Posted by: Sales Makers | October 12, 2013

X-Selling at Membership Sales, Chapter II, Proven Profit Procedures, page 14


Every guest must sign in and be greeted by a membership advisor and approved.

Do you like to make cold calls?  I thought not.  Not many people do.  The greeting of a prospect is integral to the success of the X-sell system.  When you get the opportunity to greet a guest or prospect you get the opportunity to set the tone of the visit.  By doing so cordially, politely and professionally you set the stage for that all-important first impression.  We utilise the code word SWELLL (Armenian spelling) to train sales people how to relate to prospects.

The S stands for:         Smile, it takes fewer muscles to smile and shows the prospect you care about them.

The W stands for:       Welcome them personally to your facility.

E stands for:                EnthusIASM.  This can be best summarised with the IASMI Am Sold Myself – you believe in your    product.  You don’t need to jump up and down, but you do need to let the prospect know that they’re not an inconvenience in your day – but rather the reason for your job.

L stands for:                Learn name.  The most important sound to a person’s ear is the sound of his or her own name.

L stands for:                Listen.  There’s a reason that God gave you two ears and one mouth – so you can listen twice as hard as you talk.

L stands for:                Leave a good impression.  They may be in a hurry to get to their aerobics class or squash court – don’t hold them up if you don’t have to.

The real purpose of the greeting is so you can approve the Prospect.  Simply put, approval means that the form is complete and legible.  This is extremely important to the follow-up of each and every Prospect that enters your facility.  If you don’t have the information you can’t continue the sales process.  This means if they write P. Rospect – you need to ask them what the P stands for; “Oh for Peter.  Can I have your work phone number?” (When they don’t complete that portion.)  Once you’ve got all of the information, wish them well, ask if they’d like you to show them to the changing rooms, studio, whatever (remember – Assertive Hospitality) then get back to your work.

Occasionally, you’ll get a guest accompanied with a member and the member will be defensive.  The best thing to do is ask the member to show the guest something; the new piece of equipment, new studio, sauna, whatever.  This sets you up for your Thank You Call that you’ll be making in the future.  You know that the member won’t do it.  (I’ll explain more about this when we deal with Proven Profit Procedure No. 5)

Finally, by greeting the guest you can make a Thank You Call and say “I met you at the Club”, instead of your manager giving you the guest waiver of a guest and be told; “Cold call this guest.”  I guarantee you that your sales people will be more likely to contact those guests that they’ve greeted and not the ones they didn’t.

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