I continuously meet gym owners who believe that the distinctive factor of their business is quality, but what they mean when they talk about quality? And how much is it perceived as a value by their clients?
Let’s say that quality is a subjective parameter and what is perceived as a good quality for one, it might not be the same for another one. And here we face a first problem because it is difficult to communicated to the final client without a comparision with our competitors or to what the client is used to consider as qualitatively acceptable for a given price.
Using quality as a leverage, in my opinion, is not a viable otion simply because there is the risk to waste energy and resources to stress out a concept that can’t be immediately communicated unless one simply limit his statement to tell that he’s generically better than the competitors.
In my opinion, if you’re a gym owner or a business owner in general and you want to elevate your business over your competitors you need to create a most structured user experience where you can be able to show to your future clients what is actually the best quality that you to provide them, compared to your competitors. And this is valid for any business indeed.
Do you have really a superior quality service? Well, prove it not comparing it to the one of your competitors but by creating your future clients experience step by step until they will ask you to pay for your service. It’s simple as it is and in my experience always works well.