Selling gym memberships and personal training packages is a critical aspect of the fitness business. Whether you’re an independent gym owner, a gym entrepreneur, a salesperson, or a sales manager, understanding what makes someone excel at sales can help drive revenue and improve member acquisition. Successful salespeople consistently outperform their peers because of specific characteristics and habits that set them apart.
Here, we’ll explore four key characteristics of people who sell the most memberships, personal training packages, and related services. By identifying, nurturing, and developing these traits, you can elevate your sales performance and that of your team.
1. They Are Curious
Curiosity is the cornerstone of successful selling. Top salespeople have an insatiable desire to learn about their prospects. They want to know what motivates potential members, what challenges they face, and how the gym can fit into their lives. This curiosity allows them to personalize their approach and create meaningful connections.
- Ask Open-Ended Questions: Successful salespeople go beyond basic inquiries like, “What are your fitness goals?” They dive deeper with questions like, “What has prevented you from achieving your goals in the past?” or “What would success look like for you in six months?”
- Seek to Understand: They don’t just listen to respond; they listen to understand. They use this information to tailor their pitch and align the gym’s offerings with the prospect’s unique needs.
- Stay Inquisitive: Even with seasoned members, they maintain a curiosity about progress, challenges, and aspirations, fostering long-term relationships and upsell opportunities.
2. They Sell, They Don’t Tell
Successful gym salespeople focus on solving problems rather than simply listing features or benefits. They understand that prospects don’t care about the newest machines or the most classes—they care about how these features solve their specific challenges.
- Problem Solvers, Not Feature Sellers: Instead of saying, “We have 50 group classes,” they ask, “Do you prefer working out alone or in a group setting?” and then explain how their offerings cater to that preference.
- Paint a Picture: They help prospects visualize success. For example, “Imagine how it will feel to walk into that reunion looking and feeling your best after three months of consistent training.”
- Overcome Objections with Solutions: When a prospect says, “I’m not sure I can afford it,” they respond by highlighting flexible payment plans or bundling options that maximize value.
3. They Are Skilled at Both Listening and Talking
The best salespeople know how to balance listening and talking. They understand that dominating the conversation with a monologue about the gym’s features won’t close the deal. Instead, they engage in meaningful dialogue that builds trust and uncovers needs.
- Active Listening: They focus on what the prospect is saying, reflecting back key points to demonstrate understanding. For instance, “You mentioned you’ve struggled with consistency in the past. We can help by pairing you with a personal trainer who will keep you accountable.”
- Storytelling: They use compelling stories to connect emotionally. Sharing testimonials or personal success stories helps build credibility and inspire action.
- Strategic Talking: When they do talk, it’s purposeful. They communicate benefits, address objections, and confidently guide the prospect toward a decision.
4. They Exude Confidence
Confidence is contagious. Prospects are more likely to buy from someone who believes in what they’re selling. Top-performing salespeople exude confidence in the gym, the services, and themselves.
- Believe in the Product: They are passionate about fitness and genuinely believe that their gym can make a difference in someone’s life. This enthusiasm is evident in every interaction.
- Handle Rejection with Grace: Confidence helps them remain unfazed by a “no.” They see rejection as an opportunity to learn, refine their approach, and follow up later.
- Body Language and Tone: Their posture, eye contact, and tone of voice all convey assurance. They project positivity and professionalism, making prospects feel secure in their decision to join.
- Close with Conviction: When asking for the sale, they don’t hesitate or backtrack. They confidently say, “Let’s get you started today!” making it easy for the prospect to say yes.
How Gym Owners and Managers Can Foster These Characteristics
If you’re a gym owner, entrepreneur, or sales manager, you can cultivate these traits within your team by:
- Training and Development: Regularly train your sales staff on active listening, problem-solving, and confidence-building techniques.
- Role-Playing Scenarios: Practice handling objections, crafting personalized pitches, and closing with conviction.
- Encouraging Curiosity: Motivate your team to learn more about members’ needs and fitness journeys.
- Feedback and Coaching: Provide constructive feedback on sales interactions, highlighting areas of improvement and celebrating strengths.
- Creating a Positive Environment: Build a supportive culture where salespeople feel empowered, confident, and inspired to succeed.
Conclusion
The most successful salespeople in the gym business don’t just sell—they connect, inspire, and solve problems. Their curiosity drives them to understand prospects deeply. They focus on selling solutions, not just telling features. They balance listening and talking to build trust, and they exude confidence that reassures prospects they’re making the right decision.
By embracing and developing these characteristics, you can transform your sales team into a powerhouse that consistently drives memberships, personal training packages, and long-term member loyalty. After all, in the gym business, selling isn’t just about transactions—it’s about changing lives. Contact Jim here.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
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