I have almost finished unpacking from a trip to my first-ever Motorcycle Rally.
Talk about being out of my comfort zone and growing through the process!
I was going to wait until tomorrow to create and send this email, but this lesson needs to get to you ASAP.
This rally was for dual purpose motorcycles which is a blend of road and off-road riding bikes and riding styles.
I could go on and on about the twisty highways and the adventures on 2 wheels, but I want to share something totally relevant to the fitness industry.
The rally has sponsors and the sponsors have booths in an area, virtually in the middle of all activities, where they can display and sell their products. Sponsors typically range from small startups to Fortune 500 companies.
While there were no actual motorcycles sales, there were plenty of accessories being demonstrated and sold. Think tires, packs, luggage and items along those lines.
One small booth, 10’ by 10’ in size, was outperforming everyone else in attendance, interest and ultimately actual sales.
They didn’t have a small price point product. In fact, their accessories, consisting of packs and a few other small items, we’re by far the most expensive available at the rally. Their products reek of high quality and the company has earned a fantastic reputation. But that is NOT what was selling their products.
I have admired this company for a while and made it my priority to meet and talk with the owner who was on-site leading the sales process.
He shared how his presentation was created carefully and deliberately, to encourage the prospective customers to have an experience with his products.
The products were modeled on actual bikes, in such a way that it encouraged the customers to touch, open, close, examine and test the product in any and every way.
This little company encouraged an experience with the product before and during the buying experience. It worked, and they had more activity and sales that the big companies next to them with booths that were 3-4 times as big and offering “show only” pricing.
They won’t be small for long.
Smart fitness business owners don’t discount prices like the big-box gyms. That is a losing proposition.
Smart gym owners set up their sales process to invite an experience as part of the marketing and sales process. And they don’t stay small for long.
Need ideas? We can show you how it’s done.
