If you are a certified personal trainer then you might have noticed that PT also includes selling. Yes, SELLING your service. Unfortunately, certification course for personal training do not emphasize the importance of developing skillsets that promote your service.
Most gyms/clubs hire trainers with the intent of assisting their newly hired certified trainer clientele growth while also doing a floor shift ( a shift where you are paid to prospect, maintain gym equipment/appearance & perform other duties).
Incentive for certified trainers to TRAIN are 2 fold - you get to apply what you learned while being paid a decent hourly rate for your personal training service. PT rate is usually significantly more than an floor rate so its in your best interest to build a business. E
Unfortunately, most trainers don't know how to offer then SELL their service. The "S" word is part of our industry. Learning how to add VALUE to personal training is the key.
After a personal successful personal training career, I decided to take on a coordinator position with the primary responsibilities of building personal training business & professional development for our team of trainers. Since Sept. 2012 our PT monthly goal has been exceeded on a average of 150% -200%. Along with a successful SGT series (fee based small group training) that is now expanding. It all comes down to member engagement and a review of how to maximize the member experience.
Below is a simple PT selling workshop geared towards trainers who have floor shifts at their gym. These principles are universal for any selling. Like any skillset, practice and continue your education regarding the art of selling.
One last thing, here is one of my favorite quote " fail to plan then plan to fail..."
If you do not have a PT goal then how can you plan.
Quick suggestion: Grab a pen and paper:
1) Write down how much money on a MONTHLY basis would do you need to have from personal training for bills, rent, lifestyle etc.
2) Divide that number by your current PT rate.
3) Divide that number by how many week are in the month.
This is your weekly PT goal.
4) divide your weekly PT goal by 7.
This is your daily PT goal.
Remember the more contacts you make on a daily basis the more opportunity to develop relationship which may lead to selling your service.
PT Sales 101:
Bridging the gap between floor shifts to personal training.
By Julio A. Salado, NSCA-CPT, USAW Coach.
Elevator Speech Scenario: In less than 3 minutes be able to introduce yourself, identify member’s goals and connect how PT service is the missing link in achieving their goals and MORE!
Role playing: Member attempting a back barbell squat with heels off the floor, knees knocking, forward lean and with an expression of pain written on his/her face.
1) Identify what the member needs.
2) What can you offer to assist with the member’s dilemma?
3) How would you tie it into personal training?
Member engagement tips:
Make sure you always wear your name tag. Identify yourself as a personal trainer. Ask for the member’s name, shake hands, and be sure to make eye contact. Ask what they are trying to achieve from the exercise they are doing or ask what their current fitness goals are….
Offer variations of exercise and a complimentary 20 minute assessment session to get baseline testing to gauge progress. If a time is scheduled be sure to get their email to send a confirmation email.
Use discretion, if the member is not engaging or no time is scheduled, let them know you are available to answer any questions or to show variations of exercises (limit your time to 5minute or less). It’s important to not give the member all of your knowledge or offer free personal training session…it will devalue your service.
Points to remember while discussing the benefits of personal training & why it’s a great VALUE:
Majority of most gyms' member base have a sedentary lifestyle.
• Most nautilus machines are seated! If the member is sitting most of the day then they will benefit from standing exercises.
• Machines generally move in the sagittal plane, works one muscle group and uses bilateral movements: this promotes muscle inhibition, loads on dysfunction, affects joint ROM/Stability/Mobility, posture to name a few.
• Your personal training will include unilateral, balance, recruit type 2 muscle fibers, increase brain activity, improve motor skills, improve joint mobility/stability, core strength, challenge, FUNctional movement and increase caloric expenditures by recruiting more muscles per movement! Your one on one engagement ensures the client is on track and you can regress or progress the program accordingly.
• Training programs can be a mix of specific machines that are conducive to their goals in conjunction with an individualized functional program design.
• Remember, you want them to see results. You are only offering methods on how to “Train SMARTER, not harder”! (my quote-patent pending-joke).
Closing the sale:
It’s very important you repeat their Goals, Goals, Goals throughout entire session!!!
Use Buzz Words: tone, trim, abs, fat burning -- phrases that tie into their goals.
Be aware of your speech, body language: voice tone/inflections, smiling, arms position, posture, head nods.
Their 5-10 minute workout must make them sweat, be specific for their goals and make them say WOW!
At the end suggest/explain which package will yield the most results…remember training is a learning curve so starting out with frequent sessions ensures good form, right intensity and allows you to regress or progress program.
Start with biggest package- use discretion. Know the prices- try not to stare at the price sheet; the member will do the same. Keep eye contact.
Practical approach to counter member’s decline...
“E.I.O”: Empathize, Isolate and Overcome members reasons for not purchasing
Example: If the answer is “too expensive” try this approach…
Empathize: “I understand, budgeting is very important, especially in these times.”
Isolate: Once you find out the objection you can “Overcome” it…in this case its cost.
Overcome: Begin to offer smaller packages and repeat the benefits of changing their current routine. Also mention the quality of training will be the same.
If you were unable to close the sale, thank them for showing up and ask if you can stay in contact with them with periodic check ins.
Follow Up with emails / phone “check ins” on how their workouts are going and also plug your service/class or new equipment to show you really are interested in helping them meet their goals.
Business growth begins with building relationships; the more contacts you make the more opportunities to acquire a new client. The more positive impact you can make in member’s lives.
Hope this helps. The only goal of my post is to help you train!
Be well and stay ACTIVE!!
Julio A. Salado, NSCA C.P.T.
Fitness Foundry designed for healthy living.©
Kettle Bell & TRX Instructor
USAW Level 1 Coach
Assess, Initiate, Motivate