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Blog 163: Health Club Marketing: The ABC’s of Professional Health Club Sales

ABC is a sales acronym standing for “always be closing”.

This is again another term I have put a twist on in the health club marketing industry. ABC stands for always be closing, but in reality you don’t always want to be closing because the true closing is asking the prospective member questions like, “How do you want to pay for this, cash or check?” or “When would you like to take delivery of the product, Wednesday or Friday?” These are examples of alternative closes. Always be closing is not completely accurate.

What you really want to do is ABTC which means “always be test closing”. You can do this by taking the temperature of your prospective members, if they are cold or hot as it pertains to their readiness to commit. By test closing, you can gauge whether or not the prospective member is ready to be asked a closing question.

What I mean by this is, if you go for the closing, you would be asking the prospective member questions like, “Would you like to take care of this today?”, “Do you want to start your first lesson tomorrow?”, etc. If the prospective member says no to your questions, it would mean you are now starting over again from the beginning. But by test closing, you can ask some questions that will allow you to gauge how close the prospective member is to saying yes to you during your professional health club sales presentation.

You can then determine when you need to finalize the presentation and lock-up the relationship by asking a great test close question like, “Will your wife and kids be joining our club as well?” If the prospective member answers yes, then you know you are getting warmer and closer to locking-up the relationship.

Always be test closing in your professional health club sales presentation 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.