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Personal Training product knowledge, and what to do with it to make sales! Posted on Oct 1, 2008 - 5:40AM Personal Training product knowledge, and what to do with it to make sales! Contributing writers: Brett Johnston, Mark Leeling & Randy Humola Everyone talks about the importance of product knowledge. No one tells you how to use it to make a sale. REALITY: Most health clubs train 90% product knowledge, 10% sales knowledge. Big mistake. The percentage should be: 20% product or service, 80% sales, personal development, attitude, and presentation skills. REALITY: Personal Trainers spend 80% of their time OR MORE trying to explain their personal training services in a "consultation". Why club's personal training is different than the competition’s personal training. Why their personal training service is the greatest thing since sliced bread. Even doing an assessment to show the member why their is a "need". Personal Trainers and their manager's refer to this process as “educating the customer,” and stress it as an important part of the selling process. What a joke. CLUE ONE: Members don’t want an education – especially yours. Can you picture some of your members over at your their homes or workplace saying, “Boy I sure hope those people over at Acme Gym come over here and educate us. We’re pretty stupid.” Yes, your members come to your gym to fix a problem or continue to prevent a problem. But, they want YOU to fix it. They will continue to do it on THEIR own, until you suggest to help them with a more efficient/effective way and/or YOU build more trust with them that you can do it better! I have posed a series of questions and statements so that you can get the idea about the reality of your personal training service. The key is, and always has been, ask questions about why they joined the gym BEFORE you start talking about how you can help. 1. What it is. A description. Totally boring because the prospect ALREADY KNOWS WHAT IT IS. 2. What it does. Another monolog. Totally boring because the prospect ALREADY KNOWS WHAT IT DOES. 3. How it’s used. Getting warmer, but still boring. 4. What’s the value of it? AHA! Now you’re getting the attention of the prospective personal training buyer. Does it help me accomplish why I workout? Is it effective, efficient, safe and motivating? 5. Why did I buy from You? This is one of the most important nuances in the selling/buying process. People buy from people they like and they buy when they can't do it on their own. Are you likeable? Did you create an workout experience that you are needed in order to get what they want from working out? 6. What’s the expected outcome? BIG. Get them to VISUALIZE what personal training will do for them after they have purchased it. 7. What’s the member's opinion of it? I want to know and understand the member’s point of view as much as I want him to understand mine. 8. How has the member successfully done it on their own? If you know the history, you can more readily predict the future. 9. What’s the member’s perceived value of it? This takes dialog. Create it, and you will have a huge advantage. Value creates a buying atmosphere. Their perception of value is your reality of the sale, over and over and over again. 10. How have other members used it? If you must talk about your product, talk about how others have used it, got results and how that has made their life increase in the positive or "pleasure" and take away the negative or "pain". 11. What do other’s think of it? The best way to sell personal training is to let others sell it for you. Your clients can validate every claim you make, they can corroborate results, and they can tell actual stories of how they have benefited. They provide the proof that you can only brag about. We rarely recap, but this is an imperative for all personal trainers to understand and execute as you seek to differentiate yourself from those who sell the same thing you do, and claim to be better. • Engagement. The first element of the personal training selling/buying process. If you can’t engage, they will disengage. • Differentiation.They must know how you differ from all the others. • Profit. Everyone wants more profit. • Perceived Value. The customer wants real value for their money. • Service offering both reactive and proactive. Everyone needs a personal trainer at least once, the question is: How do you respond? • Ease of doing business. I want it NOW. “Now” is the new prerequisite for doing business. • The members true desire and need of your service today. The more they need it the better your chances for engagement are. • Likeability of personal trainer. The first sale that’s made is you. • Believability of personal trainer. Your compelling presentation (in a workout format) will create believability. • Proof of service, results, client's that have benefit, and client's currently using it. Without members visible on the floor using your personal training services, you are alone in the selling process. With them, you will have one thing the competition won’t have – the sale. It’s not just product knowledge; it’s your insight and understanding of how the member benefits and wins from it. |
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