Questions are the Answer! From the Popular Book, "The 7 Powers of Questions" By: Dorothy Leeds

Editor's Note: It's axiomatic that the forty-plus demographic is largely untapped by fitness centers. Maybe you've gone ahead and created an ambience for this crowd, but you're still not roping them in. We've asked Dorothy to come up with some effective questioning techniques to help you sell to this segment. Oh, and by the way, her basic methods work with all segments.

Q uestions are my passion and they should be yours! This is why I have written The 7 Powers of Questions. By asking, not telling, I guarantee you will become a more successful salesperson, and meet and exceed your objectives. There are 3 very interesting facts I've discovered about fitness club owners. Most of them are: trying to increase their memberships trying to get more of the forty-plus market opposed to a hard sell Let me show you how questions will provide the answers you want and need. Plus, I will share several very helpful questions. I've had the honor of working with some of the top salespeople in the country and they all possess, either by training or instinct, the ability to get their memberss to sell themselves. This is related to one of the amazing powers of questions in my book, The 7 Powers of Questions: people believe what they discover for themselves. Your Customers Believe What They Say Not What You Say If you believe something emotionally, you are more likely to make a change. However, if you are only half-heartedly behind it, you will be less motivated. When your members answer questions, they are discovering for themselves, and are much more apt to say "yes!" When Potential Members Discover Something On Their Own, It "Means" More This is why our grade school teachers always answered "Look it up," when we asked how to spell a word. People take pride in figuring out something for themselves. You are going for that "A-ha!" moment when they "get it." And once they have gotten "it" on their own, you can be sure they will be using "it". Get Your Memberss To Say It, And They Will Believe It Who do your prospective members think is smarter? You or they? The answer is obvious and yet most salespeople keep on talking. The rule is use questions to get them to say it, and they will believe it. The most successful salesperson in the history of Equitable Life Insurance had a simple sales approach. He would go in to a client's office, sit down, pause, look the client in the eye and say, "Tell me why you need life insurance." Here are a few smart self-discovery questions to get you started: "Why do you think ___, recommended our club to you?" "Mr. and Ms. (Customer), If you were me and had to make my presentation, which facts and benefits would you emphasize?" Every time a customer says, "I've heard good things about your club," Stop. Ask him/her/they what specifically he/she/they like. Here are some other self-discovery questions to help your prospective memberss--especially those forty-plus people--to sell themselves: What is the price you pay, especially after 40, for not being physically fit? What has been your major resistor in joining a club, and making the time to exercise? What are the spin-off benefits of joining a club? What value do you put on achieving the highest quality of life, health and looks? How could your relationship improve by working out with your partner? If you are responsible for bringing in new members, become an asker not a teller. Get people to tell you what they want, what they need, and what will be most beneficial to them. The more you ask, the more you will sell. Bob Focazio, VP of Sales at AT&T says, "Increase your questions only 10% and increase your sales over 20%." This is why I work with Pfizer, Merrill Lynch, IBM and others, helping them to become askers. Smart executives and managers know that questions are the secret to increasing sales, not only in the over-forty market, but for all your potential members. Learn More From Dorothy's Popular Book… About the Author Dorothy Leeds, a sought-after motivational speaker, is also a communications consultant who has trained more than half a million executives. She has contributed to and been featured in numerous publications including New York Times, USA Today, Money, Forbes, and Business Week, and has also worked as a Broadway actress and a film critic for MSNBC. She has been a featured speaker at IHRSA fitness conferences. Dorothy Leeds 800 West End Ave. New York, NY 10025 212.864.2424 212.932.8364 (FAX) www.dorothyleeds.com Email Dorothy   Back to Articles Home Page