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Different value propositions in a gym: selling a price or selling a service<\/span><\/h2>\n<\/p>\n
Both ways of selling are perfectly valid and can go hand in hand in your gym or sports centre. However, before defining your value proposition you need to know the difference between selling a service and selling a price.<\/strong><\/p>\n <\/p>\n
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Selling a price:\u00a0<\/strong><\/span>This is the most commonly used sales technique. Sell your price because it is cheaper, you offer more resources, you offer more services. …. Whatever differentiates your gym, but always have the price as your selling message.<\/p>\n<\/p>\n
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Selling a service: <\/strong><\/span>In this sales technique, what we do is sell the benefits it provides, and not so much the price. This includes all the things that you know your ideal public needs and wants from a sport centre; personalised attention, fun, community… There are many possibilities, but they must always be in line with your centre and what you want to offer.<\/p>\n\n
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What is the main difference when applied to a gym?<\/strong><\/span><\/h3>\n\u00a0The main difference between the two is that selling at a price is influenced by the subjective view of each customer<\/strong>. What may seem cheap to some may seem expensive to others. Therefore, this vision does not depend on you, but on the end user. Moreover, it is a technique with which you enter the price war. What if the gym next to yours lowers its prices? Maybe if you only sell price, your users will leave.<\/p>\n<\/p>\n
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However, if you are selling a service, what you are selling to your end customer is what makes you different. What makes your centre the best option, and not just the price. It is selling identification.<\/p>\n
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\nWhen you sell a service, you are selling your identification, what sets you apart.<\/strong><\/p>\n<\/blockquote>\n<\/p>\n
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5 tips for having a value proposition and not selling on price in a sports centre<\/strong><\/span><\/h2>\nYou may be wondering how to do it. Here are our 5 top tips for creating a value proposition in your gym:<\/strong><\/p>\n<\/strong><\/p>\n<\/strong><\/p>\n1- Focus on your target<\/strong><\/span><\/h3>\n<\/p>\n
It seems obvious, but being clear and focused is the key to a company’s success<\/strong>.<\/p>\n<\/p>\n
Knowing who your ideal customer is, what they like the most or what their needs are is the first step you should take. You should even be able to convert their desire or emotions into a need.<\/p>\n
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The fundamental rule of your centre should always be to focus on the user<\/strong>. We know that defining a target can sometimes be a bit difficult.\u00a0So, we ask you 5 questions that can help you with that:<\/p>\n<\/p>\n
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\n- Who is your product or service aimed at?<\/li>\n
- Who could become your potential customer?<\/li>\n
- How old is he\/she?<\/li>\n
- What interests him\/her? What tastes does he\/she have?<\/li>\n
- What social networks does he\/she have?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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Once you have defined and answered these questions, you will have a profile of your buyer persona and can create personalised messages to reach your audience<\/strong>.<\/p>\n<\/p>\n
-> Resasports tip: <\/strong>there doesn’t have to be just one buyer persona. There can be as many buyer personas as you consider, as long as you are clear about the difference and the details of each one.<\/p>\n<\/p>\n
If you want to know more about how to get to know your target audience, read this article: What do gym customers value most?<\/a><\/p>\n <\/p>\n
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2- Add additonal value<\/strong><\/span><\/h3>\n<\/p>\n
It is something simple and at the same time very complex, you have to make training in your sport centre an experience<\/strong>. Any gymcan be used for training, what makes yours different?<\/p>\n<\/p>\n
This is the key to everything. In the previous point we have defined our buyer persona, but, quite possibly, it coincides with the target of many other gyms. Therefore, it is very important that going to train at your centre is something more.<\/strong><\/p>\n<\/p>\n
How can you do that?\u00a0Materialise all your ideas by answering these questions:<\/p>\n
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\n- If you were to become a member of a sport centre, what would you like it to have? Any special service? A specific machine?<\/li>\n
- What do you want the users of your centre to achieve and do they have everything they need to go down that path?<\/li>\n
- Do you have any dead space and do you think it could be reused for something else?<\/li>\n
- Are there any training disciplines you can include that will get the attention of your potential users?<\/li>\n
- Have you considered setting up a chill out area where your users can enjoy the post-workout while commenting on how it went with their friends?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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3- Specialise, offer a solution to a problem<\/strong><\/span><\/h3>\n<\/p>\n
After these questions, you will have a global vision of where you want to go and who you want to call. Your value proposition is practically clear<\/strong>. Now you need to differentiate yourself from others. And that is where you are going to sell a service, not a price.<\/p>\n<\/p>\n
It is clear that, in principle, with our centre we would like to cover all the needs of our users. But this is not possible and, as they say, if you can’t get enough, you can’t get enough.<\/p>\n
<\/p>\n
A good way to differentiate yourself while solving a problem can be specialisation<\/strong>. Nowadays users can choose from a huge number of disciplines to train in. However, the reality is that not everyone dares to try something new due to lack of knowledge.<\/p>\n<\/p>\n
If you are a gym, the discipline is clear, but what is going to differentiate you from the rest of the centres around you? That’s where the service you sell comes in. What are you going to sell that no one else offers? Personalised attention? A reference coach? A service specialised in a certain age range? There are many possibilities.<\/p>\n
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4- Listen to your users<\/strong><\/span><\/h3>\n<\/p>\n
Even though you are the manager of the sport centre and you have total power to decide, when it comes down to it, the customers are the ones who make your sports centre work. They are also the most direct source of information about what they are looking for in your centre, and how you are providing solutions.<\/strong><\/p>\n<\/p>\n
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Selling a price:\u00a0<\/strong><\/span>This is the most commonly used sales technique. Sell your price because it is cheaper, you offer more resources, you offer more services. …. Whatever differentiates your gym, but always have the price as your selling message.<\/p>\n <\/p>\n <\/p>\n Selling a service: <\/strong><\/span>In this sales technique, what we do is sell the benefits it provides, and not so much the price. This includes all the things that you know your ideal public needs and wants from a sport centre; personalised attention, fun, community… There are many possibilities, but they must always be in line with your centre and what you want to offer.<\/p>\n \n \n \n \n \u00a0The main difference between the two is that selling at a price is influenced by the subjective view of each customer<\/strong>. What may seem cheap to some may seem expensive to others. Therefore, this vision does not depend on you, but on the end user. Moreover, it is a technique with which you enter the price war. What if the gym next to yours lowers its prices? Maybe if you only sell price, your users will leave.<\/p>\n <\/p>\n <\/p>\n <\/p>\n However, if you are selling a service, what you are selling to your end customer is what makes you different. What makes your centre the best option, and not just the price. It is selling identification.<\/p>\n <\/p>\n When you sell a service, you are selling your identification, what sets you apart.<\/strong><\/p>\n<\/blockquote>\n <\/p>\n <\/p>\n You may be wondering how to do it. Here are our 5 top tips for creating a value proposition in your gym:<\/strong><\/p>\n <\/strong><\/p>\n <\/strong><\/p>\n <\/p>\n It seems obvious, but being clear and focused is the key to a company’s success<\/strong>.<\/p>\n <\/p>\n Knowing who your ideal customer is, what they like the most or what their needs are is the first step you should take. You should even be able to convert their desire or emotions into a need.<\/p>\n <\/p>\n The fundamental rule of your centre should always be to focus on the user<\/strong>. We know that defining a target can sometimes be a bit difficult.\u00a0So, we ask you 5 questions that can help you with that:<\/p>\n <\/p>\n <\/p>\n <\/p>\n Once you have defined and answered these questions, you will have a profile of your buyer persona and can create personalised messages to reach your audience<\/strong>.<\/p>\n <\/p>\n -> Resasports tip: <\/strong>there doesn’t have to be just one buyer persona. There can be as many buyer personas as you consider, as long as you are clear about the difference and the details of each one.<\/p>\n <\/p>\n If you want to know more about how to get to know your target audience, read this article: What do gym customers value most?<\/a><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n It is something simple and at the same time very complex, you have to make training in your sport centre an experience<\/strong>. Any gymcan be used for training, what makes yours different?<\/p>\n <\/p>\n This is the key to everything. In the previous point we have defined our buyer persona, but, quite possibly, it coincides with the target of many other gyms. Therefore, it is very important that going to train at your centre is something more.<\/strong><\/p>\n <\/p>\n How can you do that?\u00a0Materialise all your ideas by answering these questions:<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n After these questions, you will have a global vision of where you want to go and who you want to call. Your value proposition is practically clear<\/strong>. Now you need to differentiate yourself from others. And that is where you are going to sell a service, not a price.<\/p>\n <\/p>\n It is clear that, in principle, with our centre we would like to cover all the needs of our users. But this is not possible and, as they say, if you can’t get enough, you can’t get enough.<\/p>\n <\/p>\n A good way to differentiate yourself while solving a problem can be specialisation<\/strong>. Nowadays users can choose from a huge number of disciplines to train in. However, the reality is that not everyone dares to try something new due to lack of knowledge.<\/p>\n <\/p>\n If you are a gym, the discipline is clear, but what is going to differentiate you from the rest of the centres around you? That’s where the service you sell comes in. What are you going to sell that no one else offers? Personalised attention? A reference coach? A service specialised in a certain age range? There are many possibilities.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Even though you are the manager of the sport centre and you have total power to decide, when it comes down to it, the customers are the ones who make your sports centre work. They are also the most direct source of information about what they are looking for in your centre, and how you are providing solutions.<\/strong><\/p>\n <\/p>\nWhat is the main difference when applied to a gym?<\/strong><\/span><\/h3>\n
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5 tips for having a value proposition and not selling on price in a sports centre<\/strong><\/span><\/h2>\n
1- Focus on your target<\/strong><\/span><\/h3>\n
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2- Add additonal value<\/strong><\/span><\/h3>\n
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3- Specialise, offer a solution to a problem<\/strong><\/span><\/h3>\n
4- Listen to your users<\/strong><\/span><\/h3>\n
![\"sell](\"https:\/\/socialblog.nubapp.com\/wp-content\/uploads\/2022\/05\/vender-en-funcion-del-valor-gimnasio-1.jpeg\")
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