Balancing Sales and Service in Private Clubs

 

When the word sales comes to mind, most people cringe.  The perception of sales is not great, yet is a core component of any successful fitness program.  Sales has evolved and it is a service that helps establish rapport and build trust amongst staff and members.  It is important to understand that there is a difference between sales and service and by providing quality service, sales will come as a result.  

 

For personal trainers or any staff trying to sell their services, a promotion, or a program, it is important that they have taken a few steps prior to getting to a sale.  The first step is having a conversation and authentically getting to know a member to establish an initial connection. After this has been done, it is appropriate to begin talking about what a member needs and learning more about them by asking powerful questions.  Questions such as, “what has your experience with previous personal trainers been like?” or “what do you like about fitness?” are great questions that allow clients to open up.  Avoid questions that can be answered with a yes or no response.  Once enough information has been collected, staff can then transition to closing the sale.  Trainers will find more success in telling a member what they need as opposed to presenting them with a platter of options.  When doing so, it is important not to oversell a member, but rather be genuine in defining what their needs are, which will in turn lead to greater trust in staff. Once a relationship has been established, this will lead to easier sales down the road. 

 

 

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