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How to recognise a customer's potential in a fitness centre

Do we really know the potential customer who walks through the doors of a fitness centre? Understanding the profile of those who cross the threshold is not easy, it requires experience, yet some tips and knowledge can make a difference and make everything easier. Often staff forget to respond to all the requests of potential members, they won’t listen to the client and the words they are using, they don’t notice the body language, the tone of voice, because they are too concerned to show the pretense of a good reception and to fill in all the necessary forms.
Listening to the words of a potential client and using a little more attention, you could understand a potential client’s interest in becoming a fully-fledged member. So who are the people who might be at the reception of the centre? How do we identify them? How do we organise a guided tour of the fitness centre?
The potential customers should be judged on a tour of a fitness center

Types of potential customer: visual, auditory, kinaesthetic

The visual prospect, a person more sensitive to images, colours and shapes, generally gestures a lot and tends to look people in the eye, is a dynamic person; the auditory prospect, more sensitive to words, music and dialogue, a person devoted to listening, more quiet than the visual and very attentive and finally the kinaesthetic prospect more attracted by everything that generates emotions, memories and feelings, a sensitive person with a calm and relaxed tone of voice.
Knowing them, learning to recognise them through the words they use themselves is already a step towards effective communication and therefore an excellent welcome strategy. Training to use the same words or to follow the same movements depending on who will be in front of you in order to follow their same mode of perception is definitely a point in favour. In this way it will also be easier to understand when and if it is necessary to visit the club, also called "tour" and especially what questions you can ask during this phase.

 The tour in the sale: all phases

The tour is the presentation of what the centre is, a sort of business card that can often be decisive in the consideration phase. On the other hand, good consultants can guide and accompany people towards their awareness of the need to start a training program and to make a change in their lifestyle. So we talk about needs, because in most cases its trickier do the tour if you haven’t first understood the real needs of the person who came to ask for information and the same needs can’t be asked during the visit of the centre itself in an absolutely unprotected environment where you could also be interrupted by those who are already customers.
Training in the gym means for the potential customer to be entitled to a trial session

1. Preparing the fitness centre tour: getting to know the potential customer

Before even showing them the building, you have to declare what the route will be, tell them that it will take between 10 and 15 minutes and only after understanding the needs that led them to enter the centre can we move onto the tour, trying to understand which are the areas of greatest interest.

A person who enters a fitness centre for the first time doesn’t know the environments, and the related activities. If you do not pay due attention the visit could even be counterproductive, especially for those medium-large centres that at first glance can give a feeling of bewilderment so they end up choosing other types of facilities.

2. Listening to the customer's needs

In the knowledge phase, for a personalised visit to the fitness centre, the activities to be carried out are different and are all related to listening:

  • 1. Identify their history of physical activity,
  • 2. Try to understand their motives
  • 3. Try to deduce the interest for a personalised visit to the fitness club.
After the tour in the sale, the test entry is essential in the process of convincing the potential customer
Sometimes they are the same consultants who forget that they have people in front of them who don’t know the structure. Although it might be a familiar environment to them, where they can navigate easily and quickly - for the prospect it is the opposite: it is important to remember to respect the pace of the prospect, to position themselves possibly on its left side, side of the heart, of the emotions, trying to change and adapt the path according to their wishes, avoiding to do the same with all the procedure and therefore inevitably losing the emotion of describing an environment and taking it for granted. It would be appropriate in this regard to also avoid group tours, unless we are able to identify the leader of the group that is the one who will decide for all.

3. How to set up the tour in the sale

The duration of the tour will vary depending on the route and interests of our guest. The certainty is to avoid tours that are too long or in areas of no interest to the prospect.

The tour is also the ideal way to prevent those objections related to the place or to have to ask others who may catch us unprepared returning to the office. Even the same price, an obstacle for many consultants, can be mentioned at this stage, obviously this is not intended to make a negotiation standing among other people but with spontaneity to communicate how much the area of their interest affects them monthly, of course specifying that this topic will be taken up in detail in the office.

Understanding the training level of the potential customer is a topic of the tour in the sale
You should avoid the leverage of the price during the visit using phrases as just for you, only for today, £x per day, at the cost of a coffee per day, etc.. bearing in mind that the needs must be our beacon even during the visit of the centre, making the prospect feel important, calling them by name, reminding us of the reasons that led them to visit the club, introducing them to any other staff members who will meet during the journey in order to make them feel part of the club, already part of a community.
The phase of the tour is therefore as important as that of the reception, the tour has already begun at the time when they walk through the door of the club, nothing should therefore be left to chance both at the structural and organizational level. It would be ideal to involve all sectors of the centre in knowing the entire sales process and the process of the tour, some contingencies could cause an instructor to make a guided tour of the centre: who better than them, given their technical skills, to win over the prospect. Nowadays, fewer and fewer people spontaneously join clubs, and a lot of them just view them on the web through social networks or websites. Knowing how to make a good first impression from all the staff to all those who come in for information means having a better than your competitors who may neglect this phase of reception and visit.

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