1. Focus on building rapport with your prospect.

For those of us who have been in the fitness industry for a long time, it can be hard to remember that not everyone feels comfortable in a gym environment.

In fact, for some people it can be an extremely daunting thought to take that first step and walk through the doors of a fitness facility. Couple that with the fact that the person showing them around is usually super fit and sometimes physically intimidating.

To breakdown this fear and get your prospect feeling comfortable, focussing on building rapport from the get-go is essential.Prospect


  • Confident and pleasant handshake/fist pump
  • Eye contact
  • Small talk
  • Make them laugh (Break down the intimidation factor with a one liner like "My favourite machine at the gym is the Television") 
  • Smiling
  • Remember their name

2. 80:20 listening rule.

When it comes to selling a product or service, too many people think that to be a good salesperson, you must have the ‘gift of the gab’ or to be able to ‘talk underwater with a mouthful of marbles’, but this is not the case. When you are speaking with a potential new member of your club, you should focus only 20% of your time talking and the rest listening.

Ask the right questions and then show the prospect you have been paying attention by relating what you have to offer, to what they are looking for.


3. Ask open ended questions

 So, what are the ‘right’ questions we should be asking our prospects? Open ended questions are ones that don’t just illicit a yes or no answer. They are questions that will get the prospect to ‘open up’ with a descriptive answer.

 Examples are questions that start with:

  • Why
  • How
  • Tell me about that
  • Explain

Tell me about your exercise history.

Tell me, what brought you in today.

How did you feel when you used to exercise / play footy etc?

What would it mean to you if you achieved your goals?

Explain a bit about the results you got?

Open ended questions are great questions to use to get your prospect talking and to extract the ‘why’ or motivation behind them wanting to join. Once we know ‘why’ they really want to join, we can show them how we can help them achieve their ‘why’.


 Here at CFM we are experts at selling fitness memberships on behalf of our clients. If you want to find out more about what we do, grab an info pack here https://uk.cfm.net/information-pack