The portrait of a fitness club administrator in the context of this article implies a certain model of his behavior as a labor unit that brings profit to the institution. The business owner’s job is to make the business profitable. For this reason, by the management, any employee is valued precisely for how well he copes with the task – to earn money for the club. What model of behavior is most suitable for the administrator, as for the seller, we will now figure out.
The portrait of an administrator
TIP. This article is the sixth in a series of articles on the craft of a fitness club administrator. For more complete coverage of the topic, I also recommend you familiarize yourself with the previous articles: “Who is an administrator of the fitness club“, “Job description of an administrator“, “The profession of a fitness club administrator“, “How to become a fitness club administrator“, and “The secrets of the work of an administrator“. In this series of articles, literally, all aspects of his activities are described in detail, from how a person enters the industry and ending with how they become professionals in this profession.
So, first of all, it is worth starting with the fact that the administrator is the seller. Both literally and figuratively, this means that the presentation of the club, both by phone and during a meeting, aims to close the deal, that is, to purchase a membership or other goods and services by the client. A presentation includes a description of a service or product, a demonstration of its advantages, the formation of value in the mind of the interlocutor, and so on. Now, we need to find out what criteria can be used to distinguish a good seller from a bad one. It is important to do this in order to understand what is worth striving for and what should be avoided.
- Positivity. In the work of any salesperson, it is important to be a source of positiveness. You need to be open, positive, joyful, and smiling. According to research and experience in commercial enterprises, smiling faces and high spirits of salespeople increased the number of purchases by 18% and increased the average purchase order per person by 20%. A portrait of a fitness club administrator is a portrait of a friendly and open person.
- Satisfaction. One of the most important conditions for any job, if not the most important, is that you enjoy what you do. It is difficult to become a leader in your profession if you do not enjoy it. A good salesperson loves what they do, their customers, their product, and so on. If after work you constantly return home not in an elated, but in a depressed mood, most likely this is not the job that you should be doing.
- Sociability. Sales are communication, so there is practically nothing to do without developed communication skills. Such a portrait of a fitness club administrator is educated, well-read, curious, positive, loves his clients, loves to communicate with them, and is able to maintain a conversation on any topic. An introverted person who does not like to communicate often very rarely gets to the position of a salesperson since he simply has nothing to do here.
- Professionalism. Another must-have skill for a good salesperson. You should always know your product perfectly, literally in detail. You must be a fan of your business and be able to provide the client with as much information as he needs. All clients are different and they all ask their own questions, which in some ways coincide, but in some ways different from others. The job of a good salesperson is to thoroughly know what he is selling.
The role model of an administrator
A good seller can be considered to be an employee who knows how to find a balance between satisfying the interests of the client and satisfying the interests of his company. In total, there are four models of behavior of a good seller.
- Useless. This category most often includes those administrators who just come to work to sit out their working hours and get their salary. They are not interested in the clients with their problems, nor in the supervisors with their requirements. Sometimes it happens that a person tries, but he does not succeed, and sometimes it also happens that he does not even try at all. Whatever it be, the fact remains that there is absolutely no benefit from such an employee.
- Compliant. This is exactly the type of employees who follow the demands of the clients and often forget about the interests of the company. Such an administrator is ready to give an excessive and unreasonable discount without agreement with the management, to curry favor and fawn on clients, and often to bend over to them and make big concessions. Such an employee is often more dangerous than a “useless” one since he is able to drive the company into losses by following the client’s desires.
- Self-centered. The exact opposite of the previous type of seller. He has a task – to sell, and he follows it in a completely straightforward manner. Such a seller acts head-on, he is often not interested in the problems and concerns of the client, he follows his line, which often causes only rejection. As a result, the efficiency of such a salesperson is reduced, because no sane person likes to be pressured and kicked out of money.
- Professional. The type of salesperson, ideal for the employer, who knows how to find a balance between solving the client’s problems and meeting the interests of the company. Such a specialist acts on the basis of the principle: sell without selling. He finds out the interests of the client, shows concern, demonstrates his interest, and offers such a solution, which is simply impossible to refuse. What can I say, it’s a pleasure to deal with such.
I think no one has any doubts that the fourth type is the one to strive for, and the previous three are nothing more than a headache for the employer.
The ideal portrait of a fitness club administrator is a positive, satisfied with his job, a sociable professional in his field. This is the kind of person every employer dreams of. Such a specialist understands well the motives of potential customers and knows that people do not always come to a fitness club just for sports results.
Each reason that brings a person to a fitness club is based on some kind of ideal situation that will give him the desired sensations and for which he so aspires. The task of a good specialist (seller) is to give a potential client what he came for, having all the necessary skills, and taking into account the interests of a fitness club. In addition, a good salesperson understands that you need to build relationships with each client, that is, you need to not only sell what he wants to a person, you also need to confirm your words in practice. Show that the club is truly as excellent as you presented it to your client. In this case, the club for him with a high degree of probability will become a part of life, and not just a place where he spends a couple of hours and walks away.
Felix Palmer – author of the blog crusfit.com