When a potential client walks into your Box, what does the conversation look like?
The better question might be, who’s talking more? You or the potential member?
In “How to Win Friends and Influence People” by Dale Carnegie, a story is told about a sales position and how it was filled. Walking into the interview, the prospect had misgivings about the job.
However, after the interviewer mentioned one of the advantages of the position, the prospect began to mull it over out loud. As he talked, he began to actually convince himself that the job was the right fit. The interviewer said he barely uttered a word and the man was sold on the position.
Carnegie explained it another way: “Most people trying to win others to their way of thinking do too much talking themselves. Let the other people talk themselves out. They know more about their business and problems than you do. So ask them questions. Let them tell you a few things.”
Being an Affiliate, you’re probably a people person who likes to connect and chat it up with your members. Maybe you’re atypical, but this is what I’ve found in most Box owners.
While being a relationship guy or girl is great, there’s always the danger of being a self-centered relationship guy or girl. It’s easy to get caught up talking about the business, about the great community and Coaches you have; however, if you spend all your time trying to convince someone to buy into your gym by just talking, you’ll miss out on the other, much easier and much more convincing route — them basically talking themselves into it.
As Carnegie points out, you need to connect with your potential client about what they need and want. Ask them, “What are you looking for? Why are you here?” Keep asking questions and listening. Your job is to show them you care; they’ve already taken the step to come in, so obviously they know they need change. The next step is they need to be convinced your gym is the place for that change; and that can be as easy as the example above — you pointing out an advantage of your Box and them talking themselves into believing it.
Let the potential customer do the talking; you’ll be surprised what comes from it.