This source presents a white paper distinguishing between selling and closing gym memberships, arguing that understanding this difference is crucial for gym success. Selling is defined as the process of identifying and solving customer problems, building trust and emotional connection through questions, and positioning the gym as the solution. Closing occurs only after selling, focusing on asking for the business with confidence once the prospect's needs are understood. The author provides strategies to train staff to separate these two phases, emphasizing the importance of role-playing, using a clear transition phrase, and implementing a structured sales system to improve membership conversions and create better member experiences.
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