How the Perfect Club Sales Script Can Lead to More Memberships

Tara Massouleh

|

September 7, 2021

|

category

minute read

PUblished

September 7, 2021

The health and fitness industry runs on memberships. Fitness clubs, in particular, rely on bringing in a steady stream of new members to stay ahead of the competition.

Luckily, there’s a huge market of individuals looking for a fitness facility to call home. In fact, according to a study conducted by IHRSA, 67% of Americans want to exercise regularly but don’t because they haven’t found the right form or facility.

Additionally, only 20% of the U.S. population belongs to a health club or fitness studio. With COVID-19 closures causing fitness enthusiasts to be displaced from their home facilities, the pool of potential fitness club members has never been larger. Now is the time for fitness clubs to double down on their selling strategies and snatch up as many new members as they can while the market is hot and prospects are plentiful.  

So how do you do that? You’ll need a dedicated sales team, a strong selling strategy, helpful member management and sales software, and the pièce de resistance: a killer sales script.

Here, we’ll focus on helping you create one.  

What is a Sales Script and Why Do I Need One?

Ever get on the phone with a salesperson and have the instant and persistent urge to hang up? What about those times when you’ve been genuinely interested in a product or service, but the salesperson you’re talking with is frustratingly unknowledgeable and can’t seem to answer any of your questions? Both situations could be remedied by a sales script.

A sales script is a strategized set of talking points meant to aid your sales team when speaking with prospects. An effective sales script doesn’t do the selling for your team, but rather it enables your team to speak knowledgeably and passionately about your fitness club. When your team is comfortable talking about what they’re selling—in this case a membership—it always shines through in the conversation. A well-thought-out script allows a team member to make a good first impression, build up rapport, gain a prospect’s trust, and eventually make the sale.  

Sales scripts are important for preparedness, consistency, and managing the reputation of your club. And while it may seem counterintuitive, sales scripts can also help your sales team to be more authentic with prospects. Once they know their talking points like the back of their hand, they’ll feel comfortable customizing their sales approach to include personal anecdotes, recommendations, and that little “something extra” necessary to make a sale.  

Tips for Creating a High-Performing Sales Script

1. Make It Personal

Not every member of your fitness club uses your facility in the same way—or for the same reasons. The same goes for potential members. Assign your leads “prospect personas” based on information you may already have about them, then base your selling strategy and script off their most common pain points, needs and wants.  

As prospects travel through the buyer’s journey and you learn more about them, update their persona. A health club management software can help you keep track of what you learn and organize prospects and members into manageable groups.  

2. Ask Questions

No one likes to be talked at. Rather than rattling off a list of high points about your fitness club, get your prospect involved in the conversation by asking direct questions. Asking questions reduces the feeling of delivering a tired sales pitch, and they also create an opportunity to get to know your prospects on a deeper level. Once you know more about your prospect, including who they are and what they want out of a fitness facility, you can further personalize your sales approach.

Here are some great questions to get you started:

  • Why are you interested in joining a fitness club?
  • What are you looking for in a club?
  • What’s your current level of activity?
  • What types of workouts do you enjoy the most?
  • How much time do you want to commit to exercising weekly?

3. Benefits Not Features

While it may be tempting to harp on exciting facility updates or program offerings when selling memberships, challenge your sales team to take this approach one step further. Instead of talking about state-of-the-art weight machines or an exciting small group training program, think about the value that those offerings provide to a member. A small group training class can provide the benefits of community, accountability, and an increased likelihood for members to stay committed to a fitness routine.  

4. Consider Potential Objections

Salespeople are no strangers to hearing the word “no.” While rejection will certainly always be a part of job, a proactive mindset can be a gamechanger in this avenue. Once you’ve gained some experience talking with prospects, make note of the most common reasons they decline membership. With this knowledge, you can go into the next call armed with information and reasoning to address these objections.

5. Give Next Steps and Follow Up

Leave every conversation with a goal in mind. If a prospect is ready to come in and take a tour of your fitness club, schedule a walk-through with them. If they’re looking for more information on programs and classes, follow up with a PDF detailing what’s currently offered at your club. Never underestimate the power of following up. According to Conversica’s 2020 Sales Effectiveness Report, 48% of companies engaged with an inbound lead with only one or two contact attempts. However, the majority of sales are made on between the fifth to twelfth contact.

A multidimensional health club management software can help with several aspects of the sales process. Ready to see how Club Automation can help? Schedule a demo.

Sources

“1 in 5 Americans Belonged to a Health Club in 2019, IHRSA Reports”

https://www.clubindustry.com/fitness-studies/1-5-americans-belonged-to-a-health-club-2019-ihrsa-reports

“2020 Sales Effectiveness Benchmark Report”

https://www.conversica.com/resources/reports/2020-sales-effectiveness-benchmark-report/

New call-to-action

What’s a Rich Text element?

Thi sis a

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

dadasd

Static and dynamic content editing. A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

ddddd

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

dsadadasdas

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

  • Just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection
  • Any collection and then connect
  • This i any collection and then connect

Into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

other articles

continued reading

IHRSA 2024 Recap: Unpack the Latest Insights and Innovations

read article

IHRSA 2024 Recap: Unpack the Latest Insights and Innovations

Couldn’t attend IHRSA 2024? No problem. Catch up on the latest fitness industry trends and tap into the IHRSA energy at home with an on-demand recap webinar.

Read Article

8 Things You Need for Better Gym Lead Generation

read article

8 Things You Need for Better Gym Lead Generation

Attract more leads and increase your gym’s revenue with the right techniques and technology. Here are 8 things you need to improve your gym’s lead generation.

Read Article

Top Fitness Industry Trends to Know for 2024

read article

Top Fitness Industry Trends to Know for 2024

We analyzed 880+ Club Automation users to discover the fitness industry trends to know in 2024. Learn how we grew in 2023 and how to keep that momentum in 2024.

Read Article

How to Improve Your Gym Sales Funnel with Automation

read article

How to Improve Your Gym Sales Funnel with Automation

Discover insights on optimizing your gym sales funnel with automation. Learn how to leverage technology to draw in new members and keep current members engaged.

Read Article

Your Guide to IHRSA 2024

read article

Your Guide to IHRSA 2024

IHRSA 2024 is almost here. Use this guide to discover must-see events, plan your schedule, and navigate the convention to have the best experience possible.

Read Article

How to Start Persona-Based Marketing at Your Fitness Club

read article

How to Start Persona-Based Marketing at Your Fitness Club

Understanding your members is the key to growing your club. Unlock growth by creating member personas and boost engagement through persona-based marketing.

Read Article

How a New Website Transformed a Mom & Pop Gym Into a Modern Fitness Center

read article

How a New Website Transformed a Mom & Pop Gym Into a Modern Fitness Center

Discover how Coaches’ Corner Fitness transformed their operations with a new fitness club website designed by Club Automation.

Read Article

Ready to outrival
the best?

Talk to our team and unlock your full potential.

Get a Demo
Get a Demo