Get Comfortable with Selling
“Many managers and staff are uncomfortable with selling,” said Sherri McMillan, owner of Northwest Personal Training, during her session at IHRSA 2019. “But the success of your facility can depend upon you becoming a top-notch salesperson. Holding the highest credentials, having the newest machines, or having the most popular classes won’t make any difference if you can’t get clients to invest in your services.”
McMillan built her award-winning Vancouver, WA, personal training business by identifying successful keys to selling PT services. For starters, she realized that selling doesn’t require hardball tactics. For the most part, said McMillan, what makes a successful salesperson is knowing how to handle the fears and concerns of the client.
“You have to be prepared to know what the typical objections are.”
McMillan believes it’s useful to role-play possible scenarios and be ready to disempower an objection before turning the conversation around to your advantage.
“You need to listen to the entire concern without interrupting,” she said. “Then paraphrase and repeat the obstacle back to them. Let their brain hear what they just said. When they hear their excuse coming from your mouth, the brain processes it differently, and often they realize that the obstacle is not valid and they need to stop thinking and take action.”