In the diverse landscape of the fitness industry, the “amenities objection” is a common hurdle that gym employees face. It’s a decisive moment that can either make or break a sale. This article draws on 18 years of in-the-trenches experience to guide you through transforming this objection into an opportunity. Let’s take a deep dive into a dialogue-rich strategy that will not only salvage a potentially lost sale but will turn your staff into confident ambassadors for your gym’s brand.
Table of Contents
Decoding the Prospect’s Amenities Inquiry
When a prospect inquires about a non-existent amenity, it’s a window into their priorities. They are seeking validation that their lifestyle and fitness goals will be met. As we unpack this, we will examine how to:
Interpret the subtext behind each question about amenities.
Empathize with the prospect’s desires and fitness aspirations.
Utilize data from industry leaders like IHRSA and IDEA to reinforce your response strategies.
Dialogue Example: Understanding the Inquiry
Prospect: “I was really hoping you had a swimming pool here.”
Associate: “I understand how a pool can be an important part of one’s fitness regime. Although we don’t have one, many of our members who are swimmers like yourself have found great value in our aerobics classes and our state-of-the-art rowing machines designed to enhance cardiovascular fitness and simulate resistance.”
Building a Robust Training Program
Training your team to handle the amenities objection is about instilling confidence and adaptability. This section would outline a comprehensive training program drawing on resources and certification programs available through the American Council on Exercise (ACE) and the National Academy of Sports Medicine (NASM).
Dialogue Example: Training Scenario
Trainer: “Let’s role-play. I’m the customer who’s just asked about a basketball court. How would you respond?”
Employee: “While our gym currently doesn’t feature a basketball court, we’ve got a fantastic selection of cardio and strength training equipment that many of our basketball-playing members use to improve their game off the court. Additionally, our personal trainers specialize in sports-specific training programs.”
Redirecting the Conversation to Highlight Unique Selling Points (USPs)
It’s not about what you lack; it’s about what you offer. This segment would teach employees how to pivot and highlight the unique benefits that your gym provides, backed up by success stories and testimonials curated from your member database.
Dialogue Example: Redirecting the Conversation
Prospect: “I was hoping for a gym with a sauna to relax after my workouts.”
Associate: “Many of our members find our post-workout recovery area, complete with massage chairs and personalized stretching sessions with our trainers, to be an excellent way to relax and recover. Let me show you some testimonials on our digital kiosk here, and you’ll see how members have benefited from these unique offerings.”
Emphasizing Outcome-Based Solutions
Your gym’s mission is to help members achieve their fitness goals, with or without certain amenities. This part of the article would leverage case studies and reports from IDEA Health & Fitness Association to demonstrate how gyms have successfully catered to members’ goals by focusing on outcomes.
Dialogue Example: Focusing on Fitness Goals
Prospect: “I guess I’m just used to having a track to run on.”
Associate: “You’re here to stay fit and track running has been part of your routine. Let’s explore how we can help you maintain, or even enhance, your running performance through our advanced treadmill systems and our outdoor running club.”
Continuous Improvement Through Feedback and Adaptation
Here, we would emphasize the importance of a continuous feedback loop, including member surveys and staff meetings, to constantly improve objection handling. The use of CRM tools to track interactions and objections would be highlighted, with recommendations for platforms that have proven effective in the fitness industry.
Dialogue Example: Learning from Feedback
Manager: “In last month’s member survey, we noticed a few comments about the lack of a pool. How do you feel the team has been addressing this concern?”
Employee: “I think we’ve been getting better at showcasing our other cardio options. I also started mentioning the swim clubs we’re partnered with for discounts, and that’s been received well.”
Converting Objections Into Gym Improvements
Turning objections into a catalyst for evolution and adaptation can significantly bolster your gym’s offerings and reputation. It is essential to interpret these objections not as outright rejections but as insights into unmet market needs or desires. By attentively listening to these concerns, you can identify trends that may guide your next business innovation. Let’s explore how to translate common objections into actionable items for gym enhancements, incorporating strategic guidance from sources like the IHRSA’s reports on industry growth and consumer behavior trends.
Dialogue Example: Embracing Innovation
Member: “I’ve been looking for gyms with an outdoor workout area, but it seems like none in the area have one.”
Gym Manager: “We’ve heard this a few times and appreciate you bringing it to our attention. While we have a variety of indoor cardio and strength options, we recognize the growing demand for outdoor fitness experiences. In response, we’re in the process of designing an outdoor workout space where members can enjoy functional fitness with fresh air and natural light. It’s a different angle from the swimming pool you mentioned, but would that be something you’re interested in?”
In this scenario, the manager addresses the absence of an outdoor workout area — a feature becoming increasingly popular as people seek the mental health benefits of exercising outdoors. The dialogue not only acknowledges the member’s concern but also proactively informs them of the gym’s plan to address it. By doing so, the gym demonstrates responsiveness and a commitment to innovation.
Conclusion: The Power of Innovation in Objection Handling
To conclude, handling objections with an open mind and a strategic approach can serve as a growth driver for your gym. Each piece of feedback is a potential goldmine for service enhancement and business expansion. By staying attuned to the needs of your clientele and the pulse of the industry, you can pivot your business model to not only meet but exceed the expectations of your members. In doing so, you elevate your gym from being just a facility with equipment to an innovator that leads the pack in the fitness industry.
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