Tips for Selling Personal Training
Personal trainers, do you have enough business? If the answer is yes, then perhaps either you’re too comfortable or just highly successful. This article is for the comfortable and hungry. If you’re a highly successful personal trainer, you’ll probably still read this to look for new useful information. The comfortable trainers have probably already moved on. Why is that? Why is it that the average American reads one book a year and the top most successful CEO’s knockout 60 or more books a year? What does that tell you? And what is the average American’s excuse for not reading more?
I don’t have enough time.”
Really? Then how did a CEO like Bill Gates find the time to crank out 60 books in a year? Sorry if this sounds harsh but maybe that’s what you need right now. A little tough love. If you’re looking to increase your business and revenue, then you’ve come to the right place but get ready for the straight shot!
So here’s the question again: Do you have enough business?
Would you like more? How do you get more business? If your current system isn’t producing the results you want then it’s simply one of two things:
- Perception
- Process
It’s either how you look at it or what you’re doing. So let’s take a look at those two things a little deeper and then we’ll get into what you can do about it.
Your Perception
How you see yourself will have a huge impact on your level of success. Interestingly, I asked a question on Facebook recently.
The question: “Facebook Peeps: Question for you, who’s in sales here?”
Who responded? Who do you think responded? “Official salespeople.” The more important question is why didn’t my other friends chime in on that? Many of which are personal trainers.
Look, here’s the deal, if you’re in business, ANY business you’re in sales. Period.
The receptionist at a Hotel front desk is a prime example of this. Most likely a receptionist will be seen as (and even considers herself as) “customer service.” Which is true… Sort of. That being said, what is the end result of poor customer service on a paying client? That individual will ultimately take their business elsewhere. In other words they have become sold on NOT doing business there. And the key component that helped said individual make that decision was a poor experience with the lady at the front desk. What does this have to do with getting more clients to train? Nothing except if the front desk lady saw herself first and foremost as the salesperson she is, she would have recognized a few thing right off the bat. Those things are:
- The person in front of me right now and the money in their wallet is why I have a job.
- Service is senior to selling.
- If I take really good care of this and every person I interact with here, they will continue to come here, tell others and I will continue to have a job.
- When everybody acts this way, entire economies stabilize.
No big deal, right?
So, as a trainer, your top priority is what?
Helping others achieve their personal and physical goals. You have to take on many rolls as a trainer. Coach, Psychologist, Leader, Brother/Sister and now… sales professional!
You know that what you have to offer them can and will change their lives and it’s also safe to say you’re not just in it for the money. You are also more than likely completely sold on your product (you) your service and your ability to deliver results. Now the question is, can you effectively communicate that to your client and get them sold on the idea that you are the one who’s going to change their life?
This means that you need to start seeing yourself as a sales professional to go along with your other hats. Then to add to that, you need to hone your selling skills with the same tenacity you hone your own physical training. Conveniently you’ll find you’re probably already doing some of the things I’m about to suggest and recommend. So what I want to do now is help you fine tune these techniques into something that’s going to fill up your day planner in a hurry.
Your Procedure
Now that you’re starting to recognize that you’re a salesperson disguised as a personal trainer you then need to have a process to take a potential client from “potential” to “actual.”
You can read more on this in my HUB:
SALES SKILLS AND TRAINING FOR PERSONAL TRAINERS
But for now, let me run you through the basics.
1. Greeting. You need to meet people and as the saying goes, you never get a second chance to make a good impression.
2. Needs Assessment. This is where you find out not only what they want to accomplish but why. Why is important for two reasons. First, it reminds the client what their doing and why they reached out to you in the first place. Second, it motivates you to stick with it. This is where you find out how you can really help this person and make a positive impact in their life.
3. Presentation. Now it’s time to show them how you can solve their problems. That’s what you’re there to do and people believe what they see not what they hear. Show them a result.
4. Discuss Figures/Close. Now it’s time to figure out how you get paid. This is what it all comes down to. Once you name your price, you’ll need to be prepared to handle any objections that might come your way. Just because the prospect says it’s too much doesn’t mean it’s too much. Objections are often complaints in disguise and mean more to the sales person than the client.
5. Finalize/Fulfill. This is where you deliver on your promises.
So the question to ask yourself now is, how do I handle a potential client who comes to me interested in training?
Do you have a process in place? For example, how do you handle a phone call requesting information about your services? Do you follow the steps above? Do you make it a point to give yourself the opportunity to present a full demonstration of what you can do before discussing price? Listen, a person will not part with their hard earned money until your proposition, the solution you have, is worth more to them then their money. You have a responsibility to your client and yourself to make sure that you are able to not only tell them what you’re capable of doing for them but show them.
What Are You Going To Do About It
OK, so now comes the challenging part.
How to handle the incoming phone call or email asking “how much for training?”
If you just quote a price and then tell them to let you know if they change their mind when they tell you it’s too much, read on… what about when they tell you they need to think about it…
Why is that person calling you? What is it exactly that they are looking for in the initial communication? And what is the purpose (for you) of that call? They need information before they can make a decision. You need to provide the information in a way that makes it easy for them to choose you. Prospect calls you up, let’s name the prospect Joe…
Joe: Hello, I’m was wondering what you charge for training?
You: Excellent! Congratulations on making a commitment to your health. I have several options available to you and I’ll be happy to go over them with you. Can I start by asking you what made you decide to seek personal training?
Joe: Well, I’ve been working in an office for the last 3 years and really lost control of my eating and on top of that I stopped going to the gym. I do still shoot hoop with my buddies every Saturday morning. Lately, I feel like it’s getting harder to keep up.
You: OK, I understand how difficult it can be to maintain clean living when you’re on the go all the time. So, are you looking to just loose a few pounds to keep up with your buddies?
Joe: Well, to tell you the truth, my High School Reunion is in 6 months and I can’t show up looking like this.
You: So you’re looking to get in the best shape of your life aren’t you?
Joe: Yes I am.
You: Great. What’s your name?
Joe: Joe.
You: Joe, here’s what I’d like to do. We both know I can’t solve this problem for you over the phone. I’d like to schedule an introductory session with you where we can assess your current conditioning, then lay out a plan of attack to get you into tip-top shape in 6 months and I’ll then take you through a quick workout. This initial session costs, X*, however if you decide to hire me after the initial consultation, it’ll be on the house. Fair enough?
Joe: Sounds good.
You: Great, when can we meet, this afternoon or tonight?
*”X” should be half of your normal hourly rate.
Once you secure an appointment with Joe, you can go over the rates AFTER the consultation and brief workout. I’ll leave it up to you to determine your price but I’ll suggest you do a few things.
- Don’t worry about what others charge.
- Offer a grid of choices based on time purchased. The more sessions they buy up front the better it gets.
- Support your price with service.
A person can get training anywhere, but there’s only one you.
Get it?
Good!
Now what? How have these tips for selling personal training help? Questions? Comments? Concerns? Let ’em fly, we’re here to help!!!