DEMOGRAPHICS MOTIVATIONS

EMOTIONSNEEDSPAIN POINTS QUOTE

PERSONA TYPE:

Name: MichelleAge: 36Marital Status: MarriedKids: 2Lives: Brisbane CBDWorks: Part-time as a legal secretaryExercise History: Michelle has very little experience exercising. She used to belong to a gym 3 years ago but she went for a month and then let her membership lapse. Michelle is interested in getting a personal trainer, some classes and using the pool.

Michelle wants to lose weight.

Michelle is upset and embarrassed by the way she currently looks.

She feels self-conscious that she will be the only person in the gym that doesnt know how to use the equipment and will be more unfit than everyone else there.

Michelle is feeling positive about joining the gym and finally doing something about her weight.

Michelle needs lot of support. - She needs emotional support to go on this journey.- She needs help maintaining motivation- Michelle needs help learning how to use he equipment and working out what classes to do.

"You don’t see many people that are my shape so with that comes a certain amount of discomfort. So therefore, each time you go, there is an emotional hurdle to get over."

NEVER EXERCISED

Michelle needs to get the support she requires otherwise she may stop attending the gym.

Not knowing how to use the equipment properly could result in Michelle giving up.

DEMOGRAPHICS MOTIVATIONS

EMOTIONSNEEDSPAIN POINTS QUOTE

PERSONA TYPE: LAPSED EXERCISER

Name: GenveiveAge: 27Marital Status: In a relationshipKids: 0Lives: Brisbane suburbsWorks: Full-time Exercise History: Genevieve has been to gyms before but hasn't belonged to one for about 3 years. The last gym she belonged to, she stopped going to after 6 months.

Genevieve wants to lose some weight and feel healthier. She is attending a wedding in 2 months and it would be great to fit into her dress

She is interested in Goodlife because it is close to her work and her sister goes there but she is also looking at Fitness First.

Genevieve is a bit nervous about going back to the gym Will she look stupid in the classes? Will she be fit enough?

Genevieve is relieved she has finally decided to do something about her fitness.

Genevieve wants some support from the gym she goes to - she wants help with technique the classes and with staying motivated.

Genevieve has social needs and will choose Goodlife so she can exercise with her sister, who also motivates her.

"My sister goes to Goodlife and loves it. We can train together if I join up."

Geneveive needs to stay motived in the long-term so she doesnt stop going to the gym, like last time.

Genevieve is not interested in personal training - she is clear about what she wants and doesn't want to be sold other things.

DEMOGRAPHICS MOTIVATIONS

EMOTIONSNEEDSPAIN POINTS QUOTE

PERSONA TYPE: SWITCHER

Name: BradAge: 23Marital Status: In a relationshipKids: 0Lives: Brisbane Works: Full-time Exercise History: Brad has belonged to gyms for a number of years. He uses the free weights and weight machines. He does cardio some cardio to warm up.

Brad is looking for a gym close to his new office. He has been going to a 24 hour gym and wants something with more space and better equipment.

Brad has checked out Goodlife online and is happy with it. He just wants to get the best price and sign up.

Brad is proud of his exercise routine and the shape he is in.

Brad gets frustrated by sales people - he knows what he is looking for.

Brad is looking for available good quality equipment while he works out.

Brad likes to exercise alone and not be bothered when he is at the gym.

"I want a gym near me, with good equipment at a good price."

Brad doesn't want to have to go through the sales process - he just wants to sign up during his lunch break.

DEMOGRAPHICS MOTIVATIONS

EMOTIONSNEEDSPAIN POINTS QUOTE

PERSONA TYPE: INEXPERIENCED MC

Name: JessAge: 22Marital Status: SingleKids: 0Lives: Brisbane suburbsWorks: Full-time at Goodlife as an MCJess has previously worked at Jeans West as a sales assistant. She likes going to the gym herself and started at Goodlife as an MC two weeks ago. She has had the training and has been going through the sales process.

Jess was attracted to the idea of controlling how much she earns through commission.

She wants to earn enough to go to Thailand at the end of the year.

Jess is still a little uncomfortable about certain parts of the process.

She doesn't like asking prospects too many questions about themselves as sometimes they are not forthcoming.

She also doesn't like asking them for referrals.

Jess needs some good sales on the board to feel comfortable with the process.

She is doing ok but doesn't yet feel completely comfortable that she is in control of the process.

"I love the gym but I don't like prying into people's personal lives. "

Jess doesnt like the PFP or referrals and hasn't yet mastered how to handle them.

DEMOGRAPHICS MOTIVATIONS

EMOTIONSNEEDSPAIN POINTS QUOTE

PERSONA TYPE: EXPERIENCED MC

Name: HenryAge: 26Marital Status: GirlfriendKids: 0Lives: Brisbane cityWorks: Full-time at Goodlife as an MCHenry has been with Goodlife for a little over a year. He enjoys his job and knows his niche is in selling to middle-aged women.

Henry is motivated to become a Regional Sales Manager. He can see a career for himself with the company.

I enjoy selling gym memberships to people that can be helped to feel better about themselves.

Sometimes I get frustrated by people who are rude to me when I'm just trying to do my job.

Henry tends to adjust the sales process depending on the type of customer he has.

Sometimes he doesn't do the needs analysis at all and he needs a sales process that allows for this.

"It's hard to sell to someone that has a clear idea of what they already want."

Sometimes Henrly finds the customers are stand offish and don't want to go through the sales process he is meant to undertake.