I really have to share this definition by Wikipedia with you about procrastination so you can see how important psychology is in health club marketing and health club professional sales. I will be inserting key points as needed.
In psychology, procrastination refers to the act of replacing more urgent actions with tasks less urgent or doing something from which one derives enjoyment, thus putting off impending tasks to a later time. This is exactly what I mean when I tell you prospective members buy for emotional reasons, i.e., pleasure. This also goes directly to the point why I say, “if someone does not love health club marketing and professional health club membership sales, they will never be good at it either.”
In accordance with Freud, the pleasure principle may be responsible for procrastination; humans prefer avoiding negative emotions, and delaying a stressful task. This is exactly what I mean when I say prospective members are motivated by either pain or pleasure but will do far more to avoid pain than they will to get pleasure. In this example, Freud says “stressful” but does not say “painfully” which is why it is easy to do the more enjoyable tasks.
The concept that some humans work best under pressure provides additional enjoyment and motivation to postponing a task (working under pressure is painful and therefore motivates the person to take immediate action).
Some psychologists cite such behavior as a mechanism for coping with the anxiety associated with starting or completing any task or decision. This is why I scream to the top of my lungs that you must learn health club professional sales because prospective member associate pain to making a buying decision and you must be trained to help the prospective member through this process of linking pleasure to your health club products and/or health club services.
Other psychologists indicate that anxiety is just as likely to get people to start working early as late and the focus should be impulsiveness. That is, anxiety will cause people to delay only if they are impulsive. (Anxiety is pain, and pain is always a motivating force. It is far better to motivate prospective members through pleasure which takes more time and effort but both methods are equally useful.)
Associate massive pain to procrastination and you will grow your health club and 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.