The Conversion Pitch

Yes Star Wars is my favorite all time movie!

If you’ve been reading Profitable Personal Trainer at all you know that the fitness marketing strategies I like to employ the most are the ones that revolve around giving over the top value to your prospects. It’s not rocket science, its simple rapport, invest in people and they in turn will invest in you. As Zig Zigler so profoundly says, “the more you help others get what they want the more likely you will get what you want.”

Now it is that simple, and yet it isn’t. If you’ve been planning re-packaged short term free programs to massively attract new leads, if you’ve been offering up blockbuster high value trial packages so it’s a no brainer for people to try your services, don’t forget you still have to ask them or present them with an offer to continue. In other words at some point you still have to sell.

High value marketing systems will continually allow you to create a steady influx of new prospects and will rapidly position you as the good guy expert in your community. But without a conversion plan you will only see about 10-15% of your clients turn over into loyal paying clients with little to no effort.

Each time you execute a high value free program (like a 21 day rapid fat loss bootcamp) at just over the half way mark you should be converting clients. Now here’s the easy steps to making sure 80-90% of your people stay:

1)      Make sure your service is over the top, they have to absolutely love what they are doing when they are training with you. (duh)

2)      Make sure they get results. Give them all your best stuff and go the extra mile with accountability to ensure rapid results do happen. (duh #2)

3)      Present them an irresistible offer. Discount their first month, offer them extra bonuses that cost you nothing. (An Infrared Sauna works so wonderful for this, in Red Deer a sauna drop-in cost like $15, but 10 sessions in the sauna costs me about $1.00 worth of power.) Free bonuses from professional partners. The e-book you recently wrote. The 100 healthy recipes you compiled from all across the internet. It doesn’t take much to really crank up the value.

4)      Present everything to them with emotion.

Mrs. Jones you came to me 50 lbs overweight, you are on high blood pressure medication and type II diabetes runs in your family. It’s been just 2 weeks and you have already dropped 11 lbs, and just last week I noticed you were able to complete 40 squats and on day 1 you could only do 2. You mentioned you are sleeping better and your clothes are getting loose. I know you’re not yet done your trial but I am so proud of your results I wanted to give you this…(insert high value offer). There is no pressure at all to continue but man your results are going so good, I really want to see you lose that 50lbs in no time, don’t you agree things are going well?

How can she really say no? The only likely objection might be a financial one which means either the value you are providing isn’t high enough or she can’t afford it.

5)      The secret weapon, the downsell. – Some clients may genuinely not be able to afford your most typical program, so offer them something for $97 a month. Even if it’s a nutritional meeting once a week, or a couple of bootcamps and a follow up call. The point is if they’re getting results and having fun they will continue but they are not going to tell you how much they are willing to pay.

Bottom line is you have to close, I see too many trainers lately applying some of the great fitness marketing strategies that have been listed here but they are not booking the sales consults to convert their leads to paying clients. Your goal has to be at least 1 new sales appointment per day.