Get Competitive, Drive Club Membership Sales

Anna Sims

|

November 16, 2021

|

category

minute read

PUblished

November 16, 2021

When it comes to selling club memberships, you’re up against a number of competitors: the at-home fitness options, the boutique fitness options, and the “other guy” down the street. It’s best to take a unique approach for each.  

It’s fairly straightforward to position your club as the best option for someone evaluating you vs. at-home or boutique options, but things can get dicey when positioning your club against a club with similar offerings.  

That’s why we’ve compiled the best ways to position your club against competing clubs in sales conversations and marketing materials. Read on.

Compile Intel

Make a list of your most significant competitors. Next, write down everything you know about what they offer, being honest with yourself about where they excel and what challenges they face. If you don’t have information at hand, scour their website and social media profiles – you’re bound to collect some information from these sources about their offerings, hours of operation, membership pricing and more.

If you want to go the extra mile, send someone from your team to “secret shop” at their club. Have them pursue a membership and document the information they learn along the way.  

Gathering this level of competitive intel is crucial to nailing the steps that follow.  

Outline Your Strengths

With that competitive intel in hand, determine where your club really shines, and take note of those strengths.

Keeping your staff crystal clear on your club’s strengths, especially as they relate to other clubs in the area, helps everyone align on the most compelling messages in membership conversations.  

Write Stellar Scripts

Once you have solidified your club’s strengths, go the extra mile with sales scripts.

Sales scripts are strategized sets of talking points meant to aid your sales team when speaking with prospects. It helps keep you and your team laser focused on driving memberships by incorporating all the most effective talking points.  

If you’ve never written sales scripts before, no worries. Check out our tips for writing a high performing sales script.  

Train the Team

With sales scripts in hand, schedule some time for the team to get together and train on your competitive positioning and talk tracks.  

This is your opportunity to brag internally about your strengths and get your team fired up!

And this isn’t just for sales employees. Everyone at the club should be well versed in your competitive advantages, from front desk staff to group ex instructors to aquatics directors. This empowers everyone on staff to speak the same language.  

Start Selling!

Connect with prospective members via email, Instagram, Facebook, phone. Whether you have email workflows built out or you do most of your selling through Instagram DMs, make sure you’re shipping the same message across all airwaves.  

Personalize When Possible

With competitive intel and strong sales scripts, you’ve tackled the science of selling, but personalization is an opportunity to master the art of selling.  

In new membership conversations, learn the prospect. Get to know them and what they’re looking for in a fitness solution. Then, pull out the specific parts of the competitive positioning that apply to them. You’ll learn that tailoring your messaging is key to nailing the sale.  

Partner with Club Automation

Your club management software can empower your team to achieve more, or it can stifle your growth and hold you back. Learn how Club Automation makes more possible.  

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

The Experience Episode 1: The Intro

read article

The Experience Episode 1: The Intro

Introducing The Experience Series! Join industry experts Nick Thornton and Daron Allen as they share industry voices, trends, and how to implement the best member experience.

Read Article

A new partnership with Welld

read article

A new partnership with Welld

The Club Automation team is thrilled to announce a renewed partnership with Welld Health. Welld will now handle all third-party check-in programs for insurance companies.

Read Article

The Racquet Club’s Guide to Marketing Strategy

read article

The Racquet Club’s Guide to Marketing Strategy

Here are seven questions you can answer to develop a marketing strategy that drives awareness and growth for your racquet club.

Read Article

2 Strategies for Impressing Pickleball Players

read article

2 Strategies for Impressing Pickleball Players

If you want your new pickleball players to stick around, you need to show them your club’s value. Here's how your team can make the best first impression.

Read Article

3 Ways You Can Boost Retention Using Pickleball

read article

3 Ways You Can Boost Retention Using Pickleball

Pickleball is booming across the country. Read on for three ways you can use pickleball to boost your club’s retention rates.

Read Article

Pickleball: The Next Big Club Sport

read article

Pickleball: The Next Big Club Sport

There's no denying it now: pickleball is the sport of the moment. Read about how it got started and how it affects your club.

Read Article

The 2022 Guide to Fitness Club Management

read article

The 2022 Guide to Fitness Club Management

Wondering how to take your club to the next level? We guide you through all the essential parts of running a successful health club.

Read Article

Ready to outrival
the best?

Talk to our team and unlock your full potential.

Get a Demo
Get a Demo