Most of the time, it’s good to take a systematic approach to business. Think about the systems you have in place at your gym. Without them, chances are your equipment would fall into disrepair, your staff would receive inconsistent training, and you might never pay the bills on time.
But, while most systems keep your club running smoothly, there’s one area where the one-size-fits-all approach actually harms your business: membership sales.
“Too many people fall into an approach where every person is treated the same,” says Chris Stevenson, owner of Stevenson Fitness in Oak Parks, CA. “Systems are important, but they fail to deliver that uniqueness the prospect is looking for.”
Instead of giving the same sales pitch to every prospect, focus on tailoring unique experiences, says Stevenson, who will present “Solution-based Selling: Making Sales Easy by Uncovering People’s Needs” at IHRSA 2018.