How To Sell Without Being Salesy...
SELLING ...Is often seen as a dirty word. When we hear the word selling, we often think of PPI claims or the random companies calling us with “unbeatable” offers that we dare not refuse.
Or perhaps you have an image of an estate agent who doesn’t seem trustworthy but has your dream home in their control.
Most of us didn’t get into the fitness industry to sell and the grand total of sales training that many of us received before we qualified was a one-day “business” unit during our PT course which is hardly extensive.
However,
After a couple of days in this wonderful industry of ours, we soon realise that selling is one of the most important skills that we need to be successful.
Yes, Being Able To Sell Is A SKILL.
A skill that we can learn, that we can develop and one that we can improve over time.
But it takes practice, confidence and a SYSTEM.
So this article is all about how to sell without being "salesy" and using some of my own experiences, I hope that you’ll feel ever so slightly more confident about how you can help more of your ideal customers.
The First Thing To Consider When Selling Is Your Mindset.
Yes, your mindset and attitude when you approach a prospect can often make all of the difference. In fact, your mindset is the big key to your ultimate business success. The mindset that I take when selling is that I’m a problem solver.
Or another way to describe my mindset is that of a solution provider.
So I provide the solution for the problems that my prospect has. With that in mind, my first aim is to identify the problem. Identifying the problem can be achieved with a question such as “What has made you decide to get in contact?”
An open-ended question like this is key as it invites your prospect to open up. Your job at this point is to listen and empathise with their problems.
Let your prospect speak and become comfortable, and when they say something familiar, be sure to identify with this issue.
An example may be...
“Since I got my promotion at work, I’ve let myself go and stopped making time for myself. Before I knew it, I’d gained two dress sizes and didn’t like what I saw in the mirror”
A great response could be...
“Many of our members said similar things before they started with us. In fact, this is exactly why we created our programme. It’s tailor-made for busy women and helps to make your health & fitness achievable. We have all of the tools necessary to help you make time for yourself and to lose those two dress sizes”
The response above gives your prospect a reason to trust you as you’ve shown that you're familiar with their problem.
You’ve also shown empathy by relating your programme (the solution) directly to their goals (the problem).
As you continue to identify the problem, take time to build rapport.
Listen carefully to what they say and take time to relate to them, their problem and their lifestyle. At this point, the aim is the make your prospect feel important.
I believe our industry is primarily about helping people to feel better about themselves and if you can establish that when selling, it makes the whole process so much easier.
Once You’ve Identified The Problem And Built Rapport, It’s Time To Delve Into More Details About Your Solution.
Ask them how much they know about your programme and then proceed to explain how your programme is the solution to all of their woes.
Become the ultimate problem solver. Emphasise the BENEFITS of your programme and become the ASSISTANT buyer.
Learn to speak your prospects language.
Most (not all) prospects aren’t concerned whether you use Kettlebells, Barbells or dumbbells. Most don’t know whether you prefer interval training or body part splits.
What they want to know is whether the programme can easily fit into their lifestyle, if it’s effective and have an idea of your availability.
Confidence and enthusiasm is KEY at this point.
This is where you shine.
Talk about the solution as if it’s the best thing since sliced bread.
Energy is CONTAGIOUS and if you're high in energy when explaining why your programme can help, this will only further convince your prospect to give you a chance.
Similarly, if you're not confident in your product, why should they be? Why should they entrust you with their health and fitness if you don’t believe in your programme?
Now Once You Have Told Them About The Solution, Ask Them How It All Sounds And What They Think.
The hope is that at this point, they’re super excited and keen to take the next steps. Now the next step in the process is key, price. The whole process that we’ve outlined so far is something that I call pre-qualification.
You’re assessing whether this prospect would be a good fit for you and your community & vice versa.
And the next bit is key as you don’t want to offer a taster or consultation to someone who currently isn’t able/aware of your price point. So once they’ve told you what they think and sound super excited, they’ll either ask you how much you cost or you can ask them if they're familiar with your prices.
Now once again, confidence at this point is critical.
Confidence and simplicity. Present your price and ask them if this fits their budget. I prefer to offer a short term, front end offer at this point.
Such as a paid 30-day trial or a paid 6-week trial.
This has worked wonders for me in my business. Now, If they say no, don’t panic. Delve a little deeper and find out if there’s something holding them back from committing to your service.
Often, it’s fear.
Fear that they can’t do it.
And It’s your job to reassure them.
Remind them of their problem and ask them how valuable them solving their problem is to them. Let them know that this time it will be different and that you are dedicated to helping individuals just like them.
Some will resonate with this reminder and decide that this CAN fit their budget. However, If they insist they cannot afford your service, don’t force it.
Prospects can sense desperation.
In this instance, offer them a down-sell option;
This could be large group training, nutrition coaching, a free FB group or one of your lead magnets. Ask them if they want free information from you and keep them on your email list.
Communicate with them regularly, educating them why you're best at what you do.
You’d be surprised at the people who end up coming back to you when they’re really ready. Plus they’ll appreciate that you want to help them even if they can’t afford you at this time.
However, If they say yes, you’re prospect is now officially PRE-QUALIFIED.
The process that you have just taken this individual through is what we call pre-qualification. The Pre-Qualification process ensures that any prospect that you spend time with in person is able to afford your services and understand’s what you offer.
Now, you proceed to give them the next step in your sales funnel. The next step in most sales funnel after the pre-qualification is one of three options:
Consultation, Complimentary Taster Session Or Signing Up Over The Phone.
As my main offering is small group personal training, I prefer to offer a choice of the complimentary taster session or I offer them the opportunity to sign up over the phone.
At this point, you have to be assertive.
Ensure you let the prospect know that spaces or your programme are filling up quickly and get them to commit to a date for their taster/consultation or they may be ready to “secure” their place on your programme ASAP.
Whatever you decide to offer, ensure you have something concrete agreed.
I’m always happy to offer a complimentary taster session as if I have done my earlier job properly as the solution provider, getting them into our environment where we deliver our bread and butter means that we should have a 7/10 chance of success getting them signed up afterwards.
I hope this short article has helped and given you ideas on how to be an even better salesperson.
And just remember, be the solution provider.
To your success,
James Bramwell - Business Performance Coach @ The FBDA
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