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Help! Our Front Desk is Costing Us New Members

We’re in the middle of the New Year’s resolution rush, but no one is joining. We think our front desk and approach to sales might be scaring people away.

Can you give us some tips to make our facility more welcoming, so it’s likely members join?

Chuck Heacock’s Answer on Making Your Front Desk More Inviting and Sales Approach Less Intimidating

Most of your competitors view January as just another start to another year. But if you’re reading this, you’re preparing to surpass your 2014 accomplishments … so congrats!

You’ve heard it before but I’ll say it again: first impressions cannot be changed. You can have the best program director in the world, but that won’t mean a thing to your business if your front desk — and the first impression you make — turns people off.

So here’s a quick look at my consulting notebook from 2014. Although they are in no particular order, these were the most consistent issues found in touring over 50 Martial Art schools and gyms last year:

Problem: No one greeted me upon entering the facility.

Solution: Very easy fix. If you’re open, make sure you, your assistant, your sales personnel, (anyone!) is there for a big warm hello.


Problem: Price list on the front counter.

Solution: More times than not sticker shock will occur. You need to build value to the prospective member’s dollar — or you just lost $1,200 to $1,500 by letting them leave. Brochures are for folks going on vacations. You need action now.


Problem: No action when walking in.

Solution: Hang pictures. Display trophies. Have monitors running that show you teaching class or highlight programs offered. Have something to build visual credibility.


Problem: Front desk is a tornado aftermath.

Solution: Throw everything away at the front desk that does not make you money. Clutter will kill a sale almost every time.


Problem: Walls are dirty. Paint is chipped, cracked and outdated in color, such as a pastel.

Solution: Take a picture of your location. Show it to your neighbor. Ask them what they would change to make it more inviting. Your opinion is irrelevant. You are there every day. You will not see what other folks see.


Problem: Hardcore vibe

Solution: I found that the family vibe locations are more profitable, and I will be the first to agree that money is not everything; I need to pay the mortgage. More importantly, I never want any of my members to feel intimidated, it would really defeat my favorite thing about my job: helping people become better humans.


Bottom line: Set your goals to be consistent, not explosive. Take 5 minutes at the end of every day to plan tomorrow. Ask yourself: “What can I do to make my business better?” By doing this, you will surely surpass every goal you ever set.

Chuck Heacock is a Sales Professional located in Los Angeles. He is best known for leading the licensing program for Krav Maga Worldwide, which has grown to over 240 schools throughout the world. He has been involved in every aspect of membership development from sweeping floors to owning 30,000 square foot facilities with over 35 years of experience. If your business is suffering, he will find a solution to get you back on track with his all-new 10-hour sales training course for you and your staff. You can reach Chuck at betterdojo@gmail.com.