What should a sales associate aim for in every interaction with guests?

A sales associate should aim to convert leads into members in every interaction with guests because this aligns directly with the primary goal of the sales role within Orangetheory Fitness. Converting leads means effectively engaging with potential members to understand their fitness goals, addressing any concerns they may have about joining, and ultimately persuading them to sign up for membership. This process builds the foundation of a successful sales strategy, as increasing membership is vital for driving revenue and keeping the business thriving.

While upselling products, gathering feedback, and creating friendships are important aspects of building relationships with guests, these are secondary to the main objective of membership conversion. Upselling may enhance the member's experience but does not have the same direct impact on membership growth. Gathering feedback is valuable for improving services but does not directly result in conversion. Creating friendships can lead to a positive atmosphere and customer retention but may not translate to converting leads into paying members. Therefore, focusing on conversion ensures that each interaction is strategically aligned with the overall success of the Orangetheory Fitness community.