Jim Thomas’s "WHITE PAPER Your Front Desk is Killing Sales — Here’s How to Fix It" argues that a gym’s front desk is not merely a reception area but a critical sales touchpoint that significantly impacts revenue. Thomas asserts that many gyms overlook the front desk's potential to generate leads and convert them into memberships, often treating it as a cost center rather than a growth engine. The paper highlights common front desk errors, such as failing to capture contact information or schedule tours, which lead to lost sales opportunities. To rectify this, Thomas proposes several tactical fixes, including scripting every interaction, providing sales-oriented training for front desk staff, and tracking key performance indicators (KPIs) to ensure accountability. Ultimately, the white paper concludes that by re-engineering the front desk into a sales-critical function, gyms can unlock new levels of membership growth and revenue.www.fmconsulting.netwww.linkedin.com/in/jimthomasconsulting

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