Moving Your Prospects to the Buying Position

In the last couple posts I’ve talked about the mechanics of building your personal trainer marketing funnel. Still for most the big key task is continually growing the steady in stream of new prospects into your marketing funnel. At some point though, you need to be able to systematically move people from potential buyers to buyers who are ready to commit.

Truth is this is a much simpler equation than you might expect, it must include three parts. Any time a marketing campaign fails the underlying reason why is always a consideration of one of the following three components.

1)      Value – Now by value I’m not talking about the offer, the cost or any kind of pitch. I am talking about your (or the image of your company’s) perceived value to the consumer. This is essentially the by-product of your efforts to build a relationship with them through any means or point of contact. Quite simply the content, information, education or investment you have made in them without ever asking for anything in return.

2)      The Pitch – The high value, irresistible offer or deal you have presented to try to catch their attention or to encourage them to take action. All good pitches will include a service or package that represents above average value (such as a service package including some bonuses of some sort), a measure of scarcity or limited availability, and a tight deadline.

3)      A Close – A close is simply the final push to the point of action. It’s the moment past the pitch where you connect the emotions and desires of the prospect to the offer or pitch presented. It’s human nature, the majority of our decisions are based on emotion and ultimately how we feel about them or how we commit to them is a product of how strongly we feel about that decision. It’s critical you learn how to align your services with the emotions of your prospects. (search for posts on selecting your niche if you are completely confused.

Any marketing campaign you run, any attempt to attract more customers can be analyzed by these three factors. The value you present to your prospects prior to, during and in between pitches will have the biggest effect on the outcome of each. Remember what zig Ziglar says, “you help enough people get what they want and you will get what you want.” It’s true, you truly have to be ready, willing to invest in people fully, really make a difference in their lives, if you maintain that relationship with the prospects in your personal trainer marketing funnel and I guarantee they will reward you with their business.