Practice

Zig Ziglar used to tell this story about sales:

When new recruits joined up with Acme Dishware Company, they were often sent across the road to make their first sale. Straight across from HQ lived a man who was easily persuaded, and an easy sale always built up the confidence of the new door-to-door service salesman.

One new hire, fresh from a week of coaching and instruction, was given this order by his manager: "Go across the street to the house on the left. He'll put up some resistance at first, but he'll cave in and buy SOMETHING. He ALWAYS buys something."

The green salesman tightened his tie, tilted his hat, and strode confidently across the street. He knocked on the door.

"Get outta here!" said the man who answered. "I don't want any of your darn plates."

The rookie was momentarily taken aback, but then remembered the words of his coach: "He'll put up some resistance at first, but he'll always buy SOMETHING. Always." With that knowledge in hand, he pressed on:

"Sir, I think you'll find that I'm not selling plates."

The homeowner opened the door a crack. "You're not?"

"No, sir, I'm not. But I wonder how many family members you have around here at Christmas time, and how do you feed them all?"

The homeowner invited him in. This was the 1940s, after all. The salesman, no longer a rookie, sold a full set of plates, knives, forks, and spoons, and marched back across the street, triumpant in his easy victory.

"Well?" asked his manager. "What did you sell?"The salesman pointed to the house and said, "Just like you told me: he always buys something. I didn't expect a full order, though."

The manager looked from the house across the street - the house on the right, not the left - to which his recruit pointed.

It was the wrong house.

THAT house was home to a crotchety senior who never bought ANYTHING from ANYONE.  You can probably guess the lesson: that confidence convinces.

It's one of the cornerstones of persuasion, but confidence doesn't typically come without practice. Lately, on a few CrossFit message boards, new Box owners have been asking, "I've got this great space...how do I fill it?" The answer is: you fill it. You bring in the local talkers: hairdressers, waiters....and you do it for free, if you have to.

You're not just filling the parking lot, though: you're practicing. You're practicing coaching. You're practicing the art of keeping clients. You're practicing using your checkin system. You're testing class times to see which are most full. You're testing your layout, your equipment, your programming. You're making mistakes, and correcting them, without penalty, full of the confidence that comes from knowing your mistakes aren't costing you anything.

By the way, retention is easier than recruitment after you've practiced it awhile. Free classes to fill your gym is the cheapest marketing you'll ever do...and you'll be training yourself at the same time. What else are you doing with all your spare time?