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在那些比较有经验的潜在消费者到你的健身俱乐部进行首次体验之前,他们已经明白了以下几件事情:你的俱乐部提供哪些服务、你的设施能否满足他们的要求和你的会所是否符合他们的健康价值观念。他们已经从会所的网站、其他会员、媒体报道、电话黄页、健身广告甚至你在当地的一次公共演讲中搜集了很多关于你的俱乐部的信息,并在在脑海中行成了一副图像。你的市场营销团队和会所的声望已经让消费者在实地参观体验前树立了某种基调,我们把这一过程称为“消费者印象预设”。而你的销售团队要作的就是带领这些顾客在参观体验中确认他们已经形成的印象,并且及时锁定一笔笔生意。
Before those first-time potential experience consumers reach your fitness club for the first time, they already understand the following: what services are available at your club, your facility meets their requirements and your clubhouse’s compliance Their health values. They’ve gathered a lot of information about your club from the club’s website, other affiliates, media coverage, yellow pages, fitness ads, and even your local public address, and have an image in mind. The reputation of your marketing team and clubhouse has set the tone for consumers before they visit the site, which we call “consumer impressions”. What your sales team needs to do is to lead these customers to confirm the impression they have made during the visit and to lock in the deal in time.