Take the Mystery Out of It!

BOO!

Last time we talked about enlisting the help of a mystery shopper to evaluate your gym. WHOOOOOOOO! Scandalous. BTW, someone is bound to get’s their feathers ruffled and as club owner/manager you’ll  hear  “Come on boss! “Don’t you trust us?’ to which I  reply.  Absolutely, you wouldn’t be here if I didn’t  however, as the guy footing the bills for gym marketing, gym staffing, fitness programming, fitness equipment  leases,  and health club operations  I need to be sure  gym protocols are followed. Beyond that people only object if they are doing shit wrong.

On with the show…… Warning ! Don’t use a professional. Shopper services don’t specialize in the health club business. One exception, If you’re more restaurant/retail store than fitness club go for it!  If you have a friend  in the business (not local) ask them & offer to return the favor. In spite of their experience be specific about things you want them to look /listen for in concert with stuff they may already know. If you can’t think of anyone or just don’t have any friends  recruit a non-member and give them some Free membership time.

Regardless, of who you select spend the time to establish a specific checklist of items you want evaluated. Here is my ultra- abridged version! While your club will  have other areas of concern this is a good start. Also, have them go through the entire sales process from phone inquiry to paperwork.  Here we go.

1. Call club as prospect. How call handled (Info capture, was price given uhgg, appt set)?
2. If appt wasn’t confirmed show up late (first impressions, guest  procedure, Fitness Consultant  introduction, what we are going to do statement)
3. Pretour  (did FC try to build rapport, ask goal-needs-qualification questions)
4. Was  Tour Complete (cover all areas, cleanliness, meet a member, try equipment, benefits instead of  features, did FC uncover potential concerns)
5. Trial Close ( Did FC ask Does gym have everything you need?)
6. Prices (smooth presentation, alternate choice, assume sale, ask for order)
7. Objections Please ! (reflex responses, empathize, address concerns,re-close,ask for order)
8. Paperwork (stick to prices, clearly explained agreement, No B.S.)
9. Wrap it up (PT consult sched, Referals collected, reinforce positive decision)
10. Follow up ( Trainer makes contact, 3 day Check up from FC, Welcome Letter sent)

So everything is fresh have your spy document highlights of the experience  immediately following visit I would conduct an interview to flush out more detail. Obviously some things remain to be seen but don’t forget to have them tell you once they receive the follow up.

 Before you start the what about this and that game THIS IS NOT AN EXAUSTIVE LIST! and you’re too busy to read a novel. Adjust it how you see fit and do this more than once. I’d shop my clubs everyday  if I could. Try to hone in on different areas. Pick apart your other departments the same way.

♦ Important note!  Be sure to get the positive along with the negative. This is not a slam your team exercise! We want people to grow along with our fitness clubs management. These should be used to train and improve our gyms stakeholder experience!

Don’t be suprised by the  Tricks being pulled which have to correct or the  Treats you should give reward those doing well… HAPPY HALLOWEEN!

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