In issue #298 of your PT Profits Newsletter I shared with you the 24 words that you should never use while selling your personal training services.
In this issue we’re going to continue on with the subject of sales, specifically objections, and I’m going to explain to you exactly what people mean when they tell you: “I need to think about it.”
See it’s not all about marketing. That’s only half of the formula.
Sure, I can help you perfect your marketing and referral system and show you how to attract a steady flow of prospects every month. That’s the easy part. But unless you can convert those prospects into paying clients, you’re not going to achieve your financial goals.
Even if you take every step to qualify your prospects before meeting them face-to-face, you may still end up fielding an objection if you don’t play your cards right.
Let’s face it, objections are a major pain in the ass. There’s nothing worse than going through a solid consultation, giving it your best and then having to deal with: I need to talk to my spouse, or I need to think about it.
You know darn well that this prospect is not going to go home to talk to her husband, or to check her finances, or even to think about it. The truth of the matter is that this is just a nice way of telling you thanks, but no thanks.
In other words, your prospect is really telling you that she did not see enough value in your offer to trade her money for your services.
See, there’s a difference between a person’s ability to afford something and their desire to afford it.
I’ll say that again because it’s important that you understand this concept. There is a difference between a person’s ability to pay for something and their desire to pay for something.
I’ll give you an example.
I’m a sports car fanatic. Specifically I love super cars like the Shelby Cobra, Dodge Viper, and Porsche Ruf 911 Turbo (I can go on and on about these cars so let’s not get me started).
Recently while shopping around for a replica 65 Shelby Cobra I called two companies that manufacture these vehicles. The first place started the qualification process and discovered that I’m only 32 years old and instantly lost interest in me.
Apparently, I’m too young to afford their product.
Big mistake #1 – Poor qualification process.
The sales rep then went on and told me about all features of the car, almost in bullet form. He never once asked me what I was looking for in a Shelby Cobra replica. Therefore he never found my hot buttons.
Big mistake #2 – I never saw value in their product.
Guess where I’m NOT spending my money. Instead I gave him the “I need to think about it” excuse and he gladly accepted.
The second manufacturer (Lone Star Classics in Texas) started the qualification process too. My “young” age was not an issue for them.
The rep then asked me what I’m looking for. And so I told him. Then he asked me my height and so I told him. As it turns out the Lone Star Cobra has an extra 4 inches of leg room – perfect for drivers 6′ and taller.
And with that I put in my order.
What does this have to do with your personal training business?
It’s simple really. In fact, I could sum it up with one word: VALUE. Look, by the time you’re face-to-face with a prospect odds are they have the ability to afford you. The question is will they want to?
If you ask the right questions, find their hot buttons, and show them value you’ll never (well almost never) have to field a crumby objection.