Many Fitness Business owners, managers and staff ask the BIG question “how do you close the sale?”
Well, let’s start off by correcting a misconception. Closing the Sale is not at all about “Closing the Sale”. If you enter communications with a potential client with this as your primary goal, you will not “close the sale” or will shortly lose the client.
Selling any product or service is all about opening or developing a relationship!
A good salesperson does not focus on selling a person but rather on servicing the person. At Northwest Personal Training, we sell by focusing on servicing. When you focus on helping people and figuring out their needs and goals, the sales take care of themselves. Before any interaction with a potential client, ask yourself ‘how can I help this individual?’
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First Step (Club Setting): Find the potential client’s needs
Here’s an example in a club setting of how you can approach an individual with the purpose of addressing their needs:
1st Interaction:
Trainer: Hi there, my name is Sherri and I’m a personal trainer here. Are you new to the club?
Prospect: Yes I am.
Trainer: I thought so. What’s your name?
Prospect: Karen
Trainer: Well welcome to the club Karen. Hey if you have any questions about anything, let me know. Have a great workout!
Future Interaction:
Trainer: Hey Karen. You’ve been really consistent lately. Keep up the good work!
Prospect: Thanks. Yeah, I’ve been doing pretty good!
Future Interaction:
Trainer notices Karen performing an exercise with incorrect form.
Trainer: Hi Karen. Can I help you with this exercise? It’s a tricky one and if you want to get the right muscles working for you, you have to be really specific with the angle.
Prospect: Sure. Hey thanks a lot. I feel it a lot more.
Future Interaction:
Trainer notices Karen performing another exercise with incorrect form.
Trainer: Hi Karen. I’ve got to show you an even better way to do this exercise. Check this out. How’s that feel?
Prospect: Oh yeah, I really feel that.
Trainer: Excellent. You know, Karen, I’ve been noticing that you have really been consistent with your exercise program and that’s excellent because consistency is really the most important factor to helping you achieve your goals. But I’ve also been noticing that I could really help you on a number of the exercises you’re doing and actually show you some that are even more effective. It’ll help you get results more quickly. Anyways, all of our new members get a complimentary first personal training session. Have you had yours yet?
Prospect: No I haven’t.
Trainer: Well, then it’s settled. Let me grab my calendar and I’ll book you in for a session so I can show you a couple new things.
In this interaction, the trainer enters the conversation with the assumption that this individual may have some needs that they could service. Making their needs the focus makes it very easy to communicate with them. A first encounter that does not intimidate someone or make them feel pressured to buy is critical. Your role is to welcome them and make them feel comfortable and safe with you.
These first interactions are crucial to building your relationship with a potential new client. Try taking these simple steps and start booking more and more “comp” sessions!
Yours in health, fitness & business,
Sherri McMillan
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