Blog 227: Health Club Marketing Open Plan Selling

I love this definition of “open plan selling” offered bymarketingpower.com. Accordingly, open plan selling is a modern form of selling, heavily dependent on the sales person understanding and interpreting the prospect’s organizational and personal needs, issues, processes, constraints and strategic aims which generally extends the selling discussion far beyond the obvious product application. In a way, it is rather like combining selling with genuinely beneficial, free, expert consultancy.

In “open plan selling”, the seller identifies strategic business aims of the sales prospect or customer organization, and develops a proposition which enables the aims to be realized. The proposition is therefore strongly linked to the achievement of strategic business aims – typically improvements in costs, revenues, margins, overheads, profit, quality, efficiency, time-saving and competitive strength areas. There is a strong reliance on a seller having excellent strategic understanding of prospect organization and aims, market sector situation and trends and access to strategic decision-makers and influencers.

I love the term “open plan selling” because this is basically finding out the needs, wants, desires, emotional triggers and psychological triggers that the consumer (member) has. It is finding out what he or she wants to achieve through enrolling on a fitness program or the relationship with the health club and showing how your health club products and/or health and fitness services meet those specific needs.

The psychology of selling is so important when it comes to professional health and fitness membership sales. Not knowing how to meet the member’s psychological and emotional needs is absolutely devastating to your career and the financial health of the health club. I have said numerous times, members buy health club products and/or avail health club services for emotional reasons then justify their purchases with logical reasons. We must meet those emotional and logical needs of the member.

On MMC®’s website, we offer a free download (https://www.healthclubmarketingmmc.com/health-club-marketing-free-download-registration/) on locking-up relationships with members which helps you find out exactly what it is the prospective member in front of you is trying to accomplish.

Open plan selling, simply means finding out the prospective member’s needs, wants and desires and show how your health club products and/or health club services can meet those needs today.

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.