Caveat emptor is a Latin term meaning “let the buyer beware”. The term implies that it is the customer’s responsibility rather than the seller’s to ensure that the goods or services offered for sale are able to deliver the desired satisfactions, caveat emptor is totally contrary to the marketing concept.
Ethical health club marketers should never put out a health club product and/or health club service with the “buyers beware” attitude. In short, caveat emptor is where the customer, in our case, is the prospective member who is responsible for finding out the validity of the health club product and/or health club service. Professional ethical health club marketing should not have the burden of proof be put on the member.
As professional health club marketers, it is our responsibility to make sure that the prospective member sees the health club product and/or health club service we are marketing is exactly what we say it is. If you implement health club programs, sell health club products and/or health club services with the undertone of buyer beware, it won’t be long until you completely damage your reputation and your brand within your community. The last thing you want local prospective members to say about your health club is for prospective members to beware of what they might be responding to or getting into, when responding to an advertisement from your health club.
Caveat emptor is a concept that all professional health club marketers and professional health club membership sales people should stay clear of. As a health club professional membership sales person it is your responsibility and duty to make sure that your health club products and health club services are exactly what you advertise them to be.
Only con artist and shysters launch campaigns where the buyer must be aware or do their own investigation of the offered health club product and/or health club service. When you are launching a health club marketing program, it should be crystal clear what the member is receiving in return for their investment. It is imperative the member receives what they pay for. Building your brand as a health club in your community starts with ethical marketing and ethical professional health club membership sales.
When MMC® launches a health club marketing campaign, we are confident that our members know everything there is to know about our offering, from cost to content so there is no chance of a misunderstanding and no chance of making the member beware of their buying decision.
For more free tips on increasing your health club membership base through health club marketing, health club promotions, professional health club membership sales, and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.