The popular stereotype that your front desk manager spends a lot of the day talking is far from the truth; a good front desk person spends much more time listening than talking.
For the 20 years I’ve owned my gym I spent very little time IN the front office BUT I hear how my front desk desk staff interacts with consumers. Selling classes, scheduling make ups, telling everyone how great our gym is and why they should sign up — but it’s just as important for them to be a careful listeners.
I’m referring to active, responsive listening that allows our front desk staff to tailor each interaction to the customer’s personality, noting the customer’s pace, not just their problem.
A significant portion of our training in the past was designed to build their listening skills. They learn to catch subtle vocal cues such as pauses and changes in inflection that will help them understand the customer’s point of view. They know that when they get a call, it means a customer has chosen to speak to them rather than a different gym or sport. That customer deserves to be listened to with the staff member’s full attention.
When customers interact with our staff, they should know that not only has their problem has been addressed, but they are actively glad that they decided to interact with us. Solving problems is just the low bar you need to clear to be in business; having customers feel good about interacting with you is what builds loyalty and repeat business.
Not only is listening central to the job, but it’s one of the most rewarding aspects of what we do. Every week, I spend time listening as my staff works with customers. I hear their passion, understanding, perseverance and commitment that they bring to their work. The customers they speak to sense that we are listening carefully; I hear how well my staff has learned the art of listening. This experience reminds me how good it feels to know that you have been listened to by someone ready to make a difference.
The people you have at your front desk are possibly the most important employees you have. They are often the face of your gym, they are selling your program and they are dealing with the upset parent.
(This message delivered to you in time to go and buy them a nice present for Christmas).
