Without clients you don’t have a business. Without a steady flow of new leads to your business you will battle long jeopardy. To have success and spread your healthy message to more people, to generate the lifestyle and business you deserve you need to implement a sales system. Here I talk with Scott Krywulycz on effective sales systems. To listen to the interview click here http://www.careerfitness.com.au/files/Sales%20School%20Interview%20with%20Scott_Krywulycz.mp3

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Without clients you don’t have a business. Without a steady flow of new leads to your business you will battle long jeopardy. To have success and spread your healthy message to more people, to generate the lifestyle and business you deserve you need to implement a sales system. The ‘yuck’ generally associated with sales does not have to be so painful. Learn to have qualified leads into your business by taking the pain out of sales and putting some pleasure into growing your income by attracting the right people to you.

Check out this article by Scott Krywulycz on Selling Systems

Without a selling system it is a bit like turning the key in the ignition and waiting or the car to start, without an engine. Whilst you may have a key to a business, without a system for generating sales you are going to find it difficult to keep moving forward at any pace. For long jeopardy in business you need to have a system for generating leads to your business to convert to sales. The problem with most health and fitness businesses is the owner is the technician, administrator, cleaner, accountant, client liaison officer and sales person while still trying to practice what they preach and live a healthy, well balanced life.

If you can place a selling system in your business it will help the all-important part of sales and revenue. So when you turn the key each morning it will go from a concerning clunking sound, with fear of moving forward to something firing like a V8 that can get you to your destination in record time.

The selling system we teach has a six-step process. Use all six and you get a desired outcome. Each one requires the other to work at capacity. Without one or two of these you are only firing on four cylinders as the cliché goes.

So lets get started on the six-step process.

1. psychology
When I say the word sales what words come to mind? ‘Evil’, ‘hard’, ‘yuck’, ‘terrifying’ and ‘difficult’ all have negative connotations. However ‘conversations’, ‘money’, ‘new clients’, ‘freedom’ and ‘holidays’ have a positive spin to the word. Consider your relationship with the word sales and chances are a negative interpretation of sales will land you poor results. Alternatively you may just enjoy the whole process and your business is showing the positive outcomes of a great relationship with sales. Understanding the fate of your business is decided by revenue. Too much revenue rarely creates the intense painful headaches that not enough revenue creates, assuming you are managing your expenses. So awareness around the psychology of selling is the place to start to create change in your business.

But why don’t I like sales?

Any event in life is a neutral event. What determines if an event is good or bad is your previous experience to that event. So, if you have had a bad experience with boyfriends (males) in your life your self-protection mechanism tells you to stay away from ones that look like previous boyfriends. It is the same with sales. You may have been ripped off, bought something you regret, have a perception about sales people that give the whole psychology a negative spin. Sales are not good or bad but purely a neutral event in your business life. Consider the influencing factors in your experience with sales.

You will need to deal with the psychology part of the process if you want a V8 business system. Sales are not good or bad just a neutral and normal event in any business. Decide to make it ‘good’ and it will serve you better.

2. lead generation
How exciting is business when you have a whole heap of fresh leads. New prospects considering your products or services are a revelation. It is very energizing and refreshing meeting new people. So lead generation consists of three key areas.

Traditional
Our industry is strong in the traditional space of generating leads. So traditional marketing models follow brochures, free sessions, meetings, discounted memberships, radio, advertisements and many of the hard copy marketing techniques. These are ideal and the secret is to measure what works for you and your clientele.

Online
Online techniques include a blog, website, social networking and search engine optimization as significant ways to open up opportunities in the www world of business. As an industry we are terrible in this space and miss a lot of opportunity by being slow to catch on to the new age technology and techniques.

Brand
Brand is everything. If you want long jeopardy in your business you need to develop a trustworthy, proven, recognizable and consistent brand. This takes place over time, however start small in your local community, build to a region and then based on your business goals you can take it to bigger places. Brand is everything from answering the phone, to your website, how you dress, the kind of articles you write are all part of the brand and need to be considered.

3. booking a meeting
Having leads is a great thing for business. Converting those leads to a meeting helps to qualify the commitment of the enquiry. I am surprised at the amount of guys who really struggle to get people in front of their great brand and business at this stage of booking a meeting. There are three ways to book in a meeting.

They are email, phone or face-to-face.

You need to be strong in all three. If you follow the selling system in order to get more business and pursue the ideal outcome of conducting a meeting. Chances are if you get you in front of most people you will sell them something. I assume they are qualified and ready to invest in their health and you are passionate about health, fitness and your services. So get good at booking in a meeting so that you can then conduct a meeting and give yourself a chance of getting more people into your business.

4. conducting a meeting
When you get in a face-to-face situation, understanding that the prospect has turned up on time, likes what they have heard so far and have made the time and effort to sit down and talk about their health then you are 90% of the way there. Here is a proven format to help take the sell out of selling when conducting a meeting.

Build a rapport
Get to know the person rather than dive into health conversations. What are their interests, family life, job?

Ask questions
The guy who best sums up this lesson is Alan Pease in his great book ‘Questions are the answers’. Simply buy the book by becoming a member on our book and audio program.

Show value
If you can identify with the person during the build rapport stage and ask open-ended questions chances are you can then show value-based products on what the person has told you they need. Showing value is not just about your service but the bells and whistles, guarantees, terms and conditions and other inclusions that are involved in working with you and your service or product. Rather than discount and cut prices look to show value as a better way to make a sale.

Identify obstacles
So what will stop you? Are there any roadblocks?

These are the key questions to ask in identifying obstacles. So many fitness people never ask clients “is there anything that has stopped you in the past” is a great question when identifying potential barriers. This open conversation early will put you in the hot seat as a guru. If you don’t ask it in the meeting phase chances are the same obstacle that has been holding the person back will appear in week 2, 3 or 4 of your great program.

Confirm the sale
Once you have confirmed the best program, package and price for your client then confirm that verbally. If you have followed the earlier steps then they have told you all of this and all you need to do is repeat the process a second time and confirm the sale. A sale is a sale when you have them signing the dotted line.

Stay in touch
This fits in with point six of our selling system and should the meeting go pear shaped and terrible at least ask permission to stay in touch. Alternatively you may have an energy vampire or someone you don’t think you want to hang around for a few hours per week and then you can show them some other alternatives. It is impossible to get along with everyone so it is fine to come up with a plan B. Maybe send them off to your competitor!

5. sales tools
So many fitness dudes and dudettes rely on showing clients how many courses they have completed or the letters after their name, years in the industry, their gold medal from a body building competition etc. You have just disengaged the client. The sales process is not about you it’s about the prospect. Serve their needs. Here are some sales tools that will help you buy credibility rather than talk about yourself. Articles, blogs, a health model, questionnaires, diagnostics, website, chat rooms, downloads, DVD’s, CD’s.

6. follow up
Whilst a ‘no’ is never a ‘no’ until you get a ‘no’ there is a fine line between being a stalker and letting people walk away to make a decision. Consider the process of follow up with people especially if you have put your valuable time into the system outlined earlier. In having a good sales system you should convert 80-90% of people if you follow the suggested system we discuss here. However for the 10-20% who need more time or are not quite ready, then consider what you do to keep them in your ‘circle of trust’ as highlighted in the great movie ‘Meet the Fockers’. Some simple techniques are to:

a. put them on your database and send them your regular newsletter
b. give them a casual call every month and talk about everything other than selling them your services
c. send them one of our sales tools like an article, download or CD every once in a while with a
personalized hand written note to stay in touch

Finally learn that this should be fun. If you are chasing the good old dollar and want to rip people off than you are doomed. If you honestly believe you can help people and are passionate about what you do than you are on track. Like anything in life this is just a skill. Do your first five and really suck and fail at it. Do a thousand and it will become something that is natural and comfortable. Most importantly is having a system and reviewing your performance. Leave it with you!

PT Plus is running a workshop in Melbourne on Friday 13^th August on this very subject “Sales School”. For more information please contact Aaron directly by e-mail aaron@ptplus.com.au

1. When your client starts with you, give them a Welcome Pack. This may include a letter of introduction, essential information regarding your future sessions, your cancellation policy, brief nutritional information, a professional referral list and some complimentary session vouchers for their friends or family.

2. Always follow up your sessions with a phone call 24 to 48 hours later. This can be used to see how your client recovered from the session and to confirm your next session. It really gives the impression to your client that you care about them.

3. Provide information handouts for your clients on a regular basis. Start a library of articles that cover a wide range of topics.

4. Send cards, text messages, or emails to your clients regularly. How good does it make people feel to receive a card or message with a few words of inspiration, saying well done and to keep the great work going?

5. Produce a newsletter on a monthly basis and Include articles on strength training; an exercise of the month; a Recipe; client testimonials; some jokes; a sample cardiovascular workout; and some motivational quotes. In other Words, whatever you think will help sell your business and provide a service for your clients.

6. Use the last 5-10 minutes of every session for hands on stretching. PNFStretching is a point of difference for your PT session as it is something clients cannot do when training on their own.

7. Always thank your clients for referrals with a gift. Write a short thank you note, and give it to them with a gift such as movie tickets, a massage voucher (negotiate a special rate with a local therapist), a complimentary personal training session, or a book. The list is endless. Your clients will only be too too happy to refer more works to you. Always think win-win.

8. Provide plenty of variety in your sessions. It’s great to stick to the basics and fundamentals during your sessions, but add some variety every 2 to 3 weeks. We all like to learn new skills, so try to introduce a new exercise, an outdoor session, or an aqua workout. Kick the football for a session; play some basketball; the list of what you can do is endless. Variety = motivation = results = retention/referral = $$$.

9. Finally, ask for feedback. It is vital that you know what your clients expect from you as far as service goes. Hand out an evaluation form/questionnaire to your clients every six months. Ask for ways to improve session content: what do they want more information on, what they enjoy most/least about the sessions and what extra activities are they interested in.

All comments can only make you a better personal trainer.

“It is very difficult to hit a target you cannot see”. It is with this quote in mind that I suggest that many Fitness Instructors and Personal Trainers do not have written business goals or a marketing plan. I would also guess that many of these Instructors also wonder why they do not earn as much income as they would like. It is a proven fact that those people who take the time to think, set goals and plan are much more likely to succeed than those who don’t. My challenge to you over the next 2 weeks is to set aside some time to think about how much income you would like to make on an ongoing basis and then put in place your own plan on how you are going to attract enough clients, classes, shifts, etc. to allow you to achieve that goal. It is amazing how much easier it is to take positive action towards your goals once you know exactly what they are.

At our recent PT Plus Million Dollar Mentoring Day event in Melbourne an interesting question was raised “what are the differences between a great personal trainer and a poor one?” The responses given by a room full of great trainers makes interesting reading.

Great Personal Trainers do the following:

1. The Personal training sessions and after session follow up is all about the client not about the trainer. The great trainer genuinely wants to help their clients and displays a service ethic.

2. Consistency of service is important. This does not mean the same types of workout are delivered all the time, rather session’s start on time and finish on time. If PNF Stretching is important then it is done every session, if clients receive a follow up call 24 hours after the session then this happens all the time, etc.

3. Practice what they preach. The better trainers respect their time and schedule workouts themselves and this sets a good example for their clients. They walk their talk and clients respect them for it.

4. Training sessions are results based, i.e. the trainer has taken the time to work out exactly what the client’s goals are and has formulated a plan of action to get them there within an appropriate time frame which had been agreed upon with the client.

5. They offer a professional level of service, they are uniformed and they look after their own hygiene even when taking multiple sessions throughout the day! In addition they have adequate insurance, they screen clients for potential health issues, and they refer to other allied health professionals where appropriate. They keep appropriate records like old exercise programs and fitness evaluation and health screening data.

6. They ask lots of questions and actively listen for the response their clients give them and they then use that information to help refine the clients exercise program, nutrition, and/or lifestyle choices.

7. Tough love is sometimes needed. Great trainers keep clients accountable and sometimes need to hold the mirror up to their clients if they go off the rails.

8. They are specialists rather than generalists. This means they have chosen a minimum of 1 and a maximum of 3 target markets with which to work. They realise they cannot be everything to everybody so they don’t try to be.

9. Recognition of client achievement is high on their list. A great strategy many implement is to reinvest 10% of what the client has paid them back into some sort of client appreciation event or activity.

10. They set clients up for exercise and nutrition homework to do between sessions and they educate the client to help them make better decisions which leads to better results.

 Poor Trainers

1. Text or talk on mobile phones during sessions. What this indicates is that the session is all about the trainer and their ego and not about the client and their needs.

2. They are often late to sessions and/or allow their sessions to run over time which means the initial client and/or subsequent clients are often inconvenienced.

3. They are poor communicators, i.e. they often talk a lot about their favourite subject … themselves! They are tellers not askers and this is not a good recipe for adherence as the client must own their goals not have them imposed if success is to be achieved.

4. They profess to be an expert in every single area of training possible - a strong giveaway is that their advertising material says they specialise in “Weight Loss, Hypertrophy, Re-Hab, Sports Specific, Stretching, Pilates, Yoga, Pre & Post Natal, Children, and the list goes on and on. The relevant point being that a specialist refers to a small number of areas, i.e. between 1 and 3 NOT 33!

5. The look. Often the poor trainers do not have a uniform, they are not well groomed, and hygiene for some is sadly not a priority.

6. The summary being that for all of the reasons listed above they are unprofessional!

So there you have it a quick user guide as to what makes a trainer great and what makes the other a poor relation. The only question that remains is where you will position yourself both in your own eyes as well as those of your client.

1. Build a Database. My opinion is that the health of your business is directly proportional to the size of your database. In fact Ryan Lee who was one of the pioneers of internet marketing in the fitness industry has been quoted as saying words to the effect that “you could take my millions (of dollars) away from me tomorrow - just leave me my database and I would create financial independence again no time. Your database should include your current clients, past clients, people who you would like to be your clients, potential joint venture partners, family, friends - anyone who has even the slightest interest in health and fitness or seeing you succeed. Once you have established a database then communicate with them regularly via a monthly newsletter, weekly health tip, and/or special offers.

2. Personalise your service. This tip is all about adding value to current or potential clients whenever you can. It involves following up meetings or sessions with a personalised e-mail with an article attached. It could be sending a gift to a client’s place of work. The imagination is the limit with this tip.

3. Lead Boxes. This lead generation tool has been around for a long time, however sometimes some of the old school methods are the best. Approach other businesses who service your ideal client such as Health food stores, hair dresses, beauty therapists, etc. The most effective way of forming a relationship with owners of these businesses is to offer to train them and /or their partner for free as well as to feature their services in your newsletter. If you go in with an attitude of “what can I do for you “rather than the other way around then you give this strategy its best chance of success.

4. Referrals. IHRSA which is the largest Health Club membership body in the world suggest that 46% of new fitness business clients come from word of mouth referral. Now obviously doing a great job with you clients will drive a percentage of referral business, however to put this on steroids you will want to start driving traffic more directly. One idea that I love is giving cash to clients who refer, e.g. you might give clients who refer a client who signs up for one of your packages $100 cash. If you know the lifetime value of your clients then you will know how much you can afford, e.g. if your average client spends $200 per month with you and on average stays with you for 12 months then there lifetime value is $2,400. Now that you are armed with this information it is a no brainer to offer $100 at the point of sale to receive $2,400 in return.

5. Have a social element to your business. Having things such as client appreciation days will increase client loyalty which equates to more dollars for you. In addition social events can be a great lead in for inviting friends of clients to come along which is another obvious lead generation tactic.

6. Join an existing community. This could mean joining your local Business Networking International (BNI) Group, becoming involved with a local sporting club, etc. The more exposure you have within your local community the greater your chances of attracting new clients.

7. Have an online presence. It is the year 2010 and if you don’t have a website than I don’t believe that you are serious about having a business! You really want to have your online presence optimised so that when a potential client searches Personal Trainers in your suburb that you appear on the first page in the search engines. In addition having a blog is a great tool to engage with existing or potential clients.

8. The Power of 5. This is PT Plus speak for having joint partners. Ideally we believe you should have at least 5 other businesses that service your ideal client refer clients to you and vice versa. Typical businesses include allied health professionals such as Physio’s, GP’s, Massage Therapists, as well as other businesses like Health Food stores, Beauty Therapists, Sports Stores, etc.

9. Meetings. A Key Performance Indicator I use for Private Mentoring clients is to have 10 new business meeting per month. These meetings could be a no obligation health chat, through to a meeting with a potential Power of 5 joint venture partner. As mentioned above under the “personalise your service tip” follow up each of these meetings with an e-mail and an article or download. This follow up will add credibility and differentiate you from other Personal Trainers.

10. Talk to 5 People Every Day. This strategy is one of the most powerful things you can do for your business. You can draw these people from your existing database, gym floor, potential power of 5 partner, etc. The more you talk to people about your business the more it will grow. Try this tactic for 3 months and you will be blown away by the results.

11. Public Speaking. This is one of the fastest ways of growing your business. Health and Fitness is very topical and there are many community groups and work places that would love to have someone come and give them good quality information. Once you have completed your presentation make sure you have a special offer for your services as well as the ability to capture the contact details of all attendees who will go onto your database for ongoing communication - see tip 1.

I have sourced a thought provoking article from well know small business operator Peter Crocker. In the article Crocker discusses the merits of solo business operators.  I suggest that you read the article at least twice and absorb the points that Crocker makes as they might have some implications for the way you run your business.

“You stroll into your boss’ office, flick your resignation letter nonchalantly onto the desk and explain precisely what they can do with their stinking job. Then you swan out to the cheers of your workmates. Or so goes the fantasy.
Much of the appeal of working for yourself is escaping the annoying, incompetent and/or bullying bosses that make your life a misery. But when you leave employment to run your own show it’s not just those bosses that you leave behind.

What about the great bosses? The ones that motivate you, guide you, teach you all the tricks of the trade and swoop in if a project hits the fan.

In any large organisation there are plenty of genuine leaders whose role it is to develop talented employees. If you’re a standout company performer, your progress up the career ladder can become a natural progression.

As a soloist, it is great that there’s no one breathing down your neck telling you what to do. But there’s also no one patting you on the back, advising your next move and looking out for your career. No strategic roadmaps. No performance review. No career plans. No fast track programs.

So, what do soloists do when it’s time for a change? For me the end of each year brings a period of reassessment. Whether it’s looking for a clear direction or assessing opportunities, these are the times when I miss being able to book a meeting with the boss to map out a solid plan.

One great solution is to find an experienced business mentor who is willing to sit with you a few times a year and be your sounding board.”

I am such a huge advocate of business mentoring is that it has taken years off the time I originally needed to achieve my financial goals. It has helped me accelerate my business growth at a rapid rate as I have been able to learn from my mentor and not repeat his mistakes. Many business owners find it very difficult to stay up to date with both the changes in their industry and the endless innovations in sales, marketing, retention and management strategies. All this means that having a mentor is no longer a luxury but a necessity for outstanding performance. A mentor is like having a personal trainer for your business. They help you devise a specific Game Plan then keep you accountable to it, ensuring you take action every day towards achieving your aims.

The Facts

Ask any business owner worth their salt and they will tell you that on average it costs 6 times more to get a client than to retain an existing one. The costs include all of the time and money you spend on marketing and promotion. Couple this with a statistic from IHRSA (International Health Racket and Sports Association) which says that 46% of new clients come as a result of word of mouth referral!

With these things in mind it still staggers me as to why most Personal Trainers don’t place a much bigger emphasis on retaining existing clients and giving them reasons to spread the “word of mouth virus” to more people. Perhaps it is because they either don’t understand the implication for profitability or simply don’t know what they can do to influence these factors. The purpose of this article is to remove the second of these excuses by giving you strategies that you can implement today.

7 Key Customer Service Strategies for Personal Trainers

1. Welcome Packs - clients are often spending a substantial sum of money up front, or are entering a direct debit contract on the basis of a result they are hoping to achieve in the future. As we live in an instant gratification society, my advice is to give clients something tangible at the point of sale to help positively reinforce their purchase decision. The simple act of giving a backpack containing some merchandise, educational articles or fitness equipment tends to reduce “buyers regret” and will separate you from personal trainers who don’t do this.

2. Confirmation calls - trainers that take the time to confirm appointments save themselves from a lot of cancellations. It also shows the client that you care about them.

3. Set Homework - many personal trainers make the mistake of delivering a great session once or twice a week but not following up with their clients outside these times. You are doing yourself and your clients a disservice if you don’t set homework or follow them up outside of session times. Homework should include specific exercise prescriptions - cardiovascular training, resistance training, flexibility exercises and group exercise classes that are appropriate to their training goals. Other homework tasks should include a focus on incidental exercise and diet.

4. Follow Up - whether this takes the form of a phone call, e-mail or SMS doesn’t really matter, but follow up contact is vital. For a new client this may be a call to reassure them that it’s normal to feel sore after their first workout and that this will get better as their body adapts to training. For an experienced client this may be to check that you have worked them hard enough.

5. Thank you cards - showing gratitude is one of the most powerful relationship building techniques you can use. It positions you as different from other Personal Trainers. Think about it, when was the last time someone you have purchased from took the time to send you a thank you card in the mail? My suggestion would be to send something physical in the post to your clients 4 times per year.

6. Monthly Newsletter - a regular newsletter builds you credibility with existing clients as well as any prospects you have. Some rules about newsletters are that they must be regular, i.e. don’t be the trainer who sends out their monthly newsletter every 6 months! They should also include relevant information that you clients can either use or directly relate to such as an exercise of the month, recipe of the month, success profile of one of you clients, quizzes, recognition of client birthdays or special achievements, etc.

7. Client Appreciation Days - the imagination is the limit as to what you could do here. You might have a day at the cricket or the football, a movie night, a bush walk, a picnic, etc. The key thing is to make the events something your client base would appreciate. Again a key thing here is that you are doing things that the average Personal Trainer does not and that is what will separate you in the eyes of you clients which in turn builds incredible loyalty.

Conclusion

There you have it, 7 useable strategies that if implemented will give you an edge in customer service over the great majority of your competition. Some of the strategies may sound simple, however please do not make the mistake of thinking that simple is not powerful.  If implemented, these strategies will make the world of difference to customer retention and referral which in turn will have a dramatic influence on your income.

It is my belief that you should spend at least as much time, money and effort on your internal marketing as you do on your external. Internal marketing is the process of continuing to educate and sell to your existing clients. Internal marketing is by far the most profitable marketing you will ever do as it is much easier to sell to an existing client than to sell to a new prospect. The reason is that your existing clients already know and like you and thus you have built up credibility with them that you cannot possibly have been able to do with a new prospect that is like a stranger to your business.

Examples of campaigns that you would promote “internally” to your current list of clients include new program offerings, i.e. starting a group program such as a bootcamp, a 6 week boxing course, or a 12 week body transformation program which can offer additional profit centres for you business. It might be that you start selling fitness related products or supplements, or you might introduce a “gold class” Personal Training service that has special benefits built in that is an upsell on your traditional services. The way you would spread the message about these new services would be through e-mail, traditional mailings, phone calls, text messages, flyers, etc.

The bottom line from a business perspective is that 20% of your clients will produce 80% of your revenue. The challenge is to continue to market to those who already believe in you and your service and provide them opportunities to upgrade to more product and service offerings. As long as you are delivering a quality product that your clients enjoy using then you have a win/win situation for all.

Many personal trainers find it challenging to grow their client base, but if you believe in something, then it should be easy to sell it, right? Here are a couple of tips to build your confidence with securing the sale and new clients.

Believe in yourself

As a personal trainer, the first thing you have to realise is that you have the ability to help someone. Obviously it is the client’s decision as to whether the service you offer is worth the money they need to invest to achieve their goals. The most important thing in the sales process is that you believe in yourself and the product you’re selling. If person has enquired about personal training, then this means they have a need that you can help them with. Adopt the philosophy that sales are merely the process of getting the client started on their goals and you may find your success rate increases. The bottom line to Personal Training sales is that you are helping someone improve their lifestyle and health. You need to remain focussed on the fact that it’s all about helping the person achieve their results. If a client is achieving results then they will remain a happy client. When clients are not achieving results they will begin to weigh up whether they are getting value for money, and whether they want to continue. If you are not confident in asking for the sale, role playing once or twice a week with amore senior trainer or a sales team member will help dramatically. Asking an experienced trainer to view one of their sessions with a regular client can also be beneficial in picking up additional tips.

Pain versus pleasure

In discussions with your prospective client, it is really important to weigh up the ‘pleasure versus pain’ scenario. You need to get your client to weigh up the benefit of personal training (pleasures) versus the cost of it (pain). If you can do this, then your client will take up personal training. Parting with the money, exercising and making the commitment are all things associated with pain forth client. For a successful sale, you have to ensure that you emphasise and create enough pleasure in achieving the results they desire, to be able to get them to start personal Training with you. People often don’t see value in something if there is no desire on their behalf. That is, if someone considers something as a high priority then they will usually pay any price to attain it. For example, for a potential Client who strives to be in better shape for their daughter’s wedding, ask them to rate the importance of this goal on a scale of 1 to 10. Create leverage by asking them how they would feel being at the wedding after achieving their goal (pleasure) as a result of working with you. Not achieving the goal can sometimes be enough pain to get the person motivated to begin with you, so ensure you find out how important it is for them to achieve the end result.

Asking for the business

If you don’t ask you won’t make the sale. This happens especially when complimentary personal training sessions are given and then the trainer simply says ‘I hope you enjoyed the session and if you would like to continue simply book in for another one’. This is not asking for the business and is not going to get a result for either you or the client. You must ask specifically for the sale. For example, you might say, ‘From what we’ve discussed the two best options are the “quick start” or “results” programs. The quick start program is one session a week for $70 a week and the results program is two sessions a week for $130. Which one suits you best?’Then stay silent. Let the customer have time to think and answer your question. Then when they have chosen their package, get them going with their paperwork and book them in for future sessions. If your customer asks a question, welcome it and try to solve it as best you can. Try not to let someone walk away saying they need to think about it.

Chances are they have been thinking about it for months, so now is the optimal time to take action. Respond gently. You might say, ‘I can understand that you would like to think about it, but may I just ask is it the program or the session schedule that you are concerned about?’ and start the process of solving their challenges. Remember, you ‘retrying to better their lifestyle; it’s not just your business that will benefit from the relationship; they actually have more to gain than anyone by working with you.