Typically, when people walk into your gym they are ready for a change.
Yes, some come because they’ve done CrossFit before and they are in need of a new gym home. But many come looking for a new way of life. Each has a different reason or motive that brings him or her through your doors, but change is often the theme running through them all.
So how do you help them believe as you do: that your Box is just the place for them to find that change?
In the latest chapters I’ve read in Dale Carnegie’s “How to Win Friends and Influence People,” he suggests two pieces of advice:
“A person usually has two reasons for doing a thing: one that sounds good and a real one. The person himself will think of the real reason. You don’t need to emphasize that. But all of us, being idealists at heart, like to think of motives that sound good. So, in order to change people, appeal to the nobler motives,” wrote Carnegie.
Basically, Carnegie theorizes people would rather have others believe in motives like honor or respect, and if you apply to those motives, you will more likely influence them to change their mind. So, when a new prospect walks into your gym, applying to the noble motive of longevity so they can play with their grandchildren might be more powerful than, “You’ll look better naked.” Find the clients’ noble motive and appeal to it.
“This is the day of dramatization. Merely stating a truth isn’t enough. The truth has to be made vivid, interesting, dramatic. You have to use showmanship. The movies do it. Television does it. And you will have to do it if you want attention,” wrote Carnegie.
The author shares several examples of dramatization that get the importance and message across. Whether it was getting children to clean up their toys through a train game or telling a client their old system is throwing away pennies – and then literally throwing down pennies in front of the client – each dramatized the situation in order to get the point across more effectively.
So, when the potential member walks in your door, how are you going to help them see you can change their life? Maybe a member can give his or her testimonial, or maybe you can do the old “a pound of fat versus a pound of muscle” demonstration. A little showmanship, a little dramatic flare, to show that you can help them achieve their goals, never hurt anyone – especially if what you’re saying is true.