Listen With Both Ears
By Sara Burton
Like a thief with a stethoscope in search of a safe’s combination, intentional questions can help you unlock hidden treasures.
“Can you tell me more about your gym?”
Your marketing strategy has successfully caught prospects ready to hear more of your story!
Where do you go from here?
If your listeners are the only ones asking questions, you’re in danger of giving away all your information without understanding their wants or needs. And lengthy responses expounding all the benefits of your services will come across like a drink from a fire hose. Instead, be ready to ask intentional questions that help navigate towards a deal.
The acronym FOR – family, occupation, recreation – can help you remember the types of questions to ask. Your prospects’ answers to simple questions based on these three key areas will provide important information about them. Listen to their responses carefully. Then, present your business as a solution to their obstacles and the key to achieving their health and fitness dreams.
Use these examples to understand how FOR can help you ask the right questions and then provide information that will satisfy your prospect’s needs.
| Family | |
| Q: “Do you have a family?” | A: “I’m a mom of two young girls.” |
| Club owner response: | Highlight your club’s facilities for children. |
| Personal trainer response: | Show how strength training would ease the workload of lifting and carrying growing little ones. |
| Instructor response: | Describe the getting-out-of-the-house social aspects of group exercise. |
| Occupation | |
| Q: “What do you do for a living?” | A: “I’m a teacher.” |
| Club owner response: | Explain how other teachers use the facilities. |
| Personal trainer response: | Discuss how appointments would be conveniently booked around teaching hours. |
| Instructor response: | Emphasize the stress-relief component of group exercise. |
| Recreation | |
| Q: “What do you do for fun?” | A: “I love swimming and hiking at our cottage.” |
| Club owner response: | Be aware that membership costs would probably not be a major hurdle. |
| Personal trainer response: | Follow-up by asking how achieving personal fitness goals would make those activities easier and more enjoyable |
| Instructor response: | Explain how weekly classes can be a fun way to keep active when not at the cottage. |
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