by Jim Labadie

During any economic downturn, people continue to spend money. They just may not spend it in the same places they do when the economy is surging ahead. Because many Canadians are overweight and are desperate to lose weight, selling personal training still isn’t too difficult with the right approach. Follow these tips to stay profitable: Sell people what they want Overweight people spend billions of dollars every year buying everything from diet pills to magic potions to personal training. But most personal training businesses fail to market the one true thing that people really want: weight loss.

For the most part, health doesn’t sell. In fact, many people probably don’t care less about their health until they lose it. By selling people on personal training for weight loss, fitness businesses have a much easier time enrolling new members.

Also, trainers can “hide their medicine in the applesauce” so to speak. People who hire a trainer and lose weight, build lean tissue, increase cardiovascular endurance and see health benefits as a matter of course.

People have money

When personal trainers have trouble asking for money, it’s usually because they would never pay for the service themselves. Or perhaps they can’t afford the service they are offering.

During a sales presentation, there can be no lack of confidence whatsoever. Prospects see right through “experts” whose voices crack when the subject of money comes up. If their body language changes, prospects notice. Or if the personal trainers’ negative beliefs about money or the services they offer manifest themselves in any way, there is a good chance the sale will be blown.

People have and will spend money on services they value. Personal trainers need to be sure they truly understand the value they provide and have no hesitations asking for money.

Find the right emotions

People buy for emotional reasons much more often than for logical ones. For example, what logical or practical reason is there to own a six-figure car like a Ferrari or Lamborghini? None. But there sure are a lot of emotional ones.

Find each prospect’s emotional reasons for hiring a trainer. It may take some digging, but once they are found – and they are always there – by focusing on them throughout the presentation, the sale will practically close itself.

Jim Labadie has helped thousands of personal trainers become more successful with easy-to-follow business strategies. Download a copy of his free e-book “63 Must-Have Sales Tips for Personal Trainers” by visiting PTSalesTips.com.

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