JT always says he wishes there was professional mystery shopping when he owned gyms in the 1990’s. It would have helped in so many ways but especially in preparation for the flood of enquiries in Spring.
I truly believe that mystery shopping is the greatest asset to preparing and then closing more sales than ever before! Here’s why:
1. Uncover Hidden Weaknesses
Mystery shopping offers an unbiased view of your sales process. By having a”mystery shopper” go through the process of joining your gym, you can identify any weak spots in your marketing and sales funnel, from the initial enquiry to the final sign-up. This insight allows you to address issues before they impact your performance and perception in the community.
2. Evaluate Staff Performance
Your team is your greatest asset and personalising their help and support will lead to reciprocated support – essential during a busy time. Mystery shopping gives you real-time feedback on how well your staff handles potential new members. Are they following up on leads promptly? Do they communicate your gym’s value effectively? Are they closing sales efficiently? By evaluating these areas now, you can provide targeted training to ensure everyone is operating at their best when it counts most.
3. Refine Your Sales Presentations
The feedback from mystery shopping can also inform how you position your membership packages and offerings. Understanding what resonates with potential members and what falls flat allows you to fine-tune your “sales pitch.” Clear and compelling messaging that is aligned with what your target audience values most will lead to sales.
4. Stay Ahead of Competitors
Mystery shopping isn’t just about internal improvement; it’s also a way to gauge how you stack up against the competition. Understanding the strengths and weaknesses of other gyms in your area helps you refine your approach and standout in a crowded market – yes we can mystery shop your competitors too.
5. Boost Confidence for the Busy Season
Finally, mystery shopping gives you the peace of mind that your gym is ready to shine during the busy season. It allows you to reward your team and build their self-confidence.
Don’t wait until the sales season is in full swing to start improving.
Begin your mystery shopping now, shape your training accordingly and be prepared to make the most of the upcoming influx of potential new members.
Experienced and results orientated Lisa delivers exceptional customer service, reflecting her commitment to her clients’ success. She combines a warm, compassionate personality with steely determination and focus. Lisa’s early experience working in Media followed by her career in the Real Estate Industry that spans over 25 years is where she has honed her Sales, Marketing and Customer Service skills. Dedicated to her clients’ success shines through in her everyday approach and she is both passionate and proactive with a genuine knowledge and belief that Mystery Shopping can make a huge difference in your business. Lisa is an avid bibliophile and works as a writer and editor in her spare time.