What's the first thing you do nowadays when you want to sign up for a gym? That's right, you first look at your dream studio on the Internet before you go there in person. In most cases, you'll find perfect pictures of the studio and the trainers, and the services such as courses or available equipment are also nicely presented on the website. So the first contact has been made - now it's up to you as the studio operator to confirm the positive first impression and win the customer over. How you receive the prospective customer in your studio plays an important role here! Because not only on the Internet, but also "live" the first impression counts!
The first impression is decisive!
To make a good first impression on a potential member in person, you don't have many chances. To be more precise: only one! Use it! Every prospective member comes to your studio with a basic intention to buy. Now it's up to you to fully convince him so that he ideally signs up for a membership. Here are a few tips on what to avoid and keep in mind to give your prospect a good first impression:
1. the outside facility should be neat and appealing!
In the minutes before he is welcomed, the prospect is already very sensitive and receptive to environmental impressions and looks around carefully. Thus, he perceives more of the environment than those who are already members. Therefore, it is important that the exterior of your studio, including plantings and lighting, is neat and inviting. This also includes making it easy for the prospect to find your studio - so make sure there is good signage if the building is tucked away. The lighting should also be appealing. Who likes to look for the entrance in the dark?
2. show interest!
Gyms are often busy and front desk staff are often stressed as they may have to check members in and out, mix shakes, or take phone calls. That said, don't ignore a potential customer, but at least notice them and look directly at them. Small gestures, such as a smile, signal that you're about to take care of him. What follows is the polite greeting, where you inquire what the prospect's concern is. With a nice "What can I do for you?" you're on the right track here.
Refer the prospect to a consultant!
Most people who stop by studios are interested in membership prices. This is a good sign, because this question usually shows that the prospect is eager to make a decision. At this point, you take charge of the conversation and ask him about his fitness goals, for example, or tell him that you're the right place for him. Then you should refer the prospect - to a colleague who will provide him with comprehensive information and advice about your studio's prices and services. While a freelancer is being sought, ideally offer a drink - make the prospect feel immediately comfortable and in good hands. In addition, you can give the prospective customer the welcome sheet in the meantime, which helps with the consultation and with which he can already occupy himself.
Do not immediately put him off until another day!
What if there is no consultant available at the moment who can take care of the prospective customer? Here the potential new customer should not be immediately turned away and put off with another date. Invite him for a quick drink and explain in a friendly manner that unfortunately no consultant is available at the moment. Perhaps someone will be free in an hour - perhaps the prospective customer can bridge the time with shopping? Suggest this to him! Or ask him to come back the next day and give him an appointment for that right away. It is important that you only arrange a new meeting with him after he has been received in a friendly manner and offered something to drink. This way, you build a personal bond with him and increase the chances that he will feel comfortable with you and choose your studio.
Avoid typical mistakes
Experience has shown that many fitness studios do not react optimally to prospective customers. Too often, potential new customers are barely noticed at the reception desk during stressful times, or even greeted warmly. It also happens that they are immediately asked to make an appointment without being given any information. Prospective customers come to your studio with the intention of signing a contract. Do not disappoint them! Because there are plenty of other gyms that don't make these mistakes the first time they meet you, and that's where prospects would rather turn!
Of course, you should treat your existing customers as courteously and kindly as you do new prospects! Even if they have already signed a contract with you, they want to be greeted in a friendly manner at the reception and be able to come to you with their concerns without being ignored or turned away.
©contrastwerkstatt - Fotolia
Here's how the reception should ideally work
Here is another step-by-step explanation of the best way to welcome a new prospect:
→ Consciously notice the prospect and seek eye contact!
→ Smile in a friendly manner!
→ Inquire about their concerns, listen actively!
→ You now take over the conversation: Introduce yourself, remember his name!
→ Invite him in and say something like, "Have a seat for a moment, I'll get a colleague to brief you now!"
→ Invite him in for a drink and give him the welcome sheet!
→ Only now look around for a free employee - before that, the guest has top priority!
→ Hand him over personally to the consultant!
Now you should ask yourself whether the reception in your studio is optimal! What can you still improve? The reception plays a significant role, because it usually decides whether a prospect becomes a member or not. The consultation will go afterwards completely by itself, if the so important reception moment ran well and thus a positive first impression was obtained.
Editors fitnessmarkt.de (SIS)
Published on: 25 July 2017