When it comes to health club marketing, the hierarchy of effects theory is basically stacking the “wow factor” of your health club. What you want to do is you want to keep stacking reasons for the prospective member to make a buying decision today at your health club.
You can do this by getting the prospective member to say yes at least 10 times before you go into the sales presentation. This, again, is just simply stacking the “wow factor” of your health club. You have to get the prospective member to feel comfortable slowly and move them along through the sales process by getting them to answer questions in the affirmative. For example, nodding your head while asking the prospective member a “yes” question will get him/her to agree with you and mirror you by shaking their head in the affirmative as well.
In the health club industry, this technique should be employed through your health club marketing, then the interview, then the tour and even in the closing part of the sale. At MMC®’s website (http://www.healthclubmarketingmmc.com/), we offer a free download (http://www.healthclubmarketingmmc.com/hc-free-download-registration/) which will guide you through the process of a proper interview with the prospective member.
During the interview you will be asking questions like, “Have you been thinking about joining a health club for some time?” You should be focused and write down everything the prospective member has to say and really get him/her to open up and share their feelings with you.
Find out what it is that’s motivating the prospective member to come into your health club. When you do this, you are going to learn how to stack the “wow factor” so it guides you through the sales presentation.
Start off with the little things that excite the prospective member and then build up to where they want to buy the health club product or health club membership from you right now; at this point it is “order taking” and not sales. Make them so excited that they are going to want the health club membership you are offering so bad that it doesn’t matter how much it will cost them. Make them feel the need or the urgency to buy it today and the feeling of being left out that will make them realize they can’t live without it. That’s stacking the “wow factor” or hierarchy of effects.
Learn how to use the hierarchy-of-effects in your health club marketing and you will 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.