Positioning

Inundated with messages and experiences, consumers tend to make purchasingdecisions based upon whatis familiar, and what is believed to meet their needs. Consumers do not purchase unless there is trust in a company, a product or service, or a brand.

Perception and service. A consumer of facility services makes a purchase based upon a perception of quality. Customers place great faith in your ability to help them achieve a goal, and are willing to pay for that service. For a potential new member, yourfacility’s quality is unknown at the time of purchase, and yet a consumer will buy. Why? Due to a perception of quality, not actual quality. If the service is specific to a prospect’s needs or wants, and is consistent with the level of service expected, quality is perceived to exist. Perceptions can be influenced before and/or during the sales presentation, including bothintellectual and emotional information. Actual quality plays a role when customers renew memberships or purchase additional services. At these times, members rely on intellectual information already received from yourfacility, or fromthe actual and perceived quality. Yourfacility’s goal should be toachieveboth for all your members.

Facility brand. The power of branding canwork against you, since the health and fitness “industry” does not have a particularly favorable image. Horror stories abound of aggressive sales and intimidation tactics, as well as dishonesty and indifference.

Since consumers tend to be brand-loyal, youmust work to create a brand specific to your unique positioning within the market. You can then solidify your brand through quality service. Eventually, word circulates and new business develops, which in turn, contributes to your positioning. And your positioning within your market determines who yourcustomers will be. Positioning creates brand awareness within a community or market, contributing a competitive edge and building new business.