Why You’re Not Getting the Sale – You’re Not Making the Ask (the Right Way)

We all know the obvious truth: if you don’t ask someone to become a member, odds aren't as good.

But making the ask isn’t just about blurting out, “Hey, wanna join?” at the first opportunity. Done right, it can be the difference between someone becoming a loyal member or disappearing back into the abyss.

Here are four things every instructor or front desk staff member should keep in mind before making the ask:

1. Where you make the ask matters

Timing and setting are everything.

I recently had an instructor ask me about membership as I was literally juggling my scooter and helmet on my way out the door. I was proud she asked — but it wasn’t the right moment.

At CycleBar, we used to map out “zones” for conversations like this. The lobby? Great. The lockers? Even better. The doorway as someone bolts to their next meeting? Not so much.

Pro tip: Position the ask somewhere relaxed, where the member feels comfortable lingering for a quick chat. The more rushed they feel, the quicker they’ll shut it down.

2. Build the connection first

Membership asks without connection feel like a cold call.

In my case, I’d been to this yoga studio for weeks before the instructor even seemed to know my name. When the ask finally came, it felt more transactional than relational.

Pro tip: Learn their name. Ask about their day. Notice if they’ve been coming consistently. Build a little rapport so the ask feels like a natural next step — not a script.

3. Be ready to handle objections

When I told the instructor that ClassPass was cheaper (spreadsheet queen here — I’ve done the math), she froze. No follow up, no alternative, just an awkward pause.

Here’s the thing: I know the studio runs discounts and promotions. If she had asked how much I was paying per class, she could have positioned a membership package closer to my rate. Even better, she could have explained the benefits I’d get that ClassPass doesn’t cover.

Pro tip: Don’t fear objections — anticipate them. Have a few responses ready that connect back to the value of your studio. “We can get close to your ClassPass rate,” or “You’ll also get access to member-only perks.”

4. Know their routine and goals

Asking for the sale without knowing someone’s goals is like prescribing medicine without a diagnosis - well minus the risk of death of course.

This instructor didn’t know I was training for a marathon or that I do Olympic weightlifting twice a week. If she had, she could have positioned yoga membership as a great recovery tool that would support my training, not compete with it.

Pro tip: Take a few seconds to ask what brought them in, or what their fitness routine looks like. That info gives you an angle to connect your membership directly to their lifestyle and goals.

Final Thoughts

Yes — asking matters. But asking well is where the sale happens.

Focus on four things: timing, connection, objection-handling, and understanding goals. Nail those, and you’re not just “making the ask” — you’re building a relationship that makes saying yes the natural next step.