Mark Ottobre teaches trainers how to sell to alpha clients: high-spending, decisive people who hate incompetence. Present yourself as an expert, communicate concisely, offer a two-session trial with a refund guarantee, and stay firm on price. Alphas spot every inconsistency, so professionalism matters everywhere.
I've sold hundreds of thousands of dollars of personal training to a specific type of client, and in this video I'm going to describe who they are and how to sell to them. Hi, my name is Mark Ottobre. I'm the owner and founder of Enterprise Fitness and the creator of the Enterprise Fitness Academy, author of The Enterprise Diet. I've trained Olympic athletes, Commonwealth Games gold medalists, world champions, over 300 winners in physique sports, and everyone in between, creating tens of thousands of head-turning results. And I'm here to help you do the same in your business, get better results for your clients and grow a profitable personal training business. Let's get started. How I sell to alphas. Psychology of an alpha is very different than someone who is just kind of tire kicking. People who have the money, they have the capacity, they're go-getters in life, and they make decisions usually pretty fast, and they know what they want. The number one thing that pisses off an alpha more than anything is incompetence. If you're late, you're untimed, you're ungroomed, unruly, that is just not going to fly with an alpha. Alphas respect authority. They respect experts. So if you're going to sell to an alpha, you bet your bottom dollar you need to be an established expert. And if they ask you a question, there is no matter of dancing around the issues. You better handle their question directly, sharply, to the point where they feel satisfied with the answer. And they're going to be looking for inconsistencies. If they find one, they probably won't buy from you. Alphas generally will make a decision on the spot, but it always needs to be their decision. And this is where some sales tactics don't work the same for selling to alphas as they do to, say, selling to someone who's kind of on the fence. If an alpha says, I need to think about it, you still do use the line that I use, which is make sure I know I've done my job correctly. What exactly do you need to think about? Usually they're not going to say money, and if they do say money, they're probably just going to say, oh look, it's a lot of money for what it is. I don't really know if this is right for me. And then you can have a discussion and you deploy strategies for alphas, which are things like, look, what about you just give me money for 2 sessions? If you don't like it in the 2 sessions, we can part as friends, and if you do, we can take it and deduct it off the full package. Does that sound fair to you? Yeah, that sounds fair. You can go ahead. Thing with alphas be concise, you want to be sharp. Alphas generally like take sometimes like 5 minutes to sell a package. You don't want to be fluffing around. And this again is where a lot of people will think that they have to do the wholesale presentation. You do to a point, but it should be kind of the Reader's Digest version because that person usually knows why they're in, what they're coming in for, and what they want, which is stark difference to say someone who's just kind of maybe kicking the tires or on the fence. They thinking about it, wants more information, isn't in that buying mode. So recap of selling to alphas: you better be an expert, you better be prepared, you better be concise, and they're going to be looking for any incompetence or inconsistencies, and you better iron out your game and be sharp. If you want to be selling to alphas, you need to be a sharp operator on every single front. If you're sending emails that are disjointed, dyslexic, any of those things, alphas are going to sniff out and they're not going to enjoy the experience. You need to be damn good at what you do. Be clear on your prices. When you present a price to the alpha, this is the price. Even better yet, alphas are the type that will ask for a discount and ask for a better price. You better be prepared for that. Have your prices set and be able to handle that. Every aspect of your game needs to be tight, otherwise the alpha will take advantage of you. Not in a bad way, but it's just what they do. They look for the best deal, which is perfectly reasonable in business. You just want to be prepared for that as an operator. Honing your game, sharpen your game, sharpen your sword. Be ready. Felt selling to an alpha, and don't be surprised if they don't tolerate— and they won't tolerate— bad service. I hope you've enjoyed these tips. My name is Marco Togri. Make sure you subscribe to this channel for more great videos just like this one. And if you need help as a personal trainer building your personal training business, go check out enterprisefitnessacademy.com. You can grab my free trainer checklist to help you grow your business, to make it get better results for your clients and be more profitable. And if you want to check out our courses, go right ahead on that page too. Till next time, train hard.
