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Fitness Centers Contact Us Today For a FREE Personal Training Diagnostic at Info@ThePTsource.com |
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Creating a Sense of Urgency or "Hurry Up and Buy Personal Training, Now (not later)" Posted on Sep 15, 2008 - 5:11PM Creating a sense of urgency, or "Hurry up and buy personal Training, Now (not later)!" by Brett Johnston, Mark Leeling & Randy Humola One of the questions we always get is, “How can I create a greater sense of urgency in the member to buy personal training?” The questions you need to ask yourself are: • Do they have a sense of urgency? • Is there an objection you haven’t uncovered? • Do they really want you? I’m going to address this issue from both sides. Why they will and why they won’t decide. It’s a perspective issue, not an opposite issue. (Half full, half empty, or partly cloudy, partly sunny.) Why do people decide they will buy personal training? They believe it’s safe. The customer feels that buying presents a safer way to go than the way they have right now. And that is: they are trying to attain a look or feeling by working out to satisfy something emotional, and are not accomplishing this on their own. They’re willing to risk. They believe risk is lower than the reward of ownership. Risk is measured by tolerance. And risk is often unspoken. No one is going to say, “I’m afraid to buy.” Rather they’ll say, “your price is too high.” They believe it’s the best deal. They have sold themselves, or justified the emotion of the moment with the logic of afterthought. They want it bad. Emotion drives purchase of products and services, especially personal training. People will line up a day in advance, pre-order months in advance, and pay hundreds of extra dollars to get what they really want. HARD QUESTION: How can you get people to “really want” what you’re selling? The answer lies within the four secret words of selling: “perceived difference” and “perceived value.” They’re passionate for it. Sports, weekend, hobby, ball game, or eBay. Willing to pay fast and maybe pay a premium. Whatever it is, price is not the issue. They need it bad. When hurricane Hugo hit the southeastern coast, in 1989 two-hundred-dollar chainsaws were selling for a grand. Don’t even ask about bottled water. The price of gas doesn’t matter when your tank is empty, neither does the price of cigarettes when you need one and you’re out. Out of stock and production has stopped? Price bows to availability. Impulse. See it. Want it. Justify it. Buy it. Greed. They believe that if they buy, that they will make a significant gain, or keep someone else from getting it. (eBay is a classic example of “gotta have it.”) Vanity. They believe that if they buy, they will look better or gain “one-up” on someone. Fear. They’re afraid that if they don’t buy that they will lose. NOTE: Fear of loss is greater than desire to gain. There are tons of other triggers for urgency. Here’s a list -- pick the ones your members might use, or one you might relate to: Deadline. Lowest price. Convinced by self. Persuaded by others. Must get this done. REALITY of URGENCY: It’s not just what I want, or what I need. It’s what I feel safe buying, and when is the best time to buy. It’s complex. There is no answer for “urgency.” Especially when YOU need the sale and the customer is hesitating for no apparent reason. It’s their motive, emotion, and logical justification balanced with their tolerance for risk, and you can even throw in outside influences. YIKES! Many decisions are made based on the person making the sale. Reflection of who you are – your beliefs and principles – the personal trainer’s passion and self-belief being transferred. The type of person you are determines your motives to buy. Same with your members. We personally don’t settle. If a store or has a “similar product” but not the brand I want, I go to another store. Or I’ll just not make a purchase at all. Others will settle. Which are you? More important, which are the buyers you’re trying to convince? And while there is no one answer -- your understanding of the situation will help you gain awareness of each specific situation. |
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