Are you a fitness and wellness center owner looking for ways to increase your product sales? It’s understandable—the fitness industry is highly competitive, so any advantage on offer needs to be taken. In this article, I’ll show you how, by thinking beyond features and highlighting results instead, you can boost your products’ performance and success. We’ll explore why an emphasis on results resonates with customers more effectively than simply listing the features of a product or service. By acquiring invaluable advice and embracing creative ideas and strategies, you will gain the knowledge and insights needed to give your products the greatest chance of succeeding in the marketplace.
Disassociate Yourself from the Product
As a fitness entrepreneur, you offer a product that’s closely tied to your extensive knowledge, experience, and passion. This personal connection creates a deep sense of purpose and commitment to your services. However, the fear of rejection can sometimes creep in when someone declines your offerings. It’s important to recognize that these rejections are not a reflection of your worth or abilities.
Remember, they are not saying no to you; they might simply not be ready for your product at that moment. Instead, they simply present an opportunity for growth and improvement. Embrace the challenges, learn from them, and let them fuel your motivation to provide even better services to those who appreciate and value what you have to offer.
By disassociating yourself from the outcome and viewing your services objectively, you can use constructive feedback to continually improve your offerings.
Overcoming the Awkwardness of Asking for Money
Building a close relationship with your clients is a wonderful aspect of your business, but it can also make asking for payment or raising rates difficult.
When you’re connected with people one-on-one, working out with them regularly several times a week, you often become really friendly with them, you know? For a lot of nurturing people, asking for money can be super tough. I mean, it definitely was for me, especially when they became friends and you see them all the time. You know, when their card declines or the bill comes due, it’s like having this awkward conversation with your brother, right?
To address this, consider introducing new offerings that justify the increase. Let me share a story.
When I had to raise my business rates for the first time, I made a significant leap of almost 50%. I increased them from $60 to $90 per session. Naturally, this caught some resistance among clients. However, I introduced a new program called Semi-Private Training, where I worked with four clients per trainer. Surprisingly, this program already costs 50% more than regular training. So, the options were $60 for one-on-one sessions or $30 for a semi-private experience, sharing the session with three others. The semi-private option was a no-brainer, and it attracted four participants at $30 each, totaling $120 per session. Clearly, the revenue from semi-private training exceeded that from one-on-one sessions at $90.
I share this story to emphasize the sales aspect involved when requesting rate increases or enrolling someone in your program. Many fitness professionals find it challenging to navigate this realm naturally.
Highlight the Results, Not Just the Features
In the fitness industry, most professionals have a passion for helping others, but they may not feel comfortable in the sales role. However, you need to recognize that selling is an integral part of your business.
To begin, it’s crucial to acknowledge and embrace the reality that you are selling a product, not yourself or a part of your intellect. The product you offer is the outcome it delivers. For instance, consider laundry detergents like Tide, manufactured by Proctor and Gamble. They sell the promise of clean clothes. When you purchase Tide or any other laundry detergent brand, you’re seeking the end result of getting clean clothes. Their advertisements don’t focus on the chemicals that make Tide clean; instead, they portray the process of dirt being lifted off the fabric, illustrating the idea of clean clothes.
Similarly, the objective of your product is to help people achieve a healthier lifestyle, lose weight, and feel and look great. Take a moment to reflect and ask yourself: Do you feel that you are being adequately compensated based on your expertise?
By recognizing the true nature of what you are selling and aligning it with the desired results, you can better shape your approach and maximize your impact.
Create a Memorable Product Name
Uniqueness is a powerful tool in sales. When developing a new program, give it a catchy and memorable name that resonates with your target audience.
Creating a product name that leaves a lasting impression is key. Take, for example, Beachbody—a perfect blend of alliteration that captivates the mind. Similarly, think of the Brazilian butt-lift program. These videos are everywhere, offering quick workouts for arms, abs, and more. The aim is to choose a memorable name that lingers in people’s thoughts.
Imagine someone hearing about “Jane’s program,” which promises to help them achieve fitness goals and get that Brazilian butt they’ve always wanted. Remember, standing out and offering something unique is what truly seals the deal.
Be Unique and Differentiate Your Business
To stand out in the crowded fitness market, don’t be afraid to be different. Offer something unique that sets you apart from your competitors.
It is incredibly frustrating to hear fitness professionals justify their actions by saying, “Well, everyone else is doing it this way, so I have to do it too, or else people won’t notice me.” No, that is entirely incorrect. By following the same path as everyone else, you will only blend in and be perceived as offering nothing unique.
To excel and distinguish yourself from the competition, it’s vital to offer something truly unique. Standing out is key. Imagine being a red ball in a sea of blue. However, swimming with sharks in that red ocean isn’t wise. It’s a quick path to failure. Instead, strive for originality—something that sets you apart from the fitness center down the road.
Consider the big-box gyms. Are they truly distinctive? Did they differ from 24-Hour Fitness? Or from Bally’s? No. Sadly, big-box gyms went out of business because they failed to establish a unique identity in the mid-tier fitness market. They all looked the same, with similar prices and equipment. So how does one stand out?
Introducing a new facility with cutting-edge equipment can draw attention, but it’s not enough. Take the example of Equinox. What sets them apart? Apart from charging a premium for fancy towels and a delightful ambiance, they offer an experience people crave. It’s a refreshing change from the iron-clad atmosphere at 24 Hour Fitness or Bally’s.
Remember, true success lies in creating something exceptional and unmatched. Step away from the crowd, and leave a lasting impression.
It all comes down to one thing: results. As a fitness professional, your entire job revolves around achieving great results for your clients. It’s important to use that enthusiasm and focus on results when you are marketing a product you believe in. Focus on proving why clients should get the item or service you are selling. Break it down into experiences and successes that can be achieved with the item, and help potential customers see what they will gain from investing in it. Make sure you disassociate yourself from the actual product, emphasize results, create a memorable name, differentiate yourself, and think of ways to incentivize purchases. Finally, be creative and take advantage of impact calls; they give potential buyers a chance to experience the power of your product firsthand before making an investment! Schedule an impact call with me today and start transforming lives with your product!
Hey there! Don’t miss out on my exclusive FREE workbook: “3 Keys To Doubling Your Sales.” Inside, you’ll find some amazing insights and proven strategies to help you skyrocket your sales performance. Embrace the process, stay committed, and get ready to see your success soar to new heights!
If you’re ready to take your business to new heights, let’s chat about your specific needs and come up with tailored solutions that will boost your sales like never before. Schedule an impact call with me today, and together we’ll brainstorm and unlock your pathway to success.
