How to Sell Personal Training
The first step: Alright, so the first step in selling any kind of fitness program is to be liked by the person who you’re going to be asking to become a client. So you gotta build rapport and trust. See if the person you’re going to work with doesn’t know, like and trust you then you’re going to have one hell of a time selling them personal training.Years ago IBM did an internal study that proved that people want to only deal with those who they trust. Study went on to prove that people decide whether they will buy from you or not within the first 70 seconds of meeting you.
The second step: Probably the most important factor in selling your fitness services is figuring out what people WANT from you when they come in for a consultation or even when call or email to get more info from you. Selling folks what they want is important. But most personal trainers are used to selling the clients what she NEEDS and that create a huge disconnect.
YOU HAVE TO BUILD RAPPORT AND URGENCY.. YOU ARE THE ONLY PERSON WHO CAN DO THIS. You are Donald Trump in this assessment.
NOBODY… BELIEVE ME! Has more experience in this (insert health problem and goal) has more experience than me.
Over the years I’ve probably sat across well over ten thousands clients and I can tell you that 99.8% of them WANTED very specific results – some wanted to burn more fat, others to lose weight, some wanted to build muscle tone or increase their fitness level – but they all WANTED a very specific outcome. You have to build a dream, you have to build up an emotional connection and have them imagine it.
I know this might sound counter intuitive for you because as trainers we’re taught to focus on the clients needs and wants. But the reality of it is that those who are the best at selling personal training are the ones that really ask a lot of questions and figure out what the prospective clients wants from a training program.
The third step: This is a little tricky, but the name of the game is to get commitment. Needless to say no one is going to invest in a program if they are not committed to the program, the outcome, and the money they are going to pay out for it. I’ve tested out a bunch of different ways to get commitment from prospects and the one method that consistently worked the best is getting them to commit to a short term goal that can be met in the next 8-12 weeks.
It makes sense when you think about it… if you are all pumped about achieving a specific fitness goal in the next few weeks then odds are you’re going to commit to the idea and make a purchase decision when asked to, so long as you see value in what’s being offered to you.
Sales is hard, but you got this
The fifth step: This has got to be the part of fitness sales proccess that was hardest for me to grasp. The close. I’ll make it easy for you to understand since I didn’t have anyone to help me with it. If you’ve done your job right… meaning if you’ve given a great consultation, workout, delivered the value, established the rapport, identified the prospects wants and got them excited and committed to working with you then this next part is EASY.
More often than not, fitness pros have a hard time selling personal training because we don’t know how to ask for the sale. So in turn you end up kinda implying an offer, fumbling over your words, and feeling awkward when it’s time to ask for payment. In the video above I demonstrate how to ask for the sale and give you the exact script to use when selling your fitness services.
The fourth step: And to that point… value. Most trainers think that cost is the #1 determining factor when someone is looking to buy a personal training program. But cost is not the determining factor at all – it’s VALUE. If you can increase precised value in your program by using the three steps above and delivering a killer trial workout, then you’re going to build a ton of value. And when you build a ton of value then your personal trainer sales script is going to be that much more powerful.