Every single day you will find me casually entering a Starbucks. Now, you might be thinking, why does that matter? After all, millions of Americans do the same thing. The reason is because I don’t even love the coffee; yet, every day, I get a coffee from Starbucks.
Why would someone go somewhere religiously for a product or service when they do not even like what they are purchasing?
Great brands focus more on the customer’s experience rather than the product or service they are selling. This is what makes them different.
If you picture a Starbucks, you might imagine customers sitting and relaxing at tables. It is at these tables where the customers can complete daily tasks such as paperwork, social media posts or even meet someone else for a date. All of this takes place at a coffee shop.
As I approach the Starbucks’ counter, I proceed to speak a different language by asking the barista for a “venti macchiato” or “grande Pike.” Starbucks is one of those companies that figured out that business is all about the customer experience, not about the coffee.
The same holds true for successful fitness brands such as Equinox. Sure, people pay a premium price to join an Equinox health club, but their membership is more than just a simple gym membership. In fact, Equinox’s motto is: “It’s not fitness; its life.”
Everything within the walls of an Equinox club caters to the customer experience. This includes offering guests refreshing eucalyptus towels and carefully laying out yoga mats prior to the arrival of class members.
The minds behind the best fitness brands understand that customers don’t buy what you’re selling but, rather, why you’re selling it. The goal for a health club company shouldn’t necessarily be to sell a product to a customer based on what they have available. Instead, the goal should be to get a customer to believe and buy into what the brand is all about.
In summary, health club companies should adopt the following habits of success:
1. Stop selling based on price and start selling based on your company’s philosophy.
2. Spend more time engaging with customers. This means actively listening as well as asking open-ended questions.
At the end of the day, a person will purchase your club membership as long as they believe what you believe in.
Kory Angelin is an award-winning trainer, sales strategist and two-time published author. His industry experience includes partnering with Nike to launch its SPARQ brand, working with a variety of athletes from the NFL and NBA and being featured in "Sports Illustrated," "USA Today," "Training & Conditioning" and "STACK" magazines for his work in the fitness industry. Angelin has been an on-air host on QVC and is a sought-after motivational speaker. He holds a bachelor’s degree in sports medicine and has just launched his second book entitled #Sellout. To listen to Angelin’s podcast or to find out more information, visit www.koryangelin.com.