Selling is Education

Selling is Education

Selling is about educating the prospect so that they can make an informed decision. When I’m choosing between two competing products, I choose based on what fits my preferences. This is why you need to be extremely knowledgeable in your field, and educate the prospect based on What’s In It For Them (WIIFT.)

You’re providing information and potential benefits that your personal training services provide so that they can make a decision based on what they want and what will work best for them, not what will work best for your bottom line.

Most people are not well informed about health and fitness, and it’s your job to change that. The demand is out there as evident from hit shows such as The Biggest Loser and the increase of health clubs and personal trainers coming into the market.

People know they need to fitter and live healthier lives; they just don’t know who to talk to or where to begin. As a personal trainer, you provide the entry avenue and act as the rock that keeps them motivated towards their goals. With this in mind, people are more inclined to buy from someone they trust, and they will trust you more for providing quality information rather than feeding them the pros of your service. Education leads to sales!

Educating your prospects not only helps to close a sale, it also keeps them coming back. They know what they’re there for because they are informed. If you haven’t put in the time to educate them, your clients will be less likely to keep motivated if they don’t see results quickly, because they don’t know what results to expect or how long those results will take to achieve. That is where you come in.

The result is people who are better informed and more committed to your program, which means more long-term clients providing a steady stream of income. They are there because they choose to and they want to. They know you can improve their fitness, you’ve demonstrated your knowledge, and your motivation will only serve to propel them further. You, as a personal trainer, are an educator and a motivator whose purpose it is to improve the quality of someone’s life.

Embrace Sales

Sales and personal training go together; you simply can’t have one without the other. Sales is just as important as the personal training itself, and ignoring it will mean less clients and less money. Whatever negative idea you have about sales, get rid of it. If you’re approaching this aspect of your personal training business with a negative attitude, it is going to feed directly into how you handle it. You need to embrace the sales process with a positive outlook to ensure you’re mentally and physically giving it 100%.

A lot of personal trainers I talk to are worried about being pushy when it comes to the sales process. They don’t want to come off as a money-grabber, and this is a sentiment many hold. The fact is, you don’t need to be pushy. This all comes back to being an educator, arming the client or prospect with all the information they need to make a commitment to your program.

You don’t need to be pushing your products and services on people to survive as a business. There are very basic principles that help you to grow your business, and being the educator first sits at the every top.

In the end, sales should be an integral part of your personal training business that is a positive and fun experience for all involved. Learning how to sell professionally and to always have the prospect’s best interest at the forefront of your sales pitch is key. Remember always add value…value…value!

As a personal trainer, you may not see yourself as a salesperson, but it is an important part of running a successful personal trainer business and is something you cannot blindly ignore. At the very least, you should be viewing yourself as an educator, motivator and influencer who works to improve the quality of life of others.