“FAB” stands for features, advantages and benefits – a health club product’s and/or health club service’s description i.e. its advantages over others, and the gains derived by the prospective member from choosing your health club products and/or health club’s services over your competitor’s. You always have to outline the features, advantages and benefits of your health club’s products and/or health club services because these are key selling components that are necessary in your health club marketing.
A health club marketing campaign and/or a professional sales presentation starts by going through and making a list of all of the features available within your health club products and health club services. Find out everything which could possibly be attractive emotionally and analytically for your prospective health club member, then move on to advantages.
Make a complete list. Compile the list of all the advantages a member will experience by choosing your health club as their new health club home. Find out what emotional advantages and logical advantages they can experience in choosing your health club over your competitor.
The next step is benefits. Make a list of the benefits the prospective health club member is going to experience by choosing your health club as their new health club home.
Sit down and analyze these three selling tools and write down as many features, advantages and benefits you can possibly think of. Give this as an assignment to everyone on your staff as as well, from the front counter staff to the bookkeeper in the back office. Have them list all of the features, advantages and benefits they believe are important in the health club.
Then compile them into one cohesive list. You will then give this list to the staff member that is doing your health club marketing and health club advertising as well as your sales team.
If you are in a small health club and you do all of the above, then it is your job to compile the lists. Find out as much as you can from Internet as well which will provide you a lot of information from other sources which you may have overlooked. See what other people are saying about other health clubs and if it applies to your health club, jot it down.
If you see things that shout…“we do this”, “we offer this”, write it down. Sometimes health club marketing just needs a little thinking outside-the-box and ideas from different people, stacking other ideas on top of each other. You are not always going to come up with all of the answers; this is the reason why it is so important to have a team working with you because you are thinking on one level and a team gives you multiple levels.
If you start stacking those ideas which start the creative process it can open up more creativity.
Use as many of those “FAB’s” as possible to improve your health club marketing efforts and your professional health club membership presentations.
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.