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How to Sell Gym Memberships Over the Phone

How to Sell Gym Memberships Over the Phone

Posted by Tyler Spraul, Certified Strength and Conditioning SpecialistĀ® (CSCSĀ®) on May 18, 2023 ā€” Updated on November 14, 2023

Learning how to sell gym memberships over the phone is like rocket fuel for a gym owner or gym sales manager. A successful gym relies heavily on its sales department, and phone sales can be one of the most effective ways to attract and retain new members. While face-to-face interactions are ideal, gym phone sales provide a cost-effective and time-efficient way of reaching out to potential clients.

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Brandon Stroupe
Founder and President, APEC Sports Performance

Read on to learn more about how to sell fitness club memberships on the phone, take a look at the best gym membership management system software platform, and then let us see how we can help you.

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Steps to a Successful Gym Phone Sales Process

1. Be Prepared: Before making a call, familiarize yourself with the person you’re calling, their interests, and how your gym can meet their needs. Make sure you have all necessary information about your gym, membership plans, and benefits at your fingertips.

2. Open With a Strong Introduction: Start the call by introducing yourself and the gym clearly and professionally. Express gratitude for their time and interest in your gym.

3. Engage in Conversation: Don’t just pitch your gym membership; have a conversation. Ask them about their fitness goals, what they’re looking for in a gym, and any concerns they may have.

4. Listen Actively: Pay attention to what the potential member is saying, and respond thoughtfully. Active listening helps build rapport and shows that you’re genuinely interested in their needs.

5. Explain the Benefits: Detail the benefits of your gym membership, aligning them with the needs and goals of the potential member. Be sure to highlight what sets your gym apart.

6. Handle Objections: If the potential member has objections or concerns, address them calmly and professionally. Provide clear information and reassurances where necessary.

7. Offer to Give a Virtual Tour: If possible, offer to give a virtual tour of the gym during the call. This allows potential members to see your facilities and ask any further questions they may have.

8. Close with a Call-to-Action: Encourage the potential member to sign up for a membership, try a free class, or book a consultation. Make it clear and easy for them to take the next step.

9. Follow Up: If the potential member needs time to think it over, make sure to schedule a follow-up call or email. Remember, persistence is key in sales.

10. Review and Reflect: After the call, review the conversation. Reflect on what went well and areas you could improve. This will help you refine your approach for future calls.

Understanding the Importance of Phone Sales for Gyms

The benefits of selling gym memberships over the phone are numerous and significant. Firstly, phone sales enable a gym to expand its reach beyond the immediate geographic area. It provides the opportunity to connect with potential clients who may not be able to visit the gym in person.

For example, imagine someone who lives in a rural area where there are no gyms nearby. They may be interested in joining a gym but are unable to because of the distance. However, with phone sales, the gym can reach out to this potential client and offer them a membership that suits their needs.

Phone sales can also help build relationships with clients. Unlike email marketing or social media promotions, phone sales enable you to have a genuine conversation with a potential client, which can lead to a deeper understanding of their needs and preferences.

During the conversation, the sales representative can ask questions to understand the client’s fitness goals, their current workout routine, and their availability to attend the gym. This information can be used to create a tailored gym membership offer that meets the client’s needs. This approach can make the client feel valued and appreciated, which can lead to a long-term relationship with the gym.

Finally, phone sales enable the sales representative to customize the gym membership offer to the individual client’s needs and preferences. This level of customization can be challenging to achieve with other marketing channels such as email or social media. With phone sales, the sales representative can offer a personalized membership plan that includes specific classes or services that the client is interested in.

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The Benefits of Selling Gym Memberships Over the Phone

The main benefits of selling gym memberships over the phone are:

  • Expanded reach beyond immediate geographical area
  • Development of deeper relationships with clients
  • Customization of membership offers

These benefits can help a gym increase its membership base, retain existing clients, and improve its overall revenue.

Overcoming the Challenges of Phone Sales

While phone sales can be an effective tool, it can also be challenging. The sales representative has to rely solely on their voice to create a connection and sell the gym membership. Many potential clients could be turned off by an unwanted sales pitch, so it is essential to build trust and rapport.

One way to build trust and rapport is to be honest and transparent with the potential client. For example, if the gym has a limited number of classes or services, the sales representative should be upfront about it. This approach can help build trust with the client and prevent any misunderstandings or false expectations.

Phone sales reps must also be skilled in active listening and empathy to understand the client’s needs and preferences fully. Exercise empathy by putting yourself in the shoes of the potential client. This will enable you to determine what aspects of the gym will most appeal to them and tailor your pitch accordingly.

Overall, phone sales can be an effective tool for gyms to expand their reach, build relationships with clients, and customize membership offers. By overcoming the challenges of phone sales and focusing on building trust and rapport, gyms can increase their membership base and improve their revenue.

Preparing for the Call

Researching potential clients

Before the call, it is essential to be well prepared and do your homework. One way to research potential clients is to check their social media profiles. You can gain insight into their interests and preferences, which can help you tailor your pitch to their specific needs. You can also check their company website to learn more about their history and values.

Another way to research potential clients is to look for reviews or testimonials from previous customers. This will give you an idea of what they value in a gym and what they may be looking for in a membership package.

Creating a call script

Creating a script for the call should be your next step. While you don’t need to stick to it word for word, having a guideline will ensure that you don’t forget any critical information you need to convey and may help you overcome nervousness and anxiety.

When creating your script, think about the unique selling points of your gym. What sets you apart from other gyms in the area? Is it your state-of-the-art equipment, your experienced trainers, or your variety of classes? Highlight these points in your script to make a strong impression on potential clients.

It’s also important to address potential objections in your script. For example, if a potential client mentions that they don’t have much free time, you can highlight the convenience of your gym’s location and hours of operation.

Read More: Gym Membership Sales Script

Setting up your workspace for success

Your workspace can significantly affect your energy and motivation levels during the call. Make sure you are in a quiet and well-lit area, with minimal distractions that will enable you to focus on the conversation. If possible, find a space with a door you can close to minimize interruptions.

It’s also a good idea to dress professionally, even if the call is over the phone. Dressing up can help you feel more confident and prepared for the call.

Finally, have a glass of water nearby to keep your throat hydrated and a notepad to jot down notes and ideas to improve your pitch. Taking notes during the call can also help you remember important details about the potential client and their needs.

Building Rapport with Potential Clients

The first impression is crucial in any sales conversation. Make sure to greet the potential client in a friendly and energetic voice. This will set the tone for the conversation. When speaking with them, listen actively and be genuinely interested in what they have to say. Paraphrase what they say, this shows you are actively listening, and it can help put your potential client at ease.

Making a strong first impression

The first few seconds of a phone call are critical in establishing a connection with a potential client. When introducing yourself, be sure to use their name and greet them with enthusiasm. A simple “Hi, John! How are you today?” can go a long way to making them feel valued and important. Be respectful of their time and ask permission to proceed with the call. Remember, you want to appear competent, friendly, and helpful.

It’s also important to be mindful of your tone of voice. Smiling while you speak can help convey warmth and friendliness, even over the phone. Avoid using overly technical language or industry jargon, as this can make the potential client feel confused or intimidated.

Active listening and empathy

Active listening and empathy skills are essential when it comes to phone sales. When speaking with a potential client, be sure to listen fully to their responses. Try to put yourself in their shoes and understand their perspective. Empathize with their wants and needs, and this will help you tailor your pitch to suit them better. Let them know that you can relate to their situation and that you have helped others in their position before.

One way to show empathy is to ask open-ended questions that allow the potential client to share more about themselves. For example, “Can you tell me more about what you’re looking for in a gym?” or “What are your fitness goals?” This not only helps you understand their needs better but also shows that you are genuinely interested in helping them.

Personalizing the conversation

Show your potential client that you care about their specific needs and that you understand that each client is unique. Personalize your conversation to fit their specific needs, highlight the unique selling benefits of your gym that would most interest them.

For example, if the potential client mentions that they are interested in weight loss, you could highlight the various weight loss programs your gym offers, such as personalized meal plans or group fitness classes that focus on burning calories. If they mention that they are interested in strength training, you could talk about the state-of-the-art equipment your gym has and the knowledgeable trainers who can help them achieve their goals.

Overall, building rapport with potential clients is all about establishing a connection and showing that you care about their needs. By making a strong first impression, listening actively and empathizing with their situation, and personalizing the conversation to fit their needs, you can build trust and establish a long-lasting relationship with your clients.

Presenting the Gym Membership Offer

Welcome to our gym! We are excited to present to you our gym membership offer that is tailored to meet your unique needs and preferences. Our gym stands out from others because of our commitment to providing high-quality services to our members. We have experienced trainers, top-of-the-line equipment, and exclusive services that are designed to help you achieve your fitness goals.

Highlighting the Unique Selling Points

Our gym is not just another gym. We pride ourselves on having a team of experienced trainers who are passionate about helping our members achieve their fitness goals. Our trainers are knowledgeable and are always available to offer guidance and support. We also have top-of-the-line equipment that is regularly maintained to ensure that it is always in good condition. This means that you can work out with confidence knowing that you are using equipment that is safe and effective.

Additionally, we offer exclusive services to our members, such as personalized workout plans, nutrition advice, and access to our online community. Our online community is a great place to connect with other members, share your progress, and get inspired.

Tailoring the Offer to the Client’s Needs

We understand that every client is unique, which is why we offer various membership packages with different pricing options. This means that you can choose the package that best fits your needs and budget. We also offer payment plans that are designed to fit into your budget, making the membership more accessible and affordable.

Our team is always available to help you choose the package that is right for you. We can also offer advice on how to make the most out of your membership, including which classes to take and which equipment to use.

Addressing Common Objections

We understand that you may have some concerns about joining a gym. Common objections include lack of time, budget constraints, and doubts about the gym’s effectiveness. We want to assure you that we value your time and have designed our gym to cater to your busy schedule. We offer flexible class schedules and online workout options that you can access anytime, anywhere.

When it comes to budget constraints, we have various membership packages that are designed to fit different budgets. We also offer payment plans that are flexible and affordable. We want to ensure that our gym is accessible to everyone, regardless of their financial situation.

If you have doubts about the gym’s effectiveness, we encourage you to try it out for yourself. We are confident that you will see results if you commit to your fitness goals and work with our experienced trainers. We are here to support you every step of the way.

Thank you for considering our gym membership offer. We look forward to welcoming you to our community!

How Do I Get People to Buy a Gym Membership?

Getting people to buy a gym membership involves understanding their needs and showing them how your gym can meet those needs. Start by building a strong connection with prospective members, understanding their fitness goals, and giving them a tour of your gym facilities. Highlight the benefits of your gym and provide them with compelling reasons to join, such as unique classes, professional trainers, or state-of-the-art equipment. Offering trial periods or discounts can also motivate people to buy a membership. Using a gym management software like Exercise.com can help streamline the process and offer a seamless experience for prospects.

How Do You Pitch a Gym Membership?

When pitching a gym membership, it’s important to focus on the benefits that align with the prospect’s fitness goals. Begin by understanding their needs, then present your gym’s offerings, such as workout classes, equipment, trainers, and community, that meet these needs. Use storytelling to make your pitch more compelling and relatable. Remember to handle objections professionally, re-emphasize the benefits, and end with a clear call to action.

How Do I Recruit New Gym Members?

Recruiting new gym members can be achieved through a combination of strategies including local outreach, partnerships with local businesses, social media marketing, offering free trial classes, and referral programs. Providing exceptional customer service, maintaining clean and up-to-date facilities, and hosting engaging events can also help attract new members. Using Exercise.com’s gym management software can simplify the process, allowing you to focus on providing a top-notch experience for potential members.

How Do I Motivate People to Join My Gym?

Motivating people to join your gym involves understanding their fitness goals and demonstrating how your gym can help achieve them. Offer tailored workout plans, personalized guidance, and community support. Organize exciting fitness challenges, offer referral discounts, and promote success stories to make your gym more appealing. Also, maintain a vibrant and inviting gym environment, and ensure your staff is welcoming and supportive.

How Do You Write a Gym Sales Pitch Script?

Writing a gym sales pitch script begins with a strong opening that grabs attention, introduces your gym, and states the purpose of the pitch. Then, transition into a discovery phase where you ask questions to understand the prospect’s fitness goals and needs. Next, present the features of your gym that align with these needs, using storytelling to make it more engaging. Handle any objections professionally, re-emphasizing the benefits of your gym. Conclude with a strong call to action, whether that’s signing up for a membership, booking a tour, or scheduling a follow-up call. Always customize the script based on the individual prospect for the best results.

How Can I Use Social Media to Increase Gym Membership Sales?

Social media platforms are excellent tools for boosting gym membership sales. You can share engaging content that highlights the benefits of your gym, such as success stories, fitness tips, and behind-the-scenes looks at classes or facilities. Run targeted ads to reach potential members in your local area. You can also use these platforms for hosting contests, live Q&A sessions, and virtual tours of your gym. Integrating your social media with a robust gym management platform like Exercise.com can help track engagement and manage leads more effectively.

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What Are Effective Promotions for Attracting New Gym Members?

Effective promotions for attracting new gym members can range from offering discounted or free trial memberships, to hosting open house events, or offering a “bring a friend” program. Seasonal or holiday-themed promotions, referral incentives, and rewards for achieving certain fitness milestones can also be effective. Exercise.com’s gym management software can help you design and manage these promotions seamlessly.

How Can I Make My Gym Stand Out to Potential Members?

To make your gym stand out, focus on what makes your gym unique. This could be your state-of-the-art facilities, expert trainers, diverse classes, or a strong community vibe. Offering high-quality customer service can also differentiate your gym. Promote these unique selling points through your website, social media, and other marketing materials. Utilizing a custom-branded gym app, like the one provided by Exercise.com, can also enhance your gym’s professional image and provide a standout user experience.

How Do I Handle Objections During a Gym Membership Sales Call?

Handling objections during a gym membership sales call involves listening to the prospect’s concerns, acknowledging them respectfully, and addressing them with factual and relevant information. It’s crucial to maintain a positive tone, re-emphasize the benefits of the membership, and reassure the prospect that their concerns are valid but can be effectively managed. Utilize your gym management software to keep track of common objections and your strategies for overcoming them.

What Role Does Follow-Up Play in Selling Gym Memberships?

Follow-up plays a significant role in selling gym memberships. It shows prospects that you value their interest and are committed to helping them achieve their fitness goals. Follow-ups can take the form of a phone call, email, or even a personalized note. It’s an opportunity to answer any additional questions, address concerns, and gently nudge the prospect towards making a decision. A well-timed follow-up, managed through a comprehensive platform like Exercise.com, can significantly improve conversion rates.

Get Started with Gym Phone Sales!

Selling gym memberships over the phone can be challenging, but with the right approach, it can open doors to new opportunities. Take the time to research each potential client, create an engaging and personalized script, and tailor your pitch to their specific needs and preferences. Building rapport, presenting the gym membership offer and answering objections will all play a significant role in winning over new clients.

Carr Elite
Exercise.com has enabled our company to expand in ways we couldnā€™t imagine possible. It is much easier to get our programming out to not only our local clientele but also new clientele throughout the world as well as our professional athletes in different cities.
Eric Mahanke
Head Strength & Conditioning Coach, Carr Elite

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Tyler Spraul is the director of UX and the head trainer for Exercise.com. He has his Bachelor of Science degree in pre-medicine and is an NSCA-Certified Strength and Conditioning SpecialistĀ® (CSCSĀ®). He is a former All-American soccer player and still coaches soccer today. In his free time, he enjoys reading, learning, and living the dad life.
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