The last couple of months have been incredibly busy with many mystery shopping reports delivered across a range of fitness businesses. We mystery shopped via Web enquiries, Call enquiries, Walk In Tours and In Club Class Experiences. As always, the results provided valuable insight into the real enquiry and tour experience prospective members receive when they first interact with your club.
While every report highlights areas of strength and opportunities for improvement, one of the most interesting observations has been how team members respond when they read their feedback.
For some the report validates the excellent work they are already doing. We saw several examples of team members demonstrating strong rapport building skills, confident communication and a genuine interest in understanding prospects motivation for joining. These interactions create a positive first impression and really does increase the likelihood of conversion.
In other cases the reports identified gaps in the sales process. This is not uncommon, particularly when team members may have just started the role, have not had recent coaching or when habits develop over time. Missed opportunities to ask key questions and confidently build a connection with the prospect or not inviting the prospect to take the next step can have a huge impact on joining decisions.
It has been encouraging to see many clients have shared that their teams are embracing the feedback constructively. When positioned as a development tool as opposed to criticism, then mystery shopping can be super motivating. It provides a clear objective snapshot of a member journey.
The most successful teams tend to approach their reports with curiosity. They ask:
- What did we do well that we should continue doing?
- Where did we miss an opportunity to better understand the prospect?
- What small change could improve the experience next time?
- How can we support each other to consistently deliver a high standard?
Often the answers are: Refinement in questioning, listening, presenting value and confidently asking for the sale.
Mystery shopping is not about achieving perfection, it is about creating awareness, supporting consistency and helping teams feel confident in their approach.
If your team has recently received their reports, this is an excellent opportunity to start a constructive conversation. Recognise what is working well and identify one or two focus areas for the month ahead.
Consistent, high quality enquiry experiences are rarely the result of chance. They are the result of ongoing attention, coaching and a genuine commitment to continuous improvement.
We look forward to seeing how teams build on these insights in the months ahead.
Call Lisa now – 0407 667 447. We only work with a select group of facilities in each market to maintain exclusivity.
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.