Now, as fitness professionals we’re not the most keen on selling, usually. I know I wasn’t when I first started.
In fact, I can remember the very first time I sat across from a prospect.
The entire process of getting them to sign the agreement, give me money, and negotiate a program was just really frustrating.
It was stressful, it was stomach turning, and it didn’t leave a good taste in my mouth. Simply because I’m a personal trainer, I love helping people, and if I had it my way everybody would just come to me and say, “Hey, you’re obviously a personal trainer. What are the programs that you offer?” They’d pick one and they’d get started.
Unfortunately, that’s not how our business works.
You and I have to transfer our feelings. You and I have to sell our services, ourselves, our programs, and the results we give to the person across from us, because odds are they’re probably looking at a gym, or a personal training facility, or a boot camp already.
They might even be looking at pills, potions, powders, a new diet, or a lap band. There’s a lot of different options; there’s even Weight Watchers and the point systems. There’s a lot of options people think they have.
Now, of course, we know the only real solution is to work with a fitness expert where we’ll guide them on how to get specific results.
We’ll teach them good eating habits and show them results that they can maintain long-term, unlike all the other options I just gave.
What you and I have to do, then, is to transfer feelings.
Now, as we transfer feelings, and as we become the assistant buyer and not a salesperson who’s pushy or undermining or conniving, one of the best things you and I can do is build rapport with your prospect.
Get them to know, like, and trust you. Soon as you build rapport with someone, and if they know, like, and trust you, they’re most likely going to do business with you.
In fact, IBM did a study several years ago and they found that within the first 70 seconds of meeting someone, people decide whether they’re going to do business with them or not.
Now, all that is based on first impression, how the first minute and a half of conversation goes, and that’s it.
I know it sounds silly, but building rapport is really that short and sweet.
First impression, either the person likes you or they don’t, and if they don’t, well, you’re just going to have a hard time working with them and getting them to commit to a personal training or a boot camp program.
Now, once you’ve established rapport, the next thing you have to do is identify what the person’s wants are.
Now, as fitness professionals you and I are programmed to find out what their needs are. We’ll put them through an overhead squat test and see exactly how their flexibility is, what their posterior chain is like, where the muscular imbalances are, etc.
However, most of our clients, in fact, 99.9% of all the clients that I had in my five personal training facilities, did not come to me for aches and pains or to improve their posterior chain or to balance out the muscular imbalance problems they have.
They came to me because they either wanted to lose weight, to fit into a particular pair of jeans, or to lose a certain amount of weight by a certain date. They either had a high school reunion, or they had a cruise, or had this event to go to, so it was very weight loss and beauty oriented and not so much focused on getting healthy, as much as I hate to say that.
Now, you and I know that once we give them what they want or sell them what they want, they’re going to get what they need because we are going to fix a muscular imbalance, we are going to make them more flexible, we are going to fix their overhead squat, etc.
But you and I have to identify what their wants are first!
So how do you do that?
Number one: you want to ask them.
When you’re crafting your personal trainer sales script, you’ll want to ask this question: “Ms. Jones, why are you here today and not six months ago?”
In other words, the pain got severe enough that they’re now looking for a solution to their problem, and your job is to identify that pain.
So ask “Ms. Jones, why are you here today and not six months ago?”
She’ll tell you exactly why she’s here and what she wants.
Then ask, “Well, Ms. Jones, if I could snap my fingers, what two areas of your body would you want for me to work on and magically improve right now?”
They’ll tell you, “Well, I would like to trim the fat off of here,” or, “I want to work on my arms,” or whatever that thing is, so then you’ll know exactly where their pain is, where their focus is.
Now, the rest of your consultation should focus on that pain, on that problem, and on you positioning yourself as the solution to that.
Once you’ve built rapport and identified their wants, now it’s an issue of commitment, cost, and close.
Now, the easiest, fastest way to get somebody committed to a program is to get them to set a very short-term goal, so I would say, “Well, Ms. Jones, let’s say that you get on the program today. I’m just curious: what goal can we set that’s eight or twelve weeks out that we could achieve? Now, I know we have a long-term goal and we’ll do that, of course, but what is the next six, eight, or twelve-week goal that we can set?”
That’s a great question to ask in your personal trainer sales script because the answer to that is going to build commitment.
They might say, “Well, in the next six weeks I have this event coming up,” or, “I’ve got a high school reunion in nine weeks,” or, “In twelve weeks it’s my child’s birthday and I want to look good for it.”
Whatever it is, you want to find a short-term goal, something twelve weeks or less.
Once they’re committed, now it’s an issue of building value.
And I want you to understand that most people, when they tell you they can’t afford a program or they have to go think about it or talk to their spouse, 99.9% of the time that’s a copout.
What they’re really telling you is they don’t see value in what you showed them, so they’re not willing to trade dollars for your service, and since they don’t want to hurt us and hurt our feelings they simply blame it on their spouse or other circumstances.
I know today if I can afford $200 a month or not.
Most people do, so the harsh reality of it is that if you don’t build enough value during the consultation and free session, they’re going to give you an objection.
The hardest thing to do is to get over an objection once you’ve already positioned your product as low value, so your goal is always to build value as quickly as you can.
In their head they should feel like, “Gosh, I would pay $1000 a month for this.” That way when you build the value to $1000, well, it’s easy, because when your program only cost two or three hundred dollars a month, there’s a big difference between what they’re willing to pay and what they’re really going to pay, so you’re going to get a yes.
We have rapport, we have identifying their wants, we have commitment, we have justifying the cost, which is building value, and finally, the close.
The last component you want to add to your personal trainer sales script is a very direct call to action.
Now, what most of us do, we do what’s known as an implied offer, meaning, “So, Ms. Jones, here’s the programs here. What do you think?”
They might say, “Well, I need to think about it. I think I need to go talk to my spouse. I need to go sleep on it.”
I even had somebody once tell me, “I need to go and pray on it,” because I asked for the close in a very poor way.
In reality, the only way you should ask for the sale is, “So, Ms. Jones, here are the three programs available for you. Based on what we talked about today, I think either one of these two programs would work best for you. Which of these two programs can we get you started on today?”
That’s your ideal script.
I’ll repeat that one more time for you.
“So, Ms. Jones, these are the three programs that we have for you. Based on what we talked about today, either one of these two programs will work best for you. Which of these two programs can we get you started on today?”
Number one: you’re asking them to take action today.
Number two: you’re giving them an option of two, which means you’re asking them to pick one or the other rather than saying, “Do you want to start or not?”
If you said, “Do you want to start or not?”, they’re going to give you a yes or a no, so you have a 50% chance of getting a no.
But if you give them an option of one or the other, most likely, if you did your job right, they’re going to pick one or the other, and whichever one they choose it’s a win-win.
They win because they get an awesome fitness program. You win because you gained a client.
Of course, you want to be very specific and direct, and once you ask for the sale you say nothing more until they either say, “I’ll take one of these programs,” or until they give you an objection, in which case you’ll have to handle that objection, and that’s a topic for another day.
I hope this makes sense to you: the five step process for creating your personal trainer sales script!
Committed to Your Success,