There are tons of broke world-class trainers out there.
Hell, this applies to personal training, dentistry, chiropractics. There are Harvard grad MDs who makes $100,000 a year with their own practice. $100,000! Man, you can go sell cars part-time and make that kind of money.
The truth is that most personal trainers hate to sell fitness. It’s not that they don’t have the skill set or the potential; they just don’t want to sound “salesy” or “sleazy” and miss out on more recurring revenue from the extra clients they’d otherwise close.
Keep reading, because you’re about to discover the super hidden secret to fitness sales success. Here’s a hint: It’s all about how to get over your self-limiting sales beliefs.
Yes, You HAVE to Sell
A lot of entrepreneurs think they don’t have to sell. Many of them say, “I didn’t become a personal trainer to sell. Look, I’m in great shape. She’s 200 pounds overweight. Her doctor and husband both say she needs to lose weight, so I shouldn’t have to sell her.”
Wake up. You do need to sell them on fitness. Odds are the person who’s 200 pounds overweight doesn’t have a dieting problem — they have an emotional problem, and they’re eating to cover it up.
They need some type of emotion to latch on to. You’ve experienced how fitness has helped you gain the confidence to socialize more on the weekends, or how it has given you the guts to talk to the opposite sex more often.
Your job is to get the prospect to feel those emotions themselves.
Transfer Your Feelings
Selling is nothing more than a transference of feelings. See, if someone has a dieting or exercise problem, they can just go to YouTube and figure out what diet to eat for free and what exercises to do. If they want motivation, they can go to YouTube and google Tony Robbins. If they want accountability, they can download whatever it’s called, whatever app you need for accountability. Everything’s there. It’s free.
You need a person to tell you and guide you and say, “I was once where you are. I know your pain. I know you’re suffering in silence. But guess what? I made it out of it, and I know how to help you make it out too.” You establish that relationship with the prospect, rather than resort to dirty sales tactics.
In fact, I don’t even have to sell you at all. Let me show you why.
How to Do It: An Example
Nope, I don’t need to hard sell you at all. Instead, I just go, “Hey, Mrs. Jones, can I be honest with you? I used to be 35 pounds overweight, and in high school, I wasn’t friends with pretty much anyone. In fact, I hated lunch in high school because every group was sitting around having fun and eating, and I felt like an outcast. I would just walk around the quad because I didn’t even have a place that I belonged in, and so I just was like, ‘I hope no one sees me. I hope I’m invisible. I hope lunch is over soon.'”
“I had low self-esteem, low self-image, and food gave me that dopamine hit that I needed to get me through the day. It was a source of comfort. But, as it turns out, I wanted to ask a girl out, so I decided that I better make an effort and lose weight. Turns out I gained more self-esteem and comfort by being fit and athletic than I ever did through eating.”
So if you understand marketing and selling, you can transfer those feelings. Now I can talk to Mrs. Jones, who’s 50 to 250 pounds overweight, and say, “Can I tell you my story? Can I tell you how I was hiding? Can I tell you how I was suffering? Can I tell you how I used food as medication?” And when I transfer my feelings over to her, she goes, “I want to do business with you. Here’s my money. Help me get there.”
People connect with people. Be vulnerable and let the prospect know that you’ve “been there too”.
So selling is transference of feelings. Empathize with your prospects and transfer your feelings to them; once you do, they’ll practically beg you to sell them your product or service so they can experience the results you’ve experienced.
Committed to your success,