Boot Camp Marketing – The G.A.P. Control Method

Hey, this is Steve Hochman and today I'm going to teach you how to be a master closer using a method that I call gap control. You could use this method for closing human billboards, for getting lead box prospects to come in and sign up for your regular program. And you can use it just to sell your regular, old boot camp program.

Now, gap control is a system that I came up with that basically creates pain and -- it creates pain.

No; it doesn't create pain for you. But what it does is it allows a prospect to see where they are, where they want to be, and it creates a huge gap of where they are and where they want to be.

With this boot camp marketing strategy it really irritates and exaggerates the pain of feeling the disconnect of the two.

When you are talking to someone and you could take the gap of where they want to be and where they are; and where they're headed -- which is far away from where they want to be -- and it's really, really expose it to them and agitate that; you can get them to do just about anything.

Well, not anything. But you can get them to at least to sign up for your program or be your human billboard.

So I'm going to give you a little example of how G.A.P. Control works with my human billboard script.

And I'll go ahead and post my human billboard script below just so you could have that as well.

With this simply boot camp marketing tactic, say I was going to call a potential human billboard what I'm going to do, rather than just saying...

"Hey. I got this amazing deal. And blah-blah-blah-blah-blah --" that means nothing if I don't create pain for them; if I don't create the gap of where they are and where they want to be.

Here is the boot camp marketing method I’m going to use, I'm going to ask them is; I'm going to say,

"Hey. What's up, David? This is John. Did David and Steve give you a call?"

"If you don't mind, I'd like to know and ask you what's the number one thing that you're doing right now that's getting you outstanding, amazing fitness and health results right now?"

Most people are going to say nothing. And then you're going to ask them, "Well. Okay. Cool. What are your goals? What are your fitness goals? What would you like to accomplish?" All right. So far, we've determined that they are doing nothing to improve their fitness. "What are your goals?"

"Well. Gosh. I would like to lose about 10 or 15 pounds; and tighten up my midsection and, you know, feel better."

"Oh. Cool. Cool. 10 to 15 pounds."

So now, we're going to take the 10 to 15 pounds and we're going to poke it; poke it with a stick, and exaggerate it, and irritate that. So 10 or 15 pounds. "How do you know? Is there like -- is it the way you feel? Is it your clothes?"

"Yeah. I do have some jeans that I don't fit in."

"Oh, really? So are they just tight or don't fit at all?"

"Well, they're really tight and they're uncomfortable. I can't even wear them."

"Okay. And do you feel uncomfortable? Is there any times when you're out, you just don't feel right?" And he's like, "Yeah. You know, the other day, we're at a pool party and I really didn't want to take my shirt off. It was kind of embarrassing. I tried to hurry up, and get in the pool, and get out."

"Really? Tell me about that. So like, walk me through it. Did you take off your shirt? Did you just jump right into the pool?"

"Yeah. It really sucked. I was really wishing I was a lot leaner -- and this, and that."

So now you're exaggerating that feeling. With continued use of this boot camp marketing tip,  you're walking him through actually thinking about their life how it sucks to be in the fitness condition that they're in.

So then, "Okay. Cool. Cool. Awesome. So now, if you're going to be totally honest with me, each month would you say that you're slowly weight, staying the same, or slowly gaining weight? Honestly.

Most people are going to say, "Well, I'm probably slowly gaining weight." Okay. So now you got it. You know, embarrassed at the pool, you don't fit in their jeans, and they're slowly gaining weight, right?

Slowly gaining weight. So check this out. "All right. Well, gosh. It seems like, David, what you're telling me is you're not really doing anything for your health and fitness results.

You want to lose 10 or 15 pounds. You got jeans that don't fit. You're feeling embarrassed when you take your shirt off. And you're slowly gaining weight every month.I'm so glad I called you. Now, let me ask you this. If I can totally -- in a very short amount of time -- get you back in your jeans, have you feel confident when you take your shirt off, and stop slowly gaining weight, but quickly losing fat and inches? And, if I did all of that for you, would you just be willing to tell people about it and say, 'Wow. This is where I got in shape.'" David's like, "Oh, yeah.  I totally would."

"Cool, man. Well, you know what? I am glad we're talking today. I'm going to set you up for a free workout. You're going to come in. If you absolutely love it and feel like it's going to do all those things, I'm going to hook you up with a super-crazy special deal. Something like, I can't even talk about it on the phone because it's so low. But I'm going to hook you up. Let me see, I have mornings and evenings available. Which one is better for you? Evenings. Great. I have these times. Which ones are better? Great. Da-da-da-da-da. I'll see you there."

When they come in, you get them to work out. You explain that you're going to give 75 percent off. You normally charge $200 a month. But you're only going to charge them $50 a month. You're going to give this workout for six months, so it's $300. Want check? Cash, check, $300. You do that times 20 people. Guess what? $6,000 in your pocket. Then you use all my other human billboard tactics to get referrals.

Now, what's a great opener? Sometimes, a lot of my coaching clients are like, "Well, geez, I don't know a lot of people, you know?" Or, "I called all the people I know." Well, guess what? You can find another 100 people by getting 10 people that let you know to give you 10 phone numbers of their friends, right? Or you can get 20 people to give you five numbers. Or you can get two people to give you 50 numbers. However you want to break it up.

Now, here is another boot camp marketing tip when you're calling someone that you don't really know, here's the opener to that. The opener is, "Hey, John --" Or, you know, "Hey, Susan. This is Steve from Fit Body. And John gave me your phone number. Thought it would be totally cool if I -- I'm doing this survey to see which boot camp classes I should open, which times would be best for people. We'd thought that you'd be a good person to ask. Is it okay if I could throw a couple of times and you tell me if you were looking to do a fitness boot camp what would be a good time for you?" So you throw out a couple of times, they tell you the times.

Now you broke the ice; you go into your human billboard script, "Hey. By the way, Susan. What are you doing right now to get amazing fitness and fat-loss results? What's totally working for you?" And then you go on to the whole script. You do the gap control that I told you about. And you go ahead and you close them.

Now another great boot camp marketing strategy is lead boxes. What I found that ups the conversion rate of getting leads from your lead boxes to come in and sign up -- to actually get those leads to say yes and come in after you call them -- it ups this about 37 percent -- is by using the gap control method.

So when you call the people from the lead boxes, It's like, "Hey, Susan. Congratulations. You did win a free week of fitness from entering in your name, your email, and information."

And from my lead box, I'm so excited for you. Hey, Susan. Let me ask you a question.

What are you doing right now to get amazing fitness and fat loss results? Oh, nothing? Oh, interesting. Susan, what are your goals? What would you like to do? Oh, 10 or 15 pounds."

And go through. Create that G.A.P. And by creating the G.A.P. using my G.A.P. control method, you will actually increase your chances by 37 percent to get Susan to now come in to your boot camp and then sign up.

Without doing that, you'll get a lot of people that'll just say, "No, thanks." Because you didn't present the problem that you're about to solve for them.

This is Steve Hochman. I'll talk to you soon.

1 Comment "Boot Camp Marketing – The G.A.P. Control Method"

Leave a Comment