The portrait of the administrator of a fitness club in the context of this article implies a certain model of his behavior as a labor unit, which brings profit to the whole business. The business owner’s task is to make his business profitable. For this reason, from the point of view of management, any employee is appreciated precisely for how well he copes with the task of earning money for the club. Now let’s figure out which model of behavior is most suitable for the administrator as a seller.
So, first of all, it’s worth starting with the fact that the administrator is a seller. Both literally and figuratively, this means that the presentation of the club, both by phone and during the meeting, aims to close a deal, that is, the acquisition by the client of a membership or other goods and services. The presentation includes a showcase of the service or product, demonstration of its benefits, the formation of value in the mind of potential client, and so on.
Even when the administrator works with the phone, by giving information, he still sells. Figuratively speaking, he sells a meeting to the interlocutor. Then, at the meeting, the administrator sells to a potential client … attention: solving of his problems! This is important to understand, since a person comes to a fitness club not for a membership, but for the desired result. Thus, the task of the administrator during the presentation directly in the fitness club is to convey to the potential client the idea that the solution to his problems or the path to his goal lies through acquiring membership in this particular club.
Well, we’ve figured out the introductory part, now let’s figure out what qualities a fitness club administrator must have in order to form in the mind of the potential client the idea that he needs to buy membership here.
TIP. In order to maximize the understanding of how the work of the fitness club administrator is looks like, I recommend you to familiarize yourself with the series of my articles “Who is a fitness club administrator”, “Profession of the administrator”, “How to become a fitness club administrator” and “Secrets of work of the administrator“. In this series of articles, literally all aspects of his activities are described in detail, starting with how a person gets into the industry and ending with how to become a professional in this field.
Qualities of the administrator
Now since we know that the administrator is a seller, we need to find out by what criteria you can distinguish a good seller from a bad one. This must be done in order to understand what is worth striving for and what should be avoided.
The occupation that a person likes and which gives him pleasure, he will perform better than others, this is a fact, which means that in the field of sales training it’s important to understand for yourself whether you like this occupation at all or not. In turn, in order to understand this, you need to critically evaluate the presence of the qualities that any self-respecting seller should have.
- Positivity. In the work of any seller, it’s important to be a source of positive. You must be open, positive, joyful and smiling. According to the research and experience of commercial enterprises, a smile on the face and elated mood of sellers increased the number of purchases by 18% and increased the average check of purchases by one person by 20%. If you like your work, a smile and positive communication with the client will not be difficult for you.
- Satisfaction. One of the most important conditions of any work, if not the most important, is that you should like what you do. It is difficult to become a leader in your profession if it doesn’t give you pleasure. A good seller loves his occupation, his customers, his product and so on. If after work you constantly return home not in an upbeat, but in a depressed mood, most likely – this isn’t the kind of work that you should do.
- Sociability. Sales are communication, therefore, without well developed communication skills in sales, there is practically nothing to do. A good seller is educated, well-read, inquisitive, positive, loves his customers, loves to communicate with them and is able to maintain a conversation on any topic. An enclosed person who doesn’t like to communicate, very rarely gets the job of a seller, because he simply has nothing to do here.
- Professionalism. Another essential skill a good salesperson should have. You should always know your product perfectly, literally in the details. 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 some kind of their questions, which coincide in some ways, but in some ways differ from others. The task for a good seller is to thoroughly know what he’s selling.
So, we have four skills that already at the initial stage help either weed out those who don’t have them, or stimulate those who strive to master them. I call them precisely skills, since all of them can be improved. But even among those who have all four skills, good specialists are not always found. In order to understand what kind of specialists employers are looking for, let’s move on to the popular list of portraits of the administrator.
The portrait of the administrator
A good seller can be considered an employee who knows how to maintain a balance between satisfying the interests of the client and satisfying the interests of his company. In total, four models (the so-called portraits) of a good seller are distinguished.
- Useless. This category most often includes those administrators who simply come to work to spill their working hours and get the rate. They are not interested in either clients with their problems, or supervisors with their requirements. Sometimes it happens that a person tries, but he doesn’t succeed, and sometimes it happens that he doesn’t even try. Anyway, the fact remains that there’s absolutely no benefit from such an employee.
- Flexible. This is exactly the type of employees who follow their clients’ desires and often forget about the interests of the company. Such an administrator is ready to give an excessive and unreasonable discount without the consent of the management, to curry favor with customers, to make overtures and also big concessions for them. Such an employee is often more dangerous than “useless”, because he’s able to drive the company to a bankruptcy.
- Selfish. The exact opposite of the previous type of seller. He has a task – to sell, and he follows it quite straightforwardly. Such a seller is ruled by his own interest, he’s often not interested in the problems and concerns of the client, he pushes him roughly to closing a deal, which often causes only rejection. As a result, the effectiveness of such a seller is reduced, because no sane person loves being pressed and literally mugged.
- Professional. The very type of seller that is ideal for the employer, who knows how to maintain a balance between solving customer problems and meeting the interests of the company. Such a specialist acts on the basis of the principle: to sell without selling. He finds out the interests of the client, takes care about him, demonstrates his interest and offers a solution that is simply impossible to refuse. What can I say, it’s such a pleasure to deal with him.
I think no one has any doubts about the fact that it’s the fourth type – the one that is worth striving for, and the previous three are nothing more than a headache for the employer. Now that each potential seller has impartially assessed which type of portrait he is closest to, I’ll try to describe how to achieve compliance with the fourth type.
Guide of the administrator
In order to serve customers as efficiently as possible, it is first necessary to understand the nature of the origin of their problems. You need to understand the reason why they come to the fitness club. It may seem for you that most likely answers lie literally on the surface: some want to gain mass, others want to lose weight or to prepare for competitions and so on, right up to the most incredible options. In fact, a person comes to a fitness club for emotions. Now we will get a little deeper into the details and you will understand what we are talking about.
To begin with, on a simple example I’ll demonstrate that a person doesn’t go to the grocery store in order to buy water, but in order to quench his thirst. Water in this case is only a tool to quench thirst. Got it? In the same way, people don’t come to the fitness club for fitness equipment, but for the feeling of achieving a result or attractiveness for the opposite sex. They often go to the pool not for swimming, but for the feeling of pleasant relaxation. Martial arts are often used not in order to beat someone’s face, but in order to gain a sense of self-confidence and security.
Once again, a fitness club is just a tool with help of which you can achieve the desired result, just like a grocery store is a tool to achieve a feeling of fullness, a hospital is a tool to achieve a feeling of being healthy and so on, even the amusement park is, where people go to achieve a feeling of joy. What really matters is not the tool itself, but the final result that it can give. If you understand why a person came to a fitness club, than you have found a key to him and it will be easier for you to turn a potential client into a present one. And so that you can pre-calculate all the moves, I will give some of the most popular reasons why people come to the fitness club.
Realize that people often come to the club not for exercise. People come to the club to look for new acquaintances and start communication, to quarrel or put up with their soul mate, to look for new business partners, to waste time instead of studying or working, and so on. A fitness club is a place where everyone comes with a certain purpose and if you find out what this purpose is during the communication with a person, all that remains for you is to give what he came for.
Every reason that leads a person to visit a fitness club is based on some kind of ideal situation that will give him the desired feelings and which he aspires to so much. The task of a good specialist (seller) is to have all the necessary skills to give the potential client what he came for, and taking into account the interests of the fitness club. Also, a good seller understands that with each client you need to build a relationship, that is, you need not only to sell to the person what he wants, you also need to confirm your words in practice. Show that the club is really as excellent as you presented it to the client. In this case, the club is likely to become a part of life for him, and not just a place where he spends a couple of hours and then goes away.
Author – Felix Palmer