rough days, sometimes something is overlooked, and on occasion you run into that member or guest who is really hard to please. Unfortunately, in the end, a bad review is a bad review, and it shouldn’t be overlooked, ignored or deleted.

Before you let a bad review throw you into a tailspin, take a deep breath and relax. Something good could come from the mishap, although you may have to work a bit to see it clearly. As Bill Gates said, “Your most unhappy customers are your greatest source of learning.” So regardless of the unpleasant details, there’s probably a silver lining trying to shine through the stormy situation which will make your facility better.

Take a moment to understand the complaint. 

Member and guest feedback is the number-one way to understand how to serve your customers better. Reviews help you see what customers like and don’t like, so you know how to improve your services at your facility.

After the initial surge of anger or despair ebbs, you have a chance to publicly offer a solution and give transparent customer service that shows you care—which is one of the best ways to impact your brand’s image.

One sure way to accomplish this is to acknowledge the problem and assure the customer you will try your best to improve the situation. It's kind of like asking for a second chance. Once you have acknowledge the problem, invite them back for another visit. Under no circumstance argue with the customer, even if you think they're wrong and you're right.

If you would like to ask a question, or if you have advice, an answer, or an experience to share concerning this article, please place your comments in the section below. Your participation is encouraged and appreciated. Thank you!

Cancellation Categories

The goal of any fitness center should be to minimize the cancellations they receive on a daily, weekly, and monthly basis. In order to do this, your staff needs to be properly informed, and trained on your expectations. Below, please find the most common reasons for cancellations, along with a few ideas on what you and you staff can say or do to minimize the attrition.

Cancellation Categories         

Move Out of Area - Not much you can do . . . but ask for proof of their move especially if they're still within their contract period.

Medical - Not much you can do about their medical condition . . . but ask them to have their physician complete a Physicians Verification Form (see enclosed). If they're still in contract with the club consider lowering their dues to $10 per month to keep their account active. In addition, set their dues to start at the regular rate at an agreed to date no longer than six months.

Not Using Facility - This is where you can score some points . . . by offering them a $50 to $100 credit at the cafe and/or free personal training if they get their butt back in the facility and start working out again. Push to schedule a time they can see a trainer and get them back in. Remember, they’re pissed off because they are paying for something they are not using. Your job is to show some type of compassion or understanding and meet them half way if needed.

Can't Afford - This is where you can score some points . . . by offering them a reduced dues for an agreed to time period. Consider lowering their dues by one half their normal dues amount could possible save the member.

Lost Job / Unemployed - This is where you can score some points . . . by offering them a reduced dues for an agreed to time period. Consider lowering their dues by one half their normal dues amount could possible save the member.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.