Blog 190: Good Guy-Bad Guy Routine: Health Club Marketing

According to marketingpower.com, the good guy-bad guy routine is a negotiation strategy in which one member of a sales team makes an attractive offer to the prospect (a good guy) and another member discusses the difficulty in making such an attractive offer (a bad guy). The objective of the strategy is to get the prospect to accept the good guy’s proposal.

I have never been a fan of sales tactics like this “good guy-bad guy routine”. These are techniques for people who are not professional salespeople. I only introduce these tactics to you so you’ll know what is out there in the marketplace, so you understand what salespeople have done in the past and still do at present to lock-up relationships with prospective members.

If nothing else, this is an attempt to educate you in your own encounters with other sales people. When salespeople are going through these routines you will know exactly what is happening and know you should avoid them and their product at all cost.

This is the type of sales routine that you would see in some used-car business. But it is not something you would see in professional health club membership sales. When you are selling a health club membership or a health club product or health club service, you want to always be at your best

The proper way to sell any health club product or health club service is by finding out the emotional needs of the prospective member. Once you get this information, you then show the prospective member how your health club product and/or health club service will allow them to experience those emotional needs and wants by joining your health club membership, and/or committing their loyalty to your health club.

When you have designed a professional health club membership sales system including a professional tour and interview, you will not need these types of sales techniques. On MMC®’s website, you can download a free e-book on locking up relationships, https://www.healthclubmarketingmmc.com/health-club-marketing-free-download-registration/.

This e-book will show you how to conduct a proper interview to gather the information necessary to lock-up the relationship with the prospective member. Also included in the e-book will be a tour sheet which will help you get the prospective member excited about the health club. Of course no instructional e-book would be complete without a section on “closing the sale” i.e., locking-up the relationship so there is a section on that as well.

Do not hesitate to go to our site and download this valuable tool which MMC® is giving you absolutely free. I have seen competitors of ours take this same information (re-format it) and sell it on their sites from $500 – $1,500. So don’t let someone sell you something they got for free by simply going to MMC®’s website.

For more free tips on increasing traffic at your health club, growing your health club’s membership base, and advancing your health and fitness career, visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.