If you own a small group training studio or boot camp, successfully selling higher-priced memberships and programs requires a different approach than selling big-box gym memberships or even personal training sessions.
In order to position your value as a small group fitness or boot camp, it is important that you understand the mindset of your typical prospect. Our typical consumer's realm of reference when it comes to fitness are 1) big box gyms and 2) personal training. While small group fitness studios are becoming an increasingly visible option, as a business owner, you need to stay ahead of the sales conversation because the typical consumer may not be as familiar with the value of a small group training program.
The consumers' perception of joining a big box gym is that they can get "a lot for a little." While there may be a contract to sign, and even an initiation fee, the big-box gym industry has created a standard of expectation where the general public is prepared to pay an affordable monthly fee to access their facility and all the bells and whistles. Likewise, most prospects are familiar with personal training - pay a higher rate for one-on-one individual sessions.
How small group fitness studios or boot camps work, however, isn't quite common knowledge (yet). This is where we need to help our prospects understand why a group training or boot camps cost more than a typical gym membership.
Your sales script (and yes, you must have a sales script that you practice, practice, practice) should preemptively answer any potential objections. Doing this in your initial sales conversation has the potential to immediately position you as unique from a big-box gym and from personal training.
Here is a sample line you can include in your sales script that preemptively responds to the common objective of the higher cost of small group/boot camp training when the client can get "unlimited classes" at their local gym: "What's great about our small group training program is that you have the personal attention and accountability of a certified personal trainer for about $10-$12 per session versus the $65-$85 per session rate you would pay to hire a trainer on your own." This shifts the prospect's mindset to compare the per session cost to the higher-priced personal training session rather than comparing the cost what they're paying for their gym membership.
We have to understand what our potential clients want, give them what they need and be prepared to respond to their objections even before they voice them. Write and rewrite your sales scripts as your business evolves and practice it repeatedly so that it feels natural and genuine. Closing a sale and earning a loyal client comes down to your ability to educate your prospect on the value you offer and position yourself as the best fit among a their other options.
In order to position your value as a small group fitness or boot camp, it is important that you understand the mindset of your typical prospect. Our typical consumer's realm of reference when it comes to fitness are 1) big box gyms and 2) personal training. While small group fitness studios are becoming an increasingly visible option, as a business owner, you need to stay ahead of the sales conversation because the typical consumer may not be as familiar with the value of a small group training program.
The consumers' perception of joining a big box gym is that they can get "a lot for a little." While there may be a contract to sign, and even an initiation fee, the big-box gym industry has created a standard of expectation where the general public is prepared to pay an affordable monthly fee to access their facility and all the bells and whistles. Likewise, most prospects are familiar with personal training - pay a higher rate for one-on-one individual sessions.
How small group fitness studios or boot camps work, however, isn't quite common knowledge (yet). This is where we need to help our prospects understand why a group training or boot camps cost more than a typical gym membership.
Your sales script (and yes, you must have a sales script that you practice, practice, practice) should preemptively answer any potential objections. Doing this in your initial sales conversation has the potential to immediately position you as unique from a big-box gym and from personal training.
Here is a sample line you can include in your sales script that preemptively responds to the common objective of the higher cost of small group/boot camp training when the client can get "unlimited classes" at their local gym: "What's great about our small group training program is that you have the personal attention and accountability of a certified personal trainer for about $10-$12 per session versus the $65-$85 per session rate you would pay to hire a trainer on your own." This shifts the prospect's mindset to compare the per session cost to the higher-priced personal training session rather than comparing the cost what they're paying for their gym membership.
We have to understand what our potential clients want, give them what they need and be prepared to respond to their objections even before they voice them. Write and rewrite your sales scripts as your business evolves and practice it repeatedly so that it feels natural and genuine. Closing a sale and earning a loyal client comes down to your ability to educate your prospect on the value you offer and position yourself as the best fit among a their other options.
