Sports Facility Trainer Series (Part 2): Developing Trainers to Sell
From part one of this series, you learned to hire staff that sells themselves through skill and client relationships. However, developing your sports facility trainer to sell is next.
Why? The trainers are the face of your facility. They work with the athletes every day and understand their needs and wants. Most importantly though, they build trusting relationships with them and their parents. Yet, most trainers are hesitant with this responsibility, especially if you pose it as “sales.”
Here are the steps to take to make trainers comfortable and effective when selling your facility offerings.
1. NEVER Use the Word “Sell”
In a past article, we covered why trainers struggle when you approach them about selling. Begin your training now with this advice. Sales has a negative connotation, especially with staff who have never been formally trained. The crazy thing is – their expertise makes them the best fit for the job. Don’t intimidate them with the word “sell.” Instead, use more casual language when training such as “spreading the word” or “promote” and even “fill the spots.”
2. Utilize Evaluations to Track and Optimize Athlete Goals
When an athlete steps foot into a training facility, they have a goal in mind – improvement. Whether that be to run faster, jump higher, push harder, etc, they are looking for a place (and person) to get them there. The best way forward? An initial evaluation identifies what it will take. Then track progress to continue adjusting the path to success.
In a previous article, we share how to use these evaluations to sell memberships, but its revenue power doesn’t stop there. Have a speed camp coming up in the facility? Take a look at your athlete’s speed results in their evaluations and recommend the camp in addition to classes to boost improvement.
3. Train them to Be Athletic Consultants/Personal Coaches
Athletes look to their instructors as the expert during and after the lessons or classes for guidance in achieving their goals. Make sure each sports facility trainer is always aware of the athlete’s high-level goals (making the team, getting recruited, winning a starting spot). As instructors see new ways to reach those goals (camps that come along, new classes added to the schedule, or even new equipment in the pro-shop), they should be consulting the athlete and the parents on the next steps or additional work to be done. Instructors should ALWAYS look for opportunities in the facility to help their athletes.
Once the sale is made, make the sign-up and registration for Camps, Classes, Lessons, and more easier on instructors and clients with an online facility management software. Schedule a demo here.