The Person Who Walks In
Who this book is for
Chủ phòng gym, studio yoga, Pilates, phòng tập chức năng và dịch vụ chăm sóc sức khoẻ ở Việt Nam; quy mô từ một studio hai trăm mét tới hai cơ sở. Người đọc là NGƯỜI KINH DOANH một phòng tập, không phải huấn luyện viên đi tìm giáo án và không phải người tập.
Sound familiar?
- Walk-ins are handed a price list and leave without anyone taking their number.
- Nobody counts how many enquire and how many join.
- Whoever is on the desk advises in their own way.
- Closes with a discount because there's nothing else to say.
After reading, you can
Help a gym convert walk-ins with a structured conversation instead of a discount.
Each chapter answers one question
Chapter 1: Where exactly are we losing people before they join?
Last month, how many people came in to ask, and how many signed up?
If you do not count, you do not know at which step you are losing people, and every improvement is a guess.
Chapter 2: Is the tour for showing off, or for listening?
Where do I take visitors on a tour, and what do I say at each spot?
A good tour asks more than it tells, and it stops at exactly three spots.
Chapter 3: What had they decided before walking in?
What happened that made this person look for a gym this very week?
People do not buy a membership card; they buy a change they had already decided they needed before walking in.
Chapter 4: When they ask the price first, should we answer?
At which minute of the conversation do I bring up price?
Talking price before people see that this place solves their problem puts you straight into a comparison.
Chapter 5: Did the ones who walked out really say no?
When someone asks and then leaves, how do I keep in touch?
People who leave have not said no; most simply have not decided yet, and nobody follows up.