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Selling in a Hyper-Competitive Market

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Casey ConradCasey Conrad

"With no discernible difference in product, consumers will always buy on price." You hear some version of this quote all the time in sales and marketing books, and it's true! For example, walk into a retail store to buy some electronics. There are ten versions of what seemingly appears to be the "same" product. Upon further inspection, and perhaps education, you discover the differences that help you justify buying something more than the least expensive.

Although we are more of a service than a product, the health and fitness club industry deals with the very same product differentiation issue. The average consumer doesn't know the difference between one facility over another. From the outside, to the novice, they all have lots of torturous looking machines and a variety of similar classes. Of course, WE, those of us in health and fitness, know the differences, but most prospects do not.

The question becomes, in a hyper-competitive market, with low-cost clubs on one end and the more expensive boutiques on the other, how do the rest of the health and fitness facilities compete? The answer is a combination of product differentiation and improved sales skills. In this article, we will focus on the sales skills.

Belief in Product

I know it sounds cliché, but one of the most important aspects of successful selling is a strong belief in ones' product. Specifically, as a salesperson, do you have absolute conviction that your facility provides a significant advantage to the prospect? Confidence sells. When the salesperson displays a high level of confidence, it transfers to the prospect. Although it's more of an unconscious element to selling, it has a big impact.

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