by Hank TrislerSo I belong to Courtside, this really terrific tennis club in Los Gatos. I've been a member for thirty-two years and you get sort of attached to a place after that long. A few years ago the ownership changed and they virtually reinvented the whole club, changing it from a pure tennis club to a total family fitness club that also has tennis. The new facility is truly first rate and makes it the finest fitness/tennis club in the area.
Naturally, to finance all this construction and refurbishing, they've had to jack the dues up precipitously. That, in turn, has caused a lot of us moss-backed old fossils to blow out and create an on-going need for new members with fat wallets and wee kiddies in need of tennis instruction and hot dogs from the cafe. They need a slug of new members just to keep pace with attrition. I want to help them, not because they're paying me, but because I want my club to do well. I have been thinking about what I'd do if I were given the job of increasing membership sales and I keep coming back to
THE TOUR
All prospective members are given the tour. I've seen them trudging around the club while our excellent sales staff tell them about the amenities. "This is the children's pool (the tipoff was it's full of kids), there are fifteen outdoor and three indoor tennis courts, and a gymnasium (peopled with grunting, sweating people). Over here we have the children's daycare center and here are several large rooms full of gleaming chrome machines being attacked by more sweating, grunting people."
See what's happening? They're being shown things. Very nice things, I grant you, but nevertheless things. I submit that folks don't join a club for access to things, but for the people with whom they will interact. Now there's where Courtside really shines. Their staff is second to none. The young ladies at the front desk make you feel like you're returning home every time you enter. The folks in the cafe really care about you and want you to be happy with what you eat. The instructors of the myriad athletic endeavors are second to none. They want you to shape up and enjoy the process. And the tennis staff? The head pro has been there longer than I have, since the club first opened. His team of tennis pros simply don't turn over. They know youre game and they know how to improve it. This is what people will buy, other people, not things.
I submit that the way to get sales up is to "move the prospective members in." To act "as if" they had already made the decision to join. When waltzing them around the club, don't mention any of the amenities. They're adults, they know what they're looking at and if they have any questions, they'll ask. Instead, introduce them to the people with a phrase like this: "This is Carlene and Maria Elena who will be here to greet you in the morning. Ladies, this is Mr. & Ms. Phatass who are going to be joining us." See? We're just moving them in and they get to see the big smiles on the front desk ladies and everybody feels warm and together.
I submit the tour should consist of as many introductions as possible, with variations on the theme "they're going to be joining us." The employees love it and will be eager to show off and be a part of the welcoming process. The prospective members will love it, too and when fully "moved in," will be hard to move out.
Do any of them ever object to the phrase "They're going to be joining us?" Sure, some clod will say, "You know we really haven't made the decision to join, yet." You can respond, "Well, I'm betting you will join us when you see the sort of staff and members we have."
What about the member? They're the best part of the equation. Introduce the prospective members to the existing members with the same phrase, "they're going to be joining us." The members will proudly extoll the virtues of the club and feel better for having been asked. Everyone wins. The prospects get to hear about the club from the people with whom they will be associating. The old members feel a part of the welcoming process and will gladly show off how smart they are for belonging to such a fine club.
Oh, it might be a real good idea to speak with a selection of members before you introduce them to see how they feel about the club at the moment. But even if they gave you some negative input, you can always say, "Well, you don't win them all. I'll not ask him soon again." Some giggles will ensue and the touchy situation will have been diffused.
If you buy into the proposition that people buy on emotion and justify with fact, doesn't it just make good sense to spend your time talking about people, rather than things?
If this is a good idea, and I'm convinced it is, how could you use a variation of it to improve your business?
See what's happening? They're being shown things. Very nice things, I grant you, but nevertheless things. I submit that folks don't join a club for access to things, but for the people with whom they will interact. Now there's where Courtside really shines. Their staff is second to none. The young ladies at the front desk make you feel like you're returning home every time you enter. The folks in the cafe really care about you and want you to be happy with what you eat. The instructors of the myriad athletic endeavors are second to none. They want you to shape up and enjoy the process. And the tennis staff? The head pro has been there longer than I have, since the club first opened. His team of tennis pros simply don't turn over. They know youre game and they know how to improve it. This is what people will buy, other people, not things.
I submit that the way to get sales up is to "move the prospective members in." To act "as if" they had already made the decision to join. When waltzing them around the club, don't mention any of the amenities. They're adults, they know what they're looking at and if they have any questions, they'll ask. Instead, introduce them to the people with a phrase like this: "This is Carlene and Maria Elena who will be here to greet you in the morning. Ladies, this is Mr. & Ms. Phatass who are going to be joining us." See? We're just moving them in and they get to see the big smiles on the front desk ladies and everybody feels warm and together.
I submit the tour should consist of as many introductions as possible, with variations on the theme "they're going to be joining us." The employees love it and will be eager to show off and be a part of the welcoming process. The prospective members will love it, too and when fully "moved in," will be hard to move out.
Do any of them ever object to the phrase "They're going to be joining us?" Sure, some clod will say, "You know we really haven't made the decision to join, yet." You can respond, "Well, I'm betting you will join us when you see the sort of staff and members we have."
What about the member? They're the best part of the equation. Introduce the prospective members to the existing members with the same phrase, "they're going to be joining us." The members will proudly extoll the virtues of the club and feel better for having been asked. Everyone wins. The prospects get to hear about the club from the people with whom they will be associating. The old members feel a part of the welcoming process and will gladly show off how smart they are for belonging to such a fine club.
Oh, it might be a real good idea to speak with a selection of members before you introduce them to see how they feel about the club at the moment. But even if they gave you some negative input, you can always say, "Well, you don't win them all. I'll not ask him soon again." Some giggles will ensue and the touchy situation will have been diffused.
If you buy into the proposition that people buy on emotion and justify with fact, doesn't it just make good sense to spend your time talking about people, rather than things?
If this is a good idea, and I'm convinced it is, how could you use a variation of it to improve your business?
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Again...a very good post Hank. For one of my clients I manage new home sales office staffs. Talk about a major purchase. In the end people are balancing image, performance and price...and the longer they have to live with the purchase decision the more they focus on performance and image. When asked how to make such a big decision I usually tell people to use their head to narrow the choices down to two or three, then use their heart to make the final decision.
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