Nothing Happens Until a Sale Is Made
A “how to sell fitness” post by Bedros Keuilian
There’s all this talk about fitness marketing, and lead generation and prospecting…
…but no amount of marketing, lead gen, or prospecting can put money in the bank, food in your stomach, and a roof over your head UNLESS you can sell fitness – unless you can convert that prospect into a paying client.
Every “guru” talks about personal trainer marketing and all the ways you can get more leads and prospects in front of you – and to some extent, I’m guilty of it too.
But you know what? The truth is that nothing happens until you make that sale.
Until and unless you can sit across from that prospect and give them a well scripted and crafted presentation you’re not gonna get a dime from them.
See people don’t buy based on logic, we all make our buying decisions based on emotions, on wants and not needs.
There’s actually a really easy seven step process to selling fitness…
Step 1. Rapport. Establish rapport. People by from people they LIKE. Get to know your prospect and get them to know you, and like you, and trust you.
Step 2. Want. Peel the onion by asking a lot of questions that will get your prospect to identify what they WANT. Ask open ended questions like: Tell me why you’ve decided to looking into getting into shape now instead of 12 months ago?
If I can snap my fingers and give you the body of your dreams, can you tell me what your body would look like?
How will you’re relationship with the people that you love change once you’re in shape?
Questions like that will get your prospect to tell you what they really want… their hot buttons. And if you really want to dig deeper and keep pealing that onion just ask: How do you mean that?
Step 3. Benefits. Once you know what the prospect wants start talking BENEFITS and not features.
Step 4. Urgency. It’s human nature… we’re all lazy, and if it were up to you, you’d go home to “think about it” and leave it for tomorrow. But the thing is tomorrow never comes. If you want to make that sale NOW you’ve got to get your prospect to feel an overwhelming sense of urgency to take action.
Step 5. Commitment. This is where 99% of personal trainers lose the sale – they fail to get commitment from the prospect. The idea to get a bunch of mini closes before asking for the sale.
Step 6. Cost. Odds are if someone has contacted you about your personal training or boot camp program then they probably expect to pay more than just a Curves or gym membership. So really the cost issue is more of an issue about VALUE.
During your sales presentation you’ve got to build the perceived value of your service so high, so that when you actually lay out your program prices, the prospects feels they’re getting a KILLER deal.
See, it’s not about the person’s ability to afford your services– it’s about their desire to afford you. If someone wants something bad enough, they’ll find a way to afford it.
Step 7. Close. This is where almost every personal trainer loses the deal. Even if you have a really awesome crafted sales presentation. Even if you got a bunch of mini closes. And even if you established amazing rapport – you’re probably going to lose the sale IF you don’t ask for it, or if you ask for the wrong way.
The bottom line is this…
If you think that you’re going to get to six, multiple six or even seven figures in your training business just by prospecting or lead generation then the sad truth is that you’re always going to frustrated with the level of income you generate – no matter how many killer fitness marketing tactics you know.
Nothing happens until a sale is made. You don’t get money. And your prospect doesn’t get into shape.
And no one knows that better than my coaching client Samantha Taylor, from Lutz, Florida who just had a record breaking month and sold $79,585.00 in personal training services.
Congrats Samantha!
I’d like to hear what you think…
Comments on Nothing Happens Until a Sale Is Made »
Joshua Carter @ 9:57 pm
Nice post B, and way to go Sam!
Ephraim Jobickson @ 11:54 pm
Great Post Bedros!
Hey Bedros
Thanks for this awesome post on sales. I got your “Close 9 Out of 10 Clients” DVD awhile back. I must watch it again. I think I missed a few killer strategies you mentioned in the DVD. I’m definitely at least 100% better at closing clients now. I was looking at the price of the DVD and I thought it’s way under priced for the things you teach in the DVD.
Dale Buchanan @ 4:25 am
This was perfect timing for me. Thanks
Bill Murphy @ 5:03 am
Great post Bedros!!! I’m gonna review the “Close Clients” DVD today. Hmmmm….make more money by closing a higher % of prospects….novel idea
Ashraf @ 5:13 am
$79k?? Freelance?? My record is $30k In a chain gym (Cali) with 2000 m’bers
Steve Ashaolu @ 7:46 am
A post with tons of value; I’ve got to go back to my “bible” ‘the art of closing’ and your ‘Close 9 out of 10 Clients’ and get my game up like Sam!
Ben at Train For Top Dollar @ 12:15 pm
Confidence. For all 7 steps. Big balls, folks.
dan cook @ 12:16 pm
Hey Bedros
Great post, I ordered the Close clients dvds early Dec 09 and I havent received them yet, Delivery is usually pretty quick with your stuff even to the uk where I am. But I though I would have received them by now. I also contacted the support email but got no response. I dont want to moan cos your stuff is Awesome!! …just would like a response.
Wow, way to go Samantha.
Good stuff Bedros.
Thanks.
Randy Woody
http://randywoody.com
Dustin Martorano @ 12:38 pm
Closing clients is simple now that I have a polished sales presentation. Well worth the small investment. Brought my closing % from 6 out of 10 to 8 out of 10 in a month! Thanks Bedros.
Hey Dan I’ll have the girls send you another copy. Do me a favor and email [email protected] about it
B
Jacob Mcluskie @ 3:17 pm
Great reminders, thanks Bedros.
Jemand @ 7:57 pm
great post B.. I used you Close 9 Out of 10 Clients DVD.. And I gotta say, I’ve been literally closing 7 out of 10 (gonna get to 9 soon) clients that sit in front of me at my gym. Not bad giving my record used to be 2.3 out of 10. Freakin awesome!!
By the way I was at Fitness Info Summit, Is the DVD for that out yet.. I’ve been Patiently waiting..
Temecula Personal Trainer @ 11:59 am
Great post Bedros. Your info is always simple and to the point.
Bedros this is a great reminder of all the small steps. I’ve been really working on “selling” over the phone so when they come in for the workout they are already committed. It’s worked out great and really weeded out the people who are just fishing for prices, etc.
Thanks for the great info, and congrats to Samantha!
Tyron @ 4:12 pm
Thx bedros. I learned some of this stuff fr ur sales program and have a lot more confidence in my sales process but still need to work on the sales presentation portion after I take them thru the sample workout.
Roberto @ 2:56 am
I’m printing this off right now! Sick of reading shit then forgetting about it!
Thanx Bedros.
Scott Williams @ 3:11 am
Just received my close clients DVD in the mail…
Time to sit, watch and learn and take action…
Bedros,
I just want to say thx again.
Last year I received your Art of selling fitness and it was great.
I was learning how to sell again and do a little marketing.
But then I started to focus too much on Marketing and I got side-tracked. The marketing was working because the clients were coming in but my team was not converting enough.
A month or so ago I received your “Close 9 out of 10″ DVD and it was just in the nick of time. It is AMAZING!!!
I am going to watch it about 30 times (3 hrs long, yikes)
It made us re-focus on the sale.
Closing is so important. ABC (always be closing)
Thx for the DVD, we are reaping the benefits from this VERY important tool.
(P.S. I only wish it was on audio too so I can listen in the car as well - although I wouldn’t see the diagrams then)
Great post Bedros, need to work on this with my staff more.
Thanks Bedros! Great stuff as Always!
Samantha Taylor @ 6:40 pm
This is Samantha, Bedros coaching client. Wow, I wouldn’t have done that $79,585 this month without Bedros help and learning his system, close 9 out of 10 clients. It works! After I applied his system in 2009, I closed 42 straight clients totaling $124,090.00 You rock Bedros! He knows his stuff. Buy it, invest in it and get it NOW! It will transform your business. See ya at the Fitness Business Summit where I will be speaking about how to rock it out in sales.
Vince Davis @ 6:55 pm
Hey Bedros,
i’m curious to see when the next time you’re going to have a cracked case sale, or if i can purchase only the pt business course manual?
I agree with you B. I think that many of us are afraid to ask for for the sale. After all we are fitness professionals that can help our clients live a better life. So why not ask for what you are worth. You don’t see a doctor being afraid to ask for the sale do you?
Leon Price @ 3:41 pm
Great article! Can’t wait till my pack arrives in the mail.
Amy @ 7:09 am
Awesome post!! Thank you so much!
Amy
Hi Bedros
I been as a Pt for less than 2 years and i think a good presentation is what matters, and of course follow your steps above, been confident, asking for the sale and we are ready to rock!
I recommend for the new traienrs to film by themselves or practice with a friend and see how you look in your presentation.
Mke sense doesn’t it?
Jason Morgan @ 5:58 am
Bedros,
I’ve been using the Close Clients system from the original release. It’s still AWESOME! I have maintained a 92% closing rate ever since my purchase. I was wondering, have you thought about releasing a special “upgrade” price for those of us with the original DVD to be able to get the new info?
sandie @ 12:54 pm
ok I am dying to know WHAT you are doing with folks in the training world that would cost them 2954.52 each? That is what it would be to get 124090.00 with 42 people signing up with you…just wondering. Is that a years worth of training or something to that affect?
Bonnie Hardie @ 9:59 am
Great info as usual,Bedros.
I’m going to watch my Close 9 out of 10 Clients DVD again this weekend.
Way to go,Samantha-awesome job!!!