What makes your fitness studio’s prospects actually buy and become paying members?
This is critical and, it’s going to change how you increase memberships and grow your business. Ready? Keep this phrase handy…
“WANTS are accomplished by NEEDS.”
Ok, so what does this mean?
Prospects Buy What They Want, Not What They Need
Prospects don’t spend money on things they NEED. In fact, they cringe every time they have to. “It’s how much to get fillings for my cavities?!”
Or, think about it this way…
How often do you shout, “I can’t wait to pay this medical bill!”? Exactly. Which means…
You have to focus on the things your prospects actually WANT in order to convince them to purchase something they truly NEED (a Membership).
The last thing you should ever do when pitching a membership to your prospects is to compare it to things they have to pay for like medical bills, prescriptions, insurance, etc.
Instead, you want to focus on the things they enjoy spending money on!
OK, So What Do Your Prospects Want?
Your prospects want a lot of things… However, in order to get what they want, they need to take action. Most of them know that, and that’s where they get hung up. And actually, that’s where salespeople get hung up too.
Sales people will focus on the need rather than the want. But, you’re not selling the need, you’re selling the want. You’re selling the results not the treadmill, right?
- They WANT to look better, so they NEED to exercise.
- Prospects WANT to feel better, so they NEED to improve their nutrition.
- They WANT to go about their day pain-free, they NEED mobility training.
Look at those NEEDS… those don’t sell prospects. Their WANTS do. So, focus on those!
I break all of this down and give you some tactical role-playing to focus on what your prospect actually WANTS.
What You’ll Learn
- Focusing on WHAT boosts memberships
- No one purchases NEEDS
- And how this applies to YOU as well
To get each week’s episode sent straight to your inbox, subscribe to The GSD Show.