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Blog 137: Health Club Marketing Psychological Drives

Psychological drives are a topic that I often speak about and I’m always trying to get you to understand how important psychology is as a health club marketer or a professional health club membership salesperson. You have to first realize most prospective members are going to buy and they will buy for emotional reasons. They are going to buy a health club membership, some type of health club products, or health club service primarily for emotional reasons, and only then will they justify their purchase with logical reasons.

I use a lot of information that I learned from studying Anthony Robbins (www.tonyrobbins.com) programs and one of his courses teaches that people primarily have six basic emotional needs. There are numerous psychologists who wrote about similar emotional triggers (psychological drivers), but I just prefer Tony Robbins’ because it has been simplified. Prospective members have a need to feel significant, to feel respected, others want to feel connected, loved, and feel like they are part of something (belonging), and they want to feel they are needed, to feel they are contributing.

All of these emotions can be wrapped up into six basic emotional needs. When you start looking at the prospective member’s emotional needs, you will start to understand how to create a health club marketing program and promotional campaign that will attract, engage and get the prospective member to take immediate action.

Oftentimes when we are launching health club marketing campaigns, we get caught up in the logical reasons why the prospective member should buy. Most of the time health club marketers think it is the price that has something to do with the purchasing decision but they don’t realize that it has a lot to do with stimulating the prospective member’s emotions and getting the prospective member to have an emotional connection with you and your health club. Price is only a hook to grab the attention of the member through your health club marketing.

The prospective member wants to know what is in it for him/her. They want to know how your health club products and health club services are going to satisfy them and help them achieve their goals.

Just by studying how prospective members are driven by their psychology, you will learn how to develop a successful health club marketing campaign and you will learn how to successfully lock-up relationships with prospective members.

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.