session 3: selling your personal fitness training...

Session 3: Selling Your Personal Fitness Training Services

Course: Business Administration and Management Aspects for Personal Trainers

Presentation Created byKen Baldwin M.Ed

Copyright © EFS Inc. All Rights Reserved.

Presentation Created byKen Baldwin M.Ed

Copyright © EFS Inc. All Rights Reserved.

Objectives

• Learn that selling your high quality personal training services need to be promoted: YOU WILL BE YOUR BEST SALESPERSON

• Learn how to promote and sell yourself• Learn ethical selling practices• Learn the art of communication• Learn to create value for the Client • Learn that the word Sales is not a dirty word

Why Learn About Personal Selling?

Everyone Sells:

Doctors, Accountants, Plumbers, Lawyers, Politicians, Hair Dressers, and even Personal Trainers.

Principles of Selling Personal Training

1. What’s your Motivation?2. Why are you in the fitness industry or

planning to be?3. TEAM approach: All Products and Services

Must be Sold. Let your clients know of everything that you have to offer as a company.

Role of Salespeople in Business

– Role of Selling in Marketing Communications • Methods for Communicating with

Customers • Strengths and Weaknesses of

Communication Methods • Integrated Marketing Communications

– Salespeople and the Marketing Mix – Salespeople as Relationship Managers

What Do Salespeople Do?

1. Selling Services2. Servicing Customers 3. Coordinating Activities 4. Providing Information to the Company and

Preparing Information for Customers

Don’t Personal Trainers Need To Sell There Services as Well?

Characteristics of Successful Salespeople

– Motivation – Dependability and Trustworthiness – Ethical Sales Behavior – Customer and Product Knowledge – Communication Skills – Flexibility – Emotional Intelligence

Rewards in Selling Your Personal Fitness Training (PFT) Services

– Independence and Responsibility – Financial Rewards – Management and Ownership

Opportunities

Characteristics of Successful PFT Relationships

1) Mutual Trust 2) Dependability 3) Competence 4) Customer Orientation 5) Honesty 6) Liability 7) Open Communications 8) Common Goals 9) Commitment to Mutual Gain

How and Where to Obtain Leads

1. Current Satisfied and Happy Customers 2. Networking 3. Promotional Activities

• The Internet • Inquiries from advertising and direct mail • Media Reports and Writing Articles for

Newspapers• Seminars and Workshop to companies,

hospitals, schools4. Lists and directories 5. Chambers of Commerce and Rotary Clubs

Importance of Prospecting

• Characteristics of a Good Prospect – Does a want or need exist? – Does the lead have the ability to buy? – Does the lead have the authority to buy? – Can the lead be approached favorably? – Is the lead eligible to buy? – Remember, anyone you meet can become a

potential PFT client!!!!!!!

Handling a Phone Inquiry1. Be prepared and Organized, Have a “Potential Client

Phone Inquiry Form” developed, 2. Form has space to take pertinent information such as

goals, health history, how they heard about you, etc…plus space for contact information

3. Get Information and then Give Information4. 1st:get person speaking about themselves by asking

questions that you need to know5. 2nd:Tell person about your unique program (postural

screening w/ photos, goniometer assessments, 4 Points of Posture™ Program, SET™™ Model, and the successes you’ve had and then SET UP an Initial appt.

6. The Goal From Phone INQUIRY: To Get person interested enough into the club for an appt.

What do you do once you’ve got your Introductory Meeting Scheduled?

• Making a good first impression – Waiting for the prospect – The entrance – Very first impressions – Handshaking

Your Selling Environment

– Quite AREA (can be noise, but not too loud)

– Limited Visual Stimulation or things that will distract

– Clean, Professional, Organized area– Selecting a seat for client (Chair at Side

Facing the Wall)

Appearance

• Dress Professionally • Hints for Dress – NO Tanks or Sports

Bras, Nice t-shirt or polo with company name and Personal Trainer location on shirt

• Don’t where anything that will make your client feel uncomfortable

Developing rapport

• Introduction approach • Referral approach-Friend referred

them to you • Benefit approach –Personal training is

going to help you reach your goals• Product approach • Compliment approach • Question approach

Building Relationships through Communications

The Communication Process and Methods – Effective Use of Words

• Characteristics of Words • Using Effective Words • Painting Word Pictures • Tailoring Words to the Customer

– Voice Characteristics • Speech Rate , Loudness , Inflection , and Articulation

– Asking Questions • Encourage Longer Responses , Space Out Questions • Ask Short, Simple Questions , Avoid Leading Questions • Questions to Collect Information • Questions to Maintain the Flow of Information

The Importance of Energy and Listening

• Respect the way in which another person communicates

• Match a person’s Energy Level, Verbal Rate, and Verbal Tone (It takes practice)

• Get Your Clients to Open Up and Speak about themselves, they will talk themselves right into training!!!

Identifying the prospect’s needs

– Remember to communicate effectively – Asking open and closed questions – Reiterating needs you have identified before

the meeting (back problem, reduce body fat)– Additional considerations – Developing a strategy for the presentation of

your information: include your training philosophy (how you set-up the training sessions, 4 Points of Posture™, we have a medical advisory board, etc…

Listening to Verbal Communications from Customers

– Active Listening – Repeating Information – Restating or Rephrasing Information – Clarifying Information – Summarizing the Conversation – Tolerating Silences – Concentrating on the Ideas Being

Communicated

Reading Nonverbal Messages From Customers

– Using Body Language • Body Angle • Face • Arms • Hands • Legs

– Body Language Patterns – Detecting Hidden Customer Emotions and

Feelings

Sending Messages with Nonverbal Communications

– Using Body Language • Face • Eye Contact • Hand Movements • Posture and Body Movements • Matching the Customer’s Communication

Style

The Power of Suggestion1. Nodding your head in a “YES” Direction2. Suggestive Words:a. Wouldn’t itb. Isn’t itc. Couldn’t itd. Shouldn’t ite. Hasn’t itf. Aren’t theyg. Couldn’t youh. Isn’t she3. Fair Enough (with a suggestive “yes” nod)

Establishing Your Session Sales Progression

• Progress from happy/jovial to concerned; less serious to more serious

• Have a set structure to conduct your sales session (have it mapped out ahead of time)

• I would usually start with referencing a point or comment the client made during our INITIAL phone conversation.

• That tells the client immediately that you took notes and remembered them. IT SHOWS THAT YOU CARE!!!


• What is the order of the session?1. Review your client’s information that you discussed with

them over the phone and your background2. Review BOTH of your goals/objectives, Clients Goals 1st3. Review how you will assess them and how you have

structured this initial meeting4. Health History5. Assessment and Testing6. Discuss results and goal/objectives again7. Present personal training company information and how the

actual personal training sessions are conducted; show SET™ Model, SET™ Flowchart, and Exercise Progression Matrix™. Provide Clear Map of What they can Expect.

8. CLOSE the Sale


CLOSE the Sale:1. Go over the Benefits of Personal Training (if you feel you

need to, you may have already sold them by this point)a. Guidance/Supportb. Structurec. Detailed Instruction: Educating them d. Correcting posture and body alignmente. Accountability2. Then say, “Our Client’s Train on average this number of

sessions per week, our most popular training package is $?, (Mention higher price first, then drop to lower prices)

3. Considering the training packages that I have mentioned, which is best for you?

Close the Sale

Three Steps to Cover Any Objection:1. First, show empathy throughout session2. Isolate the Objection3. Cover that OBJECTION and CLOSE

Four Most Common Objections

1. Money2. Time3. Procrastination4. Spouse

When do buyers raise objections?

– Setting up an initial appointment – The presentation – Attempting to obtain commitment – After the sale

Try to Avoid Objections By Using the Right Words

Never Use these words -----------Use These Words1. Price, Cost Investment2. Sold, Bought Involved3. Down Payment Initial investment4. Signature, Sign Give your ok, endorse5. Contract Agreement, paperwork6. Buy Own7. Pitch Presentation, demonstration8. Deal Opportunity

Common objections

– Objections related to needs • I do not need personal training services

– Objections related to the product • I don’t like the service features • I don’t understand • I need more information

– Objections related to the source • I don’t like your company • I don’t like you

– Objections related to the price • I have no money • The value does not exceed the costs

– Objections related to time • I’m just not interested today • I need time to think about it • I won’t have time to work out

Preparing to respond

– Develop a positive attitude – Commit to always tell the truth – Anticipate objections – Relax and listen—do not interrupt – Forestall known concerns – Evaluate objections

Effective Response Methods

1) You are here because you want to feel healthy and get into better shape

2) Establish the value 3) Benefit summary 4) Alternative choices

Covering Key Objections

Objection:1. I don’t have the money or it’s too expensiveClose: State, “You said you liked the idea of having a

trainer and saw the benefit in learning proper exercise techniques and postural alignment, right?

Then let me ask you a question, if it were totally affordable, if price were no object, would you do it?

(Now drop the price by reducing the number of training sessions)


Objection:1. I don’t have the money or it’s too expensiveClose: State, I’ll tell you what has never

happened. I have never gotten someone in great shape after say 3 months, and he/she came back to me and said that they are unhappy about the $100 hey spent on training. IN fact, what they usually tell me is that it is the best investment that they have ever made.

Covering Key ObjectionsObjection:1. It’s too expensiveClose: State, “there are 3 steps to getting in great

shape and the results that you want. 1) 1st is thinking about it2) 2nd is meeting with a professional to specifically

discuss the program that is right for you3) 3rd is the commitment. We are now at that place

where you have to trust the process and make the commitment to your health, and that is no minor decision in your life and you health…”

Covering Key ObjectionsObjection:1. It’s too expensiveClose: Tell the “John F. Kennedy” Story.Frank O’Conner, the writer, tells in one of his books

how as a boy he and his friends would make their way across the country side and when they came tp a orchard wall that seemed too high and too difficult to permit their voyage to continue they took off their hats and tossed them over the wall and then had no choice but to follow them. A quote from JFK. You can tie this close with the above past close: Cross Closing


Objection: I have to ask my husband or spouse.

Close: How much can you spend without asking your husband?


Objection: I have to ask my husband or spouse.

Close: I am sure that your spouse will want you to begin an exercise program to get healthy and fit.


Objection: I want to get in shape first

Close: Let client know that you specialize in beginners and prefer working with people that would very much like to educated properly.


Objection: I want my injury to heal first, then maybe later I will consider training.

Close: Let client know that you work jointly in designing programs with physical therapists and physicians (if this is true)


Objection: I won’t have money until next month

Close: Take an initial down payment


Objection: I have to ask my mom or dad

Close: CALL mom or dad and discuss the importance of training with the son or daughter


Objection: I have to get my doctors approval

Close: Set up the first training session still, and have client sign your medical release agreement and tell them that you will fax over to their doctor for approval or hand them the document for them to have doctor sign and doctor can then fax back to you before first appointment.


Objection: I will sign up after I get back from vacation

Close: State, “Let’s get started now and I can give you an exercise program to do while you are gone. Then when you return you will be ready to go and already have a strong foundation”

How to Successfully Obtain Commitment?

– Maintain a positive attitude – Let the customer set the pace – Be assertive, not aggressive – Sell the right services at the right price

If commitment is obtained

– Don’t act surprised you got the sale– No hidden surprises on customer– Confirm the client’s choice – Get the signature – Show appreciation – Cultivate with a thank you card and that

your looking forward to working with them

If commitment is not obtained

– Some reasons for failure • Wrong attitudes • Poor presentation • Poor habit and skills

– Discovering the cause – Suggestions for dealing with rejection

• Maintain the proper perspective • Recommend other sources • Maintain good manners

The Value of Customers– Set the Right Expectations – Provide exceptional service; bring current fitness

research articles, email fitness newsletter, follow-up fitness testing and photos of posture, etc…

– Send a Follow Up Card and birthday and holiday cards

– Handle Customer Complaints • Encourage Buyers to Tell Their Story • Determine the Facts • Offer a Solution • Follow Through with Action

– Achieve Customer Satisfaction

Factors Influencing the Ethical Behavior of Personal Trainers

– Personal, Company, and Customer Needs – Company Policies – Values of Significant Others – Laws – A Personal Code of Ethics

Selling Ethics and Relationships

1)Relationships with Customers, Colleagues, Employers, and Competitors

• Deception • Gifts• Special Treatment • Confidential Information • Backdoor Selling• Relationships with Colleagues • Sexual Harassment • Taking Advantage of Other PFT’s

Legal Issues

– Uniform Commercial Code • Oral versus Written Agreements • Obligations and Performance • Warranties • Misrepresentation or Sales Puffery

– Illegal Business Practices • Business Defamation • Reciprocity • Conspiracy and Collusion • Interference with Competitors • Price Discrimination

Thank you!

session 3: selling your personal fitness training...

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