I used to be in Financial sales – investments, pensions, life insurance etc. I was considered pretty good at it as well. This didn’t all come naturally. I was fortunate enough to learn some amazing techniques from some of the best in the industry when I was in my early 20s.
One thing that was consistent was the ability to ‘paint pictures’. Describe what someone’s future will look like if they invested a sensible amount of money with me. Also getting them to visualise what that future will look like if they do nothing.
This isn’t about being a sleazy sales person. It’s just stating the facts and the huge contrast between taking action now and doing nothing (which is what most people will do unless prompted).
It’s exactly the same principle with Personal Training.
Your ability to ‘tap into’ your prospects pain right now and ability to help them visualise what their future looks like by doing nothing – failed relationships, medication, unflattering clothes, low energy, low self esteem etc will determine how successful you are as a trainer.
If you ask for 5 reasons that the result they are looking for right now is important to them, I can guarantee that the first 3 will roll off the tongue pretty easily, and the last 2 will be the ‘real reasons’. They might not even realise it themselves yet.
Most trainers say that they go through this process but they don’t really get to the point whereby the people in front of them are crying. Virtually every consultation that I do has some tears in it. Sometimes it’s tears of the pain they’re in right now and sometimes tears of joy of what life will look like in the future.
When you then get them to visualise what they look like once they have worked with you for 3 months and the huge changes that happen in their life as a result, you will have got them into the right frame of mind to be able to make a committed buying decision.
I do these consultations for my group training members. In fact I always used to do them for everyone and then when I got to around 100 clients I got a bit lazy and just ended up sending my consultation pdf out to prospects with all of the testimonials. There were still plenty that joined up but my conversion rates decreased dramatically.
Sitting down with prospects and going through this exercise is essential if you wish to charge more money and have much more committed clients that achieve amazing results. Your conversion rates will soar.
What we do can not be under stated. We do literally transform lives in a relatively short space of time.
You will earn more money the more lives that you manage to transform and will gain an enormous amount of job satisfaction as well.
That’s why we do this right?
Ricky
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