8 Resolutions for Stellar Sales Success in 2010
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As an industry, we are blessed every January with a windfall of new member sales due to people's "resolutions" to get fit, to lose weight, to feel better, etc. Some of the people who are driven through your doors with this motivation are successful while others are not. This article is not going to be directly dedicated to making your members more successful with their resolutions, but instead, this article will be dedicated to anyone who sells memberships in your club and will outline eight resolutions that, if implemented, will guarantee a higher level of success in getting and keeping Members.
Resolve to be inclusive not exclusive with all people you come into contact with (prospective members, guests, co-workers, friends, strangers, family). When you are inclusive, you make others feel welcome and part of the whole. When you are exclusive, you make people feel excluded from whatever is going on, or worse yet, you can make them feel that they are not part of the club. An example I see in many clubs is that there is a core of staff that is close with a core group of members, but they do not venture outside of that familiar group. Their behavior with those members is more jovial, intimate and familiar, and with other members, it is somewhat aloof. That is exclusive behavior. Inclusive behavior would be to treat every member with the same level of warmth, congeniality and energy regardless of how long you have known them. When people feel included, they feel more comfortable, which automatically builds a higher level of trust and rapport. When trust and rapport are up, there are more opportunities for conversation, which can lead to retention and referrals.
Resolve to regularly do your SBWA. What is SBWA? It is Selling By Wandering Around. The purpose of SBWA is not to go up to members and ask for names of their friends who might want to join, but instead, to create time twice per day (fifteen minutes each) when you simply walk through the club and have conversations with the members you do know and introduce yourself to those you don't know. I realize that, for some of you reading this, SBWA is a no-brainer. I also realize that, for some of you reading this, SBWA is an uncomfortable challenge. What do you talk about? Ask them what experience they have had with the new club programs or classes. Talk about things that are familiar to you both. Take an arm full of magazines into your cardio area and offer people something to read. While doing so, introduce yourself. Be intuitive. If you sense they are open to a conversation, then open it up. If they are not, that's okay. Encourage them to enjoy the club and holler if they need anything. Then, go on to the next person. SBWA is about building relationships, which build retention and lead to referrals --over several "visits," not in one conversation. I want to be very clear that the primary purpose is to build relationships and familiarity, not to seek referral names. Once you have built relationships, it is easier to recognize where referral opportunities are or are not in a comfortable manner. When the opportunity is naturally there, by all means, extend an invitation for the member to bring a friend to the club.
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