Reframe sales for a strong business and to help more people
The data from 400 anonymous gym visits has been very clear - we are not doing a good job of sales in the boutique fitness industry. Sales is, in fact, our lowest scoring category across the whole member journey.
We have around 10 standards around the post-class sales process and conversation, such as asking questions to establish the client’s needs, and having a physical price list to show clients.
At The Fit Guide we’ve talked to hundreds of gym owners and operators, and we have observed that the top-performing clubs and coaches around the world take sales seriously and have a positive mindset around what it means to sell fitness. They are confident and intentional in the way they approach sales, with the processes and training to match.
Good sales, means a strong business, which means, as an industry, we can impact the lives of more people.
Weak sales… well, it’s hard to help people get fitter, stronger and healthier if we’re not helping them start their fitness journey in the best possible way.
Our personal training tips guide offers 10 bursts of inspiration that will start to shift you and your team’s mindset around sales, as well as offer some fundamentals.
Download the full guide for all 10 tips - but here’s a little teaser with three important ones:
1. Call new leads in minutes, not hours
Speed matters. Following up with enquiries within minutes - rather than hours or days - significantly improves your conversion rate. Ideally, reach out while the person still has their phone in hand and is thinking about your offer.
2. Always charge for trial sessions
Avoid giving away free sessions. When you charge for a trial, even at a reduced rate, it positions your service as something valuable. Clients are more likely to show up, take it seriously and commit to the next steps, such as a full program.
3. Ask questions
Not just any old questions - purposeful, meaningful ones.
This tip is possibly the most important - and is an absolute salesfundamental.
The best consultations (and conversations) are driven by questions. Ask about their goals, challenges and past training experiences. When people feel heard, they are more likely to trust your recommendation and take action. Aim to talk 10-20% of the time tops, especially during the intital 'fact finding' part of the consultation.
For the other seven tips, download our full PDF Guide.