Too many fit pros and personal trainers are giving WAY too many options.
When it comes to your sales process, less is more.
Pete Tansley explains why ‘a confused mind never buys’ and demonstrates how to simplify and multiply your sales. Your fitness business lives and dies on sales – so take the time to get it right.
I want to talk about why giving fewer options in your sales process will help your business.
I see most fit pros in general giving way too many options on their website and in their one on one console when they’re trying to sell someone into their into their services.
They offer bootcamps, group training, and one on one, a combination of those, nutrition coaching, monthly drop in rates…
Here’s why you should make it more simple.
I want to tell you two stories.
When the Swiss watches launched their watch line, they hired the marketing gun George Sugarman to run their ad campaigns.
Now Sugarman purely wanted to run an ad image in print with just the black watch but the marketing team of Swiss watches insisted that they show all six or eight color lines.
So they ran a split test.
The black vs. the image of the colors.
The black on its own outsold the campaign that showed all the colors.
It outsold it 3 to one.
When the company GoPro came out, guess how many products they sold?
Guess how many cameras they sold?
They just specialize in that awesome new camera that came out that extreme sports enthusiast jumped on
They didn’t have a whole product line.
Let’s talk about a couple of tips when it comes to selling fitness services to your prospects.
Firstly, I want you to think about one main program.
Package that up.
Include your training services, your nutrition, your accountability check ins… Whether you deliver it via a group or one on one.
Whatever it is package that up into a a three or six month program as a minimum.
Then, when you sell it, you only need to give two options.
Those options could be, you can train with me three or more times per week like an unlimited option or you could train with me twice per week.
You’re not giving them options on what model to look at because a confused mind never buys.
Think of when somebody first comes in to chat with you or to make a decision.
It’s a big decision.
They just showed you their goals about their health and their fitness and maybe even some of their fears, worries, and aspirations with their body.
Some personal stuff.
Then you’re explaining how your workouts work, how your nutrition plan will work.
At the end if you give them 16 options, or however many, they would get really confused.
Make it simple.
Package up your main thing. I would suggest minimum 3-month or 12-week decision.
Or consider to extend that to six months minimum or even 12 months minimum.
Sell high-end, high-priced programs.
Then the only choice they really have to make is: do you want to come twice a week, three times a week, or perhaps four or more times per week for your really frequent program?
Remove the confusion. A confused mind never buys.
The opposite of that is keep it simple and make their buying decision easy so they can move ahead with you.
Then sales becomes easy.
Sales is the lifeblood of any business.
It pays for you to invest the time and the effort and the money if needed to master this skill.
When you simplify it, it becomes an easy decision.
Then, you need to get ready a couple of things.
Number one: Getting traffic, getting inquiries.
Number two: Knowing what your clients really want or understanding your niche.
Number three: Your sales delivery.
Number four: Giving out enough time to really scale your business.
Selling is the highest paid job in the world. You must master this if you want to help more people.
To wrap up: A confused mind never buys. So we make it easy for them.
My two tips around making it easy:
Have one main program.
Stop trying to be all things to all people. Think of one main niche and then offer one main program which solves their problems.
Have only one decision they need to make.
That is, how often are going to come and train with you?
Is it twice a week? (It’s a good minimum.)
Is it three times a week?
Or is it four plus per week for the really frequent people who want to train with you most days?
I really hope this helps.
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Send through any questions.
I’ll answer them straight away personally on this site.
This is Pete Tansley.