You know, selling personal training isn’t all that complicated.
In fact, I even created a five-step formula that you owe it to yourself to follow if you want to close more clients and earn more EFT.
See, I hate being a sales person. I hate feeling like I’m pressuring people into buying something from me. That’s why I figured out a system where you can become the assistant buyer and sell your product or service the honest way. Let me walk you through what selling personal training should look like.
Step number one is to establish rapport with the prospect that’s sitting across from you. You have to get them to know, like, and trust you, because it’s always easier to do business with people you know, like, and trust.
There are plenty of ways to do this organically. When they’re on the floor, call them by name. Get to know them on a personal level so they know you care about their health, not their money.
If you can, send the prospect some free resources that will help them lose weight and/or build muscle. You’re adding value to their lives and earning their trust, and as a result, they start to see you as a fitness expert they can trust with their health moving forward.
Make Them Want What You’re Selling
The second thing you want to do is get them to want your services.
Now, the fastest, easiest, smartest way I know to do this is to let the person try your program out. If you have a boot camp, let them try out three or four sessions for free, then schedule a day and time where you can sit down with them and work on the close. I’ll get to that in just a second.
But if you’re a one-on-one personal trainer, I suggest that you let them try out one personal training session with you. You give them the best workout of their life. When I was a personal trainer, I used to ask Mrs. Jones, “Mrs. Jones, what two body parts do you want to work on today?” And I’d let them pick the two body parts that are most important to them, which usually ended up being the stomach, abs, hips, or thighs. And then, I take them out on the workout floor and give them the best workout for those two body parts they’ve ever experienced.
Again, the goal is to get them to fall in love with my training. Once you do that, selling becomes a hell of a lot easier for you.
Lay Out the Benefits
So after they test drive the program, they begin to want the program more and more. Of course, once I sit across from them, I explain to them the benefits of the program.
The benefits are really important because you don’t want to talk about, “Well, Mrs. Jones, when you work out, you have better mobility, better functionality. You’re not gonna pull a muscle. You’re gonna be stronger and you’re gonna have functional strength, flexibility.”
That’s not what they want to hear.
Your average client who sits across from you typically wants to lose weight so they can look amazing, or have more energy, or wear that two-piece bikini that’s buried away in their closet, or have their spouse look at them like when they first met.
So you’ve got to talk about the benefits of losing weight and getting toned in that way, in a way that will resonate with what the client really desires. The functional strength, the flexibility, and all that stuff is just a side-benefit of what they’re gonna get when they work out with you.
Present the Offer
A quick note: These last two steps are where 99% of personal trainers drop the ball. Master these two and you’ll put yourself in that 1% of personal trainers that really know how to close clients.
Now, once you establish rapport, get them to want what you offer them, and talk up the benefits and get them to desire those benefits, you next have to make them an offer. And these two are the things that 99% of personal trainers drop the ball on.
How do you pitch them your offer? You would say something like, “Mrs. Jones, I’ve got two programs. I’ve got a month-to-month program, where you can come to my boot camp, and it’s $297 per month, and you can train with us five days a week. Or I’ve got this program here that’s a 12-month program, and 85% of our clients choose this one. It’s only $197 per month. With this program, you can still come in five days a week, but it is a 12-month commitment. Like I said, 85% of our clients choose this one.”
Now obviously, one offer’s a lot better than the other, right? You’d rather pay $197 a month than $297. That’s how you position the lead to consider your longer term offer.
Ask for the Sale and Close
Finally, you have to ask for the sale and close the deal.
All you have to say is, “Okay, Mrs. Jones, so these are the two offers I have for you. Which one of these two would you like to get started on?” And you let them decide.
You literally ask them for the sale, then close that deal. This essentially turns you into an assistant buyer, because you’re helping them make a natural decision on their own, rather than pressuring them into buying something that they don’t think they want.
You’re also increasing your chances of closing them on a membership. Why? You’re not asking them to make a simple yes-or-no decision, where the odds they say “yes” are 50%. Rather, you’re taking the “no” out of the equation and asking them, “Which of these two would you like to start with today?” That way, they’re more likely to pick one or the other, rather than flat-out refuse both options.
Follow these 5 steps to systemize the sales process and become a closing expert.
Committed to your success,