The Art of Committing the Uncommitted

Last time we talked about using a Membership rate reserve form to help prospects move forward and join the gym. If done correctly this can have tremendous results. However, there are those guests who won’t commit to a club membership on the first visit. I’ll spare you the  dissertation on a 1001 ways to close the membership sale today so for argument sake lets assume you have unsuccessfully attempted several objection overcoming tactics and sense the prospect is feeling pressured ( Change Gears, NOW!)

For those of us who have been slinging memberships since the old days this is affectionately refereed to as the chicken or puppy dog close. Call it what you want I’ll be the chicken with a fatter wallet cause I know when it’s time to pull back rather than lose the deal The times they are a changing there BRUTUS.

That said there is a right and wrong way to execute this. First, explain the process, ” Listen Mr prospect it seems to me like you want to make sure this is a good decision, Right?” Second, Make a compromise,” Rather than the 1 day pass we usually offer I’d like you to try the club out risk free for an entire week to be sure it’s what you want! This will give you a chance to use the gym at your leisure and see how much you are going to enjoy it here”.  Finally, assume the agreement,” let’s  get the paperwork done which will give you unlimited access at the club and we’ll get your trial activated. Don’t worry, we won’t charge you anything until after the trial period and you decide this is the place you want to be. If for whatever reason you don’t see how this gym can help you reach those goals we discussed you still got the free week and there is no further obligation. Sound Fair? Heck, you can say you don’t like the music we play and you are done? No Hassle

Once you remove the risk you ease the tension, establish trust, and most importantly test your health clubs ability to deliver the goods and exceed the new members expectations.

Ironically, the longer I’m in this business the real chickens seem to be the guys who are afraid to let someone see what their health club is really all about before locking someone in. If you can truly satisfy your clients you got nothing to worry about. CLUCK CLUCK

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