How To Close 97% Of Clients In 6 Words Or Less

Posted by Steve Hochman on Sun. Feb. 22nd, 2009

13 comments

I clearly remember that empty feeling as I was driving home from an intro session -Those six heart wrenching words rattled around my noggin. "I-NEED-TO-THINK-ABOUT-IT."

And that's not all

There's five more phrases that have had the same instant "buzz kill" affect on me...

p5_11.     I need to discuss it with my spouse.

2.     I have to check my finances.

3.     I can't afford it.

4.     I need to see if I can fit it in my schedule.

5.     I don't want to start today, I was just "checking it out." (WTF!)

I would much rather have someone say that they didn't like the workout, or I smell, or I just totally suck (Ok, that would be pretty bad too).

But here is the good news.

You are about to learn how to NEVER have that happen again... EVER!
(And no, It does not involve using a 44 magnum) It's actually way simple.

The reason I close 97% of clients in six words or less is because I only meet with prospects who are pre-qualified. A pre-qualified prospect is someone who has said yes to the following six questions - I do this 100% over the phone so I don't waist any extra time.  In other words, I will not set up a trial session until I have received the six YESES. (I value my tme way too much for that)

p5_2-3-4Here are what I call the Four Golden Questions.

1.     Is this your decision to start this program, or do you have to discus it with your significant other?

2.     The average cost for my services is between (X and Y) per session, which comes out to between (A and B) per month.  If you believe this is the right program for you, will that be within your budget?

3.     To reach your goal of (fill-in-the-blank) it's gonna take about an hour of your time 2-3 days per week.  Can you fit that into your schedule?

4.     I only set appointments for potential clients who are very serious.  After the trial workout, I am going to ask you if either YES you liked the workout and feel this program is right for you - or NO you did not like the workout and feel that this program is not for you. If the answer is no then hey, no hard feelings, but if the answer is yes, then I am going to expect you to start the program that day... I just want to make sure we don't waist your time or mine... Fair enough? (I love saying "fair enough?" - It's a Jedi-mind-trick
that people can't say no to)

Picture this.  Your PRE-QUALIFIED lead shows up for her trial workout.  You just delivered your best 5-star, friggin kick butt workout EVER!

Now it's time for the 6-word close so you just say?

"HOW-DID-YOU-LIKE-YOUR-WORKOUT?"

He shoots, he scores and the crowd goes wild!

You're never gonna look at closing clients the same again!

Quick Tip - The 2 greatest human desires are to feel appreciated and important.

1.     Before the workout really kick up your energy and tell/show the prospect how excited you are to see them...

2.     During the workout give them your best performance... It's only 20 percent technical exercise stuff, but it's 80 percent how you make them feel inside. (Bring the energy and train them like a rock star)

3.     After the workout (before you use the 6-word closing technique) profusely thank them for such an awesome workout... Tell them that THEY have great energy and you really appreciate them.

p5_5PS. Please leave comments about closing techniques that you have kicked butt with.

PSS. Also leave a comment of the lamest excuse that you've ever heard a prospect give for not sign up.

This entry was posted on February 22, 2009 at 11:56 am. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Posted in Blog, Closing and Sales Techniques by Steve Hochman | 13 Comments

13 Comments "How To Close 97% Of Clients In 6 Words Or Less"

  • Luke Wold says:
    February 22, 2009 at 1:11 pm

    Great post Steve!

    I've been building a phone script, and now you've gone and done it for me!

    Read your tips on Chris M's blog, how do you ask for the credit card without sounding like a chode?

  • jose says:
    February 22, 2009 at 1:12 pm

    I found out the hard way, this kills the time wasters, good job steve!!

  • Bryan says:
    February 22, 2009 at 1:16 pm

    Killer post Steve.

    One of my best closing technqiues is before the actual sale at the end. I get them to say YES as much as possiable. Like for example after the circuit I would ask them something like "Do you see the difference between working out by yourself and working with a trainer". By the end of the workout they are usally so exhausted but eager to get start I ask them when they gonna set the next session but I also remind them how great they gonna look in 12 weeks from now. 98% of the time they will ask about the price for 2x per week and I get the reaction of "thats it?". Keep in mind a 1 on 1 session with me 2x per week is $60/hr. Even tho I mention a 12 week program they always stay with me no less then 6 months. Hell I even have clients that have been with me for over 2 years now.

    They are more then happy to sign up for that type of program because they already see the value in purchasing my services as oppose to if they just called over the phone and asked me how much I charged.

    Even after I have them training with me on a recurring basis I still provide value to it. I never stop being top being the sadistic trainer that they have gotten use to. One time I even got my clients a Free $50 gift card to red mango to show my gratitude for their services.

  • Michael Duivis says:
    February 22, 2009 at 1:37 pm

    AWESOME post man, I just put this in my phone and I'm going to start using this right now.

    When I used to slave at a Health Club I'd always prequalify in the workout itself (since you pull them from the floor). I couldn't ask them if they could afford PT because that would be too direct. However I'd always ask what their activity level looks like. If they say they sit down all day - that means an office job. And that would mean at least they had income.

    Also, lots of manual resistance (only possible with a Personal Trainer) makes them 'miss' you once they go back to their normal workouts.

    And besides them saying "I'm getting Plastic surgery instead"...my lamest excuse would be:

    "It hurts too much!"

  • Steve Hochman says:
    February 22, 2009 at 1:38 pm

    Hey Luke,
    The key to asking for a cc to make sure they don't flake is to be totally confident about it... If there is any hesitation in your voice they won't give it to you.

    FYI, If you hit the "hot buttons" and call, text and email them to confirm the appointment, and then again the night before, you really don't NEED to get their cc.

    Steve

  • Steve Hochman says:
    February 22, 2009 at 1:51 pm

    Hey Michael,

    LOL! Your right, that IS a lame excuse.
    and BTW your totally true about doing manual resistance.
    They miss that stuff when they're on their own.
    Steve

  • ben says:
    February 22, 2009 at 2:59 pm

    i have heard several tips. this is GREAT steve! i will do this kind of method of closing the sale. sounds like what bedros said from that dvd. good job!

  • Alexander Morentin says:
    February 23, 2009 at 2:40 pm

    Thanks Steve! I needed this so much.

    Great info.
    Have a great day!

  • Taryn says:
    February 24, 2009 at 11:13 am

    Great post Steve.

    I think keeping it in the positive for these "pre-qualified" persons is SO key. Also, letting them understand that although its an investment, it's an investment into their future and the longevity of their health. How can one turn that down? So many people don't have the fundamentals to even begin to be successful in the gym, as they stand around, watch other people and think that's what they should be doing. A BIG NO-NO, right??

    For those that can't afford gym memberships, PT's or expensive equipment, thank goodness for celebrity trainers and home workouts!

    Keep doing what you are doing Steve! Really enjoyed this and the comments.

    Taryn

  • Zach Hunt says:
    February 28, 2009 at 11:19 am

    Hahaha, nice! I gotta tell you when I first started I knew nothing about anything (as far as sales goes). I started with in-home training and didn't close I think like my first 20 prospects that I met with.

    I also loved it when I would call prospects that were supposed to meet with me at 6AM and they were still in bed when I was waiting for them.

    This is golden content Steve!

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  • jaime says:
    April 6, 2009 at 3:36 pm

    Steve,
    I like the idea of getting the BS out of the way aka prequalify. Smart! Thanks again for the killer info! Since I discovered your site, I study, study, study. I appreciate it fella 😉
    - Jaime J

  • Eyad says:
    April 9, 2009 at 1:34 am

    Hey Steve,

    a method I often use is that, if I don't feel like their right for my type of workout programs, I simply refer them to another trainer and i make 50$ if that person buys from them. Because, most trainers don't mind give up a small 50$, espacialy when their potientialy going to make thousands off of them every year.

    I find that you don't need to just make money off of your own clients, you can also make money out of other trainers clients, after refering them. They can also make the same deal with you!

    Cool post Steve, thanks!

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