Remember Jared? The twenty-something membership sales rep I talked about in my last post The A.B.C.’s of Asking for Member Referrals?
You know. The one who didn’t really listen. Who was more concerned with getting me signed up than SETTING ME UP FOR SUCCESS. Who was more interested in making sure I signed in all the right places than he was about MY FITNESS GOALS.
And then he asked for the names and numbers of three of my friends. Yeah, right.
In this post, I’m going to point out things that Jared could have done to achieve trust, build relationship capital and create incentive before asking me for referrals.
Follow these 5 tips and I promise you’ll have far better luck getting member referrals than Jared does!
1. Pay attention to the basics. Greet me by name. [Truly] Listen when I speak. Find common ground (do our children go to the same school? do we both like sushi?). Most importantly: show genuine interest IN ME! (P.S. You can’t fake genuine interest. It comes off as insincere and condescending at best).
2. Explain what is going to take place during my visit so that I know what to expect. I fear the unknown! Tell me that you’d like to get to know me, what I’m trying to accomplish, show me the club and get me started off on the right path so that I ACHIEVE MY FITNESS GOALS!
3. Give me SOMETHING VALUABLE in every interaction. When we meet at the door, ask if I’d like some coffee or some water. During the tour, introduce me to a few other members. Volunteer to meet me before my first group fit class so you can introduce me to the instructor.
4. SHOW ME how you’re going to treat my friends and family. Be kind, passionate, caring, engaging and fun! Through our discussion, calm my fears, reduce my anxiety and get me pumped up about joining your health club!
5. Talk more about me and my goals than about the facility and the process. SO WHAT that your club is 25,000 square feet?! SO WHAT that you have 300 classes per week?! SO WHAT that you have a pool and a basketball court?! WIIFM (what’s in it FOR ME)? That’s what you need to focus on.
Do you have any other tips to on building rapport with potential gym members? Please leave them in the comments below!