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SELLING PT


Turning a “No” Into a “Yes”


The Top 5 Objections to Personal Training Sales (and How to Overcome Them!)


s a personal trainer, you’re used to speaking to potential clients about your prices and services. With great care, you explain to prospective customers how you can help them, what your price will be, and then you ask them for their business. Yet despite your best efforts, a potential client


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may still say: “I have to think about it,” “I have to ask my husband,” or, the ever-popular “that’s a lot of money”. That’s right - you are now fac- ing the dreaded “sales objection,” defined as the reason(s) a possible client is not yet prepared to invest in your services. So, how do you get them to say “yes”?


Get Objective You might find this shocking but as a fitness trainer, you are uniquely qualified to open new client rela- tionships (i.e. sell). Just think of a “sales objection” as a temporary customer concern, or a way of ask- ing for more information. You already help people overcome the fears and doubts that stand in the way of their exercise goals. Now, use these coaching and motivational skills to address buying objections: fire up the clients’ passion and tell them about the benefits beyond their concerns.


Remember: your job as a trainer is to help pro- spective trainees get out of their own way so they can invest in what they came for in the first place – fitness, and your training services.


Beware of False Fears Most people won’t want to tell you “I don’t want to sign up with you because I have lingering doubts about your abilities, I don’t really relate to you as a person, and frankly I am scared I’ll look ridiculous in the gym.” Instead, they’ll say something more polite (and less specific) like “I need to think about it”.


Bottom line: a customer’s stated objection may actually be a cover-up for a deeper concern. Find the facts and use caring questions to determine the real objection.


20 canfitpro MARCH/APRIL 2011 By Megan Senger


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