Here’s a crazy story from my experience today at LA Fitness. I won’t even go into the convoluted reason they had me cancel my membership and sign up again (annoying), but this led to meeting Sales Manager and Sales Guy (we’ll call them that the purpose of this post).
When I met Sales Manager a couple of days ago with my girlfriend, he informed me that I have a Jewish last name and then proceeded to bid me “Shalom.”
They couldn’t sign me up that day (again, annoying), so I returned today to meet with Sales Guy. As we’re sitting there, Sales Manager sits down next to me, and begins to unload more crazy.
Sales Manager: Hey, Sales Guy, did you know that Jeff is Jewish?
Sales Guy: (Blank stare)
Jeff: Um…. Okay.
Sales Manager: That means we need to pick his brain on how to make money.
Sales Guy: (Panic stare)
Jeff: Ummmm… that’s a little offensive.
Sales Manager: No, it’s okay. I’m Dominican. People call me Mexican all the time.
Jeff & Sales Guy: (Confused and awkward silence).
Sales Manager: I’m Christian. But, at my church we believe in Israel. (Pause) Are you militant?
Jeff: Ummmmmm…. No, not really.
This small snippet of a larger exchange begs a couple of questions. First, are there Christians who don’t believe in Israel? Great! First Santa, then the Easter Bunny, now this? Where do they believe Natalie Portman is really from?
But, the bigger question is: How does a business combat stories like this that will lead to negative word of mouth? (The obvious answer is prevention, but, hey, things happen).
Do I think Sales Manager meant to be offensive? No. (As Sales Guy explained when he took me aside and apologized, “That’s just how he is.”)
Will this prevent me from remaining a member? No. (But only because I play racquetball with friends there).
But, here’s the big thing: Will I tell this story EVERY TIME someone mentions LA Fitness in my presence? Absolutely! Will many of the people who hear it retell it to their friends? You bet.
So, here’s what LA Fitness should do to try to fix it.
First, publicly make it right.
This is 2010, when most of us have a story to tell, we tell it online where countless of our friends and their friends can read it (or watch it or listen to it). Hopefully, a large brand like LA Fitness monitors online mentions of their brand (via Google, Twitter search, or pay for a social media listening service like Radian6). Once aware of this blog post or Tweets about it, they should use those venues to comment, apologize (if that’s what they feel this merits), and find a way to make it right. (LA Fitness, please don’t do anything drastic like fire Sales Manager. The guy means well. You just haven’t trained him on how to behave in the workplace).
Next, give me a better story to tell.
This is huge. Like I said, I will tell this story every time I hear of LA Fitness. Why not give me a better story to tell? Give me something else positive to say whenever I hear the name… or, at the very least, give me an ending for this story that will put a positive spin on it.
I guess I am militant after all. Not about Israel (whatever that means), but about word of mouth. Your employees are your brand. Like it or not, Sales Manager defined what LA Fitness means today. So, LA Fitness, it’s your move.