The best personal trainers in the world fail because they fail to understand which business they are really in. And then once they understand it, they rebel against it and understandably so. Personal trainers are in this field because of a love of many things and sales is not one of them! I personally went on to school after college for one reason - TO AVOID SALES!
But, like it or not, selling is one of the greatest skill sets you’ll ever learn because it can take a mediocre business to unbelievable directions, but not if the skill is never developed. No matter how awesome you are or your team is, if the training skill set is second to none even, the lack of sales skills will render your business miles below its potential.
Selling is a learned skill, not something you do because you enjoy it. Yet selling isn’t taught in school, in college, or in any fitness certification course. And that’s a real shame. Because by NOT teaching you how to sell, our educational system and certifying organizations therefore leave you with the impression that sales “just automatically happen” when you do a good job delivering results for your clients. The reality is even referrals are not enough. If you’re an exceptionally good trainer, “hoping” prospective clients will walk up to you and hand you their wallet is NOT a business strategy.
When you’re ready to get serious about growing your business, then you must commit to learning and mastering the selling “skill set”. And you must commit to mastering it with the same intensity and commitment to discipline that you would in learning how to coach a new fitness skill or movement.
Since selling is a skill, and is guaranteed to explode the business once learned you'd think trainers would be lined up to receive the training necessary to excel. NOT!!! Its amazing,t hey think its something they don't need or something they dont want. They have all kinds of ideas about it being about talking or shmoozing. Actually is about LISTENING. And then CONNECTING. Your prospect already has an emotional desire, your job is to simply help them gain clarity on what it is, why it’s important, and how to fulfill that desire by investing in your program.
