“The fact that all of this was happening in virtual space made no difference. Being virtually killed by virtual laser in virtual space is just as effective as the real thing, because you are as dead as you think you are.”
― Douglas Adams
Take advantage of new trends making selling Personal Training easier.
The more we enter the world of virtual reality, the less ‘pain’ we experience. We are in the era of more luxury and comfort and less ‘painful’ confrontations.
SMS’s are preferred over phone calls. Facebook conversations are actually taken seriously.
Customer service is at its all-time low. No one gives a crap about the other person no more. It’s all about living in the virtual world.
The disconnected world.
A world where you observe. Criticise. Comment. And say what you want from a ‘distance’ so no one can hurt you.
Your safe. It’s virtual. It doesn’t really exist. Or does it…?
Selling Personal Training and those annoying dogs…
You know those little – tiny dogs that keep on barking. Every block’s got at least one. When you’re riding your bike, you hear ‘em. When you’re walking you see them. They’re these little – tiny dogs that bark whenever they see or hear someone passing their house.
And they don’t shut up!
Usually they’re at a distance behind a gate. They’re ‘tough.’ But as soon as you open the gate, they run away. Hiding.
They know from a distance they’re safe. But as they get closer to confrontation – a ‘different’ reality kicks in…
…They run away.
When selling Personal Training face-to-face, the prospect never tells you “go away. I don’t want it. Please leave me alone.” No. Instead they’ll tell you a bunch of excuses (objections) so they can safely distance themselves from you.
“I need to think it over and get back to you”
“Maybe some other time”
“I need to ask my husband/wife”
“I’ll call you”
“I need to think about it”
“I’ll do it on my own first, and then if I need it, I’ll definitely call you”
(Just for the record, when someone says they’ll ‘definitely let you know in the future’ or any variation of that phrase – they’re lying to you)
You see, objections are used by prospects to distance themselves from you.
When selling Personal Training, you are the sore ‘pain’ reality they don’t like. And the further they go from you – the safer and more comfortable they feel.
In other words, lesser human confrontation – the deeper into virtual reality they go.
In a virtual state of mind, most pain points are eliminated and problems are easily ignored. For example…, when a prospect notices you’re trying to call them regards to selling Personal Training, and they see your phone number, they won’t answer. They can do that. Because there at a distance. They’re safe!
And they’ll rather be bothered 3 times a day from your calls and not answer it than it is to answer once and say… “Go away. Stop bothering me”
Yes. People are afraid of confrontation (and even PT’s selling Personal Training are afraid to ask for the sale).
And if a client wants to stop training with you, they’ll go as far as deciding to stop coming to you sessions. Without warning. Without nothing. They won’t answer your calls and won’t respond to your emails.
Why would they disrespect you like that?
Because they can!
It’s easier and less frightening to cut you off, enter the distancing virtual world and ignore your phone calls. Not respond to email and so on (that’s why it’s super-important when selling Personal Training to sign people under a contract, so if they stuff you around – you still ding their account).
O.K. You’re done with selling Personal Training. You’ve overcome their objections. They’ve signed up with you. Are all the pain points gone?
You now have to deal with the most frightening pain point of all: Clients giving you money.
Every time a client hands over money, it’s a pain point. And a person can only handle a certain amount of jabs to the face before they give up and run away.
Some throw the towel within the first round. Some may go a little further. But eventually the pain creeps up. And if not ‘numbed’ – they’ll quit.
Apart from making sure your clients achieve their goals and are getting their money’s worth… you have to take care of their money pains.
Customers all over the world are becoming ‘cashless’ individuals. They don’t like carrying cash around (pain point #1)
They don’t like searching for coins (pain point #2), waiting in long lines (pain point #3) waiting for change (pain point #4), and so on.
That’s why contactless payments are here.
No need to carry cash.
No searching for coins.
No waiting in long lines.
No waiting for change.
Just grab your stuff and go.
What’s more, consumers pay for more things. The transactions sizes are bigger and best of all… all ‘immediate’ pain points are gone (note: I said ‘immediate’ pain points. The look on their faces when they see their MasterCard statement…Priceless!)
The customer wins because they get to enjoy more things. The banks and credit card companies win because their service is much more used and talked about (not to mention the interest collected) and the stores win because more things are purchased.
Everyone’s a winner. Pain is ‘immediately’ eliminated.
Radio Frequency Identification (RFID) chips.
This is a future trend that’s already happening.
This is how it works: Let’s say you’re at a supermarket. Products ‘bar codes’ are now replaced with RFID chips. And all products are connected to a massive network.
Now, every time you put an item into your shopping basket, it’s automatically scanned. This network contacts your bank and funds are drawn out.
Simple. No carrying cash. No waiting times. No thinking. Just grab your stuff and go.
Big industry knows all about consumer behaviour and money pain points. They’ve known it for years.
Mainstream painless buying is happening soon. We’re entering an environment where customers prefer cashless ways to pay.
Remember the words ‘cashless’ and ‘virtual’ when selling Personal Training.
That’s why automatic account ‘dinging’ whether it’s weekly, fortnightly or even monthly is much more profitable. You retain clients longer compared to having to accept lumps of cash each time.
They don’t feel the cash coming out of their account. It’s ‘virtual’ – remember?
But each time they ‘see’ cash go – it’s a different feeling. For most people, cash is an attachment. And people know when a part of them disappears.
They feel different.
The HUGE Lesson: Keep your clients ‘real’ and their payments ‘virtual.’ Distance them from it as far as you can. Don’t remind them. Don’t bring it up.
After the point of selling Personal Training where you’ve presented your prices and your prospects made their choice… get rid of all material which has prices on it. That includes all price cards, presentations and so on.
The other lesson: Have as much of your prospects information already filled out on their direct debit form. The last thing you want is them spending even more time thinking about it (remember, no one likes long waiting times).
So all they need to do is fill out their bank details and sign (if you already have access to their bank account details, even better).
So how do you gather your prospects information details prior to signing them up…?
Their name and address is already on their PARQ. Some fitness centres might allow you to access their billing information or maybe your prospect has purchased stuff from you in the past and you already have their billing details.
Regardless. Have as much prior info about them as possible. Make the selling Personal Training process easy.
Remember: reduce as much pain points as possible. The virtual world is upon us. Keep your clients pain points virtual – and everything else… REAL.
Dedicated To Accelerating Your Personal Training Business Every Step Of The Way…