I talk to a lot of personal trainers and fitness boot camp owners who think they’re stuck selling personal training at rock bottom prices. They’re trying to compete with every other trainer or gym in the area by cutting prices, they’re trying to get by on what they make from low-barrier offers and trial deals and they have no idea if they’ll be in business next year because they’re barely making it now.
In talking with these trainers, I’ve found that, for the most part, they have one of two things keeping them from selling personal training at a higher price point.
A – They doubt their own value, so they’re afraid to sell bigger programs.
B – They don’t understand their service’s value, so they focus on selling the wrong thing.
In the first case, are trainers who are either surrounded by negativity, have negative talk going on in their own heads or both. That’s really tough to fight, but it can be overcome. I went through a serious time with it myself when I was starting out. I had learning disabilities that had chipped away at my self-confidence since I was a kid. I had failed at being an entrepreneur before. Twice. I had a few (not many, but enough) people around me telling me that my ideas wouldn’t work.
But I not only learned to sell my programs for a higher price, I also learned how to sell at a higher price than everyone else was charging. How? I took a more realistic look at my value.
What I can tell you is this: your self-limiting thoughts (or those people have put in your head) are just that: thoughts. Their only power is the power you give them. What that means is that you are actually in control of them, so stop acting like it’s the other way around.
Are you knowledgeable about fitness and fat loss? Do you care about your clients? Can you and will you deliver on the promises you make to them? Do you know what it will take to get your clients to their goals? Are you committed to doing that?
If you answered “Yes” to these questions, then you can learn everything else that you’re not so great at, like marketing and closing sales. But you have no reason to question your value as a trainer because you just admitted that you’re an awesome trainer and awesome trainers aren’t as common as you think.
Awesome trainers also don’t have to try to get by on income from low-barrier offers or feel self-conscious about asking their clients or prospects to commit to a high-ticket, long-term contract. They also don’t have to compete with the gyms and trainers in their neighborhoods that are engaged in a price war.
Which brings me to the second scenario: trainers who doubt the value of their smaller programs so they focus on selling details and features.
This is you if you find yourself running off at the mouth about session times, conveniences, on-site child care, cool T-shirts, the latest fitness trend you’ve added to your roster and so on, trying to pile on the selling points before the prospect says “No.” But more times than not, they do say “No,” because you’re trying to sell them the wrong thing.
If you’re freaked out about salability because your facility isn’t cool-looking and you don’t have a DJ and you’re not in a hip location and so on, you’re worrying about things that have absolutely nothing to do with your program’s value. They also have nothing to do with the customers who say “no” or the ones who say “yes.”
Personal training is not a toaster. It is not a used car. It is a very “personal” purchase and personal purchases are made based on feelings and results. Nobody ever hired a building contractor to build their dream home because he had the lowest price or a cool sign. Nobody hires someone to watch their children because they charged less or had T-shirts made up for their babysitting service.
We make personal purchases, especially large ones, based on the results we think will come of them and the way those results will make us feel.
How much do you think that’s worth to the poor woman who’s lost the same fifty pounds five times now? How much do you think it’s worth to the guy whose doctor just told him he’s looking at Type 2 diabetes within the next year? How much is worth to the girl who’s getting married next summer and hates the way she looks in every single wedding gown she’s tried on?
Show them that YOU are the only one in town who can and will get them the results they need and you can name your price.
Listen, selling personal training at a higher price point than your competition isn’t about beating the competition, it’s about understanding your value as a trainer, and your program’s value as a life-changer.
So stop listening to the negative stuff from within and without. Focus on what you’re really offering people. Promise it. Deliver it. Then you can feel good about charging appropriately for it.
Committed to Your Success,