Dealing with the Just give me the PRICE person?

I work for 24 hour fitness selling gym memberships and personal training. Every once in a while i come across people either on the phone or in person who refuse to take a look at the gym or even give us their info but simply demand "I JUST WANT THE PRICE".

The problem is our prices go from $16.63 a month (they need to prepay $599 in advance for 3 years) all the way upto $50 a month. Depending on whether you want access to all clubs or just one. If you want to a make a long term commitment or simply want to go month to month will all affect your final price.

Is it better to simply quote these rude individuals the 16.63 a month teaser price just to get their attention and then drop the bomb on them later on when they are face to face that they will need to prepay for that? At least the teaser approach will get them to look around my gym and see what i have to offer. Because when i give all the details right away either on the phone or without getting their info it seems like they never come back.

I think I would be up front. I would say, "The most cost effective option is $599.00 for three years plus a $16.63 a month member fee, but I would suggest coming in and taking a tour of the facilities we offer before making a decision since we pride ourselves on our quality and services."

That way all is on the table and they can take it or leave it. Sounds like these people just want a gym where they can get in and get out and aren't looking for all the bells and whistles. After you hang up, I wouldn't lose a bit of sleep over if it.

BTW, are they being rude by wanting to know the price and nothing more? I would just make sure a preconceived emotion or thought doesn't come through your voice when talking to them.

I agree with Thufir... I called them and only wanted the price as well. I agree with him on being upfront. Also, when I called, there was no compelling reason to pay $1200 over 3 years as being a bargain over $50 or whatever it was, a month. The real question is, how much does fitness matter?

Aloha... Tom

First, I agree with Thufir. Customers aren't necessarily being rude when they don't follow the process that's best for US! But it does present a challenge for salespeople like people who sell memberships and want to get people into the place as a first step.

Next, I want to encourage you to change your focus from "my gym" and "what I have to offer." In selling, it is important for us to focus on our prospects, especially early in the interaction.

I usually recommend people quote a wide (even ridiculously wide) range of price, and then quickly follow up with a question, like this:

PROSPECT: I don't want to come in right now, I just want to know the price of your memberships.

SALESPRO: I would want to know that to. Our members pay anywhere from about $30 per month down to about $17 per month depending upon their particular situation. [And then quickly, without pause:] How will you be using your fitness membership?

At that point, your goal is to do nothing more than to understand your prospect and what there needs are. You ask open-ended questions to help you develop that understanding. Then, once you understand that, you can position your gym in relation to those needs and make a compelling invitation for them to come look around.

Possible open-ended questions you could use:

- What kind of experience do you have with gym memberships?
- How did you find out about us?
- Who will be using the gym besides yourself?
- How will you be using your gym membership?
- When you belonged to a membership before, what did you like about it?
- What concerns do you have about selecting the right gym for you?
- What's your goal in joining a gym right now?
- How much time do you expect to spend in our gym?
- etc.

I've said it a bazillion times: When we focus on our prospects, we do a much better job selling than when we focus on ourselves, our companies, and our products and services. My advice: engage your prospect. They're more likely to like you, trust you, and be willing to come into your gym to take a look around.

Best,

Skip

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Selling to Consumers
B2C Sales Training

If you're selling a gym membership as a commodity you're on the wrong track regardless of whether you use the aforementioned advice.

An inquiry represents an opportunity. Tell the person that memberships are personalized and that is one of the huge advantages you have to offer. Ask: "Do you live in the area?" Ask him/her to stop by to chat, and not only will you provide a personal tour--you put together a program and costing that will be very attractive.

I've said this before: The key to engaging a process driven buyer (shopper) is to give him a task. The key to engaging a task driven prospect is to involve him in a process.

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www.acecoldiron.com

Body builder
Like Ace I think that the goal of the call should be to get face to face with the prospect.
The idea of ranging the price is a good one too (from xxx down to xxx), which wouldn't necessarily be my first response, but more a fallback if nothing else works.
I try to get sales people to consider the customer, like Skip and why it would be useful for them to come in, as most won't buy 'come in and I'll give you a price'.

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Mark Brown

Ace and Marky, you've both suggested Bodybuilder get the prospect to visit. But I think Bodybuilder's question is about seeking help to get help in doing that because the prospect is shutting him down.

Yeah. Of course i cant sell anything over the phone. But its hard to work with an individual who keeps barking "WHATS THE PRICE?" only and refuses to say or answer to anything else. I think i should only say "If you want the best price you need to come in" and then hang up lol.

I kinda delt with this at the motorcycle dealership too because people tend to take your best price to another dealer who will beat it by 50 bucks or so on a 10k bike and you will end up losing the deal.

"Look, Mr. Wantstobuyitnow, may I ask you question? How much does it have to be for you to walk in here with a membership?" The reason I ask is that you can buy a bowflex for the same money and never use it, where in our gym, if you're serious about your health, you'll have help accomplishing your goals."

I was only interested in price myself when I called too, and if you can't get a price over the phone you might get hostility from someone just weighin in with a choice to make with travel expenditures, as I was.

Aloha...

That seems like a good idea. Ill definitely give that a shot.