by Greg Lawlor
Take the time to think about why that potential client hesitates in committing to a new fitness program.
At STAK Fitness we face a lot of the same challenges you do…no matter what part of the fitness industry you represent or for that matter what industry you represent. We are judged every day on our services, just like you.
We often face potential customers who have been burnt by suppliers in the past. In situations like this we are judged on the past performance of a competitor before we’ve even been to bat and we will be judged by everything that did not work for that person in their past. Every “get fit quick” gimmick online or in the media, every widget on the television promising of life changing results, every weight loss program that did not work and by everyone at that person’s home who did not support his/her effort to adopt and healthier lifestyle. How do you deal with that?
There is only one way…the truth.
In fact, when you think about it, we are pretty much held to the same standard that Lucy was when she pulled the ball away from Charlie Brown.
How many times did that person try to get into better shape, lose weight, reduce pain, be more active? How many times has that person failed? From their perspective, it may seem easier not to commit to another program and put up with ridicule at home.
If people believed 100% they would succeed with a membership at your facility or through your services, there would be little hesitation to commit.
Here are three ways do deal with client objections that come from past failures.
1. Confirm that this will be different. “that was then , this is now”
2. Have your “reason why” process– all the reasons why it has not worked in the past must be eliminated.
3. Re-affirm with the following language “you are making a good decision”.
Regardless of the service you provide in fitness, there will always be things holding clients back. The better we are at dealing with them, the more we can get help the people we serve and consequently the more commitment we will get in return.
Greg Lawlor is Chief Customer Officer of STAK Fitness Int’l Inc. a supply and education organization. Greg’s new book “Crisis in the Gym” – is due out spring 2013. You can connect with Greg to find out more on how to take action on at www.greglawlor.com
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