A perceived risk is a functional or psychosocial risk a member feels he/she is taking when purchasing a health club product and/or health club service.
One of the challenges a membership director has when selling health club memberships, anyone selling something pertaining to health club, or any other consumer product or service is to overcome the fear or perceived risk the member may have of purchasing your health club product and/or health club service. It is so important you study the psychology of selling and once you start to learn how the member thinks, feels and the emotions they experience when coming into your health club you will start to figure out ways to eliminate any perceived risk he/ she may have during the health club membership sales presentation.
One of the biggest perceived risks or the fear most members encounter or feel is the risk of being financially obligated to a health club membership. This is why it is so important to learn how to present your health club membership professionally. If you are professionally trained or you study on your own and learn how to present your health club membership with no perceived risk i.e., no downside, and nothing but the perceived value (upside), you will find it much easier to lock-up relationships.
For example, one of our taglines in MMC® is, “we acquire new members through no-risk/ self-funding promotional campaigns” and we even go one step further by saying “MMC® is a performance-based health club marketing company that works on a success fee only”. By saying performance-based, it eliminates any perceived risk (no-downside) a health club owner, manager or membership director might have which may be stopping them from partnering with us in growing their health club.
Learn how to eliminate the perceived risk your prospective members have 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 promotions, professional health club membership sales, and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.