3 Best Personal Trainer Sales Techniques

Hi, I'm Mark Ottobre for personaltrainermentoring.com. And in this video, I'm gonna be sharing with you the 3 best personal trainer sales techniques. So before we get into these techniques, what we should first cover off is the 5 biggest objections that you're gonna get in selling personal training. Time and money. Now, if you first look at those first 2, what are they really an objection of? They're objection of value, meaning it's not important enough or it's not a priority to allocate the time or allocate the resources or the funds to that particular activity. The next two objections you're gonna get is, I don't believe you and it won't work for me. I don't believe you and it won't work for me are based on trust, meaning they know you, they know the product, but don't necessarily trust that your product and service is gonna be able to deliver the results that they're looking for. And finally, the fifth big objection you're gonna get is the partner objection, which is a smokescreen. So it's very important before we talk about actual techniques, just to understand the objections you're gonna get you're gonna hit into and the reason why I've come to the summary of these are the 3 best personal trainer sales techniques. Now the first one, you might go, this isn't a technique, Mark, but I'm gonna tell you it is. The first one you want to do, so point number 1, is to show and talk about your results. So what that might look like, if you're a PT, you might have a book of a portfolio where you can actually legitimately sit down with a client and show them the before and afters that you've helped a client achieve. It could be the reviews that you've got, the testimonials, preferably even video testimonials testimonials that they— you might be able to send them ahead of time. What that's going to do, it's going to solve the 'I don't believe you and it won't work for me.' So the more reviews that you have, or the more testimonials and visuals, the photos of people with weight loss that you have and you can show a potential client, basically the easier it is going to— for them to be able to trust you because they're going to see like for like. They're going to say, 'Well, I'm 40 kilos overweight and this person was 40 kilos overweight,' or if they're 10 kilos, hopefully you have many different examples, male and female and different demographics and cultures where there's going to be someone that they look at and they're gonna remind them of them. They're, oh, that person kind of is the same body as me and I wanna kind of get that kind of result and you've done it for them. So therefore you must be able to get it for me. And it's the same thing if you're training elite athletes and you show that to a client, they might not ever be able to be an elite athlete 'cause let's say they're 50-odd and they've got 10 kilos or 40 kilos to lose. But it's also social proof for the fact that you've been able to work with someone who's fairly elite or is elite. You've been able to get results there. That's a huge push and scores huge points in terms of the trust factor. So it solves trust very, very effectively and very, very fast. So point number 1, just to recap on that, is to show your results and show them and also show them the results and how it's going to work. Which brings me to point number 2 of the best sales techniques for personal trainers is take them on the journey, show them. So one thing that I like to do is get them up on the gym floor and take them through a screening process, get them, see, see when they're in front of me, let's do a bodyweight squat, let's do an overhead test, overhead bodyweight squat or an overhead, overhead overhead squat test, rather I should say, or whatever the test is, or look at their shoulder function and say, aha, you know, and obviously this is where you need to be very good at your craft, a master of your craft, know screening and assessment, and you see how they move and the dysfunction, and then you can very confidently say, all right, well, from what I've seen, that assessment, that brief assessment that I did, here are the things. So the second thing is you wanna plan out, screen them and plan out in front of them during your sales process of, You're starting here the way— and I'm walking them, I'm holding their hand and showing them step by step what I'm going to do with them. And the way I like to phrase it, it's like this, right? If I asked you for $100,000, you know, I want you to invest $100,000 into me. And I just said, just trust me, invest in me. Now, you might say, oh, I do trust you, Mark, already. I've watched your content. I know who you are. You're a trustworthy guy. I'll give you $100 grand. But let's just pretend you're watching this video now and you've never met me before and just said, give me $100 grand. I'll invest it for you, I'll make you a 10% return. You're probably gonna be maybe a little bit dubious of that if I just say it and you've never met me and you don't know who I am. But if I lay out a plan and I show you how I'm gonna invest every single dollar of that $100,000 and I'm gonna show you how those things have made a return on investment and how this is very calculated and I'll give you all the evidence and give you other people and show you testimonials and show you exactly how it works and what's the time period that you're gonna invest me in, when you're gonna get that return and this is what it's gonna look like and if you invest The level of trust is gonna go up. It's gonna go up quite significantly. And ultimately the level of value of what I'm doing, because you, you, you'll look at it and say, wow, you know, you've really thought about this. You know exactly what you're doing. You know exactly how to invest that money. So that's also another crucial and important point. Improving value and improving the trust with the client is you need to show them every step. So show them that you can get the results. That's point number 1, but show them how you're gonna do it and what steps. So once they purchase from you, what's the next thing that's gonna happen? What does session 1 look like? What does session 2 look like? What does session 3 look like? If you come into my business, Enterprise Fitness, session 1 is a lifestyle assessment after you've bought the package. So we start off with a conversation, a sales consult if you will, or initial consultation. We figure out if we're a fit. If the client purchases, they start with a lifestyle assessment where we look at lifestyle factors including diet, sleep, digestion, energy, all those things. Because obviously, as I say to the client, you can train with us 7 days a week, but if you don't have the right diet, the right lifestyle factors, you're not gonna get where you wanna go. So that's where we start. In the second session, we're gonna do a screening assessment on you. We're gonna see exactly where you're at, so then we can write a program for you. Now all of our programs last 4 weeks or up to 4 weeks depending on your progress. Sometimes we change them faster. Sometimes they're so effective that we, we milk out the program, so to speak, so you continue to get results, but we're monitoring. Then we're gonna do your skinfolds every week based on the fact that you're gonna train with us 3 times a week. And when you come in, we're gonna show you the warmup. So you're gonna do the— So I'm taking them through each and every single process of once they've purchased from me, what's gonna happen, when it's gonna happen, 'cause that drives confidence of this person has a plan for me. And finally, point number 3 of the 3 best techniques is expect objections and handle the objections. Now I started with what are the 5 major objections. Now I'll go over them again. It's time, money, which are value, I don't believe you, it won't work for me, which are trust, and finally partner. Now understanding that in changing someone's life, if someone comes in to see you, if they're there they're gonna have that bit of defense. They're gonna have some objections around changing their whole lifestyle, changing things. They've never done it before. They've always been overweight, for example. So you need to almost expect that a client or a potential client is gonna handle, is gonna have objections towards moving forward. And you need to handle those objections with both authority and empathy. Understand where the client is at, but also be the absolute authority to help that client and change where they're at for the better. So objections in selling personal training, sometimes you won't get 'em and that's great, but more often than not, objections in selling personal training are completely normal and completely a part of the process because you're asking people to do something that they've never done before. And quite frankly, they probably don't know how to do, and that's why they're coming to see you, because you need to hold their hand through every step and make sure you can help them get the result. And the really rewarding and satisfying part of being a personal trainer is seeing people at the end of that 12-week or 24-week cycle where they've achieved the results and they've done something that they've never done before, and they really truly have changed their lives. And that is our ethos here at Enterprise Fitness. Uh, the other business that I own to complement personaltrainermentoring.com is basically that we want to— and even with Personal Trainer Mentoring, we are here to change the lives of our customers, and hopefully you watching this video as well. Thank you so much for watching this video, and in the comments just below, I want you to tell me what tips you would like me to cover next. And while you're at it, make sure you subscribe and ring that bell for all future updates. And if you haven't already, do check out personaltrainermentoring.com for your free $500 personal trainer transformation pack. All that and more at personaltrainermentoring.com. Till next time, let's keep raising the standard of personal training worldwide.