If you’re hoping to launch a career in personal training, the last thing you want is to encounter never ending objections during your consultations. It’s common for potential clients to give excuses if they don’t want to sign up on the spot and a good salesperson will be able to respond quickly and hopefully, close the deal.
As a personal trainer, you may not possess experience in sales or customer service and as a result, trying to overcome objections may be difficult. So without further ado, we listed 7 ways to nail your sales process and turn an objection into deal.
1. Be Clear On Price
Example: "It costs too much. I can get the 'same' service from someone cheaper."
Price is one of the most common stumbling blocks personal trainers encounter and is the most debated topic when it comes to showing your prices on your website and other marketing materials.
As a rule of thumb, most clients will generally shop on price or at least it will be one of the main decision making factors. So not showing your price on your website could result in lost leads.
Read More: 5 Reasons You Should List Your Personal Trainer Prices
On the flip side, if you're selling high ticket coaching, the client is more than likely shopping for results and for people who are willing to pay high ticket prices, money often isn't as high on their list of buying priorities.
Overcoming a price objection begins way before the actual consultation. If you’re pitching your services, you need to be able to help that prospect understand what value you’re offering for their money to make the proposition more appealing.
This means that you need to be clear on your own values and have designed your packages to reflect that, so potential leads can create expectations when they come to meet you.
When you’re trying to sell your services, make sure you focus on your Unique Selling Proposition (USP). What can you offer that others can’t and how can you show your unique value to your prospects?
This requires some research to find out what your competition is doing in your local area and specialty, so you can offer competitive but not too low prices.
2. Avoiding Complacency
Example: "I'm okay with the way things work right now."
When a potential lead starts to show complacency, they're usually in flight mode. This can be caused by just realising how daunting the task is or feeling way over their head.
If they're feeling daunted, you can try to use just a touch of fear to get the client to see why they need to start thinking about the making changing. Repeat their goals back to them and what remind them of what would happen should they continue down the same path and do nothing.
This should be done tastefully and cautiously so as not to seem like a pushy salesman.
Example: "I don't want to change the way I've been doing things."
Many people are self-confessed creatures of habit, and they have a fear of change. If you’re keen to work with someone who is already training, but the client is reluctant to adopt your methodologies, let alone pay for them, cater for their needs and preferences first.
In practice, at the start of their journey you want to make sure to include what they are asking for even if it may not be the best for their goals.
This sounds counter-intuitive and borderline unethical but wouldn't it be more unethical to not help the client just because they're not in the right state of mind yet?
You meet them where they are, but at the same time you can slowly start educating them. One day they will realise what works and what doesn't and will drop their beliefs in order to have more of your expertise.
Make gradual changes and make sure they understand the reasons for change and the benefits they’re set to enjoy.
Remember, if your newly acquired client thinks you are not providing the service they are paying you for, they will likely cancel or not renew their package when it's up.
Meeting them where they are and managing their expectations while getting them results will convince them that you know your stuff and they made the right choice hiring you.
4. Gaining Trust
Example: "I'm not sure you can help me. I'm not sure you know what you're doing."
Many people hire a personal trainer to help them lose weight, improve their health and also boost their mental wellbeing.
When people are searching for a trainer, it’s natural to want to find somebody who they feel comfortable around and trust.
As a trainer, it’s your duty to build the rapport and show your prospects that you have a great reputation, you understand what will get them results and ensure them you’re there to help.
But to do that you'll need proof that you can do what you say you can do. Most personal trainers have this, but if you're just starting out and short on testimonials, consider training people in exchange for image and video testimonials to get your proof for consultations and your website.
5. I Know Another Trainer
Example: "I told my brother's friend's I'd use his company."
Sometimes, it can be difficult to beat the competition, especially if politics are involved. For example, a potential client has a friend who is a personal trainer.
It's highly unlikely you will be able to convince them to hire you right now unless they have been following you for a while and find value in what you do.
According to Marketing Donut 63% of the people who request information about your services now will not make a purchase within the next three months, 20% will take longer than a year!
This is where inbound marketing strategies will work wonders on the long run. Once your business takes off and you have some capacity, make sure you think ahead and start building your tribe.
May that be via a Facebook Group or building following on other social media platforms, ensure your target market see your activities on a daily basis and find value in it.
This way, when the time comes and they want to hire a personal trainer, you will be their first choice as they will feel they already know you.
This works on the gym floor too. Talk to people on a daily basis without making them feel you are trying to sell something. Be helpful and at hand when they need you, become the go-to guy or girl on the floor.
6. I Need to Ask My Wife
Example: "I need to run this by my wife before I do anything else."
You’ll often find when you’re in the middle of a consultation the prospect will want to run their decision by a significant other, consult a friend or family member for advice before they sign the dotted line.
Overcoming this all too common sales objection involves getting their significant others approval before you even sit down to talk about money.
"So what does your partner think about you hiring a personal trainer?"
They'll almost always say it's a good idea or try to be funny by saying he or she think they need one. But once it's been mentioned, the client will only use their partner as a sales objection if they really aren't sure.
If this is the case, be prepared to be patient and be cooperative. Offer to schedule another meeting or meeting with their partner too. Agreeing to meet a partner may result in two new clients instead of one.
Managing objections starts with listening. Make that person feel that your first concern is their individual problem, give snippets of advice or suggestions when they have questions, come up with strategies to solve their problems to show you care.
People will recognise your efforts, trust you better and hire you easier if the sales is not the main focus of the conversation.
Example: "It's too much for me to take on right now; I'm too busy; Call me again in 6 months."
Timing is everything in business. As a trainer trying to recruit new clients, it’s highly likely that you’ll come across a number of people who use time as an excuse.
You can provide solutions by offering short, intensive sessions, extending your hours or making your schedule more flexible working together to find a system that works for both you and the client.
It’s also important to be aware of seasonal trends so that you can strike while the iron is hot. Demand for services is likely to increase in the New Year and before summer, so it’s worth calling those clients who expressed an interest but didn’t pursue an offer at other times of the year.
If you’re a personal trainer and you’re hoping to hone your sales skills in a bid to build your client base and reduce the risk of sales objections, take these tips and tricks on board and hopefully, you’ll feel more confident when it comes to pitching your services.
Did you find this information useful?
Get instant access to proven business and marketing training — for free.
See Our Courses
If you'd like links to scientific research about fitness, free resources and the odd funny meme to share with you clients, we'll be posting daily on our Facebook page.