Try these comebacks to boost your sales success:
OBJECTION 3: “I HAVE TO TALK TO MY HUSBAND / WIFE”
Response: You should pro-actively handle this concern early on in the consultation. Ask a potential customer about their spouse’s workout habits and if their family supports their fitness goals. That way, if this objection arises, you already have the information you need to respond. Or, try: “I’m glad you’ll be discussing your plans with your husband. I’d
love for him to see what we have to offer and to answer any questions you both have. When would be a convenient time for you to both come in to the studio for a chat?”
OBJECTION 1: “IT’S TOO MUCH MONEY”
When your potential trainee brings up money, it means one of two things. They are either objecting to your price (the actual dollar figure of your services) or to your value (what your prospective customer thinks your services are really worth.) Special note: many clients who could easily afford your fee will still question your value be- cause they want to know what they will get for their money. Rather than lowering your price, explain how your role and experience will benefit them. Value concerns sound like: “That seems like a lot of money”, or “that costs more than I thought”.
Value Response: “I’m glad you’ve brought that up. I’ve had other clients who felt the same way when they first spoke with me. What they found over time was that by working with a trainer they got better results, faster. Remember how you said you wanted to (whatever the client’s particular goal is?) I’m going to help you get there by (brief summary of what you will do for her that is specifically related to how she wants to feel.) So do you see the value in hiring a coach to get you on track towards your goals?” Price concerns sound like: “I just don’t have that much money” or “I can’t afford it”.
Price Response: Try suggesting alternate pricing options, such as shorter sessions or a staggered payment plan. If the client really just can’t afford personal training, politely give them your card and stay friendly. You never know if they could be your trainee in the future.
OBJECTION 2: “I DON’T HAVE TIME”
Response: “Absolutely, I hear that your time is important to you. In fact, most of my clients have hired me because they don’t have spare time. With me, they don’t waste hours researching and building an exercise plan. They just show up at the gym and I’ve got their equipment and program ready to go. Plus, they tell me that they have so much more energy now that they’re fit— it’s like they gain a few hours back each day. Can you see how regular exercise will make you feel more productive, and actually save you time?”
OBJECTION 4: “I WANT
TO THINK ABOUT IT” Response: “Great, I want you to consider all your options. We’ve discussed quite a lot together today, so I want to make sure I’ve given you all the information you need to make your decision. May I ask what you most want to think about?” Then, use this information to re-address the prospective client’s true objection.
OBJECTION 5: “I’D LIKE TO TRY JUST ONE SESSION (OR JUST A FEW SESSIONS)”
Response: “Sure, I can understand that. And I’d like to make a recommendation for you to consider. You’ll get the most results in the gym if you use the proper technique, and that technique will take time to learn. You came to me because you wanted to make a difference in your health – don’t cheat yourself by only committing to a short-term program. I really recommend a minimum of at least four weeks with me so you can see some real benefits. Because you are most concerned with getting results, right?”
Objections = Opportunities
Handling a concern (i.e. an objection) doesn’t mean being pushy or forcing someone to buy something they don’t want. It means using the opportunity to provide information that will help a potential trainee make his or her own decision. Meet a prospective client’s needs and you can rest assured you are fulfilling your professional duties, empowering your trainees with solutions to their own goals, and keeping your client roster – and pocketbook - full in the pro- cess.
Megan Senger is a writer, consultant, and business development speaker. Active in the fitness industry since 1995, she has worn many hats including as a sales manager, personal trainer, and group exercise instructor. In fact, she remembers what it was like to lug heavy cases of actual cassette tapes from pre-dawn step class to evening hi-lo. Naturally, her knees remem- ber too. She holds a Bachelor’s degree in Kinesiology
and English, and writes on health and fitness trends, techniques, and business opportunities. Reach her at
www.megansenger.com.
MARCH/APRIL 2011 canfitpro 21
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