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3 Fitness Sales Keys To Remember


A Post On Fitness Business Rules By Pat Rigsby


Fitness sales for personal training, bootcamps, youth fitness programs or even health club memberships – that’s the foundation of your business.

No sale – no client, camper or member.

But most fitness pros I know hate selling.  But that’s only because they’re not comfortable with it yet.

Here are three tips to change that and make closing sales much, much easier.

Fitness Sales Key #1 – Everything Leads To A Sale

Sometimes I have to remind the trainers we work with that while sending press releases, getting on TV, making blog posts, writing articles, creating product and all the rest are great…they’re all just a means to lead to you selling something.

See, sometimes we have to keep our eyes on the prize. If you don’t have enough clients or campers are you waiting for something to happen…or are you making it happen.

When Holly & I were living in the basement while we were getting our training business and health club ramped up – I was laser focused on selling training. I didn’t leave the gym without getting two new clients.  It meant some late nights, like they say – if the want is strong enough you’ll find a way.

Even before that, when I was first running a training department in a Gold’s Gym, the company had a bonus of $250 if you sold 12 deals in a pay period.  My goal every pay period was 36 deals and I considered that $750 part of my regular income. I knew I needed 3 deals a day to make it happen – and was relentless on getting my 3.

So keep doing all those things…

Keep blogging, sending press releases, writing articles and the rest. But don’t lose sight of the fact that selling is what pays the bills.

Fitness Sales
Key #2 – Proper Framing Leads To Bigger Sales

Want an easy way to selling bigger deals? It’s two simple steps, but I’m not sure you’ll believe me if I tell you.

Here goes:

Step 1: Offer no more than 3 potential options to a prospect. Something like this:

1 Session Per Week

2 Sessions Per Week

3 Sessions Per Week

It could be 2, 3 and 4 or 3, 4 and 5…makes no difference to me. You know what you’re currently selling. Just reduce it to 3 options.

Step 2: If you’re most popular program is 2 sessions per week but you want to sell more 3 session per week packages, add a package bigger than that to your price sheet.

If you already have:

1 Session Per Week

2 Sessions Per Week

3 Sessions Per Week

Then switch to offering:

2 Sessions Per Week

3 Sessions Per Week

4 Sessions Per Week

You’ll immediately sell more 3 session per week programs. It’s all simple psychology.  Too many choices have been proven to cause indecision and high priced offerings make offerings priced lower seem more reasonable.

That’s it…two easy steps to more sales bigger packages and programs sold.

Fitness Sales Key #3 – Sell Something

Get small commitments first.

There was a time in my personal training career that I’d average three closed sales a day.

Unfortunately many trainers don’t do 3 a month.

But the trick was to close the ones that weren’t ready to commit to bigger programs on something.

Or, if I was doing a speaking engagement, close the attendees on something small. Get a ‘yes’ first.

Once someone has invested a little with you it’s much, much easier to get them to invest more.

But only if you deliver great service during that initial purchase. So if you’re having trouble getting people to enroll in ‘big ticket’ programs, get them to at least invest in something small first.

Then after you’ve built a little more rapport and have delivered great service and value, present your bigger offerings.

You’ll be pleasantly surprised at how little resistance you get then.

I hope this helped you get a little more confident and comfortable with fitness sales. If it did, leave me a comment below and let me know.

Dedicated to your success,

Pat Rigsby

Pat Rigsby is a Co-Owner of the International Youth Conditioning Association & the youth fitness franchise Athletic Revolution as well as a fitness industry consultant serving thousands of personal trainers and fitness entrepreneurs. Sign up for his fitness business free newsletter to discover proven marketing, sales and business strategies, along with blog updates, news, and more! While you’re at it, follow him on Twitter.

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