The Benefits of Benefit Selling
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Jeffrey Pinkerton
"People don't want to buy a mattress. What people want is a good night's sleep." Similarly, while membership numbers are moving in the right direction, the majority of people don't want to buy a gym membership. What most people want is to move better and feel better. And, we all know that belonging to a gym, especially one that provides connection and community and support and accountability, is the ideal way to stay motivated and encouraged to keep moving. But, does your marketing message match; does it sell benefits? Or, are you still featuring all the features and promoting the promotions?
People Don't Want to Buy a Mattress
In the Medium article (see bit.ly/clubinsider163) that introduces the idea of selling a mattress vs. selling a good night's sleep, author Miguel Ferreira also references Apple's marketing strategy for the first iPod. Did they sell the features? 5GBs, a disk wheel for navigation, headphones included? No. They marketed the benefits of the new device: "1,000 songs in your pocket." In your marketing, are you featuring the features? (New machines, massage chairs, lots of classes!) Or promoting the latest price promotion? ($0 enrollment!) Or are you selling the benefits? (Move well in real life, live longer, connect with people, improve strength and confidence, avoid injury... we could go on and on.)
People Don't Want to Buy a Plane Flight
Imagine if Delta Airlines focused their marketing on features. Their website might list gate areas with seats, boarding via covered jetway, modern interior with blue decorative lighting, state-of-the-art engines (I hope so!), and drink service with mini-snacks (turbulence permitting).
Things get worse if they choose to be completely truthful in their marketing message – just enough leg room for a small-sized person, minimally reclining seats and room overhead for just one bag (if you board early enough).
And, the marketing gets laughable if they were to try to sell the actual experience of it all – you'll face delays and lines, you'll breathe recycled air for hours, you may have a screaming child next to you, there is no dress code, no personal hygiene protocol, you'll be sitting for 2 - 10+ hours, and you can only get up sometimes to use the restroom.
If Delta only marketed the features, no one would fly.
What People Want is a Vacation
If you've seen a Delta commercial, you know they wisely market the destination. They sell the reunion of family members, the joy of sharing life with people you love, the thrill of finding new adventures, meeting new people and exploring new places. They sell the benefits of flying.
What People Want is to Feel Better
Most people – present company likely excepted – don't want to exercise. Right, even with the state-of-the-art-est machines and $0 down. But, what they want and need – and what you have to sell – are the benefits of regular exercise, things like motivation, accountability, friendships, coordination and confidence, an extended healthspan, improved Movement Health, and – is this a coincidence? – even a good night's sleep.
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Do you have workouts packed with real-life benefits and a sales team ready to sell them and onboard to group fitness? At MOSSA, we can help you deliver workouts packed with amazing features, sure (great music, adjustable equipment, empathetic coaching, consistent high quality, a quarterly delivery system) that will deliver – with your sales team's help – the benefits that people need, love, and are able to stick with. Learn more at mossa.net/clubs-facilities/why-mossa.
