How To Use Social Media To Find New Leads For Your Gym

What is Social Prospecting?

As a gym owner, you already understand the importance of social media as part of your sales strategy. With more than one billion monthly active users on Facebook, and over 230 million monthly active users on Twitter, smart gym owners know there’s more potential than ever to use social platforms to get their name out there, showcase their expertise, and pique curiosity. Hey, it’s your job to make people aware of what your gym can offer, right?

Right. So that’s why smart gym owners practice social prospecting – the art of scouring the social web, identifying potential prospects for your gym, and guiding them through the buyer journey.

About This Information Sheet

This social prospecting information sheet will teach you the fundamentals of how to listen to social media conversations in order to generate leads for your gym. It’s about engaging people that may or may not know what your gym can do for them.

We’ve identified the quickest way to find potential prospects on Twitter, Facebook, LinkedIn, Pinterest, and Google+. We hope you can use the worksheets to help you get started with social prospecting.

Every information sheet includes:

• Short preparatory work to make the actual prospecting easy
• Visual instructions on how and where to find prospects
• Pro tips that will help you get the best results
• Prescriptions (Sales Rx) for success
• Take-home exercises for follow-up prospecting

Getting Started

To get started with any one of these worksheets, you’ll need:

• A social profile for that network
• Keyword phrases that people use to find you on search
• Organic content related to those keyword phrases


(1) Prep:
Write down the top three keyword phrases that people use to find you on search.

Pro tip: Remember, shorter keyword phrases work better for Twitter.

Write down three pieces of content that are related to the search results of your keyword phrases. You’ll be able to use this content to draw prospects back to your website.

(2) Get Started:

Head on over to Twitter and type in your keywords and hashtags using any combination you would like.

Pro tip: Mix and match searching your keyword phrases with a hashtag and without a hashtag for the most diverse results.

Please Note: Twitter has a couple options to sort your search results (see below). It automatically shows you “Top” results. If you’d like to see more results, click “All” at the top of your search. Or, just to the left of your search results, you can click “People” to only see other profiles, not tweets,that match your search.

Based on their profiles, identify five Twitter users that could be potential leads for your business. Then follow them!

(3) Take Action:

Now it’s time to start sharing the pieces of content you identified earlier. Start engaging with potential prospects by:
• Retweeting some of the content they’ve shared on Twitter, especially if what they shared is relevant to your industry (remember, these will appear to your followers)
• Clicking “Favorite” for relevant tweets to your industry or tweets you appreciate for being interesting or funny (these will not appear to your followers)
• Responding to any questions they may have tweeted to establish thought leadership

Sales :

Create a Twitter list of all the potential prospects you’ve identified to make checking in on them easy for you. Make sure to name your list something that is relevant to your industry. (You do this from your own profile page.)

Please Note: Twitter lists can be public or private. If you make a public list, name it something you don’t mind others seeing (so do NOT name a public list “My Prospects” for instance – name it, “[Your Industry] Leaders” or something equally complimentary.) When you add someone to a public list, they get an alert the same way they get alerts for retweets, favorites, and @-mentions. (If you’d rather create a private list, feel free to name it whatever is best for your Twitter usage.)

[Take-home exercise]
Spend 20 minutes a week:
- Repeating this exercise and adding more prospects to your list (5 mins)
- Retweeting relevant content for your industry from this Twitter list (5 mins)
- Favoriting tweets from potential prospects from this Twitter list (5 mins)
- Engaging with potential prospects by posing or answering questions from your Twitter list to establish thought leadership (5 mins)


(1) Prep
Write down the top three keyword phrases that people use to find you on search.

Pro tip: Remember, more business-focused keywords are favored on LinkedIn.

Write down three pieces of content that are related to the search results of your keyword phrases. You’ll be able to use this content to draw prospects back to your website.

(2) Get Started:
Sign into LinkedIn, and to the left of the top search bar, select “Groups” from the drop-down icon menu, which will search all LinkedIn groups.

Pro tip: You can narrow your search results in the menu on the left by choosing what your relationship is to members of the groups, for instance if you want a category of “Open” or “Members only,” or if you want search results for groups that are in one or multiple Languages.

Based on the group’s description (and a quick scan), identify five LinkedIn Groups that could have potential prospects for your business and join them.

Don’t forget: Some groups are private, so you may need to wait until you are accepted into the group to complete the worksheet.

(3) Take Action:
Now it’s time to start sharing the pieces of content you identified earlier. Start engaging with potential prospects by:
• Joining in on conversations in the group where you can add value with your content
• “Liking” content that others are sharing in the group
• Sharing your own content and posing your own questions to the group

Sales :
When you find a particular post within the group you want to monitor, you can choose to “Follow Discussion” so you’ll be updated when content for that post is added.

[Take-home exercise]
Spend 20 minutes a week:
- Reviewing the content in the groups you’ve joined (5 mins)
- Commenting and adding value to posts from others in the group (5 mins)
- Evaluating those you engage with the most to see if a connection is a good fit (5 mins)
- Share one piece of organic content to the groups you’ve joined (5 mins)


(1) Prep:
Write down the top three keyword phrases that people use to find you on search.

Write down three pieces of content that are related to the search results of your keyword phrases. You’ll be able to use this content to draw prospects back to your website.

Write down 3 long-tail search queries that are created from those keywords.

Definition: Long-tail keywords are search queries composed of 3 or more words that are more specific than the keyword alone.
Example: “HubSpot” (not long-tail) vs. “inbound marketing software” (long-tail)

(2) Get Started:
Sign into Facebook and type your long-tail search queries into Graph Search and see what comes up.

Pro tip: If you’re not familiar with Graph Search, spend a few minutes and take the tour. Worth it! You can find that tour here:

Identify three pages could potentially have leads for you and “Like” them.

Identify three groups could you join that prospects could potentially be in & join them.

(3) Take Action:
Now it’s time to start sharing the pieces of content you identified earlier. Start engaging with potential prospects by:
• Joining in on conversations on pages and groups where you can add value with content
• “Liking” relevant content on pages that is relevant to your industry
• Asking questions on pages and groups to engage others

Sales :
If possible, subscribe to the pages’ or the groups’ RSS feed (if enabled) so you don’t miss any relevant content.

[Take-home exercise]
Spend 20 minutes a week:
- Scanning the pages you’ve “liked” for any opportunity to join the conversation (5 mins)
- Searching the groups you’ve joined for opportunities to offer help or content (5 mins)
- Engaging with people from the groups or pages directly on their profiles (if possible) (5 mins)
- Share one piece of organic content to the groups or pages you’ve joined (5 mins)


(1) Prep:
Write down the top three keyword phrases (with a hashtag) that people use to find you on search.

(2) Get Started:
Go to Pinterest search and type in the keyword phrases with hashtags (and try without hashtags, too).

Pro tip: Use the left-hand menu of the Pinterest search bar to drill down into specific industries that could be a good fit for you.

Based on Pins found, identify five pinners (businesses or people) that could be potential prospects and follow their boards.

(3) Take Action:
Now it’s time to start sharing the pieces of content you identified earlier. Start engaging with potential prospects by:
• Scanning your new dashboard filled with the boards you follow for any relevant content
• Re-pinning any content from prospects that are useful to your followers
• Adding value through comments to pins by your prospects

Sales :
Sign up for PinAlerts to see what’s being pinned to Pinterest from your website by potential prospects. You can learn more here:

[Take-home exercise]
Spend 15 minutes a week:
- Scanning the boards you follow to see any new pins (5 mins)
- Re-pinning any relevant content that your prospects are posting (5 mins)
- Evaluating anyone as a prospect who has pinned something from your website (5 mins)


(1) Prep
Write down the top three keyword phrases that people use to find you on search.

Write down three pieces of content that are related to the search results of your keyword phrases. You’ll be able to use this content to draw prospects back to your website.

(2) Get Started:
Head on over to your Google+ account and search your keyword phrases.

Pro tip: Get context for your search results by toggling between All, Friends, Family, Acquaintances, and Following.

Identify three people and pages that could potentially have leads for you and “follow” them.

Identify three communities that could potentially have leads for you and “join” them.

(3) Take Action:
Now it’s time to start sharing the pieces of content you identified earlier. Start engaging with potential prospects by:
• Digging into the pages and people you’ve followed and adding value when possible through comments
• Liking (“+1”) any content that’s relevant to you and your business
• Identify regular contributors in your communities and engage with them through answering questions or providing helpful content

Sales :
Save all your Google+ searches for easy access later. (Just bookmark or save the URLs of your searches.)

[Take-home exercise]
Spend 30 minutes a week:
- Scanning Google+ posts and commenting on one relevant piece content (15 mins)
- Work on building relationships with regular contributors in communities by adding thought leadership to content they’ve shared (15 mins)

Why Sales Training in your Gym is a Good Investment

There’s a direct connection between a gym’s sales training programs and its member growth, industry competitiveness, and financial profitability. Here are some reasons gym sales training in general is a worthwhile investment:

  • Sales training increases the effectiveness of marketing, referral and promotional programs.
  • Sales training increases staff retention.
  • In general, sales training increases sales rep job satisfaction, motivation, and morale.
  • Motivated and well-trained health club sales reps are loyal staffers, which means turnover goes down.
  • Employee sales training and development provides you with a pool of skilled and knowledgeable people who can move up in the organization and fill critical jobs and perform critical functions.
  • Sales Training helps your organization ride the crest of technological change and innovation.
  • Well-trained, highly skilled salespeople are more efficient, productive, and creative.
  • A trained workforce provides the human resources to expand into new markets and seize opportunities in a highly competitive marketplace.
  • Sales Training helps develop a positive organizational culture in your gym in which confident, knowledgeable, creative staffers are poised to provide superior service to club members.

Five ways you can increase the payback of your training dollars. To make sure your employee sales training is always successful and cost-effective…you need to:

  1. Make sales training on ongoing process in your health club, and reassess sales training needs on a regular basis to be sure you’re addressing what’s needed right now.
  2. Encourage your salespeople to discuss their sales strengths and weakness in membership sales and then request additional gym sales training.
  3. Provide gym salespeople with an opportunity to use newly learned sales skills right away.
  4. Be sure your gym sales training is comprehensive, applicable and interactive, and be sure to role play with salespeople in a safe setting.
  5. Send your gym club salespeople back to the club with sales checklists, step-by-step club sales instructions, and reminders that help them effectively apply their new industry specific sales skills.

The only thing worse than training your staff and having them leave is to not train your staff and have them stay.

Now, go get some gym sales training! | www.fmconsulting.netgymsforsale |

Getting Ready for the Peak Selling Season

Anyone in the fitness industry knows that with New Year’s right around the corner, it will soon be the busiest time of the year for sales traffic. On one hand, more traffic simply means more membership sales and more revenue. On the other hand, a potential problem lurks; high prospect traffic often results in a drop in closing rates.

During busy times salespeople have a tendency to cut corners with the selling process. Perhaps they are trying to rush because another guest is waiting, but often the reason stems simply from the fact that they can cut corners without “feeling” the effects of a weaker sales presentation. That is, their closing percentage may go down (and I am shocked at the number of salespeople who do not track their own closing percentage) but because they are seeing more prospects, their numbers still look good. Hence, they are not “feeling” the pain of the decrease in overall success.

As a quick review, remember there are 8 steps to the professional fitness sales presentation;
1. Find a prospect
2. The meet and greet (which is the pre-qualification)
3. Qualify
4. Tour
5. Membership presentation
6. Overcome objections
7. Point of sale referral process
8. Establish a clear course of contact

Although every step of the sales process is important, and requires specific skills, tools and techniques to properly complete, the two areas of the sales presentation where salespeople have a tendency to first cut corners are on the qualifying stage and the tour.

The Qualifying Stage

Mistake #1: Trying to qualify while standing at the front desk.

This is a huge mistake for number of reasons. First, with many prospects there is a level of DIS-comfort at being inside a club. Therefore, making sure the prospect is at ease is very important. As a result, the qualifying process should happen in a quiet and private area of the club as possible, if you use an office, keep the door open so the prospect doesn’t feel “locked in.” In addition, if the salesperson will be sitting with the prospect in an area where guest traffic walks by, try and position the prospect so their peripheral vision has the LEAST number of distractions. Finally, when choosing desk space, know that round tables are the most inviting for rapport building and if a desk must be used, sit caddy-corner with a prospect NOT across from them

Mistake # 2: Not using a printed Needs Analysis Sheet or Guest Profile

Using a printed, professionally looking needs analysis form is imperative for a number of reasons. First, it ensures a consistent, effective and PROVEN sales presentation with every prospect no matter which salesperson is on the job. Second, it looks professional; let’s face it, when you go to your doctor they have forms they use! Third, when a salesperson asks questions AND writes down the answers, it conveys a feeling of caring to the prospect, and therefore creates a greater level of rapport. And fourth, using a form to capture the prospects information allows for effective follow up.

Think abut it, if a salesperson works with five prospects a day, it will be almost impossible for them to remember details about someone one or two weeks later. So, for all these reasons, and many more, it is imperative that salespeople use a needs analysis form.

The Tour

Tour Mistake #1: Touring the prospect before qualifying

Yes, I know some of you are saying, “Wait a minute, if qualifying is step #3 and touring is step #4, then how (or why) would a salesperson reverse the order?” That is a great question and one that has NO logical answer. What salespeople will often say is that because the prospects say, “I’m here to see the facility,” they feel obligated to show them the club so as not to “upset” them. To ensure that a full understanding of why one tours ONLY AFTER qualifying, think of this scenario. You go to the doctors because you don’t feel well. You are sitting in the examining room and the doctor comes in and says, “So, I hear you don’t feel well.” After simply saying, “No, I don’t.”” the doctor turns around, grabs a syringe, fills it up with something and comes over to give you a shot in the arm. What is going through your mind right now? Yea, “This guy is a whacko – he’s trying to give me treatment without even knowing what is wrong with me.”

Well, the same analogy applies to selling health club memberships. How can you give a prospect a customized, personal tour without first knowing what the prospect wants and why that it is important to them? You can’t, so always make sure your sales team is ALWAYS QUALIFYING BEFORE TOURING. Not only will it result in greater success, but the prospect will feel better about the process as well.

Tour Mistake #2: Giving the “Museum” Tour

The museum tour refers to the situation when a salesperson walks through the club and simply “feature-dumps” information to the prospect. “Over here we have 55 cardiovascular pieces of equipment and we have 112 different classes per week, and we have only certified trainers, “ blah, blah, blah, blah, blah. WHO CARES! People don’t buy features – they buy what those features are going to give them in terms of benefits.

Therefore, salespeople need to stop blabbing about a ton of features and, instead, focus on the key things that the prospect indicated were important to them (Super Objective) during the qualifying stage. Then once the salesperson has explained the benefits of a particular club feature, they need to get the prospect to verbally give feedback as to the importance of that feature.

Take the time and tune-up the qualifying and touring aspects of your clubs sales presentation and it will result in a higher level of sales success.


Membership Consultant Seven Day Jump Start

Day 1)

  • Full uniform
  • Copy of training manuals
  • W2 info and I9
  • Set goals with sales manager
  • List 50 names and #’s of friends and family
  • Telemarket these 50 names and #’s
  • Receive guest passes and flyers
  • Walk through daily productivity report with sales manager
  • Read training manuals cover to cover and take sales test
  • Three hours of outside prospecting

Day 2)                                             

  • 2 to 4 hours outside prospecting
  • 4:00 heads – up meeting
  • Put out lead boxes and fish bowls
  • Role play – telemarketing
  • Begin to set appointments
  • Collect names and #’s from floor (floating)
  • Fill out daily productivity report
  • Learn how to do a “first” workout

Day 3)

  • 12:00 sales training
  • 2 to 4 hours external prospecting
  • 4:00 heads-up meeting
  • Role play – meet & greet
  • Collect names & # from floor
  • Train 3 members
  • Set appointments by phone (5 or more)
  • 5 names and numbers from outside prospecting
  • Fill out daily productivity report

Day 4)

  • 12:00 sales training
  • 2 to 4 hours external (lead boxes/fish bowls)
  • 4:00 heads-up meeting
  • Role Play
  • Pre-tour sheets
  • Collect names and #’s from floor
  • Train 3 members
  • Follow everyone on tours
  • Must have 5 – 7 appointments from now on!!
  • Fill out daily productivity report

Day 5)

  • 12:00 sales training
  • 2 to 4 hours prospecting (Buddy referrals)
  • Role playing
  • Train 3 members
  • 4:00 heads-up
  • Follow everyone on tours
  • 5 –7 appointments
  • Fill out daily productivity report

Day 6)

  • 12:00 sales training
  • 2 to 4 hours prospecting
  • Role play objections
  • Learn prices and how to use drop sheet
  • 4:00 heads-up meeting
  • Collect names & numbers on floor from workout members
  • Get 2 guest in the club
  • 5 – 7 appointments
  • Fill out daily productivity report

Day 7)

  • 2 – 4 hours prospecting (lead box/fish bowl)
  • Complete tour (overcome objections)
  • Fill out agreement
  • Train 3 members
  • Your first full tour day

Krav Maga Worldwide® Courses and Seminars in Europe

A couple weeks ago I traveled from Krav Maga Worldwide® in Los Angeles to Europe to teach an instructor training in Luxembourg, and then an advanced weapons seminar in Barcelona. The trip was very rewarding as I had the opportunity to spread the self defense system that I love throughout the world.

In Luxembourg, I worked with a group of Phase B instructors (Level 2), all of whom I had worked with a year previously in the Netherlands. At the official KMW training center in Luxembourg (which is a beautiful training center by the way!), these instructors showed true heart, courage, and the ability necessary to teach at the next level. We are extremely strict with our teachers and want them to be experts at whatever level that they are certified to teach. We put them through an extremely rigorous week, and this group showed incredible poise and grit to pass on all fronts. I am excited that these instructors will be spreading our system throughout Europe, and teaching people to make themselves and their communities safer. I am proud of them all, and would like to thank them for their effort and dedication!

The seminar in Barcelona was a great success. People from all over Europe came to train with me for an 8 hour seminar focusing guns, guns, and more GUNS! We covered everything from the basics all the way to hostage techniques, 3rd party defenses, and even some ‘Active Shooter Scenarios.’ I also presented one of our newest Black Belts, Miguel Membrive, with his diploma in front of his home school. Miguel tested in August with us at the KMW headquarters in Los Angeles.

KMW Barcelona was an excellent host and they are clearly doing great things in the Barcelona community. Special thanks to both Marc Stoltz of Krav Maga Luxembourg and Andres Bravo Tornil of Krav Maga Barcelona for hosting these great events!

All in all, It was an honor to work with such talented people who all want help make the world a safer place!

Ok, that’s all for now… Go do some Krav Maga today!

-A.J. Draven
KMW Lead Instructor
Twitter – @AJDraven

Are You the Complete Sales Package?

Are you the complete sales package?
Are you the consummate sales professional?
Do you have what it takes to do what it takes to run circles around your competition?
Can you pass this sales (Fundamentals of selling) test?
I’ll be using the word “System” a few times. A system is defined as a method or a plan, an established way of doing something – in writing.
Whereas, to improvise is to do things on the spur of the moment
1. Do you have a system for working new leads? Or do you improvise?
2. Do you have a system for making appointments using the telephone? Or do you improvise?
3. Do you have a system for qualifying your prospects? Or do you improvise?
4. Do you have a system for quantifying your prospect’s pain? Or do you improvise?
5. Do you have a system for presenting your products/services as solutions? Or do you improvise?
6. Do you have a system for dealing with the price objection? Or do you improvise?
7. Do you have a system for working your tickler file? Or do you improvise?
8. Do you have a system for following-up? Or do you improvise?
9. Do you have a system for securing the commitment? Or do you improvise?

Which of these pieces (Systems) are you missing? Congratulations if you already have these NINE systems.

One final thought about this – if you’re not complete you can’t compete!

Let’s go out and sell something . . .

Jim Thomas’ Fitness Management & Consulting | | 800-929-2898

Is Selling a Membership Simple or Complicated?

It’s always interesting to see the different ways facilities across the country go about selling a membership. Most that struggle in the sales process have made the process overwhelming and complicated without even realizing it. Most that do well in the sales process seem to have figured out a way to make the entire process very simple.
So, before you continue reading, I’d like you to take a moment right now and decide whether you think selling a membership is simple or complicated? Ok, please continue.
People demand the simple in their lives and they see the value in simple. Simplicity sells and people who visit your center are even willing to pay more money for the simple.
Now let’s come back to selling a membership and whether it is complicated or simple.
I think that many owners have been convinced that selling a membership is difficult and complicated but we also use the perspective that selling a membership is complicated as an excuse to miss the sale. Let me explain this a bit further.
Many owners have been told selling a membership is difficult, overwhelming and complicated. They have been convinced that:
• As the facilities and services we are selling get more and more complicated…and the competition increases, the selling of these complicated and highly competitive facilities and services must by definition get more complicated as well.
• As the number of people involved in making a single buying decision increases (husband/wife, corporate sales), the more complicated the selling of a membership becomes.
Since many owners have been convinced that selling a membership is complicated, they start to believe they need a complicated membership sales process and complicated sales tools in order to effectively sell. As a result, lots of centers do not maximize an opportunity that is right in front of them.
Complexity in the sales process provides us with many additional sources of excuses and gives us the ability to cover up our failures in the sales process. If you are selling complicated facilities and services at your center, you can use the excuse that a prospect failed to see the value of your facility because the facilities and services are so complicated and overwhelming. If it is taking a long time for your prospect to make a decision to join, you can make the excuse that selling a membership is complicated as there are lots of people involved (husband/wife, corporate). You could go on and on making excuses because selling a membership is complicated.
I would like to say to any owner, manager or salesperson that selling a membership is not in fact complicated; it is in fact quite simple.
Even if the facilities you are selling are overwhelming and complicated, so what? You are not selling a complicated facility or service; you are selling a solution to a problem. You’re selling strategy, a plan and focus is around the solution to your prospect’s problem and not around your complicated or overwhelming facility. Whether your center is complicated with every class imaginable or just a simple workout studio should not be relevant to the membership sales conversation.
If you are willing to take on the belief that selling a membership is simple and you are prepared to give up the excuses you can use if you believe selling is complicated, then what is your next step?
I suggest that you look at the membership sales process you are using and if it is complicated, replace it with a proven, simple membership sales process. Find something that can be effectively used by everyone on your staff.
Commit yourself to finding and learning a simple, beginning-to-end, membership sales process that focuses on selling solutions, benefits and results to the prospect (as opposed to selling facility and price) and which works whether one person or more people are involved in the buying decision. If you do, you will naturally be a lot more successful at selling memberships and you will enjoy it a lot more too.
Selling a membership really is simple. Simple sells, really.
Now, try it and see.
Jim Thomas’ Fitness Management & Consulting | | 800-929-2898

Should you invest in Sales Training for your Facility Staff?

Sales training is a must for any facility wishing to secure a competitive advantage in their marketplace. This has always been important, but it’s even more important now than ever.

The ability to sell memberships, personal training, etc. is fundamental to success in the fitness business and the full effort of the sales team is essential. The sales team brings in the revenue that writes the check of everybody in the company from the administrative staff to the cleaning crew to the owner. Unless a facility can generate membership sales there is no revenue and there is no business.

The only thing worse than training your membership sales staff and having them leave….is NOT training your membership staff and having them stay,

Here are some thoughts why facilities should consider investing in regular sales training:

• Improve membership sales and productivity: Just a 10% increase in the membership sales of one membership rep would offer a quick return on investment.

• Gain a competitive advantage over other clubs: Many facilities do not properly train their membership sales team. Clubs and gyms that train and invest in their employees are also strengthening their own competitive position. A competitive advantage could mean the difference between success, survival or disappearance. New sales ideas and strategies learned from a proven club sales training program give your fitness facility a strong advantage against other gyms in your area…even a slight advantage can make all the difference in that next membership sale.

• Increase employee satisfaction and staff retention: Everybody wants to feel good in their jobs. Club sales training develops the abilities of membership sales personnel and encourages them to use their natural talents and abilities in the membership sales process. This helps to establish better relationships with guests and members.

• Confident membership sales staff: Confidence is a must when it comes to club sales. A confident membership sales rep feels good about what they do, speaks with authority about the facilities services and products and transfers the same confidence to guests and members. This confidence is crucial in making membership sales and in getting guests and members to join your club.

• New creative ideas and inspiration: Implementing the new ideas and strategies learned in club sales training makes selling memberships more exciting and simplifies the process. Working in sales should be fun as well as providing an exciting daily challenge and opportunity. The idea is to create an atmosphere that allows a motivated person to act. Sales training will help to do this.

• Motivated membership sales team: Membership sales reps are always more motivated when they can see a positive outcome as a result of their actions. This combination of confidence and motivation is a very powerful mixture in any club situation.

Club membership sales reps that have the motivation and confidence in themselves will sign up new members who are not only satisfied members but members who will also refer their friends. We all know that there is no better way of marketing your club than word of mouth advertising. We instinctively have more confidence in a facility when it has been recommended by somebody we know. This is particularly the case where the club we are selling is a more expensive one. For those of you competing against lower-priced competition, this can be the difference-maker.

Now, go get some club sales training!

Jim Thomas | | |800-929-2898

The Power of Questions in the Sales Process

Sales training participants in our workshops often ask how they can better control the membership sales process. Although many have been trained to spend the majority of their time talking about their club features and programs believing that telling is selling… it is an ineffective approach. The most effective way to control the membership sales process is to ask more questions.

Selling is like driving a car: The person who asks the questions sits in the driver’s seat and controls the direction of the sale, while the passenger—the person who answers the questions—goes along for the ride. Unfortunately, many sales people feel that they are selling when they respond to their prospect’s questions. They mistakenly believe this will demonstrate how smart or knowledgeable they are and will help their prospect make a membership buying decision. In actuality, the prospect takes control of the sale whenever he moves into the driver’s seat by asking questions.

You can also lose control of the membership sale if you aren’t asking the right kinds of questions. Many sales people have learned to ask questions, all too often they sound like this: “If I could save you money, would you be interested?” “Is this the one you want?” “What will it take to earn your business?”

The problem with questions like these is that they do not help you gain the knowledge you need to effectively present a solution.—and these questions only demonstrate a lack of sales ability that will quickly cause the prospect to lose interest in the discussion.

Instead, you need to ask high-quality questions that will make your prospect think and will demonstrate your club’s knowledge and expertise. For example, focus on learning more about the prospect’s goals and challenges. This approach helps you gain more insight to your prospect’s situation which means you will be able to present an attractive solution.

Here are three tips to developing good sales questions:

1. Determine your key objective.
What information do you require in order to move the sales process forward or determine the best solution for your customer? You questions may vary depending on the customer.

2. Consider the person you will be speaking with.
Questions about the individual’s goals and objectives and the challenges and barriers that are preventing them from reaching those targets will give you valuable insight.

3. Use “what” questions.
What caused that problem? What action are you taking to achieve your goals? What specific challenges are preventing you from reaching your targets? What results are you expecting? By determining the cause of their problems, you will be able to better tailor your presentation and show your prospects how your program is a solution.

Another mistake membership sales reps make is that they tend to move backwards through the sales process. Oftentimes, reps start a sales presentation to a client followed by a Q & A session. This is a recipe for failure and sets the prospect up to ask questions and take control of the sale. Instead, ask questions about your prospect’s needs first and then adapt their presentation to address those needs. If you can offer a prospect a definitive solution, closing the sale will be a certainty.

In today’s competitive business world it is actually easy to stand out from the competition. Most sales people are so focused on trying to get the sale that they don’t learn anything about their prospect’s situation. If you truly want to control the sales process and positively influence the outcome, you must teach yourself to ask questions instead of talking. Contrary to popular belief, telling is NOT selling.

Jim Thomas’ Fitness Management & Consulting

Krav vs Wild II Registration Now Open!

Some exciting news!

The Krav Maga Worldwide™ Force Training Division is proud to announce the 2nd annual “Krav vs. Wild” 3-day Wilderness Survival Camp.

Join us from April 12th through the 14th, and experience this amazing 3-day event.

This event will give you the unique opportunity to experience the following*:

- Krav Maga Training In Non-Permissive Environments
- Marksmanship/Force On Force
- Survival Shelter Building
- Day-Light And Low-Light Tactical Climbing And Rappelling Operations
- Survival Knot Tying And Tactical Rope Work/ Zip Line
- Emergency Navigation / Survival Signaling And Communication
- Wilderness Orientation/ Dangerous Animal And Plant Identification
- Survival Foraging And Fire-craft
- Food Procurement-Trapping, Snares And Fishing
- Survival Water Crossing/Team Tactics
- Daytime And Nighttime Operations
- Survival First Aid / Camouflage
- Improvised Weapon Development And Training

*Topics are subject to change due to weather conditions and availability.

This event is all inclusive and is open to civilians.


Click the link below to download the registration form. Fill out the form and fax it to 310-477-9722 or scan and email it to


APRIL 12 – 14


Hosted by the Krav Maga Worldwide™ Force Training Division.



What’s the minimum age? 18

What level in Krav Maga do you have to be to attend? This training is open to all levels.

Where is Camp Courage? Camp Courage is located in Brea, CA. Directions will be given to those who register a few weeks before the event. Registrants will be put on a list and the security officer at the gate will permit them to enter.

What airport should I fly into? You can fly into any Los Angeles area airport. Burbank and LAX are both about 45 minutes – 1 hour away (or more, depending on traffic)

Will I need a car from the airport? A rental car is recommended. You can take a taxi but the location is about 45 min to 1 hour away (or more, depending on traffic) from LAX or BUR airports.

How much is it? $349.00

Is payment due at the time of registration? Yes

Can I cancel and will I get a refund? We are unable to provide refunds after March 12, 2013

Registration Deadline: Space is limited. We will accept registrations until 11:59 pm Sunday April 1, 2013 or until there are no spots left.

How do I register? You can register by filling out a registration form and faxing or e-mailing it to 310-477-9722 or

What items will I need to bring/pack? Participants will receive an e-mail with all the camp details after they register.

General Information

This training will start on Friday, April 12 at 6pm and continue through Sunday, April 14 at 12 noon. Participants will stay at the training site and sleep in tent style facilities in the outdoors for the duration of the camp. YOU WILL NEED TO BRING A SLEEPING BAG. There will be bathrooms and showers available (you will need to bring your own towel and toiletries). A recommended equipment list will be provided upon receipt of your registration. A limited quantity and selection of food will be provided while at camp.

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