The International Health, Racquet & Sportsclub Association is the fitness industry's only global trade association representing over 10,000 for profit health and fitness facilities and over 600 supplier companies in 75 countries.

 

 



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Monday
Aug042014

Connect with both prospective and current members

Jason Reinhardt truly believes that you can’t judge a book by its cover when it comes to sales. One just never knows who is going to buy a membership and who is only looking for a free day at the gym.

Because of this Reinhardt - who is hosting IHRSA’s next webinar, “Increase Sales by Selling the Experience vs. the Price” on Thursday, Aug. 8, 2 to 3 p.m. EST – makes sure his staff gets to know the prospective member who comes in to learn more about his facility.

“You have to ask (prospective members) questions, take an interest in them, and connect with them,” said Reinhardt, owner and founder of Go M.A.D. Fitness in Monroe, Mich. “You have to engage their emotions during the tour - let them feel, touch and experience it. In the end it is less about price and more about your club feeling like home (to them).”

It all clicked for Reinhardt when he was first starting out as a membership consultant at a club in Arlington, Texas, in the 1990s. He, and the other six in the department, would immediately make assumptions on a person on whether they would purchase a three-year membership (the only option available) costing more than $100.

One day a woman, about 18 years old, came in. Reinhardt said he cut corners, like others would do, during the tour and then was quick to get her out the door. At the end of the tour the teenager said she would take two memberships. He reiterated that she needed to pay in full, which she repeated she would like two – one for her and one for her boyfriend. He found out that her father was in oil and she had the money.

“I took that experience – she didn’t deserve to be treated like that – and haven’t treated anyone like that since,” Reinhardt said. 

“It’s not about the end result. Your have to consider your brand, culture and awareness in the community will be positive if you treat everyone the same. Even those who don’t join may refer you.”

Reinhardt explains that the experience starts as soon as someone walks through the front door. That can make or break the deal. How the front lobby looks and how they are greeted at the front desk means as much as the tour and how the sales staff treats them.

He explained the webinar will touch on ways to make all parts of the clients’ experience a better one – both before they become members and during their membership. Here are some of the points he will touch on:

  • Explore the benefits of having a simple yet effective meet and greet script at your front desk.
  • Learn the benefits of having a profile card to uncover the "why" a guest came in.
  • Understand the impact of demonstrating the equipment on club tours.
  • Discover how to capture a guest’s emotions.
  • Gain insight into the importance of showing your full value membership options prior to discussing any promotions.

“At the end of the day, regardless of the price point, size or if the facility is new or old, it’s about connecting with the guest and creating a positive experience so they will come back,” Reinhardt said.

 

 

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