The ability to persuade a person to buy a product or service that he or she would otherwise not purchase is selling in its purest form. Sales professionals who possess this skill are extremely valuable to the organizations because they represent the vast majority of revenue generation originated from the sales staff. How do you know if your current salespeople have what it takes though? Here are some personality traits to look for in a sales candidate:
Order Takers vs. Sales Professionals
It is important to distinguish between the different types of salespeople. Some people are in a sales position, however, they are not actually sales people. Consider employees working at the register of a restaurant. Sure, these employees help the restaurant generate revenue, and they may even help increase the sale in some manner, but they really aren’t selling anything. The customers voluntarily decided to eat at this restaurant, without any persuasion from the restaurant’s employees. The employees are simply taking customers’ orders. There’s no selling; hence there’s no reason to pay commission.
You need a salesperson who can get prospects on the phone, have meaningful conversations about their individual fitness needs and goals, set appointments, discuss all the ways your fitness club can help them reach their goals, then close deals by signing them up to join your club.
7 Characteristics of Successful Sales Professionals
1) They like meeting and talking to new people.
2) They believe that what they’re selling will truly benefit others.
3) They are able to clearly articulate the value proposition of whatever they are selling to the potential client.
4) They are able to maintain a great relationship with clients after the sale.
5) They’re smart, organized, and goal-oriented.
6) They have a strong desire to be successful.
7) They enjoy having unlimited income potential.
Selling Inside Your Fitness Club
One of the things that make inbound marketing such an appealing strategy is that you gain insight into an ever-growing pipeline of potential members long before those prospects ever pick up the phone to call you or come into your club asking about membership dues. Using landing pages and smart forms on your club’s website, visitors will begin telling you what their fitness goals are. They’ll tell you what areas of fitness they struggle with and whether or not they’d be interested in meeting with a personal trainer to complete an overall fitness assessment. You’ll also see which e-books they’ve downloaded from your website. All of this information paints a picture of how you can best help this potential member achieve his or her goals.
Armed with all of this detail, your sales team can now call these qualified leads. This is where the selling has to happen. As the club owner or general manager, you need someone who is a true sales professional, who is efficient, thorough and organized at following up on leads. Each lead that slips through the cracks is an opportunity lost.
You need someone who will not just wait around to take an order from a person who walks into your club off the street ready to sign up. You need a salesperson who can get prospects on the phone, have meaningful conversations about their individual fitness needs and goals, set appointments, discuss all the ways your fitness club can help them reach their goals, then close deals by signing them up to join your club. The success of your gym depends on how well your salespeople perform.
Health club owners agree that the lifeblood of every club is the continuous lead generation. While that’s true, what good is it to generate hundreds of leads without having a qualified team of sales professionals to follow up and close deals?