how to sell personal training

by David Bohmiller
^{Co-founder of Epicenter Training}

How to Sell Personal Training!

Becoming an expert in the complimentary session is critical for converting prospects into paying clients. This type of session typically includes 3 distinct sections: the in-office introduction, a workout segment, and a return to the office for your sales presentation. Here's how to excel in each segment and close the deal effectively!

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how to sell personal training: the orientation session

Understanding your prospect's needs

If your sales pitch is the 1st thing out of your mouth, you'll have a difficult road and a short personal training career ahead of you. The good news is that this is something that's easy to remedy!

Before diving into your sales pitch, take the time to genuinely understand your prospective client's fitness goals, concerns, and their "why" for wanting change. Ask open-ended questions to uncover their objectives and challenges. By showing empathy and attentiveness, you'll lay the foundation for a trusting, professional relationship.

3 KEYS TO UNDERSTANDING:

in-office introduction

The in-office introduction is where you'll set the foundation for an engaging, enjoyable, and successful session together. As is said, "you only have 1 chance to make a 1st impression!"

Begin by welcoming the client warmly and establishing rapport. Look for commonalities and items to use to break the ice. T-shirt talk and sneaker type can be good, quick ins. Take the time to get to know them, asking about their fitness goals, past experiences, and any limitations or concerns they may have. Share your "why" for what you do, along with your credentials and experience to build trust and credibility.

Set the expectations for your time together, including approximate amounts of time in the office, on the fitness floor, and that you'll be returning to the office together for a review of the day and what you've learned.

3 KEYS TO INTRODUCTIONS:

workout segment

Transition smoothly into the workout segment, where you'll demonstrate your training style and expertise. Tailor the workout to the client's goals and fitness level, providing guidance and motivation throughout. Use this time to showcase your skills and reinforce the value of your training program.

This is your opportunity to demonstrate what training with will be like. You'll learn how your prospective client responds to communication and cueing, and they'll get a feel for your knowledge and your vision for achieving their goals.

3 KEYS TO THE WORKOUT SEGMENT:

return to the office for your sales presentation

After the workout, return to the office for your sales presentation. Hopefully, you'd prepared your prospect for this earlier when you'd set the stage for what to expect during the session. If not, you might end up with an awkward and distracted attempt at a closing presentation in the middle of a loud fitness floor.

Once you're back in the office, recap the prospect's goals and the progress made during the session. Present your training packages or membership options and explain how they align with your prospect's objectives. Address any concerns or objections they may have and close the deal confidently.

3 KEYS TO THE RETURN TO OFFICE AND SALES PRESENTATION:

how to sell personal training: additional items to keep in mind

building trust through transparency

Transparency is key to establishing trust with your prospective clients. Be open about your qualifications, experience, and training philosophy. Share success stories from previous clients to showcase your track record and build credibility.

3 KEYS TO BUILDING TRUST THROUGH TRANSPARENCY:

engaging with confidence

Approach the orientation session with confidence and enthusiasm. Showcase your passion for fitness and your commitment to helping clients achieve their goals. Use positive body language and maintain eye contact to convey trust and credibility.

Despite being in an active environment, a long day of training sessions and orientations can deplete energy. Be mindful of taking appropriate breaks and fueling and hydrating appropriately to keep yourself as attentive for your final session of the day as you had been for your first.

3 KEYS TO ENGAGING WITH CONFIDENCE:

demonstrating value

While price is certainly a consideration of consumers, it won't matter what your prices are, high or low, if you haven't clearly-communicated the value of your services.

Highlight the unique benefits of your training program and how it can help your prospect achieve their desired outcomes. Showcase your expertise and explain how your approach differs from others in the industry. Personalization of programming, the uniqueness of your personality, and an exceptional customer experience can distinguish you from others in the market.

3 KEYS TO DEMONSTRATING VALUE:

closing the deal with confidence

As the orientation session nears its end, transition seamlessly back to the office and into your sales pitch. Summarize the key points discussed and reiterate the benefits of working with you.

Communicate value effectively and you won't need to offer incentives like discounted training packages or bonus sessions to encourage action. If there's a sticking point, we suggest greater exploration to uncover the most-pressing concerns. If a roadblock still exists, consider what items can add value to your services while maintaining your pricing, rather than discounting your services.

3 KEYS TO CLOSING THE DEAL WITH CONFIDENCE:

key takeaways of how to sell personal training

Mastering the art of selling personal training during complimentary orientation sessions is vital for building a successful fitness business.

Excel in each segment of the session - from understanding your client's needs to building trust, engaging with confidence, demonstrating value, and closing the deal effectively - and you'll convert prospects into loyal, paying clients and achieve long-term success and fitness business sustainability.

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The Sales Playbook for Fitness Entrepreneurs! ↓

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