Fitness Sales and Marketing Do’s and Don’ts
Fitness sales and marketing quick tips to help you dial in your sales and marketing for your fitness business.
Fitness facilities owners or operators including health clubs, fitness studios, gyms, or large fitness facilities all tend to make some of these common mistakes.
Check this do’s and don’ts list and see where you can improve your sales and marketing for your fitness industry business.
Sell Benefits First. During the sales process discover the needs and wants of the prospect and focus on how your fitness services can meet those needs.
Ask open ended questions to discover what’s most important to the prospect. Focus on how you can help them achieve what’s important to them and you’ll be adding a new happy member.
Don’t sell features first. If your gym or fitness studio has the “best” equipment in the world that’s awesome but… why would the prospect care?
Tie-in the “benefits” that using the “best” equipment will provide. Demonstrate how it will help the prospect achieve what’s most important to them.
“Features Tell Benefits Sell”
Have a marketing plan. “Winging it”? Are you taking a reactive approach to your marketing?
Having a strategic plan for your sales and marketing will keep the leads flooding in and the business growing.
Using a simple marketing calendar will help you keep track of offers, promotions, events, etc.
It’s a great tool to improve the quality of your marketing because you won’t be just throwing stuff together last minute and hoping it will work.
Don’t Boost Facebook Post. Boosting a post is like hunting blind folded.
Instead you should be running targeted Facebook ads with clear objectives. The ads should be part of an optimized funnel including re-targeting, high converting landing pages and automated follow-ups.
This is how you get more members and a big ROAS (return on ad spend).
Invest In Growth. Growth never happens by accident!
You should be investing in your fitness sales and marketing on a regular basis.
Invest in marketing your business to create a steady stream of leads. Having lot’s of leads in the pipeline all the time will fuel your growth.
Invest in sales training to convert leads and capitalize on your marketing success. If you have a weak sales process then you’ll be pouring leads into a bucket with holes in it.
For more marketing tips check out Gym Marketing Hacks.
Don’t get complacent. Always think a few years ahead…your competition is.
Think of ways to innovate and force change in the future to stay ahead of the curve. Technology, trends, and interests are changing faster then ever before.
If you don’t re-invest in your fitness business and find ways to stay competitive then eventually you will start losing business to the new place that just opened up down the street.
Block out some time at least once a year to think a few years ahead. Use that time to discover new tech, new trends, and changes in the industry. This small investment of your time will pay off and have your competitors playing catch-up.
Make a good first impression. First impressions matter.
It’s very likely your future members will engage with your brand online before they visit your facility.
- How do look online?
- Is your website design above average?
- Do you have good reviews?
- Is your social media active and engaging?
- Does your brand look like a winner that makes people want to be a part of it?
Perform a quick audit. Don’t be emotional about it just try to be as objective as possible. Rate each channel on a scale of 1-10 and see which areas need attention.
Ask yourself what kind of impression are your potential members getting when they see your website, social media, reviews, videos, etc.
Don’t be boring. Fitness is interesting, at least it should be.
Fitness can be an escape, it can be about community, being healthy, over coming personal challenges, inspiration, getting some “me-time”, a way to destress, get stronger, and so much more. One thing fitness should not be is boring!
Take a quick look at your social media and just glance over the last 10 posts.
Is it interesting, fun, inspiring, engaging, offer value? Are you using video? Are the people in the video happy and inspiring. Is your content engaging?
Care! Really care about your members. Listen to them, pay close attention, and make their happiness a high priority.
Your members will appreciate it. Plus, it will pay off in referrals, positive reviews, and make a positive impact on your brand.
Don’t ignore. Don’t ignore comments and reviews online.
Respond to positive comments and reviews.
Engage with your community and be as responsive as possible. Answer questions and say thank you to positive reviews or encouraging comments.
If the comment or review is negative, be professional and respond quickly.
Do your best to take the conversation off-line. See if you can get the situation resolved and ask for an update on the review or comment.
Being responsive shows that you care. It shows prospective members you’re actively meeting members needs instead of being apathetic.
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