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Part 1: Overcoming Objections & Being the Clients Hero
By Guest Blogger Chris "Shark Attack" O'Toole
”Let Me Think About It”
How many times have you heard this from a potential client?
You just finished working your butt off, giving them a great first workout… They are in horrible shape and really to need your help… And things went pretty good…
But when it’s time to pull out the old credit card, they say “Let Me Think About it”.
And you never hear from them again. And if you see them at the gym, they try to avoid you. AWK- WARRRD! They will pull out their credit card to buy larger clothes and crappy food, but not to invest in their health? ARGH!!!!!!! Well, here is the deal. You were probably really close, closer than you may think, but dropped the ball at the last minute. You don’t have to lose momentum when you are so close to the finish line and it doesn’t have to turn into an awkward situation.
Here is how to sell personal training by overcoming objections:
- Isolating any objections have is crucial to closing the sales.
- So make the potential client feel comfortable enough to tell you the actual truth about why they are just “thinking about it”.
- If they don’t tell you, you can’t help them make a decision, so get them to voice their objections right away.
- Because the truth is, they have already thought about, don’t need more time to think. They have a specific objection to spending the money.
There are many factors when if comes to personal trainer sales, most of them happened before you go to close the sale. If you gave them enough value , helped them a bunch, and uncovered their *emotional reason* for buying, then the question will not be “IF” they want to buy training, but “HOW MUCH” training they are going to buy!
Check out this common scenario below for some tips and tools on what, exactly, to do the next time this happens to you. Don’t let the potential client talk themselves out of investing in their health!
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Potential Client: “I don’t want to buy any sessions right now, I have to think about it.”
Trainer: (mirror the posture and tone of voice)
“I completely understand John/Jane!” (sit back in chair , put pen down, relax body language as to make potential client comfortable)” Working with a personal trainer is a very important decision and that is why we are here today. But please, help me to understand? What is it that you are thinking about John/Jane? Is it the amount of sessions or the price per session?”
*(Don’t say a WORD! You have just asked an important question, YOU HAD BETTER LET THEM ANSWER !!!!! Doesn’t matter how long it takes. YOU SPEAK…. YOU LOSE!)*
Potential Client:
“To be honest with you it is a little bit of both.”
Trainer:
“Well John/Jane if we can find the right amount of sessions, at the right price, would you be willing to commit right now?!?!”
Potential Client: “Yes!” (or “No!”)
If the answer here is YES, then congratulations! You have built enough value in the product that you are offering and you have a good candidate to work with you! Now work with them to find a way to make it work for their budget. Perhaps they can see you only 1-2x per week instead of 2-3x/week?
If the answer is NO, then you have not built enough value into the product that you are offering. You need to help people more during the 1st workout and show them that they will achieve their goals if they follow your leadership.
Trainer: What is stopping you from investing in your health? Do you think it’s not going to work? What are your concerns?
Potential Client: “I am concerned that”… XYZ concern
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Now you have to address their concern. Make sure the concern is coming from them. If they say “I have to make sure my wife won’t get mad at me for spending this money” spin it back on them and say “I am sure she will be proud of you for investing in your health, and delighted to see the results that you get!”
So check it out, by getting them to voice their objection, you can help find a solution. Otherwise, you will lose the client and never hear back from them, never know what they were thinking, and never know how close you were to getting a new, awesome client.
Personal Trainer to the Rescue!
Here is the deal, when people first really start trying to get in shape, they don’t know what they are missing out on. They may come in to lose 5 lbs, but in the process of working with you, lose 15lbs of fat, gain some muscle, look amazing, feel way more confident, be more energetic and confident at work etc :-)
But when they first walk in for that first session, they don’t truly believe any of that. Don’t let them miss out on a HUGE opportunity to change their life for the better, they just don’t realize what they are missing out on. Sales for personal trainers is so important for this reason! You can't influence your client, and save them from their bad habits, if they don't buy!
Get them to voice their objections, and then overcome them, so you can help them see what life is meant to be and all that they are missing out on!
And that is how to sell personal training, professionally and with passion. Please leave some comments, sales for personal trainers is a critical skill that most trainers don't know. What questions do you have ? What do you know about how to sell personal training? Leave them in the comments and we will get right back to you.
Chris “Shark Attack!” O’toole
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He looks fat though!
Ok, what do you say when a potential client hears about your free initial consultation, and contacts you and the first thing the they asks is, how much are your sessions? This is something that I get alot especially during this time of year. I usually tell them, that it just depends on the your goals and what kind of workout routine that I can provide after your first session. Is this wrong to say or is there something else better to come up with?
Travis, GREAT question. I think you are right on, how can you tell what it is going to cost them when you don’t know what they need. Sure, most clients need at least 2-3x/week when getting started, but some clients are ok with 1x/week, as long as you provide a program. Don’t answer the question until you know what is going on, get them in for the 1st workout. They are shopping on price, but have no idea of your value. For more specific ways to overcome this objection, don’t miss out on our upcoming sales webinar. Cheers.
Hi
I just opened my own studio, it’s about 260 sq ft. It’s been tough with sales because it’s a hidden gem in back of a spa. I have only functional equipment and no cardio equipment. When people come in for the first time, 1) what do you recommend for an assessment ?
2) do you use the results in the sales pitch ? For example if their body fat is high, do you tell tgem how detrimental that is to thier health? Do you focus on their current concerns without drawing attention to the new ones that have just been assessed?
Kim, these are excellent questions. The Functional Movement Screen is excellent for assessing movement, I highly recommend it. Of course, movement/stability is just the first step. Ted said it well, every exercise is an assessment. I love doing anaerobic threshold test with the Imett system, but it is expensive & you need a treadmill. As for the 2nd question, yes DEFINITELY. Do so carefully and with compassion, but yes, get them to reveal their pain, and then reference it throughout the workout & when closing the sale. Don’t harp on the negative, but don’t be shy about what’s going to affect their health. Stay focused on what they want initially, although you can certainly mention other areas you think are important as long term goals. As you train them, gradually give them more & more of what they need & less of what they want, they won’t really care because they’ll start to see the results & trust that you just might now better than them! And the better you educate them, the more they will realize that what they need and what they want are really not that different. JF
Hey Kimbey,
1) I would take the FMS as well due to your lack of equipment. Then I would select exercises right then and start the immediate corrective exercises. Show them how in 10 min they can correct an issue that will immediately show them a result. You have now shown precedence in your ability. You must also make them verbally reaffirm that it works. “Do you see Mrs. Smith that the benefit from each workout will get you to achieve your goal of XYZ” and nod your head yes to her.(BTW that is a very easy and powerful sales tactic).
You want to show them that low intensity corrective exercises can make fix problems, not overwhelm a newbie, and actually be what your programming should be based on anyway in your actual progression of the client. THIS IS A NO BRAINER ALL AROUND. This is also how you show them the progression chain for what it will take to get to goal XYZ.
The potential client’s words are infinitely more powerful to them than yours are!
Also, KEEP THEM TALKING! The more they talk the more they will tell you what really motivates them. Remember they must believe in your ability to achieve success and that is if you’re going to motivate them.
Finally, always remember that when you ask them which program is best……. NO NO NO NO talking till they answer. Think of sitting in that sales seat like any other exercise. Your sales threshold can only make gains if you give push further each time! Good luck
Chris
Great comment Chris, right on! Thanks for sharing.
Very helpful article, Chris. I believe that your methods really work on improving personal training sales. Thank you for sharing your tips.