A comprehensive guide to closing a sale for your fitness business

Getting prospective members to sign-up for your gym or health center seems like the ultimate accomplishment as a gym owner. Closing a sale is impressive for you as a sales professional and it’s profitable for your brand. 

But the best sales made are the result of so much more than what’s obvious in the sales cycle. There are a lot of moving parts to a sales process and they are all homogeneously essential. 

In this article, we’ll run through the most effective sales techniques for the fitness industry and some common mistakes to avoid. We’ll also go over how you can use them to accelerate the growth of your gym.

Skip ahead to: 

What does closing a sale mean?

Common mistakes gym owners make when closing a sale

Closing a sale: creating a good offer

Tips for closing membership sales for a fitness business

7 different ways to close a sale

 

What does closing a sale mean?

Closing a sale means getting a yes from your potential customer. 

It’s the end result of an effective sales process and what defines success for a salesperson. 

It’s usually a well-versed combination of an effective sales presentation, responding to the customer’s pain points, and customizing the pitch. Success might mean better brand awareness, more referrals, or a future client.

As a salesperson, it’s your job to fine-tune the sales process and sales presentation. Be it a sales call, cold-calling, or an in-person tour of your facilities. 

Keeping yourself up-to-date with the latest sales techniques and pitch methods will prove to be a worthy long-term investment towards closing more sales.

Perhaps the most important part of closing a sale isn’t sounding like a sales professional. Showing genuine interest in your prospective client should be your top sales technique. 

Keep in mind that you are not hawking memberships. You are selling a program, a prospective lifestyle change, and a path towards better fitness.

Common mistakes gym owners make when closing a sale

The fitness industry is unique, and so are the sales techniques and sales training required for a salesperson in this field. 

Here are some common mistakes sales professionals make: 

Not being persistent

Giving up too early is a pricey sales mistake in the gym industry. 92% of salesmen give up after the 4th attempt even though 80% of prospects say no at least 4 times before they say yes on the fifth try. 

Be steadfast in your pursuit of a potential client, without being tenacious.

Sounding too sales-y

If your sales pitch sounds more like an advertisement than genuine concern for your client, chances of you closing the deal will drop. Try and ask questions and determine why a potential customer is looking for a gym. That’ll enable you to appeal to your prospect’s needs.

Not personalizing your pitch

People look for gyms for a variety of different reasons and this diversity should be reflected in your sales pitch. 

Your sales process needs to evolve with each unique customer. Instead of delivering the same generic presentation, try to find out what your potential client is looking for in a gym membership. Then customize your sales pitch to entertain the prospect’s objections. 

No follow-up after closing the deal

Your work as a salesperson doesn’t end when the client signs on the dotted line. End of the sales follow-up is crucial for retaining your client base. 

Keep in touch with new members and try to address any concerns they may have.

Closing a sale: creating a good offer

The way you present your offer will lead you to close more deals at the end of the day. Many things can impact this positively. Such as being more receptive to your client’s needs, individualizing the pitch, and strategically presenting the cost of membership.

Take the time to pose questions that reveal what the client really wants in a membership. 

Learn about the prospect’s objectives. That’ll prepare you for a sounder, custom-made pitch delivery. 

Thus allowing you to focus more on the features of your gym that will appeal most to your prospective client instead of wasting time on showing off services that may be impressive but are irrelevant to them.

Remember, you have the attention of a prospect only for a limited time. So strategically plan your approach and tackle any pain points they might have had with their previous gym. 

Presenting a win-win deal will increase your chances of success. Create a good offer that’s hard to decline, then sell it to your prospect in a well-tailored presentation. Customize the facilities tour and show client testimonials and great reviews to get them to sign up for the membership.

Tips for closing membership sales for a fitness business

Here are some ways that can improve your sales game: 

Assemble your sales pitch

Your sales pitch starts from the moment you greet a prospective client. Be organized and systematic in your sales pitch approach. Remember, you get only one chance to give a positive first impression of your brand in the client’s eye.

Make customers’ needs a priority

The secret to effective sales isn’t having the best amenities or offering the most economically comparable deals. Rather it’s making your customer feel heard and prioritizing their needs. Ask open-ended questions to better comprehend the expectations of your clients.