Bedros Keuilian is fitness marketing expert and is known as the hidden genius behind many of the most successful personal trainers worldwide. Get his four personal trainer marketing programs for free.
This week's article is focused on objections and what it means when you receive one from a client. As you grow your personal training business, you notice a lot of objections and it becomes annoying over time. We're going to look into the truth behind objection, their reasons, and why fitness professionals get them.
The point in question is - 99% of the time an objection is related to value.
Have you heard these three objections before?
1. Give me a while to think about it.
2. My finances are not good enough.
3. My wife and I need to talk about it.
Each objection relates to the value the prospect has on your services. This only happens when someone has not received enough information, but that does not mean you are not a great trainer. In fact, all you have to do is show them how much value you can add to their lives.
Try to focus on their wants and needs. Break your services down in a way they understand, desire, and need to have you as their personal trainer. With this little change, you can help yield their current view of you into a favorable one.
Consider this - an objection such as 'give me a while' or 'no money available' actually means: "Give me a reason why I should believe in what you're offering me." If you present value, you can tackle each objection without seeming blatantly desperate for their business.
Your prospect's view of you can be the only thing keeping them away from your services. There's a difference in wanting it and paying for it. Many people have the money to use your services, but they feel you're not qualified or your information does not relate to their needs.
Another way to say this is - make them want you. Never sell your services short or else they will not take you serious.
So, what is considered value in your customer's eyes?
What do they want? How do they want to get it? How can you get it to them? Pick out their worries, desires, and dreams about achieving fitness goals. Ask why they are waiting to achieve these goals? And offer your services in a favorable light instead of a shadowy assumption about their needs.
People buy from people they like. Their emotions can determine success or failure in each contract so make it a pleasurable one to make the relationship grow into a long-term business commitment.
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