5 Ways to Overcome Price Objections for Personal Trainers

​Objection handling can take many forms for personal trainers, but one of the most common challenges is what to do next when potential clients quibble about the cost of your personal training services.

​Overcoming price objections is an essential skill, and handling them in a way which is genuine and non-confrontational is vital to the success of your fitness business. Overcoming price objections starts long before you get the person on the phone to do your sales consultation call. 

Remember that if people weren't genuinely interested in your services, they would be unlikely to be on the call. So relax into the conversation and try to genuinely help people to overcome potential barriers for them getting started.

1. Address Price Objections In Your Copy

One of the most useful ways to cut down on the number of price objections during the consultation call is to address price in your copy. The copy is everything you publish to market your personal training business - the blog articles that encourage people to reach out, the calls to action on your website, even the captions on social media posts. 

It's normal to think that you should avoid talking about the price of your services, in case it puts people off before they've reached out to you. If you address the costs of your services in your copy, people are unlikely to find it objectionable on the call with you because they'll already have an idea of whether they can afford your services or not. 

You might position your program as a premium service - something which appeals to an audience that is willing to invest in their health. Focus on what you help people to achieve, the benefits of working with you, and showcase your clients' results so your audience can see your competence. People can imagine what it is that you can provide for their investment. It allows them to see a future version of themselves. 

One of the purposes of your copy is to vouch for the value your personal training service brings to people's lives and to get the potential client to "pre-qualify" themselves. The goal here is not to devalue your services, but to show people what they are worth for them. ​

2. Address Buyer Authority

This point takes a head-on approach towards addressing one of the most common objections on the call: "I need to speak to my spouse". 

There's absolutely nothing wrong with involving the husband or wife in the decision to invest in coaching. They must have their support, after all. So before you start talking about the price of your fitness packages, you might want to ask "Is there anyone else that you need to speak to about the financial decisions about personal training today?" 

By addressing the possibility that the decision isn't solely theirs, or that they might want to involve their spouse in the decision out of respect, you are proactive. You're inviting them to include their partner in the decision to prioritise their health. This comes across as inclusive and sensitive to their family situation. 

3. Price Presentation and Structure

One of the simplest ways for your prospective client to not object to your price on the phone is for them to know what your fees are before the call happens. Listing your prices on your website is the easiest way for people to see if they can afford your personal training services before they book the call with you and to improve your conversion rate. 


Custom Pricing
If you don't have a flat fee and instead offer a tailored price based on the client's needs, you might prefer to display a range of prices on your website. "Prices start from $X to $Y" could be a clear way to communicate that there is a custom pricing calculation to be done. You could also present these prices as separate tiered services and packages on the website itself. 

Monthly Fee
Sometimes people struggle to grasp the monthly price as it works out on a smaller level. Presenting your worth as a daily, or weekly cost, that's payable monthly could be helpful for people to understand what they're investing on a micro-level. Traditionally, this has been presented in conjunction with another commonly bought product, like a cup of coffee (or perhaps, a protein shake!) 

Fixed Package Price and Installments
When you have a fixed price for your coaching package, you could offer a payment plan for people that are unable to pay in full. For example, if they can't pay your full 3-month minimum commitment upfront, maybe they can pay monthly. If they can't afford monthly, perhaps weekly would be manageable. If you're using an automated payment system, remember that you'll be charged a percentage for each transaction, so a small increase in the fee you charge them is expected.

Spreading the Cost
The final possible solution could be when people pay for a fixed term, such as 3 months coaching, but spreading the cost over more months, like 6 months. That can remove a potential barrier provided you're able to set up automated payments for them, makes your coaching more financially available to the client but doesn't devalue your service.

4. Reduce The Risk

If your personal training services cost significantly more than most trainers in your area, you may want to look for a way to reduce the risk to your client, rather than to reduce your cost. That might include extra benefits such as equipment and merchandise, or even a money-back guarantee. 

If you could wave a magic wand and achieve someone's weight loss or muscle building goals for them, most people would pay almost anything for that. The role of risk reductions like guarantees is that it helps people to believe that success will be possible for them; even if they have failed at this many times before.

5. Range Of Products

​Having more than one product or service available will make it easier for your prospective client to say yes to something that's within their budget. If your full one to one coaching service is your premium, most expensive product, you might want to consider offering other services which cost less.

Perhaps you could offer a small group or partner training option, which increases the amount you earn per hour but decreases the amount the client pays. Maybe you could offer a programme only option where you provide the training plans and monthly reporting on progress - without one to one training time. 

Different levels of service priced differently will allow you to help people on the call for whom price is a real barrier. Each level of the service should deliver results for your client, but the more they can invest, the more the process can be fast-tracked with support and accountability that requires more involvement from you.