Many business owners within the health/wellness/fitness industry despise the idea of a sales process. Historically, the belief was that if you deliver great service, then someone will be a repeat buyer.Well, times have changed a bit. Great service is by far the most important piece of the puzzle, but now consumers have so many options to choose from within our industry, so we must be able to show our value to new clients.
The reality is that an effective sales process is a necessity for any successful business. Often, business owners struggle to find a sales process that lends results because of their own mindset. A sales process doesn’t have to feel “salesy,” as long as your approach aligns with the mission and values of your business. And remember, it is a process.
It's important to keep in mind that you have to find a process that works within the structure of your business. There are countless sales scripts advertised within our industry, but you need a tailored process,because there is not a one size fits all approach. You have to take into account things like the amount of support staff you have to manage new client communication and the different methods of communication you have access to like phone calls,texting, and emails. At the end of the day, it’s all about finding a process that aligns with your business and includes the steps necessary for effectively converting new clients. This article will break down the key components to a successful sales process and give an example sales process fora standard boutique studio that can be tailored to meet your needs.
You cannot expect to make a sale if you are not investing time to get to know your clients and their needs. Just because someone purchased your intro offer and showed up for their first class, does not guarantee you will be able to convert them. The most effective approach to getting to know a new client is by doing anew client consultation. This ideally should happen on day one, before class.This step is key in converting long term clients because you are asking them questions about their goals and how you can best support them. The information you learn during this conversation is what allows you to offer the appropriate service options. For example, why would I offer someone a monthly unlimited if they travel for work and are only looking to come one time per week to supplement another gym membership. I would only know this IF I took the time to get to know them. This step is also an opportunity to do rapport building. If our mission is to build community and be a fitness family, then don’t we genuinely have to get to know the people that walk through our doors?
When you walk into a business don’t you want to know what they offer and how much things cost? Gyms are no different. Giving someone pricing information and helping them find an option that meets their needs is WHY someone stepped into your business. When we skip pricing presentations, we are not setting new clients up for success to make an informed purchase. Doing a pricing presentation allows you to use your expertise to suggest appropriate options and give more in depth details about contract terms and special perks.
Someones ought out your business and made an initial purchase for a specific reason.Once you find out why, during the new client consultation, you get to step into your role as the expert. Your staff should be able to explain what is unique about your business and why someone should commit.
Not only do your staff have to be trained properly to manage sales but you have to have the right personalities in place. The truth, not everyone likes to sell and that is ok. We hire our trainers/teachers/instructors to deliver amazing service and sometimes that is just what we want them to focus on. If they have the capacity to sell as well, you’ve got a gem on your hands. If you have the capacity to have front desk managing sale this can be effective so trainers/teachers/instructors don’t feel rushed to make a sale and rush back to class.
If you want clients to commit to your business, you have to commit to them. A sales process starts when someone purchases that initial intro offer or new client special and it might be one class or several before they decide to purchase with you. Invest the time into the process that is needed to show value during the new client experience and know that when you commit, clients commit.
1. Client Purchases Intro Offer or New Client Special
2. Auto Email & Text Sent: Thank you for your purchase/Here’s what to expect next
3. Personal Phone Call: Thank you for your purchase/Here’s what to expect next
4. First Class (First Impressions Matter)
-Before Class: Client arrives 15-30 minutes before class starts to fill out a new client consultation form and a staff member gets to know them and their needs.
*This is an opportunity to rapport build and ask questions that will inform you on what service options might be the best fit.
-After Class: Client sits down to talk about the first class and a staff member gives them a membership presentation based on what that staff member learned about them. Be sure to tell the client about special perks for signing up, try to get them booked for additional classes, and invite them to bring a friend.
5. 24 Hours After Class: Check In Text
6. At least 3 more points of contact based on the length of your intro offer(In Person/Phone Call/Text/Email)
-check in to see how they are feeling
-encourage pre booking
-reminders about perks
-invite them to bring a friend
An effective sales process is a key component to any successful business. If your current sales process isn’t converting at least 50% of your new clients, it might be time to audit your current system. Remember, converting new clients is a process and it’s about creating genuine relationships with new clients so you can help them make a decision to better their lives. If having a sales process in place rubs you the wrong way, it can help to re-frame your beliefs about “sales” by calling it a “New Client Process,” with the goal of converting them to be a long-term client. So, if the idea of a “sales” process doesn’t resonate with you, maybe try giving it a new name.
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The fitness industry revolves around trust. Clients are coming to us with some of their most personal goals- to lose weight, feel confident, and live longer- these are heavy and intimate, which means if we don't have a client's trust, we won't have their membership.
