What is a key strategy for a Sales Associate in overcoming objections from potential members?

Understanding the objection, empathizing, and providing evidence or benefits is a key strategy for a Sales Associate in overcoming objections from potential members because this approach fosters a connection with the potential member. It demonstrates that you are listening to their concerns and validates their feelings, which can significantly enhance trust and rapport.

By actively engaging with the objection, you can gain insights into the specific concerns that a potential member may have, whether they relate to price, commitment level, or fitness goals. Empathy allows you to acknowledge their feelings, making them feel heard and respected. This can create a positive atmosphere for further discussion.

Once you have a clear understanding of the objection, providing evidence or benefits reinforces the value of the membership. This could be testimonials from current members, success stories, or concrete examples of how Orangetheory Fitness can meet their fitness needs. This evidence can bridge the gap between their concerns and the perceived value of joining, effectively addressing their reservations.

In comparison, offering immediate discounts might undermine the value of the service, while ignoring objections could create frustration or disconnect. Referring potential members to online resources may not provide the immediate, personalized attention needed to alleviate their concerns. Thus, the strategy that combines understanding, empathy, and evidence not only addresses objections effectively but