I decided to go check out the new Aspen Athletic Club that is opening just 1.5 miles away from our house. Mary and I have been talking about joining a club for a while, so I thought I'd stop be on my way to work. The actual club is still being built, but they have a temporary facility set up where they can sell memberships.
I don't like long sales pitches and I had more pressing things to do today. I walked in and told the rep that I had 10 minutes and that I wanted the "Reader's Digest" version. Basically, tell me how much a membership costs. I was directed to Joe Musclehead, a young, overly muscular, crew-cut, stereotypical beefcake. The conversation went something like this...
Joe Musclehead: Hi, my name is Joe. Please sign in here.
Mayor: Hi, I'm Joel. (I sign my name and phone number on the form, leaving occupation, marital status and number of children blank. It's none of their business)
Joe: So how many kids do you have?
Mayor: (reluctantly answering) - two
Joe: And who do you work for?
Mayor: (He's determined to fill in the stupid form) - my self
Joe: Would you like to set up an appointment for when you have more time?
Mayor: No, I would just like the low-down on the place, please. (a little annoyed already)
He walks me over to the map of the new facility. I look at the map and instantly see everything they have to offer. It's a typical health club. I don't need him to point out "Cardio and Weight room" on the map. I can see it with my own two eyes. He starts asking me about the kids and points out the kid's club. At that moment, my phone rings. It's Zachary asking me a question. Saved by the bell.
After I hang up with Zach, I walk away from the map and back to Joe.
Mayor: I really just have a few minutes. I can see what your club has to offer. Could you please just give me the pricing on the various packages?
Joe: Well, that will take about 15 minutes.
Mayor: Look, I told my wife I would come by to get pricing. I'm sure you have a sheet that shows the prices for memberships.
Joe: (acting like it is a complicated thing, and staring at me with a blank gaze. I wonder what could possibly be going on upstairs) There are many different packages available.
Mayor: Great, so lets sit down and you can show me the packages and prices.
He whips out his presentation book and opens to page one. I am dumbfounded as he begins reading to me.
Joe: (paraphrased) "The Aspen Athletic Club is a premier fitness facility with..."
I cut him off.
Mayor: Look, I don't need to hear the presentation. If I join it will be a family membership. I am a solid prospect.
Joe: Well, this is part of the process.
Mayor: Ok, If I need to sit through the presentation, I am going to get up and leave right now, and never come back.
Joe: Well, sir. That is your choice. (still has a blank look on his face)
Completely incredulous at his response, I promptly get up and leave.
Look, I've been in sales before. I understand the purpose of the presentation. You want to "hook" the prospect and get them all excited so they sign up TODAY, because we all know that you can only get the "special" offer if you sign up TODAY! Yes, I played the same games when I sold Encyclopedia Britannica door-to-door. (that's another story though.. actually, a whole lot of great stories)
I also know that you have to know your prospect. If you have a customer that just wants prices, you do not hammer them with questions. You do not attack them with a presentation. It only serves to ANNOY them and makes your chance of closing the deal far less likely. In these cases, you smile and simply give the prospect what they want.
In this case, I already KNEW I wanted to join a health club. I had shopped around four other clubs in the area and was pleased to see this one opening right around the corner from me. This so-called "salesperson" was clueless just how hot of a prospect I was. But since he didn't know any better than to follow the ridiculous script given him by management, he lost a potential sale.
Will I go back to Aspen? I might contact the manager to relate my experience. For now, I am content to walk on my treadmill in front of my big-screen TV for exercise. I'm certain they can't offer that arrangement at the health club, and it won't cost me a dime.
It's Del.icio.us!
Furl It!
April 5, 2004 08:02 AM
Hello there,
I'm a radio producer for the BBC in England looking to put together an item about the changing sales methods of Encyclopaedia Britannica, and would like to talk with you about tsome of the stories you refer to in this piece. Please e-mail me at geoff.bird@bbc.co.uk and I will give you a call.
Many thanks,
Geoff Bird
BBC RADIO 4