By: Ian Lauer CSCS, IFBB PRO
Many new trainers think that if they just have more potential customers come into their gym that they will easily sign up clients and fill their books. Unfortunately, there’s a little more to it than that. The good news is that there are many ways to attract potential customers. You can use paid advertising in newspapers, word of mouth, networking clubs, flyers, postcards, email campaigns, and social media outlets just to name a few options. Many trainers even offer a free session or two to people they meet or as a coupon on advertising or on the backside of their business cards to entice potential clients.
Though any of these methods can help to get you face to face with prospects, it is all for nothing if they leave without signing up to work with you long term. So, how do you get them to work with you long term? You must learn to sell! Many people hear the word “sell” and they cringe as they visualize the stereotypical used car salesman that chases them all over the lot trying to push a lemon. The fact of the matter though is that “sales” are the only way you can stay in business and “selling” is the only way you can HELP people. The potential customer is in front of you because they have a need and that need is something that they believe you can help them with. So, it is your obligation to learn how to sell them your services.
There are many things that go into selling, but two very important factors jump to the forefront when learning to sell. These factors are: “What kind of a salesperson are you naturally?” and “Why is the customer considering buying your product?” If you’re confused by this at the moment, don’t worry I’ll be sharing some a couple great reads sure to help on your journey. If you already know the answers to both of these questions, congratulations you have a head start when it comes to selling your personal training services.
What kind of salesperson are you naturally? This is not to say if you had to move some televisions at a department store, what lines you would use. The point here is to understand how you relate to people naturally. Are you a “Chatty Cathy” that talks and talks to everyone? Are you more reserved problem solver? Are you a great listener? Are you somewhere in the middle where you find yourself often having balanced conversations? How you relate to people naturally is what you need to focus on improving as you work to sell. A great book on this subject is “SALES DOGS” by Blair Singer. This is a quick read and can easily help you determine what kind of salesperson you are naturally. Once you understand the kind of salesperson you are, you will find it easier to be YOUR best and your sales will improve.
Why is the customer buying your product? The assumption is that a potential client will tell you right out of the gate WHY they are considering training with you. The fact though is that they may not even fully realize the WHY behind their decision. Sometimes it’s as simple as an upcoming wedding where other times there may be something much deeper that is driving their impulse to get into shape. It’s up to you to dig to the real reason they are considering training with you and help them realize that you can help them. There is a ton of great insight into this in “Little Red Book of Selling” by Jeffrey Gitomer. It’s a fast read with multiple morsels that are sure to help you makes sales and keep you motivated as you learn what drives folks to buy.
In the end, the potential customer is in need of your service. It’s up to you to help them see that you are the person that can help them. When it’s all said and done everyone wins.