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How to Improve Sales at Your Fitness Center

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Jim ThomasJim Thomas

Owning a fitness center or gym can be a great investment and career choice as it can be very profitable in all economies. While a fitness center can be successful and profitable, it does count on sales and other efforts to drive enrollment and overall revenue. I continue to work with many gym owners that continually say, "I thought it would be easier than this." When evaluating their business, it will many times come down to simply a failure to properly understand and implement sales and marketing strategies. When you are looking to improve your sales efforts at your gym, here are a few tips that can be followed that will provide an immediate return:

  1. 1. Regardless of circumstance, be sure that everyone gets a presentation. So many gym owners work so hard and spend so much money to get someone to walk in the front door, and then, many prospects never get a presentation. Prospects will come in wanting to work out with a friend, they just want to take a class and they have ice cream melting in the car... you name it. If you can master this tip, it will have an immediate impact.
  2. 2. Treat everyone like a buyer. This is easy to say but very difficult for many people to follow. Don't prejudge your prospects. Treat them like they are there to buy, and you'll be amazed at the difference. Use this tip with everything: telephone inquiries, gym prospects, follow up, corporate accounts, marketing efforts, etc.
  3. 3. Sit down with every prospect. Many personal trainers will make this mistake, but I see it across the board. Solving problems for customers is what you want to do, and the customer does not know what the desired outcome is. Guide each through the process.
  4. 4. Use a pre-printed price sheet. Now, it's my suggestion that you decide on two programs you would like to sell, and that's what you show your prospect. You want to keep this simple for your prospect AND your salesperson. Don't show your customer a menu of options; you'll just create objections.

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