Today I want to discuss the term mystery shopper. A mystery shopper is someone who is shopping the competitor or other businesses and their goal is to get as much information about the competitor or business as they possibly can in order to use it for their health club marketing or professional health club membership sales.
The reason why I chose to talk about this today is because, I recently heard a prospective client addressed one of MMC®’s staff who played the role as a mystery shopper.
One of the things MMC® does even before we choose to work with a health club is, we send out mystery shoppers to the health club. When MMC® partners with a client, we have the biggest financial investment in the beginning. And because we need to be able to protect our investment in this relationship, one of the things we do before we even sign an agreement partnering with a client is we conduct a mini demographic survey, market analysis, competitive overview, etc.
Part of our competitive overview is, we have mystery shoppers shop and find out what the competitor’s pricing structure is, what they offer and all the information we can possibly get and we compile this information so we know partnering with X health club is going to be a good investment.
In this scenario I discussed earlier, one of our staff was shopping clubs and it just happen the owner was the one who answered the phone and recognized the voice of one of our staff. He called me and asks me why we are having people call them to shop their health club. I explained to him we are a performance based health club marketing company that strongly believes “information is the key to success” so we get as much information as we possibly can.
I am not only facilitating mystery shopping for the health club’s competitors, but the property we are partnering as well. We need to know where we need to focus our training to ensure the success of our member acquisition program and the only way we can do this is by going undercover to get the most accurate information.
Needless to say, the owner was extremely impressed at the amount of time and money we invested into his health club before we even sign up to partner with them in growing their health club. If you learn to capitalize on mystery shopping, you will be able to 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.