The Easy “Non-Close” Close

Posted by Steve Hochman on Mon. Apr. 9th, 2012

Hey Steve here, and I've been getting a lot of questions about how to close people that come in on promos.

So I put up REALLY SHORT but POWERFUL post for ya'll on how to use one of my favorite secret closing weapons - The "Non-Close" Close.

It's simple really for two main reasons.

The first reason is you are giving them an irresistible offer.

And the second reason is because you are NOT requiring them to pay you NOW, which overcomes the dreaded "I'll have to talk to my spouse" objection.

So here's how it works.

When someone is on a promo, first get them emotional by finding their "pain" or their "hot buttons."

Next, offer them a "bribe" by telling them that if they sign up now, after the promo is over they can get half off their first month of boot camp.

Tell them that they just have to give you their credit card info and fill out the agreement but wont get charged anything until after the promo as long as they absolutely love your program.

Tell them that you are doing this to REWARD them for taking a small but VERY POSITIVE step in the right direction today.

Be sure that they understand that they are not being charged now, and they can change their mind and at any point during the promo, but because they took a positive step in the right direction today, their first month, should they decide to stay on board, is half off.

The only other ingredient in this formula is YOU giving them the ULTIMATE CLIENT EXPERIENCE.

This entry was posted on April 9, 2012 at 11:18 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 Uncategorized by Steve Hochman | 12 Comments

Jamie says:

April 9, 2012 at 11:29 am

I like this Steve so simple!
Gonna test it this week. Thanks for the great advice.

stevehochman says:

April 9, 2012 at 11:32 am

Awesome Jamie, let me know what happens!

Dave says:

April 9, 2012 at 11:46 am

Steve,
Great advice. Will give it a shot

Jim Pearo says:

April 9, 2012 at 11:58 am

Great tip Steve

April 9, 2012 at 12:04 pm

Thanks Pearo, enjoy 🙂

April 9, 2012 at 12:05 pm

Dave, report back on the results!

Matt says:

April 9, 2012 at 12:12 pm

How often do they come back and cancel the agreement before they actually pay?

April 9, 2012 at 1:35 pm

If you give them amazing service, a lot less often.

JJ Brawley says:

April 9, 2012 at 1:43 pm

oh wow Steve! I had no idea you were going to post about me on your blog...So ummm.... Thanks!

But I'd like to add a few details to this if I may.

You see, when a client wants to come to my boot camp I ask for a credit card over the phone to "hold their spot" and/or they will have used my scheduling system (Mindbodyonline) to make a payment of either $1 (refundable after the trial is up, or if they stay on board the $1 goes towards a program) OR they have made a $20 donation to a local Charity we are supporting (again through our web site)- in which case we give them 30 days FREE access to the boot camp, plus a meal plan, a grocery shopping guide and a training journal. (A $299 value) So one way or another I've always got their credit card on file before they EVER show up. (I don't allow anyone to come to boot camp who has not made an appointment, does not schedule themselves or who doesn't want to leave us a credit card over the phone). In a few rare cases someone did not want to do it over the phone so we simply direct them to our web site and 98% of the time they go ahead and do that). Now when they come in we have them fill out the liability waiver, the PARQ and the program agreements (Top Half). We ask them if they have any injuries we need to know about before we begin and then we get started.... and so right after the session is over we ask all first timers to stay a few minutes. And so they all gather around, I hand them all a pen and then I hand them back the agreement. Its an easy close because they've just finished a AWESOME workout and now they know what to expect. I ask them to turn around and look in the mirror and tell me if they can imagine what they will look like if they keep doing these workouts at least 3 days a week for the next 10-12 Months. Then I ask them all what their goals are...so now every shares in front of everyone else and they begin to feel that camaraderie right away. Now I say AWESOME and I thank them for sharing something so personal and tell them I am VERY excited to help them on their fitness journey and I thank them for trusting ME with their health and fitness needs, and then I say "so today I just want to ask you to choose one of the following programs and as an "ETHICAL BRIBE" to have you sign up today I am going to give you $100 off the first month, IF you decide to stay on board you will have uninterrupted service, however, if for ANY reason between now and the time the first 30 days is over you change your mind and don't want to stay on board, you may cancel by simply sending me an email to let us know, and then I clap my hands loudly and say "Welcome Aboard and Congratulations on completing your first workout with us here at Fit Body Boot Camp and welcome to our family! and then I clap my hands again very loudly and say "OH, before I forget, if you refer us anyone who stays on board past the trial period we give you 1/2 off your first month, so if you get a friend, family member or coworker to join us you could get your next month for FREE. and then I say OH WAIT - one last thing... Because we are trying to gather together the funds to get our own studio and because we are in need of some new equipment we are actually offering 50% off the program if you pay 6 months up front, and we'll give you 60% off if you pay for 12 months up front and so if that sounds like a doable deal for you, just come chat with me later and I'll give you the rest of the details. I won't offer that after the first 30 days or the first billing and I do let them know this. I've been having at least 1 out of 5 pay me for 6 months up front and 1 out of 10 pay for the year! PIF really is AWESOME! But you can't get a PIF if you don't ASK! Its ALWAYS a NO if you don't ask!

🙂

Stay AWESOME Steve!

PS: After closing the 21 above... my trainer closed another 5 and I closed another 12...and I can pretty much guarantee that we close a LOT more with this method very soon!

April 9, 2012 at 8:18 pm

Thanks J.J.!!!

Rick Kaselj says:

April 20, 2012 at 10:40 pm

Very helpful tips you got for closing deals with your clients. I agree with what you said that the key ingredient to keeping clients and attracting new ones is to give them the Ultimate Client Experience. Good job on this blog Steve!

Rick Kaselj
Exercises For Injuries