If there’s one thing that chaps my hide the most about
our industry it’s when fitness trainers, in poor judgment,
decide to compete on price.
Often times the ill logic is accompanied by statements
– “there’s like four other trainers and boot camps
within five miles of me who charge less”
– “yeah but the economy in my area is different”
– “people here have no money”
– “there are two big box gyms that charge $39/month
and I can’t compete with them”
– “you don’t understand, my circumstances are
These are limiting beliefs of the lazy and
When you compete on price, there’s always going
to be a trainer who’s willing to go broke before you.
The worst thing you can do is get sucked into the
“low price” battle with your competitors.
Doing so is the fastest way to broke.
No one wins
Not your clients
Not your competitors.
All it takes is three simple things to pre-condition your
community that you’re different, better, far superior than
all other fitness option available to them.
I’ll tell you what those three things are in just a
See, people only shop on price when they’re
uncertain and apprehensive about the service.
If your entire community knew without a shadow of
a doubt that you’re the best trainer in town and that
your programs constantly and consistently produce
results – would you ever have to compete on price?
Think about all the times you’ve paid more then you
normally would have for something becuase you were
convinced that it was of higher quality and of better value.
People happily pay more for what they feel is of higher
value and superior quality all the time…
Organic VS traditional fruits and vegetables
Grass fed VS corn fed beef
Free range VS caged chicken and eggs
Natural VS national brand peanut butter
BMW and Mercedes VS Ford, Chevy, or Toyota
Rolls Royce VS Bentley
MAC VS Maybelline
Rolex VS Nixon
Gray Goose VS Absolute
So what do MAC, Rolex, Rolls Royce, organic,
natural, free range, Mercedes, grass fed and
Gray Goose all have in common?
They are recognized as best in class.
Price is never a factor when buying these
products and brands.
They’ve become competition proof and are in
what Dan Kennedy calls “a category of one”.
Fortunately, you can do this with your personal
training or boot camp programs, too.
You can (and should) convince your market
that you are their only real choice as it relates to
fitness, fat loss, performance, and better health.
Eliminating apprehension and uncertainty within a
prospect comes down to pre-conditioning prospects.
Pre-conditioning simply means being known for
something… or in this case for a few things, such as…
…establishing your image
…building up your reputation
…creating credibility, trust, and authority
Pre-conditioned prospects come to you pre-qualifed,
ready to buy, and with little or no resistance.
There’s a ton of ways to pre-condition your market,
here are three of them.
1. Publish case studies. Case studies can be done
on your website and blog, in print, and in emails.
In fact in this blog post I teach you how to craft killer
case study emails.
Case studies are success stories that you share with
your prospects showcasing how one of your clients
was able to lose fat, get fit, have more energy with
your fitness programs.
The best case studies on not “pitch” driven but more
story driven where you demonstrate how your program
was the solution to your client’s biggest frustrations.
2. Demonstrate social proof. Include testimonials in video,
print along with before and after picture in ALL of your
… on your website, postcards, framed on the walls of your
facility, in print ads and even on your business cards.
And not just one or two testimonials… but a boatload so
that anyone who sees your site, ads, and other marketing
material can easily see that you can repeatedly create
Check out this video if you want to see how Fit Body Boot
Camp owner Steven Hadley uses testimonials along with
before and after pictures to demonstrate tons of creditability
and authority in his community.
3. “Shock and awe them” Send an unexpected and
meaningful gift when someone joins your program.
It doesn’t matter if they join as full paying members right
from the get go, or if they come in on a low barrier short
term offer like the “14 Day Fat Furnace” program – send
them something really cool and meaningful.
John and Cara Eckerman send all of their new Fit Body
Boot Camp clients a FBBC branded hard plastic coffee
mug and a gift card to Starbucks – just becuase.
It’s no wonder why they are talked about all over Chino
Hills, have won awards, are getting leads and referrals
from their clients and from a ton of local businesses.
John and Cara have made a BIG impression on the
community of Chino Hills and in just over a year by deliver
amazing results with their clients, being known for their
service and for getting involved with the community.
Price, cost, money should never be the deciding factor
whether or not a prospect will become a client or not.
Never, ever compete on price… EVER.