Selling is a Conversation

When fitness and wellness professionals hear the word "sell", it typically lands like a ton of bricks. We often think of sales as a necessary evil in our industry. Yes, we all know the reality, we won't have members or clients if we don't sell memberships and fitness programs but not many of us like to sell. We often think of selling as talking someone into buying something they really don't want. Actually, selling is quite the opposite if a few important steps are taken.

1. Qualify your prospects. Before setting the first appointment to tour the gym, try a class, or personal train ask questions to be sure your prospect meets your general criteria. Build rapport using a conversational approach and start qualifying using the rapport building questions as the foundation. What area of town do they live/work? Are they looking for in-person, virtual, hybrid? Who do they know that currently trains with you? What other studio's have they checked out? How soon are they looking to get started? Qualify by asking questions that reflect the client you're looking to attract.

2. Upfront Agreement. Always set expectations. After scheduling an appointment, before touring the gym, before the initial consultation...set expectations, using a conversational approach, share what happens during the appointment, include questions are encouraged and agree, at the end of the appointment, a decision will be made how to move forward. Finish the upfront agreement with a transition question. The transition question can be something as general as "Sound good?" or "What questions do you have before we get started?"

3. Solution seeker. When presenting programming and pricing, include key points that connect with the information that "qualified" your prospect. Be sure to complete a thorough needs analysis that addresses not only the goals and why those goals are important but also overcome any possible obstacles. Present a solution based on the information gathered during the needs analysis. Be willing to have a conversation to strategize the best direction to go in order to get started...today.

Think of selling as a communication technique, because that's exactly what it is. You're simply having a conversation to determine if the person is a great fit for your program, ready to make a decision and then you offer the solution.

Client Retention Starts with Intention

The vision you have for your business is built on the goal, purpose or aim you have decided that will best service your clients and increase profits. Most fitness professionals start their business with general intentions to "help others live a healthier life'" and "make a good income". Diving deeper into these intentions will help build your business and retain your clients.

1. Ask questions that are intentional. Get a clear understanding of the goals and why those goals are important. There's an emotional reason or a feeling behind why a particular fitness/wellness goal is important. It's up to you to uncover the reason behind the goals by asking purposeful and intentional questions. Ask questions that will assist with writing the fitness program or selling a membership, but also ask questions that will help with motivating, encouraging and inspiring.

2. Create solutions. Introduce a program or a membership that connects with the goals, availability, fitness level, affordability, interests, and commitment. Identify potential barriers or obstacles and work through them with your client. As your client progresses with their program, take the time to reassess and introduce additional programs or activities that will keep their interest and attention.

3. Complete daily activities. Commit to daily business building activities that will increase profits. Once you calculate the monthly average for revenue and expenses and net profit goal, create a daily business building plan that includes setting a minimum number of appointments, asking for referrals, connecting with potential clients and current clients. Calculate how many memberships or programs need to be sold on a daily bases to reach your net profit goal. Being intentional and consistent in business building sets the foundation for a successful and profitable business.

Retention increases when clients wants and needs are uncovered and met. Following these tips give you the tools needed to increase retention and boost prospect to client conversion rates.

Tips for a Successful Needs Analysis

As fitness pros, our overall goal is to help as many people as we can make the shift to exercise regularly and eat healthy. Here are a few tips for conducting an effective Needs Analysis.

Up Front Agreement

When scheduling the appointment, agree what will be discussed and that a decision will be made how to move forward by the end of the appointment.

“I’m excited to connect with you on Monday at 1pm! Before we meet, let’s decide on the most important items we would like to cover. Other than price, which is important to most of my clients, what other information will you need in order to decide about starting a wellness and fitness program?”

Ask the Right Questions

Show a genuine interest in helping by first asking rapport and trust-building questions then move on to the more emotionally driven questions that will uncover the real reason behind wanting to begin a wellness and fitness program.

Examples of rapport and trust building questions:

· I see you’ve been a member for a few years, how often do you come in?

· How was traffic for you this morning? Thankfully, it was a breeze coming from my side of town.

· What do you typically do for your workouts?

· What areas of the gym do you want to learn more about?

Examples of Questions to Uncover the Why:

· Tell me more about what makes (GOAL) important to you?

· What makes now a great time to get started?

· How do you see your overall life being different once you (GOAL)?

· What do you think, would help you most with getting to (GOAL)?

Investment Questions

Committing to a wellness and fitness program is not just a financial investment. There’s also an investment of time, energy, effort, and changing habits.

Here are a few questions to ask to determine your future client’s commitment to the overall investment.

· What days and times are you setting aside each week for your workouts?

· How many days a week are you committed to coming in and training?

· How invested are your family and friends in helping you stay on track?

· At this point, when planning how to (GOAL & WHY) how much were you thinking of spending per week?

· How would you describe your mindset to start (GOAL & WHY) today?