Ep38: Stop Selling PT Packs! Structure Your Offer This Way Instead

Good morning, everyone. I hope you are having an amazing day so far. So we're back for another episode, the PT Profit, Leverage and Lifestyle show. So I'm your host, Matt. The last couple episodes I've had actually had some epic, epic guests on and they are getting some really good feedback. So if you haven't listened to those ones yet, I suggest you go back and listen to the last couple of episodes before jumping in to this one. So it's just going to be myself today. I've got a pretty juicy topic to talk about. I keep having conversations with people around PT packs. You know, people are selling packs of 6 and 10 and all this type of crap that is just destroying their business. I was talking to a few people the other day that inquired about my mentoring or business coaching service, and a lot of them were talking about retention being a bit of an issue for them. And we identified that they were selling PC packs, you know, sets of five, sets of 10. So, you know, if someone, if, if someone's doing, you know, two sessions a week, you're having to resell them every couple of weeks. And it's just the amount of stress that, you know, that these guys are putting themselves under by selling, you know, PT packs. I don't know where they even got this from, to be honest. Like, when I was doing my course, I never got told to sell, you know, PT packs or anything like that. So that's going to be the topic for today. So I'm going to go through why you should not do that. So stop, boom, boom, stop selling PT packs. Big. No, no. And then what you should do instead. So I'm going to give you some, some juicy value on, on that. But yeah, as I said, if you guys are loving the episodes, I've been getting some really good feedback on it recently. So I would appreciate it if you could share it with someone else. You know, spread the word. That's the only way the podcast grows. You know, I don't do any ads for the podcast or anything like that. So the only way the podcast grows is if you share it with other people. So obviously, like, like and subscribe to it, that also helps as well. The biggest thing is sharing it with other people. So if there is some value and share it along. All right, so let's get stuck into today's episode. I've got a couple of notes here that I'm going to go through, but when I go through the reasons why you do not do PC packs, and I briefly touched on them just, just before, but the reason why you don't do PT packs. So there's pros and cons for everything, right? So the pro is they usually pay up front. They pay up front for six or five, six, 10, whatever. So they pay up front so you get a little bit of extra money. But that's also a, a con as well because you need to be at a budget for that as well. Like you can't just get, you know, 600 bucks and go spend it on something and then, you know, for the next five weeks you don't get any more payments coming in. So, you know, pros and cons to everything. But the main con that I'm talking about with PT packs is you need to consistently have to resell and consistently ask for more money. And a lot of the time they're not set up on direct debit. So it doesn't just come out automatically. They have to consistently rethink. Oh, is it really worth buying an extra 5pt sessions or consistently buying an extra 10pt sessions? You gotta understand that people are going through that exact conversation every single time they need to buy more PT packs. I have the same conversations, but I have to buy nappies. Like, ah, damn it. And I bought, you know, a month's worth of nappies and then a month comes up and I'm like, oh, do I really need to buy more nappies? In my case, yes. But for PT packs, the personal training, a lot of the time, you know, PTs are luxury for a lot of people. It's not something that is just part of their lifestyle. They're doing it, you know, to push them to the limits or, you know, get them back on track. They're not going to do it forever type of thing. And you want to have clients that, you know, stay with you for a very long time. Like the clients that I've got at the moment have been with me for, you know, three, four, five years. So like even one of them since I've started, since I ever started as a pt, she's been with me the whole time. And there's some. Actually it's pretty exciting news coming up in the next couple of episodes about my face to face business. So if you guys want to, you know, try and guess what is happening. I've told a few people, but yeah, feel free to message me. And if you, if you get it right, I might give you, give you a little prize. Sorry, a little tangent there. So the moral of the story is you don't want to be trying to sell people every couple of weeks or Every five weeks, six weeks to get them back on to a PT pack. What you ideally want to do is have a seamless experience that they can just do it and forget about it and automate it. It's the same as an investment strategy. Just happens. And as long as you're having a good experience, you don't stop. Simple as that. One of the reasons why people stay with me for years and years and years, they have a great experience, it just comes out of their account every single week. Just like their mortgage, just like their gym membership, just like everything else. But if you have to be like, hey, I need you to pay another six weeks of PT sessions. Oh, okay. Oh, I can't do it next week, I don't have the money for it. This week you got tap front. All those barriers that, unnecessary barriers that are coming up in your business that's affecting your retention. So you might have someone that might do, you know, they might just buy six PT sessions as a one off. Oh yeah, you know, I just want to get started. I just want a little bit of help in the gym, you know, not ideal for business, not ideal for long term success. But what you ideally want, and I'll go into what you ideally want to do now with your offer and how you want to structure your PT business is you want to have everyone on weekly or monthly. Monthly is also an option as well. So they own a direct debit. Every single person goes on a direct debit, seamless automated transaction that happens without failing that you don't have to think about. And you should get pretty much the same pay every single week or that minimum. Obviously if you get more clients, there'll be more that gives you the stability. Because all these trainers, all the trainers talk about stability and they want to set wage. You can pay yourself a set wage. You're just choosing not to do it. I've paid myself the same, pretty much the same amount for the last four years. The only reason why you're not doing that is because you either don't have enough clients to give yourself a set wage, which is a separate issue, or you've got the wrong structure. So like for example, I paid myself just like minimum wage for 750 bucks a week, thousand bucks a week. Mainly because most of my transactions come out of the business. My company pays for most of my lifestyle, like legally. But yeah, I don't need that much personally. So again, I might cover that in another, another episode. But what you ideally want to do, weekly payments on a direct debit, paying in advance. So one week in advance, or if they're on monthly, they pay the month in advance. Okay. So for example, today is Tuesday as I'm recording this episode. If you have someone sign up, they do not start their sessions this week. They have the payment come out this week and they start their sessions next week. So they pay in advance. The reason why you do that is to avoid no shows, last minute reschedules, and on your terms, ignitions. If you watch my podcast episode, if they are a late, late cancellation or late reschedule, they like, you know, they lose the session. They've already paid for it anyway, so that's the reason for that. The stable income is my second point. Week in, week out, you should get pretty much the same amount of money and you can budget better, less stress, you get the stable income. You can even, you know, pay yourself super and that type of stuff as well if you have the stable income. Okay. And the last thing people get used to doing it because it automates the process. Okay, if I. My example before was my investment strategy. For example, shares. For those who aren't familiar with an app called Raise or Spaceship, another one, I use both of them. They take out a weekly direct debit out of my account and put it into the share market index funds, like a low risk or medium risk index fund. And that automatically comes out of my bank account every single week. And I haven't touched it. And the only reason that I would touch it is if I was losing money from it. So my whole, my whole goal is obviously gain more money from it in the share market. But you know, I check it once a month and if it continuously goes down, I might look for a different provider or I might stop it completely. It's the same with personal training. Like it comes out every single week. But you might, you know, you might evaluate how things are going every month, every three months. Client, client matters. So if I'm a client, I would evaluate the goals. Like for all of my clients, I do a goal setting and reassessment session every six weeks. So they know exactly where they're at, where they're at with their performance, if they're on track, if they're not on track and what we need to do to improve. If they're not happy, you know, then we have a conversation. But if they're happy, which, you know, if you're providing a good service, they should be, then there's no real reason for them to stop working with you. So I hope I'm making some sense here. So to Summarize. I'm not going to harp on this too much because I want to get into specifically how to set up your offer, but structurally, pay a week in advance, everyone goes on direct debits. And then when you're actually selling the package instead of paying, doing the PT packs, I want you to create a value stack for what they get every single week, week in, week out on how that's going to benefit them. I'm going to give you an example. Now I'm not going to share my screen. I have done in the past, but I'm not going to share my screen today. But if you want the specific template, then just let me know. I've got the template. On Canva, it's just a price presentation or an offer document, which is where we could value stack actually. I might actually share my screen, check my land and while I'm getting this up. So essentially the reason why you have like a price presentation or a value, a value stack. And I'm just going to use one of my other clients as an example, going to use Sophia as an example. I'm sure she won't mind. So you have a little presentation like this. So this is what we call a value stack. And if you're listening to this, I'm just going to explain what it looks like. So it's just on a Canva presentation, like a Slideshow or a PowerPoint presentation, you're basically going to promote two packages. Usually I suggest the three sessions a week and the two sessions a week and you're going to do a value stack for what you actually include in those packages. The reason why you do a value stack is because you want the perceived value, the perceived value that the, the member thinks it's worth. And then you actually tell them the actual price, which should be significantly lower. So you want to build up the value so you know it's worth, you know, 2, 3, 4, $500 a week in value. And they might pay 100, 150 or 200 bucks a week. So for example, a platinum package, three PT sessions per week focusing on all aspects of training, including machines, free weights, cardio circuits, hits, hit sessions and more depending on the person. A one on one setup session, 60 minutes to set you up for success and what that might look like. Measurements, fitness testing, goal setting, nutrition guidance, all that type of stuff. Goal setting and reassessment session every four to six weeks. You might include your measurements again, fitness testing. You might even do a body scan, for example. Everyone's a little bit different you might give them tailored nutrition guidance through an app called MyFitnessPal. You might give them basic guidelines for the macronutrients and calorie intake. You might give them a personalized training program that gets updated every four to six weeks. You might even have an app that you're using, for example, everfit, trainerize, Train, Heroic, all that type of stuff. You might give them a free PC session plus health assessment for up to five friends and family members. That's valued at 99 each. That's an extra 500 in value right there. Access the VIP groups on Facebook. If you work with me or you know me well, you know that I suggest having a VIP group on Facebook and then you might have 24. 5 or 24. 7 support behind the scenes. That is a value stack. So if you go through that with the client, they're going to be like, holy Jesus, that's. That's a lot of stuff included. You know, most PT's don't do this type of stuff. And then when you actually tell them the price, when you actually tell them the price, they're like, oh, okay, that's actually not too bad. Let's do that. So that is the whole point of a value stack is give them exactly what they want, plus more. So the really the good one with the free PT plus health assessment for up to five friends and family members, that creates a lot of the value. Like, plus obviously the PT sessions, nutrition guidance, you know, app access, training program, et cetera, et cetera, all that stuff is great. I also suggest adding that type of stuff as well. So that's how you should be selling your PT packages. And then in terms of pricing, either pay weekly or fortnightly or monthly, but again in advance. So if they're doing fortnightly, they pay two weeks in advance. Long, as long as that's in advance. And it doesn't really matter if it's weekly, fortnightly, or monthly, monthly or a month in advance. That's it, team. That's it for this podcast episode. So stop selling PT packs. Destroying your business, destroying your attention. Hope I made myself clear. If you need me to send you through the template on how to actually put together an offer document or a price presentation. And by the way, you can either print it out, you can have it on an iPad, you can have it on your laptop, all that type of stuff as well. But yeah, hope you guys got a tremendous amount of value and I look forward to serving you in the next episode.