Most fitness professionals are getting sales backward.
Here’s what I mean…
… Instead of trying to impress the prospect, I want you to instead try to assess them.
Now, I got this term “assess don’t impress” from my friend Taki Moore.
The problem we make too many times is we try to impress the person by telling them what we can do for them, what our credentials are, what our experiences.
And it can come across as pushy or desperate.
I want to teach you a really simple switch and how to make this happen today so that you are magnetic to prospects and not desperate.
So, here’s what I mean by “assess don’t impress”.
When you’re sitting down with them, or perhaps you’re on the phone with them, instead of trying to really impress them with how good your product is and how experienced you are and what your credentials and degrees are–
Well, that’s fantastic.
But, all the prospect cares is what’s in it for me. WIIFM.
It’s an old-school sales or motivational technique to make sure you’re tuning into WIIFM, right?
So, here’s a couple of tips to make sure we’re assessing and not impressing.
#1 Tell them what’s about to happen
At the beginning of the phone call or face to face meeting, tell them what’s about to happen.
Say something along the lines of this, “Okay Sally, so my job today is to ask all the questions and it might even seem like a bit of an interrogation. What I want to do is at the end of this call, I’m going to let you know if we’re a good fit and if we are, I’ll tell you where to go or where we can go from here. If you’re not a good fit then I might recommend somebody who can help you even more than me. Is that cool?”
So, that’s tip number one.
Set the scene and say that “Hey, I’m going to ask you some questions. If you’re a good fit, we’ll move forward. If you’re not a good fit, we won’t move forward. And I’ll suggest somebody to work with you, okay?”
#2 Ask lots of questions and don’t be desperate
During the chat, ask lots of questions and don’t be desperate.
It’s so much pressure off you when you’re not trying to push something onto them.
Instead, let them almost tell you why they should join your program.
So, you can ask questions such as, “Okay Sally, why do you want this? Okay, so from what you’re saying, you want X, Y and Z. Why is it important to you? It sounds like your goals are to lose X but your biggest problem is Y. Why do you want to change? How would you feel if you stay exactly where you are for the next 12 months?”
Those powerful reframing questions which will get him or her to tell you why they want you, why they need you.
It switches the roles a lot, right?
Do you see how that will work?
#3 Wrap it up
Final tip. At the end of the chat or phone call, wrap it up and recap point number one. You may remember it, it was to say…
“Okay Sally, at the start of this call, I suggested to you that I’m going to, if you weren’t a fit, I’d suggest where to go to get more help. But if you are a fit then we can move forward and I can suggest some solutions for you.
And, here’s where you have two options now. You can say look, best action, I don’t think we’re a good fit but I recommend Jim Jones down the road.”
But hopefully, if they are a good fit, and we’re not obviously being manipulative here and pushing anybody into your program who isn’t.
If they are a good fit, here’s what we say,
“Look Sally, 10-20 minutes ago, I said we are going to have a chat. And I said if you weren’t a good fit, I’d show the door on and show you someone who can help.
And if you were a good fit, I would suggest how we can work together. The good news is I’m great at handling problems and solving issues like the ones we’ve chatted about and I think we’re a really good fit. Can I now show you how some of our programs might help you with your goal of X, Y, Z.”
See how that works?
Should I wrap up what I’m talking about today and then the key message today.
The theme is this. Don’t try to impress them. Instead, assess them.
Assess them to see if they’re a good fit for you, if they’re a good fit for your tribe and your culture, and we do that in three ways.
- We show them how it’s going to work in the beginning.
- In the middle, we ask questions that, ask them to tell you why they need your program.
- And at the third point, point number three, we say that they weren’t a fit or they were a fit and we move on from there.
So, this is a major key for me and I hope it helps you guys as much as it has helped me.
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I’m checking out. Pete Tansley, talk soon. Cheers!