The Assessor: Maximising Customer Value

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If there’s one under-valued and underutilised role in your business, it’s most likely to be the assessor – even if that role is filled by you.

The assessor is one of the first customer touchpoints, and their capabilities, or the lack of them, can directly impact your member retention stats. Thinking of them as a salesperson is the first, and often eye-opening, lesson.

In this revealing course, you’ll learn how to optimise this pivotal role and transform your customer journey, especially in those crucial early days.

Outline of the Course

Module One: The Assessor 101: You’ll consider the importance of the assessor role in the modern training gym and pinpoint the specific areas where it can add value.
Module Two: Good Systems, Great Business: You’ll learn how the role can be managed, systemised and measured, using data and KPIs.
Module Three: The Psychology of Success: You’ll discover how psychology plays an integral part in the assessor role, covering behaviour change, the science of habits and self-accountability.
Module Four: Communication: You’ll work through how to develop the key assessor skills of listening and communication.
Module Five: Planning the Customer Journey: You’ll study every step the customer takes and apply some key principles to create a journey that fits your business.
Module Six: Prospects to Trialists: You’ll learn how to make conversions by studying each factor involved, such as marketing, enquiry handling and pricing.
Module Seven: The Evaluation Process: You’ll learn the subtle art of the initial client consultation.
Module Eight: The First 30 Days: You’ll consider the importance of that first crucial month and learn how to design a 10-star 30-day trial.
Module Nine: Trialists to Members: You’ll discover inside every great assessor exists a salesperson, and you’ll go through each of the key skills they need.
Module Ten: The First 90 Days: You’ll find out how the assessor plays their part at this critical stage in a customer’s journey, helping them settle into the gym experience.
Module Eleven: Creating Lifetime Loyalty: You’ll see how the assessor’s role reaches beyond the early stages to help support retention, loyalty and community.
Module Twelve: Next Steps: You’ll take everything you’ve learned about the assessor role and use it to redesign your customer journey.

Knowledge you’ll gain from this course:

: The overlooked role

You’ll learn that technical skill is just one part of the story; your assessor must be a salesperson and a relationship builder to boot.

: Creating a secret weapon

You’ll see that as an owner, by selecting the right assessor and equipping them with the proper skills, you can have an incredible impact on your business.

: The trust builder

You’ll realise that from the initial evaluation and the 30-day trial through to long-term loyalty, it’s the assessor’s skills of listening and communicating that are intrinsic to the customer journey.

: Systemising the role

You’ll discover how to support your assessor and enhance the customer journey by leveraging the power of data, software and automated comms.

Ready to champion your unsung hero?

Enrolments for the Assessor course will go live in early 2021.

“We thought long and hard, trying to justify the expense...DON’T! Just invest and join.”

Dan Oliver
Field of Fitness, Guildford

Read Dan's Full Story

Frequently Asked Questions

Is there a time limit to complete the course?: This course usually takes 12 weeks to complete (one block per week). But there is no time limit, as you can spend longer on each block. The course is designed to enable you to work at your own pace, to ensure that all blocks are fully completed before moving onto the next one.
How do you pass each block?: There are exercises to complete for each block. You will review these with your Coach Mentor and they will move you to the next block when you are ready.
What is a Coach Mentor and what role do they play?: We have a team of experienced Coach Mentors who support and guide members of the IFBA. You will have a dedicated Coach Mentor who will guide you through the course. You will have weekly call with them to discuss progress and they will move you on to the next block when you are ready.
How do I access materials or any additional resources?: Everything that you need is provided within the course online. There is a reading list in the materials section for each block of the course.
Will I get a certificate at the end of the course?: Yes, you will be issued a certificate when all elements of the course have been completed.
How much does the course cost?: The course price is £999 (which you can pay over 3 £333 instalments). If you have the Leadership membership tier, then this course is within your membership price.