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Useful Scripts
Scripting is perhaps the most UNDER utilized management tool in
the fitness industry today. Providing consistency in everything from
answering the phone to giving a tour, to describing a group fitness
class creates an air of professionalism. Not only is this an important
quality control measure, but it is a crucial step in developing your
center's brand identity and reputation. It is also important to
emphasize with staff that while the message and the method of
communication must not change, their wording may, so as to ensure they
do not sound like robots! Below please find some easily implementable
scripts that will assist you in creating a lead from in-coming phone
calls, walk ins, and member guests.
The phone rings and a staff member answers "It's a great day at the best
club, this is Susie how may I help you?" or whatever your protocol
stipulates on the greeting. The caller asks "Are you having a spin class
tonight?" Susie's instinct is to answer the question. Susie is wrong.
The correct answer is another question, but politely phrased AND with an
answer: "We are. Are you a member?" This question is supposed to do two
things. Identify potential members and determine if the caller IS a
member, why they do not know how to check the schedule on the web and/or
have a copy of the schedule? He/she may be new to group fitness and need
a moment with the instructor before class-if they answer yes, Susie
replies "Wonderful. Class begins at 6p, but the instructor will be here
at 5:45p if you wish to speak with him. Do you know how to view our
schedule on line?" Providing this level of customer service requires two
questions, but builds loyalty among patrons. The very LIKELY outcome is
that the caller will hang up with Susie and later thank her for the
extra time and attention.she may even tell her friends which equates to
free word of mouth advertising for the club. If the caller is not a
member, Susie immediately becomes the voice of your facility and your
best advertisement. "We are having cycle tonight at 6p. May I have your
name so Sean, the instructor, can prepare for you? He will be available
at 5:45p to make sure you have your bike adjusted correctly and know
what to expect from class"-caller will give name, this is a
non-threatening request. "May I also get your e-mail address? We have
special events from time to time and would love to invite you back after
class tonight." 60% of the time or more, you will get the e-mail
address. You now have a means by which to  contact a potential
member with special event promotions, sales, or even to ask the
instructor to follow up. You have spent valuable advertising dollars to
make the phone ring, it is important to make every call count. REMEMBER,
when people join an exercise facility they are joining for two things:
1) Results.can I get what I need here? 2) Relationships.am I going to be
cared for here? If after one phone call and/or free class the
prospective member can answer those questions in the affirmative,
shopping for a fitness center will cease. A membership will be sold.
When a prospective member just walks in off the street, know two things:
a) this person did NOT just get in the car and drive here for a tour b)
he/she is seeking out a center that has the means and motivation to meet
his/her needs. Provide them with that. Greet EVERYONE who walks in. Once
a non-member is identified, don't pounce like a hungry predator and don'
t start asking for personal information right away. A rapport must be
established before you will get anything anyway. "We are happy you
stopped in. Is there anything in particular you would like to see?" This
question can be phrased a thousand ways, but many clubs are notorious
for wasting the time of a potential member with a full facility tour
when most are only going to use one or two amenities. New moms aren't
going to care about anything until they see your child care area and
hear the qualifications of its staff. Only then will they tell you they
are interested in your classes or trainers or sauna or tennis
courts..Take them where they want to go. Being a good listener
communicates volumes about the level of service you provide. "Of course
you can see the childcare first.-begin walking toward it--- "Our workers
are all infant and child CPR certified and have had their backgrounds
checked. It is open from 8a-noon every morning and 4p-8p every night.
Here we are." Potential member will comment. Answer her questions and
proceed to other areas of interest for HER. Before potential members
leave ask them if they would be interested in receiving your monthly
newsletter, special events announcements, whatever your facility
regularly e-mails. A large percentage of the time you will get name and
e-mail. Offer a free visit to whatever interests them INCLUDING a free
pass to childcare for that visit. Make coming back as easy as possible.
Schedule them with a trainer, put them in a class, whatever you can do
to give them an "appointment". Most respond well to this approach and
will come back if you cannot serve them immediately. The time to sell is
after a terrific class or trainer experience. Your job on their first
day is to arrange that experience as soon as possible.
Finally, when a member brings in a guest, it is acceptable to use the
same vocabulary and conversation style you use with the member you know.
Creating a sense of familiarity with them should be much easier than
with a walk in. You already have a relationship with the member. Meet
and greet them when they come in, ask if they need anything from you and
 then let the
member make the sale. After class or the workout, simply ask how they
liked the center. They will comment and you can then get their name and
e-mail. Before they go, provide them with the same opportunities you
would a walk in. Allow a second free visit if they are not prepared to
join and set them up for a great class or with a trainer. Sell after the
experience.
Scripting and reviewing scenarios may seem simple and/or silly. The
evidence, however, shows that it is highly effective. Asking a few minor
questions in the right circumstances can create a lead where there used
to be only a quick answer. Even a friendly encounter can be a negative
experience if no attempt was made to connect. Occasionally, sales can
even be generated over the phone or on a first visit if/when service is
exemplary and the staff member satisfies the needs of the potential
member. Listen first, politely get the information you need to know how
to proceed, then facilitate results and relationships. Knowledge is
power!
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