I am between trips as I write this email. My last trips were a bit stressful because they were just before and just after hurricane Florence visited South Carolina.
All of that is behind us, and I can reflect, and share with you, a huge observation from one of my last trips.
In general, the fitness industry does a terrible job selling their product. It’s awful.
About half of my visits to gyms are as a prospective member. I stop by like a prospective member would.
As you can expect I get a variety of responses. Usually, I end up with a tour of the facility.
The Owner or tour guide, takes me through the facility pointing out all the features the facility has to offer me. This is a complete waste of my time. And if you do this with prospective customers, it’s a waste of your time too.
I don’t care about your features. I don’t care about your machines and “cardio.”
I stopped by because I am looking for something. I care about ME, not your machines and other features.
I stopped by because I am looking for something different in my life. If I wanted a machine I would have visited a retail store.
How do I know the tour guide does not care about me? They never ask me any questions.
How do I know the tour guide cares about me? If they ask me questions about me and what I am looking for. In a recent tour, the guide asked me two questions. My name, and my name again as we finished the tour. He didn’t even remember my name!
Before I go on a rant, here are the questions a tour guide should ask every prospective new customer:
- What do you want?
- Why do you want it?
- Why don’t you have it already?
Once you have a clear idea of the prospect’s goals, then show the customer how you can help them achieve their goals. Forget your features and benefits, focus on how you and your services create desired outcomes in people’s lives. This is what you prospect is interested in.
Rethink how you orient new prospects. Train you team. Watch you business grow.
Remember, you will only get results if you take immediate action on your ideas.