How Selling Personal Training is Like Selling a Vacation – And Why That’s Important

I’ll bet at least a few of you are thinking, “Hey, none of my workouts could ever be called ‘relaxing’.” But that’s not where I’m headed.

Many people make the mistake of thinking that selling personal training is all about pointing out all of the great features and services you offer: lots of session times, low prices, early and late hours, or convenient location.

But that’s not why people buy personal training and 99% of the time, it’s not what makes them choose one fitness boot camp over another. It’s also not why people buy a particular vacation.

People choose a vacation because of two things: the results they want (where the vacation will take them) and the way it will make them feel.

Screen Shot 2014-09-04 at 10.04.02 PMPeople choose a personal trainer for the same reasons. If you’re trying to close someone based on anything else, you’ll most likely fail.

Think about some of the things a good vacation does for you:

It gets you somewhere (helps you reach a goal).

It helps you to get away from your everyday world and its to-do lists.

You meet new people you would not have met otherwise, who make you feel like you’re among friends.

You’re able to get a new perspective that often comes home with you; a resolve to get more involved, enjoy your life more, reach for a dream, etcetera.

It repairs the toll that stress takes on you.

And….the very best vacations are transformative.

Screen Shot 2014-09-04 at 10.08.50 PMNow look at a great fitness boot camp:

It helps you to reach your fitness goals.

It gets you away from your everyday life and its to-do lists.

You meet new people you might not have met otherwise and they become your community and your friends.

You gain a new perspective of exactly how much you can accomplish and achieve, of your strength and your resolve.

You work off and work out all of the stress of the day.

And…..the very best fitness boot camps are transformative.

So why is this important? What does it mean to you when you’re trying to build your business and grow your client list?

Let me ask you a question? Which would you buy faster: a convenience or an experience?

The fact is that you don’t want to try to close a new client by pointing out features and services and conveniences. People go home and sleep on those. You want to sell them feeling, perspective, experience and transformation. If they think you can provide those things, they won’t be going home to compare you to three other boot camps.

Is this underhanded or tricky? Not if you’re delivering what you promise. Not if your number one focus is giving your clients the very best experience and getting them amazing results. In fact, you’re doing them a service; not just because you’re going to deliver, but because you may have prevented them wasting their time, money and motivation on something less.

Posted in Fitness Marketing, Personal Training Business by Steve Hochman | No Comments Yet

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