Account executive is just a simple glorified title for a salesperson. Today, the title “account executive” is loosely used throughout the sales and marketing industry. I like using the title of “account executive” for health club professional sales people because the word or title of salesperson has such a negative connotation with prospective members.
Prospective members don’t like the term salesperson because they link the image of a salesperson trying to push a health club product and/or health club service on them they do not want or need. For me, by simply changing the title to account executive, you eliminate that first bad impression.
When people are confronted by a salesperson, they automatically put up self defense mechanisms to protect themselves against what they perceive is going to be an attack. This, of course, is not the case in most situations but this is an automatic response due to the negative connotation link to the word sales.
I have said numerous times, a professional health club membership salesperson is someone who finds out what the prospective member wants and needs then finds and demonstrates how his/her health club product and/or health club service will satisfy the prospective member’s needs and wants.
By giving your professional health club membership sales people the title of an account executive, you already provided them with a tool that will help to get them perceived as a professional. We all know, you never get a second chance at a first impression, so it is imperative that the first impression the prospective member receives from our staff is one of professionalism.
Simple wording, terminology, jargon and even titles such as an account executive will definitely help you grow your health club and your health and fitness career.
For more free tips on increasing your health club membership base through health club marketing, health club campaigns, professional health club membership sales and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-217-3762.