Why is validating guests' feelings important in the sales process?

Validating guests' feelings is crucial in the sales process primarily because it builds rapport. When customers feel heard and understood, they are more likely to trust the salesperson and feel comfortable during their decision-making process. This connection fosters a positive relationship, which can lead to increased customer loyalty and satisfaction. By acknowledging their emotions, whether it's excitement about getting fit or apprehension about trying something new, sales associates make the guests feel valued, thus creating a welcoming environment that encourages open communication.

While building rapport can certainly help in closing more sales, the foremost goal is to establish that connection, which lays the foundation for a productive conversation about the services offered. Other options, like speeding up the process or reducing refunds, are secondary effects that may arise from a strong rapport but are not the primary reason to validate customer feelings in the initial stages of engagement.