Not gonna lie, owning a business with a membership-based model is pretty stellar. Having reliable, predictable revenue coming in each month gives any business owner a lot of confidence when planning a budget, knowing when to reinvest money back into the business, or when it might even be possible to give your hard-working employees a bump in pay. A business with a membership-based model has a lot of options that a business relying on one-off sales simply does not.
There are, however, some unique considerations when hiring a team to run a membership-based business. You can’t rely on one type of salesperson to take care of your members or clients. Since clients may be visiting your business multiple times each week or even every day, it’s important to match your employees’ personalities with those of your vast, diverse group of clients to provide excellent service and keep your clients coming back for more.
Here’s why your membership-based business needs the following 3 personalities:
We all know someone who could sell ice to an Eskimo or a ketchup popsicle to a woman wearing white on a 90-degree day—basically, a sales natural. When you walk into a business and you are greeted by The Natural, you feel welcome and at home. Everything is easy. They’re easy to talk to and you feel comfortable. So comfortable in fact, that you can’t help but find something to buy. Whether it’s a product or service, you are excited about your purchase. Maybe you frequent the business more often or start spending more time there because The Natural is so friendly. Hell, you might even become friends!
And it’s obvious why having The Natural around benefits a membership-based business model. You can always count on The Natural to win the trust of your clients and make the sale, over and over again.
But not all clients respond to The Natural. In fact, many prefer the quieter demeanor of The Friend. You know … someone who is just so nice, you can’t help but want to be around them. The Friend might not be as out-there or gregarious as The Natural, but hiring The Friend to serve your clients is critical. The Friend is honest. The Friend is trustworthy. The Friend would never push you into making a bad purchase—they’re looking out for you. And that’s why many of your clients prefer to be helped by The Friend.
Make no mistake, The Friend, can make the sale. But, The Friend is more concerned with ensuring your clients get genuine help and honesty when contemplating a purchase.
Every business needs The Achiever—the ringer! You know, it’s 5:00 PM and unfortunately, you had to make a big return … um, we need to make $600 in the next 2 hours otherwise we don’t make our daily sales goal … or we’re $15,000 shy of our monthly goal and it’s the 30th. Ah! Who do you task with saving the day and making it happen—that’s right, The Achiever!
When presented with a seemingly impossible challenge, The Achiever, finds a laser-like focus and gets it done. The Achiever is highly motivated by challenges, SPIFS, a bonus, or even recognition of being the best.
And I wouldn’t know anything about this motivation, even though when I worked at Victoria’s Secret during the summer in high school, I won every single SPIF just to prove I could do it—including a contest to open the most Victoria’s Secret credit cards. I opened 25 in one day! I think the second-place finisher opened 7 over the 2-week contest. It was a landslide and I won what seemed like a life-supply of underwear. Turns out it was just enough for 4 years of college, but I won it! Whoop!
But back to your membership-based business … you’ve gotta hire The Achiever because there will be a time when you need someone to rise to the occasion and save the day, ‘er goal.
Fortunately for me and my membership-based business, I’ve managed to hire several Naturals, Friends and even a few Achievers (besides me). It’s worth noting that The Natural and The Friend could also turn into The Achiever under the right circumstances—the personalities do have some crossover.
If you own a business with a membership-based model, take a look at all your employees. Do you have a good mix of the 3 personalities to match your vast, diverse group of clients? If not, make an effort to incorporate some ways to identify either The Natural, The Friend or The Achiever in your next round of interviews.
I spoke with several members of my team before writing this post and they all easily identified themselves as either The Natural, The Friend or The Achiever. So, if you’re trying to think through each role in my studios, give it a go and post a comment. I’d love to hear which personality you are in your own business. Or if you’re an employee, which of the 3 personalities you most identify as your own.
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On Thursday, I can’t wait to tell you all about my new Vitamix blender and how it’s literally changed my life.
Until then, stay on your toes!