Why is it important for a Sales Associate to know the competitive landscape?

Understanding the competitive landscape is crucial for a Sales Associate because it enables them to effectively position Orangetheory Fitness in comparison to other fitness options available in the market. By analyzing competitors, the Sales Associate can highlight the unique features and benefits of Orangetheory Fitness, such as its science-backed workout model, community atmosphere, and coaching quality. This positioning can enhance marketing strategies, improve member retention through targeted communication, and assist in overcoming objections from potential members. Knowing what competitors offer helps Sales Associates to articulate the value of Orangetheory and adapt their sales techniques to meet the needs of the target market, ultimately leading to increased membership and loyalty.