The proper way to take a T.I (Phone Inquiry)

Now here’s a post that all gyms can benefit from reading. Whether you are a big box – Studio – Crossfit, or boutique, you more often than not should have your phone ringing from time to time with a prospect inquiring about membership. Yes, in 2022, it’s usually more web leads and Facebook messages, but your contact form should have a way to contact them via phone. 

The obvious would be to call them immediately and set them up on an appointment, and 7x out of 10, that works, but the problem is that we often forget to qualify the lead, and if you also did that, how in-depth did you go? Did you connect with them and build rapport or did you follow a script, ask questions and write down answers?

Connecting with someone on the phone in this day and age is extremely awkward, and it’s because phone etiquette is no longer as important as it once was. 

If you’re so fortunate to get a prospect on the phone and you’re too energetic, you turn them off; if you’re not genuine enough, you come off sketchy, and if you’re reading off a script, you – are – talking – like – a – robot. So what’s the fix?

Well, the apparent answer is role-playing and a lot of it. With 16 years in the industry, I’ve learned how to be in control on the phone but hardly talking because I’m asking questions that break the ice and help the prospect open up and feel comfortable sharing their goals and their ‘why.’ 

Next time you find yourself taking a T.I to remember to: 

• Match the person’s tone and energy. 
• Try and say their name at least two times. 
• Keep them on the phone for at least 6 mins. 
• Talk less, but when you do talk, it’s to learn more about their answer or pivot and repose a question. 
• Give 3rd party recommendations. 
• Ask why. 
• Find out what time of day they would be coming into the gym. 
• Find out if they live close to you or work close. 
• Please don’t ask what their goals are right away, listen and see if you can pick up on clues that can help you lead to the question. 
• Talking about money is fine, but, give ranges and not exact amounts. You can always say “we have something that works with almost everyone’s budget” or  you can rephrase the questions multiple ways, ex, can you share with me what you’re prepared to spend? Cost-wise what have you paid at a gym before? Unless you are a pro at working the phone, I would save the money talk for in-person; that said, don’t be difficult either. By the way, that’s my next point. 
• Don’t be difficult. 
• Set an appointment. 

I’ll stop right there, but wow, I truthfully can say that I’ve not even scratched the surface when it comes to further qualifying someone and building rapport. 

The goal is to bring them in and have existing dialogue that will come in handy when you are interacting and ultimately approaching the sale. Other perks that will come from this approach are service add ons – referrals – positive online reviews – better member engagement that will keep them with your business longer, and most importantly, being a part of their journey to a better happy, healthy lifestyle. 

Any adds that you have that can help some up-and-coming fitness business owners or employees? Share in the comments  & don’t forget, together we’re stronger!

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