In my last post, I covered how you should respond when a prospective martial arts school member insists on getting a price from you over the phone.
The truth is that price is just one of the objections you’ll face during membership selling. In order to turn a hesitant prospect into a long-term member, you need to address each and every one of their concerns. Specifically, most prospects will push back on the same four areas—location, schedule/time, motivation/commitment, and their significant other.
The good news is that there’s an easy, fool-proof way to eliminate each of these four objections. To learn how, all you and your staff need to do is practice these simple sales scripts.
Membership Sales Script: Answering the Price QuestionQuestion: How much is it to join?
Never give your membership prices until they’re ready to buy. Giving a price before they’ve experienced what you have to offer is telling them is that there’s no benefit to choosing you over the competition, other than price. However, you must answer their question.
You: Thank you for your interest. The price of your membership is going to depend on the program that you choose. We have quite a few options. Have you ever trained before, or is this something new for you?
Prospect: Oh, I’m new at this. I’ve never joined a gym before in my life.
You: Ok, great. Well, we’re very beginner friendly. We’re good at helping new people with little or no experience get great results in a safe and healthy way. What’s the goal you’re looking to accomplish by becoming a member?
Prospect: I’m looking to lose weight.
You: Very good. That’s actually the number one reason why people become members here—so you’ve called the right place. May I ask your name?
Prospect: My name is Judy.
You: Ok, Judy. What I normally do is have you come in and try out our club/program for free. I’ll talk to you a little bit more about your goals and some ways that we can achieve them when you come in. This free session gives me the opportunity to see where you are and helps me make the best program recommendation that I can for you. This also allows you to try us out—without any obligation and to see if you like it. When are you available to come in for your free session? Do you work days or nights?
Appointment Tip for Prospective Members
When setting an appointment with your prospective member, confirm that she knows where you’re located and how to get to you. Be sure to get a phone number and to add them to your member management software, which will allow you to track your interactions with them through the sales process.
Erik Charles Russell has been in the Martial Arts and Fitness industry more than 25 years. He owns Premier Martial Arts and Fitness in Watertown, NY. In 2015, he published a book based on his successes called “The Art of Selling Memberships”. The book became an international best seller—hitting number one in three categories in the U.S., Australia, and Germany on Amazon.com.