*Side note* Before we get in to our step by step system to sell the challenge, we first follow the 5 steps to believing in yourself and the product
Step 1. Read awesome testimonial of client that you recently signed up.
Step 2. Workout before your consultations.
Step 3. Send smiling video texts to today’s appointments.
Step 4. Be in awesome, playful mood. Do your ritual!
Step 5. WOW! your customer the second they walk in the door!
Follow this process and ready yourself to take on any new lead that walks through the door!
Okay, we are back!
This is it.
We are finally sitting down face to face with a lead that found us on social media! We follow a simple 6 step process to effectively sell someone on joining the gym. This process has worked over and over again in the fitness industry (or any industry for that matter) to turn someone from a lead into a customer.
Step 1. Build Rapport
Taking the time to build rapport with any new person that walks in to your gym may end up being the different between if they sign up or not. People want to do business with people they like and trust, simple as that. Ask questions to get to know them, then listen. Listen carefully so you can repeat it to them so they know you are listening. Main point here, listen more than you speak.
You’ll also take this time to clarify their goal and why they came to us in the first place. “Why are you interested in a 6 week program like this? What’s your main goals?” are questions that hold the key to you closing them. Listen carefully and remember their answers.
Step 2. Identify & assign their pain + transition
Identifying and assigning the “pain” is all about understanding how long they’ve been trying and how long they’ve wanted to reach their goals. We ask questions ike “what have you done thus far?”, “how did that work for you?”, and “why don’t you think it worked?”. We’ll repeat this process until all questions and answers have been exhausted.
You then make sure to reiterate everything they just told you. Aka say it straight back to them. You then “increase the pain” by saying something along the lines of “you’ve tried all that and you still haven’t reached [insert goal], man that must be frustrating… what do you think has been the main thing holding you back?” They then identify the main reason they are coming to you in the first place.Getting them to verbally admit their main limiting factor is KEY.
You then transition to the pitch… “I think given what you’ve told me about [insert pain points] I think you’re really going to like this challenge. Do you want to hear more about how the challenge works?”
Step 3. The THREE pillar pitch + the “Reason why” close
Pillar 1. Fitness
Pillar 2. Nutrition
Pillar 3. Accountability
The close word for word:
“"The kicker then is, how do we make sure you are highly committed? Cuz, yes, we don't want to waste our time with people who are not going to show up or give us excuses on why they didn't come, or why they aren't doing the meal plan because it's too hard, yada yada.
So this is what we do... if you come to all 18 workouts, so 3 workouts a week for 6 weeks, you hit your minimum goal - cuz that's the only way we know you followed the meal plan - then the program is free!
If you don't... then we make you guys pay. So that's the motivation and why people get results with this challenge. Everyone's motivated by their own money.
So, we do a security deposit from the beginning and we hold on to your cash during the 6 weeks, but then we give it all back at the end if you complete the program. So that's how we really make sure you come.
So it's $599 today, that's what the deposit total is. So we're looking at 600 bucks. But, we only need $299 down and then on [4 weeks later] - so we give you a full month in between - we do the remaining $300. And then you'll get ALL $599 back when you complete the program. So that's how we make sure you participate.
And then after the 6 weeks you guys will get another discount on training here at CPG. It's normally $239 per month, you'll get $50 a month off. So if you want to keep going with us you'll get it for $189 per month.”
Then you sit quietly awaiting their response.
Step 4. Normalize & Overcome Objections
While I’m sure most of our people will never have objections and will freely throw their money at us because they are so geeked to get started. JUST in case we have a library full of overcome objections to keep in your tool box. Everything from price, to indecision, to needing a spouses approval, to forgetting their wallet! We have it all covered.
Best part is, as long as you have more overcomes than they have objections. You’ll usually find a way to close them so we can over-deliver on the whole working out and helping them reach their goals part.
Step 5. Contract + Payment + Schedule Weigh In
After you close you move on to filling out all the paperwork. This is where they agree to pay the security deposition and sign a liability waiver. They also agree to specific aspects of the challenge in order to “win” the money back. Weighing in each week, submitting a full deposit, writing a review about the gym, etc.
You then schedule them for their nutrition orientation which happens (almost) every Saturday. This is where they do their initial weigh in, body fat measurement, tech related stuff, nutrition overview, before pictures, and an overall presentation on how the challenge works logistically.
Step 6. Congratulate & Reiterate
At the end of the night when you are closing your sales shift. We do one last action to make anyone who committed that day feel confident in their decision. We send nightly “congratulation” texts.
We say things such as, “Just wanted to say congratulations on taking the first step towards truly really your goals. I know me and the entire team here at CPG are so excited to help you every step of the way. It’s going to be an awesome 6 weeks, can’t wait to get started!”
We send these texts in an attempt to try and mitigate any feeling anyone has on backing out before the challenge even starts. It does happen. These texts seem to keep people excited and optimistic instead of second guessing themselves and the financial decision they just made.