Starting a new business takes time, and a fitness business is no different. It may start off slow with only a few clients, and typically, the gym may only provide a small percentage of those clients. As an exercise professional, making sales is a crucial part of your role, and it requires different skills from generating leads. We will learn about both these skills.
Making sales involves closing sales and converting leads into income. Sales and marketing skills are just as important as other key skills you have learned in this course, such as exercise plans and prescription. When selling, it's important to remain positive and enthusiastic even in tough circumstances. Avoid showing worry about making a sale because this may affect how your clients perceive you.
Generating leads
Generating leads means finding potential clients who might be interested in your services and starting a conversation with them. Generating leads can be a challenge. This can be done through various marketing methods and strategies, such as advertising on social media, offering promotions, or creating informative content to attract their attention. The ultimate goal is to get their contact information so you can continue to communicate with them and eventually close a sale. Methods that may increase the chances of generating a lead include:
Word of mouth
Word of mouth is a form of communication where people share their experiences and opinions about a product or service with others. It can be both positive or negative and can have a significant impact on the reputation and success of a business. It is considered a powerful marketing tool because it is often perceived as a trustworthy source of information.
Members can inform others of current services and can encourage friends, family and even other gym members to partake in personal training, team training sessions. Having a social area at the gym such as a lounge area can help in sparking up these conversations amongst existing members.
New gym members
When new members join the gym, they might get offered a free personal training session or gym induction. This is a great opportunity for you as an exercise professional to introduce yourself and explain how you can help them reach their fitness goals. By doing this, you're making them aware of your presence and building a connection with them, which can make them more comfortable in the gym. When they're comfortable and attend the gym regularly, your chances of converting them into a paying
Floor walking
Staff-to-member is another approach that can be taken to generate leads and it is essential to build many professional rapports with members, particularly for new trainers to the industry. Floor Walking is a term used to quite literally, walk the floor, and approach members directly.
Survey system
When walking the floor, try the Survey system. This is a trick of the trade, where rather than just randomly approaching members on the floor offering free sessions, which can be awkward and be perceived as slightly desperate, the survey system gives a clear purpose. Here is how this method can be used. Have a clipboard, lots of surveys and a pen. Approach a member and advise them that you are conducting a survey on behalf of the gym and it will only take two minutes. Let them know that they could win a 6-pack of PT sessions valued at over $300. Ask the following questions:
- What was your main goal when you first joined the gym?
- Have you achieved this goal yet?
- If not, why do you think you have not?
Follow up later advising them if they have won the grand prize, if not let them know they have won a consultation prize of one free session. And just like that, you have managed to break the ice and commence building a rapport with the member and also one step closer to finalising a sale by giving them a teaser of your services.
Potential clients can reach out to you in many ways, such as through email, face-to-face meetings, or even casual conversations in the gym lounge. However, the most common way for clients to contact you for the first time is over the phone. When this happens, it's important to make a good impression that will last. To do this, always answer the phone in a professional manner. Keep in mind that you're not just selling your services, but you're also selling yourself. You want clients to feel comfortable and trust you with their business. The following table is a guide that can help you understand which behaviors can make a positive or negative impression when using the telephone.
| A POSITIVE IMPRESSION | A NEGATIVE IMPRESSION |
|---|---|
| It is important to always answer the phone promptly to avoid appearing too busy for an enquiry. | Do not answer the phone if you are with another client. Ensure you have a voicemail enabled so the client can leave a message. Make sure to respond to the voicemail as soon as you are available and free. |
| Physically smile while talking, believe it or not, a smile on your face during a call can be heard on the other end by the client and reflects positively when serving the customer. | It is considered rude to eat, drink, smoke or chew gum when talking to a client in person, and it is not much different when doing these things on the phone. They can be heard through the conversation and can be visualised by the client which can be very distracting when they are making an enquiry. |
| Always be polite. Use your manners, introduce yourself on the phone, thank them for their call, and do not make them feel rushed to get off by speaking at a comfortable pace. Make sure their enquiry is attended to. | The tone of your voice must never sound tired, unhappy, or bored. They will need to feel your positive and enthusiastic energy over the telephone just as much as they would when you are with them in person. |
| Have a pen and paper ready in case you need to note any information down. This will show you make a habit of being organised and prepared for them and their enquiry. | Do not use slang words and casual expressions as they may be misinterpreted and seen as unprofessional. These must be avoided with any communications but even more so on the telephone, as this is often their first impression of you. Avoid overly technical jargon in an effort to not lose the client before you gain their trust and understanding. |
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Having a professional voicemail is important to allow the client to leave a message, their return number and enquiry. Your voicemail message should be professional, informative, clear and helpful. The client should easily identify what business they have called with the message explaining that you are currently busy training clients, and will contact them back within a certain amount of time. Make sure you keep that promise and call them. |
Stay focused on the purpose of their call, do not give them irrelevant or inaccurate information and answer all their questions so they are well informed before entering the gym. |
| Be prepared with a diary in case they are making a booking with you, that way you can see your availability and lock them in at a time that is suitable to both parties. | Avoid sounding flustered and having to walk away from the telephone to collect what you need to take their details. |
Typically, in a gym, the sale process can be categorised into 5 simple steps.
Qualify the enquiry
This means to make sure the client is willing and able to go ahead with a training session with you. Qualifying the enquiry can occur from the first initial contact the client has with you.
Some examples of some pre-qualifying questions could be:
- How did you hear about me?
- Do you currently workout?
- Where do you workout?
- What are you trying to achieve by working out?
- Do you have any medical conditions that might prevent you from working out?
- My current rate for one-on-one sessions is $60 per session. Does that work for you?
Book the client in
Once the prospective client qualifies, the next objective is to schedule a free introductory consultation. Discuss how long the booking will be for and what the introductory consultation includes. Be clear as often clients may confuse this and expect to have a free work out at this booking. Check your availability in your calendar/diary and see if the client would like to commit to a time for their introductory consultation.
Perform an introductory consultation
When a prospective client comes in for their free introductory consultation, it's important to be prepared and presentable. Make sure you have all the necessary paperwork ready and greet them with a smile in a professional manner. Find an open area where you can sit down and have the consultation, such as the gym's lounge. Avoid using a private office as it may make the client feel uneasy or intimidated. During the consultation, the goal is to break the ice and build rapport with the client by engaging in small talk. This will help establish trust and make the client feel more comfortable. Once you've built a connection, you can then pitch your personal training services. The following points explain how to have an effective small talk conversation.
The following lists effective ways of having small talk with your clients, before you start selling your services.
- Avoid getting straight to the paperwork, instead, establish rapport with the clients first with the use of the warm and welcoming conversation. Get to know your client, ask about their hobbies, work, and family, what they enjoy and how they are. Aside from building trust, this can also enable you to understand their training needs.
- A little preparation and a touch of confidence are all you need to make the introductory conversation less nerve-racking. Read your notes made from your initial conversation on the phone from your pre-qualifying questions to help you prepare. Keep small chat to a minimum, you do not want to stray off the purpose of the meeting.
- One rule of thumb when speaking with your clients is to never talk about other client's personal lives or habits. Filling out paperwork is a dull activity so try to liven it up by showing some personality.
- Finally, a classic mistake made during the interview with a personal trainer is to talk too much and give too much information. Remember, although you have the knowledge of what is best recommended for your client, they only need to know what they need to do to meet their goals. Aim to follow the 80/20 rule of active listening, spending 80% of the time listening and 20% of the time talking, using open-ended questions to navigate the conversation.
Start selling
So, you've had a great small talk conversation during the introductory consultation with your prospective client. Now, how do you transition to selling your personal training services? Well, first you need to use the information you've gathered during the consultation to tailor your sales pitch to the client's specific needs. You now know what they want to achieve, their lifestyle patterns, availability, personal commitments, and any work/life pressures they may have. This is the perfect opportunity to explain how your services can help them reach their goals.
It's important to make sure your sales pitch is personalised to the client's needs. For example, if a client's goal is to gain muscle, there's no point in telling them how great you are at training marathon runners. Instead, focus on how you can help them gain muscle in a way that fits their lifestyle and schedule. By doing this, you'll show them that you understand their needs and that you're the right person to help them achieve their fitness goals.
A common error that most exercise professionals make when they start selling their services is that they lose focus on what they are selling and steer towards explaining their services features rather than the benefits.
Let’s look closer at the differences between the 2.
Features are product/service characteristics that deliver benefits; we buy products for their benefits.
Features may include: exercise testing, instruction, programming and planning, nutritional guidance, personal support, safe exercise, effective exercise, exercise adherence, results, clarity of purpose and progress, personal attention and empathy, entertainment.
Benefits may include: physical changes (clothes fitting, being able to play a sport again, less pain, less fatigue), psychological changes (feelings of happiness, control, satisfaction, awareness, reduction in frustration and boredom.)
Overcoming objections
As a fitness instructor, you're likely to face objections from potential clients. But objections don't have to be roadblocks. In fact, they can be opportunities to showcase your expertise and address any concerns.
To overcome objections, start by actively listening to the client and acknowledging their concerns. For example, if a client is hesitant to commit to a long-term package, you might say something like, "I completely understand where you're coming from. Committing to a long-term package can be a big decision. Let's talk about how we can make it work for you."
Next, offer a solution that addresses their objection. If cost is a concern, you might offer a payment plan or suggest a package deal that fits their budget. Or if they're worried about not having enough time, you might suggest shorter, more efficient workouts.
Remember to showcase your expertise and experience as well. Share success stories from past clients, or explain how your unique approach can help them achieve their fitness goals.
Finally, be confident in yourself and your services. If you truly believe in the value of what you offer, that confidence will come through and help overcome any objections.
If you can master overcoming objections, you are one step closer successfully closing more sales.
Close the sale
Closing a sale as a personal trainer is simple. You just need to ask a closed-ended question like, "Ready to secure your first training session?" Don't be afraid to ask! It's not pushy, and your client expects you to take the lead. And always remember to thank them for their time and for choosing you as their trainer.
To get to this point, you'll need to build a good relationship with your client. Start by explaining your services and how they can benefit. Encourage them to ask questions and address any concerns they might have. If there are objections, offer a solution that benefits them. And when you feel the time is right, ask if they're interested in booking their first session. Be confident and direct!
It's also important to practice your sales techniques and analyse what works. Consider offering a free session to start with, as it's better to have one free session that leads to a client than no client at all. And most importantly, believe in what you're selling! Your passion and confidence will be contagious and will help you close more sales.
Here's a more detailed explanation of some common closing techniques that you can use to encourage your client to make a decision and close the sale:
Creating urgency
One effective way to close a sale is to create a sense of urgency or scarcity. This might involve highlighting the limited availability of your services or emphasising a special offer that is only available for a limited time. By creating a sense of urgency, you can encourage the client to make a decision and move forward with their purchase.
Offering incentives
Another way to close a sale is to offer incentives or bonuses that make your services more appealing to the client. This might include offering a discount on your services or throwing in additional services or perks at no extra cost. By offering these incentives, you can help the client see the value in your services and encourage them to make a purchase.
Assumptive close technique
This technique involves phrasing questions or statements in a way that assumes the customer has already made the decision to make the purchase. For example, you might say something like "When would you like to schedule your first training session?" or "Which package would you like to purchase today?" By assuming that the sale has already been made, you can nudge the client towards closing the sale and reinforce their decision to work with you.
It's important to note that while these techniques can be effective, they should be used ethically and responsibly. The focus should always be on providing the client with the best possible service and helping them achieve their goals, rather than simply making a sale. By building a strong relationship with the client, understanding their needs, and providing them with clear value, you can increase the likelihood of closing a sale without relying solely on sales tactics.
Watch Ben explain the technique, obtain, train and retain that he recommends when working as a personal trainer.
Have a look at the following video, where Paul Jennings summarises the 5 simple steps of the sales process and explains how to convert a lead into a client.
