What do you do when a prospect asks about a program that you don't offer? What about when they ask about a piece of equipment or amenity that you don’t have?
When I started selling memberships at a fitness center one of the “competitive disadvantages” was that we didn't have a swimming pool.
Do you know how many people used to call up and ask if we had a dang swimming pool? Too many.
And I would lose sales because the bigger gyms had one. At least I thought that was the reason that I was losing sales. The truth was that I wasn’t losing sales because we didn’t have a swimming pool.
It was because I was doing something wrong. Once I realized my mistake I was able to turn it around. I stopped losing sales to these bigger gyms with these nice swimming pools.
Today I want to explain to you what I did to turn it around. It’s how I handled that situation every single time somebody called me asking about a program I didn’t offer or piece of equipment that I didn’t have. This is how you should handle it if they're calling you and asking about something that you don't have too.
But before I explain this, I want to give you a little bit of a disclaimer here first. One thing I am not suggesting is deceiving or lying to people.
If somebody calls you up and says, “Hey, I'm looking for authentic Muay Thai kickboxing.”
Then you say that you have authentic Muay Thai kickboxing but what you really have is some cardio kickboxing class … well that’s a problem.
That’s stretching the truth and stretching the truth is lying. Lying is bad sales technique, to say the least, and I don’t condone bad sales technique … ever. Keep that in mind as I explain this.
One thing that you have to understand about people and their request of programs is that most of the time they don't even know what the program is that they're calling about.
They might say that they want a particular program because they heard it was great from somebody. They might say that they want this particular piece of equipment because it works some type of muscle and that's the muscle that they want to workout.
The key is this ... you have to understand why they want that program or why they want that piece of equipment. When it's all said and done, you’ll find out that the prospect could care less about the program. They could care less about that piece of equipment. What they really care about is the result that they're going to get by using that equipment and by being involved in that program.
Let’s go back to my example of the swimming pool. Why is it that prospects wanted a swimming pool? They heard it was a great workout.
Well I've got other things in the gym besides a swimming pool that will give you a great workout. Unless you’re trying to be the next Michael Phelps, you don't need a dang swimming pool.
The bottom line is this I want to find out from the prospect why they want that swimming pool. What is the result they are looking for? That’s the reason they are calling.
Now that we know this, the question is, what do you say to the prospect without being deceptive or claiming to have a program that you don’t?
Let’s say a prospect calls and says, “Hey, I'm interested in in this new dance craze workout thing.”
Your response should go like this … “Okay great. Why are you interested in this new dance craze workout thing? What’s the ultimate result that you’re looking to achieve?”
Do you know what they're going to tell you? They're gonna tell you the result they're looking to achieve!
Let's say it's to lose weight and get in shape. Can you help them with that result? If you can, now it's your duty to invite them and to sell them an appointment, which ultimately leads to
selling the membership.
So I want to sell them on the idea that I can help them get in shape and do it in a fun way. Get it?
I don't just want to hang up on that person because they asked for a specific program that I don’t have. Like I said earlier, a lot of times they don't even know what that program is about. The prospect just wants a solution to their problem.
Again, I want to know why it is that they're looking for that particular program because I might have something that can help them.
I know I'm the best at what I do. I'm the best at helping people get in shape. I'm the best at helping people lose weight. I'm the best at helping people learn how to defend themselves.
If you don't believe that about your programs and if you don’t believe that about what you do ... you’ve got to get right with that. However, if you do believe that then why would you let somebody go anywhere else?
You know that you can get the result that the prospect wants. When somebody calls you up asking for a program that you don't offer or a piece of equipment that you don't offer, I don't want you to let them go.
I want you to ask them why it is they want that particular program or amenity or piece of equipment. Ask what the result is that they're looking to get from it. Then sell them the appointment.
Now go out there and implement. Make it happen. Let's have a great sales week, a great sales month, and a great sales year.