Effective Follow-Up and Communication

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

 It all starts with 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 or your staff to follow up that ensures your fitness facility or business is always on the customer's mind.

1. 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.

2. 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 at an event, follow up with a note: "It was great seeing you at the Group Fitness Seminar. 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 regular customers birthday cards, anniversary cards, and holiday cards.

5. 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.

6. 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.

7. Focus on retaining members and customers, not just making sales. Sales people, 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 practice now, when the economy is on the move, will serve you now 

and in the future.

Take my word for it, never forget to follow-up and communicate with your members! In order to make your facility a success, commutation is the answer.

If you would like to ask a question, or if you have advice, an answer, or an experience to share concerning this article, please contact Gary Hood at 925-672-4800, or email gary@globalfitnessassociation.com.

The Race to The Bottom

Have you noticed how many club locations are adjusting their pricing due to competition? You’ve probably thought to yourself … “Wait a minute - maybe that’s something I should be doing?” or “Will lowering my prices affect my whole business formula?”

Prior to making any move toward adjusting your pricing, it’s important to understand the history, purpose, and pros and cons when making such a move.

We have worked with fitness clubs and health centers across the United States and, believe us, you are not the only person asking these questions.

The strategy of lower pricing is not a new one. It was popular in earlier years of the fitness industry when “cash was king” and club owners were trying to generate as many cash sales as possible. The old adage was - the first day of business was no different from the next. But then came the computer age, and the cash concept was all but forgotten because the consumer only seemed to be concerned with what their monthly obligation was. The low price model only works today because of the electronic funds transfer payment method. The original lower pricing model had nothing to do with service; it was all about the price and average cost per month.

Just because Walmart or the local Toyota dealership says they are having a sale doesn’t mean that there are deals to be realized. How many times have you had a friend or relative tell you what they paid for a new car? I bet not too often. They seem to focus on what their monthly payments are. This is the new way of thinking and it’s here to stay no matter what your dues cost.

Does lower pricing work? Of course it does; however, what are the benefits of making such a move? The benefits of lower pricing are obvious. With increased enrollments comes increased monthly dues. The only catch here is that you may need to enroll three times as many new members as you did in the past to make the low price formula work. The old adage “a busy club is a healthy club” is true. But with the success of attracting new enrollments comes several concerns that must be considered. Lower pricing means more enrollments. More enrollments mean more traffic. More traffic means crowded conditions. Crowded conditions mean more wear-and-tear on the equipment and the facility. With this wear and tear come high maintenance costs. In addition, more enrollments impact your parking lot.

In today’s economy, the consumer is more concerned about price (not necessarily the lowest price), and they are demanding better service than ever before. Clubs with, or converting to, the lower pricing model should be aware of effects both positive and negative that go along with this type of pricing structure.

If you believe in the quality of your club and its services, then do yourself a favor and don’t sell your club short by pricing the memberships too low. Remember, perception is key.  Changing to the lower price model may suggest to your members and guests that your club is hurting financially, and the only thing you care about is the new enrollment. So, be very careful when making the move to the low price model and really think things through before taking the leap.  

You can create a lower pricing model in many ways, but keep in mind that it has to be done without affecting your current members. You don’t want your members asking questions or starting to look for another club. There is a solution; make lower pricing short term and place reasonable restrictions on the membership offered. For example, let’s say your normal dues average around thirty-nine dollars ($39.00) per month, and you want to attract more guests to your facility by advertising nine dollars ($9.00) per month. Not a bad idea, right? Just place a few conditions on the membership offered, i.e., make the term 1 month, have time restrictions, etc. By doing this, your current members will also be content.

An idea other than lowering your membership rates to attract new members would be to make your club different and set yourself apart from your competitors by offering unique equipment and ancillary services that no one else in your market place has.

  

Is it just a race to the bottom, or can the low price model be sustained over the long haul? We just don’t know. On the surface many clubs that use the low pricing model appear to be successful, but with that success comes a serious concern that the lower prices have hidden effects that operators discover over time. Not just in one or two years, but over five to ten years.

Whatever you decide to do, be assured that the jury is still out on the low pricing model, so strategize carefully.

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 Be Fooled and Mislead

Consultants in any field are a dime a dozen. But to find help and support from seasoned professionals, people who have been in the fitness industry for over forty years, that can be hard to come by.

So, what does a fitness facility do to ensure they have the very best possible chance for success and aren’t being fooled and mislead? Here is the answer. Be better than the other fitness facilities by joining an association that will provide you with daily support and access to seasoned fitness professionals and all their resources at a cost that anyone can afford.

Whether you're new to the fitness industry or a veteran, all of us need access to experts to discuss our special needs and daily challenges.

If you are a member of a fitness trade association, ask yourself the following questions and decide if you are really benefiting.

•  When was the last time you spoke to someone about your day-to-day challenges?

•  Was the information you received prepared by a season professional or by an employee who has never owned a business or been in the fitness industry?

•  Did you get the impression that your association is more concerned about money rather than helping you?

If the answer is “yes” to any of these questions, then guess what. You’re not benefiting! So don’t be fooled and mislead any longer, and start benefiting today by contacting the right association and fitness professionals to get the help you need.

You should be looking for an association that can provide you with true benefits - benefits that you can measure and count on from seasoned professionals who have been in the trenches, negotiated with the landlords, solved maintenance issues, trained staff, handled member problems and suggestions, come up with the promotions, solved staff problems, designed the systems, forms, videos, negotiated with creditors, and more.

This experience and expertise is available; you’ve just been looking in the wrong place and spending your money to feel you’re a part of something bigger. Remember, bigger doesn’t always mean better. If you’ve been down this road, then you’ll understand what I’m trying to convey. If you’re not a member of a fitness trade association, you need to be . . . but with the right association.

This brings me to Global Fitness Association, located in Clayton, California, with Regional Offices in Lincoln, California, and Las Vegas, Nevada. Created by several fitness professionals with over 40 years in the fitness industry, our team of fitness industry veterans has been assisting small to large fitness center owners, managers, and other fitness professionals across the country.

As owners and managers that contribute to the industry's success in your own way, you also share a collective responsibility to "do the right thing" and should reach out for help when in need. We understand it’s lonely at the top, and encourage you to seek professional advice when in doubt. That’s where Global Fitness Association comes in.

For only $29.00 per month, quit anytime you like, you can receive the best resources and support to be found in the fitness industry.

Below are a few of our most popular features:

Consultation Service – Meet for up to one hour free every month with seasoned fitness professionals (40 years and counting).

Monthly Blog Postings – You'll receive our popular monthly Blog postings every month, which will keep you up-to-date with the latest in fitness center operations, staff training material, marketing ideas, promotional material, and more.

Lease Negotiations – Believe it! The landlord always has the upper hand, and without professional help you could be asking for trouble without knowing it. There are five times in your business life when you may need us to get involved with your landlord. After working with landlords across the country for over forty years, we have developed several successful strategies and techniques that can really help.

Your Internet Footprint - Improve It Today – Do you know how your business appears across the internet? Through our research, we have found 85% of the gyms in this country contain inaccurate information online. So where does your gym stand online? Find out for free with our online visibility Report Card. Give us a call today.

Online Video Training, Workbooks, and Testing – Learn the best techniques for membership sales, service, leadership, and human relations.

GFA e-Marketing – Get your branding/advertising message out to prospective members at a price that can’t be beat with access to over 250 million opt-in email addresses.

For more information on the above topics and many more, visit our website at www.globalfitnessassociation.com/info.

Global Fitness Association, created by fitness professionals with over 40 years in the fitness industry, has emerged as the number one resource in the industry. Can you really learn something from a bunch of fitness industry veterans? We think so. Give us a call today at 925-672-4800.

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!

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. You need to present yourself and your company in a professional manner, while helping all the guests you talk with have better health and fitness by enrolling in a fitness program.

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.

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.

Success is not accidental, so practice, practice and practice.

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!

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!

Treat Every Business Day as the First

As we head into mid-season, sometimes fitness facilities find themselves in a "rut.” This staleness may be due to the boredom of repetition from the day-to-day grind. Thus, many fitness facilities would be wise to devise a plan that would keep them out of trouble and moving forward. 

Was your New Year’s Resolution to kick your advertising program in the ass and have a serious talk with your landlord starting January? Guess what? It’s Summertime! My dad once told me, once the Grand Opening or Open House Party is over the real work begins!  Boy was he right. 

So in this issue, I’m going to give you a few pointers to get you moving. Before we get started, please understand that I’m only giving you a smattering of what you need to know and do.

First let’s discuss advertising and marketing. Traditionally speaking, you should be spending 7-10 % of your gross income to further grow your business and the monies should be spent equally internally and externally. What do I mean by internally and externally? Well, internally means that you promote from within, you do things for your members and in return ask them to do something for you. Promoting externally would be radio, television, newspapers, flyers, social media, etc. With both types of programs (internally and externally), you should be measuring the results and the return on investment. However, with both programs, some of the benefits can’t be measured because the exposure alone will brand and further promote your business.

Now let’s move on to landlords. The foundation for a successful business is in the lease. It has always been my opinion that tenants don’t get what they deserve, they get what they negotiate. When it comes to your facility rent, landlords always seem to have the upper hand, and that’s generally caused by the tenant’s creating a poor foundation when they first go into business. If you’re looking for a new location, preparing to sign a renewal option, or having problems with the space you lease, now is the perfect time to pay your landlord a visit. Many landlords across the country are also feeling the pinch and may welcome a discussion about lowering your rent, offering you a rent concession, or possibly renegotiating your lease.

Next up … Social Media. This form of advertising can be very successful. Social Media can change your business and bring in more new customers, but it can also consume many hours of your time and be a lot of work. If you don’t know what the words tweet, post, and wall mean, you might want to consider hiring a professional social media specialist and do it right the first time. 

And … now on to Web Site Presence. This form of advertising is a must in today’s market place. But for some reason many fitness professionals struggle with whether they should have their own website? In my mind there really isn't a question. Here are the facts: Your presence on the Internet is important because you can advertise your services, or anything else you feel is necessary for potential customers or current customers to know. The Internet is visited by billions of people a day, and having your own website for communicating to your customers and future customers is essential.

And lastly … Your Internet Footprint. Consumers are searching for you on Google, Yahoo and Bing, online before ever stepping into your gym. And unfortunately many gyms are missing out on that traffic by not being consistent with their business listing information. Google and other search engines search third-party directories and databases to see where the business is listed and how it is listed. The more places it finds the business, the higher it will rank the site in search and make it more visible for the consumer to see. If your business information is outdated or appears in different ways in different places, it will not only lower your visibility in search - it will make it difficult or even impossible for potential customers to find you. The key to getting started is building a strong foundation for local search success by making sure you are listed correctly on over 100+ listing site platforms.

For more information on any of these subjects, give us a call at 925-672-4800. You can also visit our website at www.globalfitnessassociation.com/info.

Control with Questions

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. 

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

Fitness Trade Associations Do they really benefit you? Why belong?

It is true. There are people who join trade associations and never receive the support they need. I’ve always been told there are three types of people in the fitness industry:  people who make it happen, people who watch it happen, and people who don't know what's happening at all.

So, what does a fitness facility do to ensure they have the very best possible chance for success? Here is the answer. Be better than the others by joining an association that will provide you with daily support and access to seasoned fitness professionals and all their resources at a cost that anyone can afford.

Don’t be fooled by all the glitz and glamour, expensive books, trade shows, magazines, and outrageous annual fees some associations charge. You should be looking for an association that can provide you with true benefits - benefits that you can measure and count on from seasoned professionals who have been in the trenches, negotiated with the landlords, solved maintenance issues, trained staff, handled member problems and suggestions, come up with the promotions, solved staff problems, designed the systems, forms, videos, negotiated with creditors, and more.

This experience and expertise is available; you’ve just been looking in the wrong place and spending your money to feel you’re a part of something bigger. Remember, bigger doesn’t always mean better. It probably means that you’re just supporting an association that is more interested in your annual fees than helping you with your day-to-day challenges. If you’ve been down this road, then you’ll understand what I’m trying to convey. If you’re not a member of a fitness trade association, you need to be . . . but with the right association.

If you are a member of a fitness trade association, ask yourself the following questions and decide if you are really benefiting. When was the last time you spoke to someone about your day-to-day challenges? Is the information you received prepared by a season professional or by an employee who has never owned a business or been in the fitness industry? Do you get the impression that your association is more concerned about money rather than helping you? If the answer is “yes” to any of these questions, then guess what. You’re not benefiting! So start benefiting by contacting the right fitness trade association today.

Whether you're new to the fitness industry or a veteran, all of us need access to experts to discuss our special needs and challenges. Consultants in any field are a dime a dozen. But to find help and support from seasoned professionals, people who have been in the fitness industry for over forty years, that can be hard to come by.

This brings me to Global Fitness Association, a world class association that assists small to large fitness center owners, managers, and other fitness professionals. GFA is located in Incline Village Nevada, with Regional Offices in Rocklin, California, and Clayton, California. Created by several fitness professionals with over 40 years in the fitness industry, GFA has emerged as the number one resource in the industry. 

After several intense years and the gathering of volumes of fitness information and hundreds of programming hours, Global Fitness Association has taken off and had its best year yet serving hundreds of clubs across the country.

As we all know, the fitness industry has gotten a bad rap over the years. Many people believe they can sign a lease, open the doors, and business will take care of itself. They think employees will know what to say and do, that there won’t be problems. Not true, and that’s where an association like Global Fitness Association can help.

In just a few short decades, many of us in the fitness industry have helped establish fitness and exercise as of way of life for the general public. However, it hasn’t been an easy road, and, toward the industry as a whole, the public's perception has been far from favorable.

We are at an exciting juncture in our industry’s history. We have the opportunity to transform ourselves by revamping our processes, systems, and culture around the demands of the competitive marketplace and club members. It is imperative that, as we do so, we become consistent with our commitment and core values, placing the club members first, acting with integrity, treating people with respect, being accountable, and raising our standards of performance and service. All which will enhance the perception of our industry.

Each of us contributes to the industry's success in our individual ways, but we also share a collective responsibility to "do the right thing" and reach out for help when we don’t have the answers. That’s where Global Fitness Association can help. 

For only $10.00 per month, you can receive the best resources and support to be found in the fitness industry. 

Below are a few of our most popular features:

Executive Assistant and Consultation Service – Meet for up to two hours free every month with seasoned fitness professionals (40 years and counting).

Online Video Training, Workbooks, and Testing – Learn the best techniques for membership sales, service, leadership, and human relations.

GFA e-Marketing – Get your branding/advertising message out to prospective members at a price that can’t be beat with access to over 250 million opt-in email addresses. 

Worldwide Travel & Transfer Privileges for your Members – Post your fitness facility in our Travel and Transfer / Facility Locator for free. Participation is optional.

AmeriDoc™ – Participate in a quality healthcare program for $19.95 per month. Families can also participate for as little as $29.95 per month (month-to-month pay as you go).

As a fitness industry veteran, I'm proud to be a part of this journey, and promise you that all of us at Global Fitness Association pledge our best efforts to assist all Global Fitness Association members in furthering their club operations, including staff training and education, and so much more.

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.

DDDAD

Helpful Hints When Working with and Training Others

Truth: Nobody likes to be told what to do, nor do people always hear what you thought you said! Try using the following formula when instructing your staff to complete a task:

Describe

Discuss

Demonstrate

Ask Questions

Do It!

Get everybody involved and on the same page by using DDDAD.

It Really Works!

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.

Seven Stages of Selling Process

By understanding and organizing the seven-stage sales process into the form of a well-organized sales presentation, you’ll cover all the ground necessary to get the prospect to sign on the dotted line. This process follows true, whether you’re selling health club, full-service, racquetball, tennis, swimming, or any other membership type.

The seven stages of selling are:

1. Greeting and personalization stage.

2. Attention stage.

3. Qualifying stage.

4. Interest stage.

5. Conviction stage.

6. Benefit Summary stage.

7. Closing stage.

These seven sales stages flow from one to another, periodically going back and forth to reinforce each other. Now let’s discuss them one at a time.

The Greeting and Personalization Stage

Object: To personalize this sale as soon as possible. Chances are, the decision to join is going to be an emotional one, not an analytical one. Make it easy for your prospects to say “yes” to you. You’re in the people business - it’s important to let your prospect know this right away. You have very little time to gain a person’s attention, especially a favorable one, so you must start off with a warm, Welcome to the club approach. Get out in the open... don’t hide behind a desk or counter. Smile and greet your prospect warmly. “I’m glad you could come in tonight and see the club, Mr. Harris.” A firm handshake and heartfelt smile goes a long way beyond breaking the ice.

The Attention Stage

Object: To get the attention of your prospect. You should start to control the conversation from this point on (and you’ve only about 10 seconds to do this). Since you only have 10 seconds or so to establish your first impression, you should know your basic direction before you start. A genuine compliment or comment of concern is a good approach. State it in a question form such as “I’m glad you could make it into the club, Mr. Harris - how were the roads?” or “That’s a great-looking suit - what kind of material is it?”. These sort of questions will prompt the prospect into talking about themselves, the roads or their suit. You’re now off and running. Another little technique often used when start- ing a tour of any sort is to relate some incredibly wild statistic about your club just to keep things on the light side, such as “When this building was constructed, it took 727,000 pounds of concrete to build each racquetball court.”

The Qualifying Stage

Object: To discover your prospect’s dominant buying motive. This is a question-and-answer period best accomplished during a club tour or in an area of the club designated to selling member- ships. As you go through your presentation, you’ll be asking questions regarding the prospect - with the aim of taking the pieces of the puzzle and fitting them to serve your prospect’s needs. People join clubs to serve a need. Whether it be social, physical, psychological or financial, that particular need exists and it’s your job to find out what it is. “Are you working out now?” “Are you thinking about getting started in a fitness program?” “What about your wife? Will she be interested in aerobic dance?” “Do you think your kids would like the pool?” And so on, until you’ve got all the tools.

The Interest Stage

Object: To demonstrate how the club can be of service to the prospect and his family. Now that you’ve identified the wants, needs and desires of your prospect, you must create an interest in what’s going on - emphasizing, of course, your prospect’s specific wants. Basically, it’s at this point here where he or she will start justifying the membership cost in their mind, as well as how they’re going to schedule it into their day - and, of course, how they’re going to tell their spouse that they’ve joined a club today. “Our nutritionist can help both you and your wife develop good eating habits and lose weight.” “Yes, we have a group of good players with a challenge court and challenge ladder that you can get on right away and start competing.” “The club opens up at 6 a.m. so you can drop by on your way to work.” “I’ll be glad to introduce you to our fitness director and get you started on a program right away.” Once again, here’s the time and place to stress the services the club has to offer.”

The Conviction Stage

Object: To get the prospect progressively convinced that the services and benefits of the club outweigh the disadvantages. It’s here where you must give facts that the club is all that it’s cracked up to be. Tell the prospect how he or she will benefit. Tell them how other members have benefited. Use name-dropping here. “You know John Smith has been a member for two years. He has a back like yours and the doctor told him to swim. He’s been at it now for four months and is doing great.” Compare your prospect with other members he or she may know that have similar needs.

The Summary Stage

Object: To get the prospect to project themselves into the role of an existing member and to summarize the benefits as if he or she were a member now. “As I understand it, Mr. Harris, you’re interested in playing competitive racquetball. What level of play would you like to start at on the challenge ladder?” “I understand you want to get started on losing that 40 pounds before New Year’s Day. Our fitness instructor is on his way down to show you what type of program he has set up for you to get started on.”

Try to project your prospect into a club role: “If you get started tonight, you’ll be ready for the state championships by June.”

The Closing Stage

Object: To get the prospective member to make a decision in favor of purchasing a membership and giving you cash or check to consummate the deal. One of the greatest mistakes you can make is to go through the entire routine of a tour, discuss the facilities, qualify the buyer, but fail to ask the prospect to join. Most of us don’t like rejection, and thus, avoid it when we can.

You must face up to this possibility upon each sale, or be doomed for lifelong failure. To make it easy for the prospect to say “yes”, you will use a technique called trial closes. This is an attempt to gently nudge the prospect in the direction of joining without actually having to say yes or no or make the black and white decision. Such trial closes could include questions as:

1. Which membership do you think will be best for you?

2. Would you prefer billing to start on the 15th or 30th?

3. Will that be cash or check?

4. Are you going to include your wife today?

By asking these questions, both you as the seller and the prospect as the buyer are working your way to an assumption that he or she will join. Try to get them to answer questions affirmatively by asking questions that you feel will be answered with a YES response. In most cases, by using the trial closes, you’ll be leading your prospect into a membership without outright asking if they’re going to join or not.

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.

Effective Follow-Up and Communication

Effective Follow-Up and Communication (the most overlooked and most important topics in the fitness industry) - Never forget your members, prospective members, or customers. Effective follow-up begins immediately after the sales presentation, when you call or write to say, "thank you." Beyond this, there are several effective ways for you or your staff to follow up that ensure your fitness facility or business is always on the customer's mind:

1. Let members and customers know what you are doing for them. This can be an email or it can be more informal, such as a phone call. Whatever method you use, the key is to constantly stay in touch.

2. Write former customers personal emails 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 at an event, follow up with an email: "It was great seeing you at the Group Fitness Seminar. Hope you enjoyed it.”

3. Keep it friendly but professional. Emails make it easy to communicate, but the personal touch is often lost. 
  

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 customer might be interested in, email to let them know.

6. Use emails to build your business. When you contact existing customers, always ask for referrals.  With everything your existing customers can do to help grow your business, there's simply no reason not to stay in regular contact with them, so follow-up.

7. Focus on retention, not just making sales. Salespeople, especially those who get paid on commission, focus on closing sales instead of the quality of the service. Remember, a long-term member or customer is more important than merely closing a sale. Research shows it costs six times more to attract a new customer than it does to keep an existing one.

It’s time to surrender to modern technology. The strategies you learn and practice now, when the economy is flat, will serve you now and many times over in the future.

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.