Fitness Boot Camp Marketing Tip of the Day – SUCK IT UP!

Posted by Steve Hochman on Wed. Feb. 24th, 2010

Warning: I'm about to go off on a bit of a rant.

So if you're extremely sensitive, you may want to click off this page now.

(I'm just saying)

Ok, here we go.

I don't know how this happened, (Maybe it's my fault) but a lot of boot camp instructors seem to believe that boot camp marketing is a magic bullet.

Like if you have a website, some plastic cards and a few Human Billboards you're set for life or something.

Like I said, I'm gonna put it on me and say that it's MY FAULT that trainer feel that way.

I've been teaching all this boot camp marketing, but hardly any SELLING.

And if you've been a personal trainer, then you know that marketing is only half the deal... The other half is SELLING!

Remember the A,B,C's (Always be closing)

Ya, I'm talking about closing...

Calling,
following up,
setting appointments,
overcoming objections,
CLOSING MAN... CLOSING!

Why is it a normal thing to close sales in personal training, but not for boot camps?

Watch this classic video

It's like some boot camp owners feel like it's cool to "hide" behind their website and have "it" do all the selling.

It doesn't work that way... Not if you want to build a huge business.

Passion sells... Enthusiasm sells... Excitement sells.

Remember the formula SET, SHOW, CLOSE...

Set an appointment.
Make sure the prospect shows up.
Then expose the problem, present the solution, and make then a risk free irresistible offer they can't refuse.

Am I way off here...

Let me know what you think.

BTW - If you haven't got your free access pass to Boot Camp Formula 5,
then find out how you can here

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Posted in Uncategorized by Steve Hochman | 13 Comments

Benson says:

February 24, 2010 at 6:54 am

Yo Steve, I really needed to hear this!

ben says:

February 24, 2010 at 7:28 am

yes.. i know that man... always be closing!!! AGREED

Darrin Walton says:

February 24, 2010 at 8:43 am

Wow!!! Way to light a Fire Steve!
Rock On,

Salim says:

February 24, 2010 at 9:08 am

Right on point Steve. The irony is that good marketing can sometimes make you lazy. I think we are all victims of the "if you build it they will come" mindset. But, the reality is "if they come...they will go if you don't close" the deal and officially start the journey towards changing a life. Good reminder!

Jose says:

February 24, 2010 at 10:01 am

Awesome Post Steve! I have both of these movies and watch them from time to time for motivation. ABC!!

Nii Wilson says:

February 24, 2010 at 11:06 am

I think Salim took the words from my head. I know I have been victim of let my website do more work for me than I should and the if you build it they will come mindset.

Passion is what will trump all especially when you are in a marketplace like NYC and you have 15 other ppl if not more doing the same thing in your area.

Great post Steve

Jeffery Scott says:

February 24, 2010 at 8:57 pm

Great Post Steve, Its refreshing to know that I cant rest a sale that happened yesterday I have to look ahead and continue to hone in on my sales skills and go in for kill when the moment comes to make a deal...

Michael Duivis says:

February 25, 2010 at 12:11 am

Hey Steve,

This rant is good - You and Bedros helped me out big time on this one.

I'll be the first to admit that I thought selling bootcamp would be automatic. I was used to selling expensive personal training packages... so who would ever say no to $197/month or unlimited access?

But like Frank Kern says, it's just as hard to sell something cheap than it is to sell something expensive.

Ever since I met with you and Bedros last month we started setting seperate appointments with all prospects (sometimes at their office during their lunch break). This has been working KILLER. And it's all 12 month-contracts.

Thanks again for all your help man!

And btw, I picked up the poster (thing is HUGE... and there's a cute girl sitting front row)

George says:

February 25, 2010 at 8:06 am

THANK YOU FOR CLEARING THIS UP STEVE!!! THANK YOU!

YES IT WAS YOUR FAULT!!! 🙂 (note the BIG smiley face!) haha LOL! 😛

YOU AND BEDROS DID MAKE IT SOUND LIKE ALL YOU HAD TO DO WAS GET A WEBSITE, PLASTIC CARDS, AND HUMAN BILLBOARDS AND THE THING WOULD WORK LIKE MAGIC.

YOU SAID NOTHING ABOUT SETTING APPOINTMENTS AND SELLING IT LIKE REGULAR 1-ON-1 PERSONAL TRAINING! SO THANK YOU VERY MUCH FOR THIS POST!!

I agree with Michael Duivis' comment as well... it is just as hard to sell something cheap as it is to sell something expensive. Thank you Michael for the comment!

Even though the bootcamp is cheap, whether it's $97, $197, or $297 a month... (or even cheaper!) It's been very hard to fill up our bootcamp, and it looks like we are going to have to set appointments like we used to for 1-on-1 training clients. Trying to close over the phone or email is not impossible, I've done it, but it is not nearly as effective as setting an appointment. "Set, show, close" You can even use Bedros' Close Clients method with this.

And yes, I should really be closing 12-month contracts with bootcamp clients, and my 1-on-1 clients as well. I was doing the first/last upfront and then month to month, but that should be the fall-back, not the first pitch. The first pitch should be 12 month, then 6 month, then first/last month-to-month, and then possibly human billboard?

Chelsea Cooper says:

February 25, 2010 at 1:35 pm

Hi Steve!!
Yes I agree, there is work involved and you must know how to sell and close. But like you said if you are enthusiastic and show them what type of service you offer more often then not they will stay.
I love the Boiler Room!!
Take Care and thanks for everything!
You're the Best!!

James says:

February 25, 2010 at 4:12 pm

Awesome post, I have to admit that I have gotten a little to dependent on letting my websites do the closing for me. I will definitely start to call all of my leads and CLOSE, CLOSE, CLOSE! Thanks for the post