Having been around fitness professionals for the most part, one constant theme is most of them got into the industry because they want to make a difference. They want to live their passions through their work while improving the world.
This is a beautiful notion until you realize you cannot do that without a profitable business to cover personal and business expenses and then fuel the lifestyle you want to live.
Profit is to a company as oxygen is for life.
What do you need to be profitable? Sales. (We speak a lot about customer experience and retention and this is the other side of the coin to truly run a successful business).
Taking a prospective client and turning them into a paying member.
“But I am a coach, not a salesperson!”
Exactly, which is even better than being a salesperson.
No one wants to be sold.
In fact, we would argue that it’s not possible to sell someone. Only the person buying can sell themselves on a product or service. And, since there is so much negativity associated with the word ‘Sell’ bringing up images of the dreaded Car Salesman – just do NOT sell.
Instead, being a coach, trainer, fit pro, etc., do what you do naturally.
Help and focus on others.
In your initial consultation, be 100% present with the prospective client’s needs and wants. Being a coach is not about you or your services.
The only thing that matters is the individual sitting across from you.
I repeat, the only thing.
Do not let economic stresses, the “need” to sign them up, or any other issues dilute your presence with them.
When your prospective client feels you care about them and nothing else, your goal to serve as many people as possible will flourish.
Whether that client signs up with you immediately or not, it will create a positive relationship for referrals or them to come on board down the road.
But, more likely than not, a person who feels your genuine care for them will sign up. From there, you earn trust and become a trusted advisor. There are thousands of coaches and fitness businesses, but few achieve the person’s trust.
Money and number follow – they do not lead but are always a by-product.
Lead with your client and their goals, and the rest will come.
Initial In-Person Consultation:
When conducting an initial in-person consultation, begin with an “off” topic conversation. Ask how their day or week has been, and then ask them to give you one or two highlights of the day. This starts things off on a positive note and allows them to relax. Then pivot to why they are there. Always ask “open-ended” questions. Questions that cannot be answered with a yes or no must be elaborated on.
Some examples are:-
What made you finally search on google for a fitness studio?
How long have you wanted to reach out to a coach?
Why are you looking for a coaching and fitness facility like ours?
Tell the prospective client you ask these questions to make sure they are a proper fit and that you want to do what is best for them, whether that is working with your business or maybe going somewhere else, and it is their choice to decide.
Then use your expertise to go through a thorough consultation to learn as much about them as possible. Their health history, things they have done, stresses in and outside of work, etc.
You are the expert so dig DEEP.
Actively take written notes.
This shows you are listening (and pro-tip – please use a note book not a computer (yeah, we are a tech company and we also know that psychology speaking if someone actually writes on a paper/pen or even one of those newer digital notebooks – it has a much better connection then using a laptop to take notes).
Prepare a consultation form if you do not already have one. This way, you do not forget essential questions to ask.
This is also a form you can refer to or use to input the information into your CRM, like Naamly, and come back to at various milestones for the client to show how far they have come.
After learning more about your future client, pepper in some details here and there when appropriate on how you will help with their specific pain points.
Position yourself as the expert you are.
But do not forget, this is the time for them to talk.
Physical Assessment
After you feel you have gathered all the information you need to help you be the best coach for them, thank them for sharing such personal information. If you then go into a physical assessment, get after it. A proper physical assessment is not necessary for an initial consultation. Still, it is a great selling tool as is shows the client how much more thorough of an operation yours is and that they are respected as an individual.
A simple mobility assessment such as FMS could help the client realize limitations they did not know they had and show them how much they need your services.
Pricing
After your entire consultation, ask them if they have any additional questions. If the price comes up, simply state the price, and that is it.
Do not say anything more and wait for their response. They will either accept it, ask for a discount, or say it is too much for their budget.
Another pro-tip would be to ensure you don’t overwhelm your client with too many options. Make it easier for them by narrowing down the options based on what you as the expert believes would be best suited for them.
If they say ok to the price, move right ahead to asking what days of the week they want to train, and then ask if they will start on a specific day.
Work with them to lock down a day. It is a simple time slot close.
If they ask for a discount, that typically makes people uneasy about how to respond, but remember, it is a solid buying sign. They are in.
Now, it’s a matter of handling the objection through either:-
- Giving them a Guarantee which appeals to one broad cohort of people
- Starting them off at no-Commitments which appeals to a whole different group of people.
And, Remember what they are really buying is a promise, a promise of a better future, an intangible when they can feel better, be better and be more alive.
Leverage that for not many people can provide that level of Hope.
If they cannot genuinely afford it, that is ok too. You might think,
“o jeez, I just spent all this time with them, and they can’t afford it.”
You sure did. You just marketed for 30-60 mins which you should be doing anyway, and you also gave someone in need of some solid takeaways. More than likely, they will also refer people to you if they had a genuinely positive experience and probably sign up down the road. They will figure out how to pay for your services if you build enough value.
So this is the easy stuff. You now have a new client and need to deliver exemplary service to exceed their expectations. Consistently provide more value than what they are paying, and you will have their business for life.
Communication and following a systemic approach is key.
Both areas where Naamly’s passion comes in to make sure that no client or prospect falls through the cracks.