As a health club owner, you know better than anyone the benefits of joining your gym. You can talk all day long about why somebody should join your fitness center. You’ve given tour after tour after tour to new prospects, and probably been quite successful at signing them up at the end of those tours.
To sell more gym memberships, then, you need to get more people through that front door so you can give more tours!
The focus of this article is how to accomplish just that: get more prospects into the gym so you can sell more gym memberships! For free information on other topics for health club owners, cut and paste this link into your browser: http://www.cuecd.com/articles.asp
The often overlooked secret to making that front door swing is the simple and inexpensive guest pass. These are simply small pieces of paper that are similar to a gift certificate in that they entitle the bearer to a free week of gym membership, a free tan, or any other combination of free trials.
A guest pass doesn’t have to be fancy, but it DOES need to have a sense of value. In other words, it needs to feel “special”. A great guest pass needs to be created and given out in such a way that:
1) the guest pass itself is special,
2) it’s being distributed by someone special,
3) it’s being given to someone special,
4) it’s being distributed for a special reason.
If the guest pass doesn’t have a “special” feel to it, then it’ll go right into the garbage can. After all, consumers are already bombarded with coupons from every business in the world! They don’t need another. That’s why you absolutely must make your guest pass special.
So how do you accomplish that task? How do you make a guest pass special enough that a prospect will mentally assign a real value to it, save it in their purse or wallet, and eventually use it?
Here’s the answer and the secret to how you can sell more gym memberships with guest passes: you must PERSONALLY give out guest passes when you make a PERSONAL encounter with a prospect. Think about it. Jane finds a coupon in the newspaper, which was delivered to 20,000 other people. Jane also gets a coupon (guest pass) directly from a gym owner, handed to her personally. Which do you think she will value more?
In other words, if you want to sell more gym memberships then you PERSONALLY must be selling not only your health club, but yourself as well.
“…..regardless of what product you produce or service you provide, YOU are the product. You are always selling yourself! And selling yourself is a full-time job. When you repeatedly sell yourself, you build name recognition, which will increase your business because consumers are drawn to names they know. So, your object is to make yourself known, build your name recognition, and increase your profits.” (Source: Guerrilla Publicity; Jay Conrad Levinson, Rick Frishman & Jill Lublin; 2002 Adams Media Corporation)
You must constantly talk about your gym. After all, you’re the owner, and if you don’t talk about your own business, who will? You must take every opportunity to mention the name of your gym to others, even if you don’t give them a full-blown sales pitch. Simply hearing the name repeatedly will generate that name recognition you’re seeking.
You’re at the grocery store and the clerk notices the logo on your shirt. She asks if you work there. Maybe she’s just being polite and trying to make some conversation while she runs the register. On the other hand, maybe her friend just joined and she’s been thinking about stopping in too. You don’t know, and it’s not even important that you know. What IS important is that you don’t let the opportunity to respond slip by! You need to give her some quick information about the gym and at the same time give her a guest pass.
Guest passes are important to have with you at all times, because you never know when you’ll be able to distribute one. Your guest pass can be for a free workout, a free week of workouts, or whatever you choose. The important thing is that you have one, and you give it to that grocery store clerk! Tell her your sales pitch, give her a guest pass, and tell her that you hope to see her soon.
A clever way to improve on the guest pass program is to make them all carbon copy passes. Sure, it costs a little more but it’s worth it! Tell the recipient that you’d like to give them a guest pass, and then ask for their name and phone number. Write this information in the appropriate spots on the guest pass, tear off the top copy and give it to them. The carbon copy goes right into your pocket. So, assume that the prospect doesn’t show up for a week or two. With the carbon copy, you then have the ability to call her and set an appointment for a tour! Odds are that she still has that guest pass, and just hadn’t yet ‘gotten around’ to coming in. Your phone call will make all the difference!