As a personal trainer we understand there are 4 main options once qualified be an employee, be a contractor for a gym or franchise, own/operate a studio or operate a mobile/outdoor business.
With more and more PTs pursuing operating a mobile/outdoor business there seems to be a growing demand and supply for group training but more importantly corporate training. In the last week alone I have had a handful of Personal Trainers ask me advice about the most effective strategies for starting a corporate training business including designing a proposal and how to deliver their packages/services effectively to prospect businesses and clients.
A major part of the proposal process is obviously sales and negotiation and after 10 years experience in sales in the health and fitness industry 6 years Neuro-Linguistic Programming experience and operating a corporate training business I have discovered the following vital tools for closing a corporate proposal deal.
Now even if you are not running a corporate business you can still learn new strategies for up-selling your own individual PT packages from the valuable information below.
If you wish to dazzle your prospect it is vital to have a sexy visual aid to seduce them and have them lust after your services and what you uniquely have to offer.
Below are 7 simple steps (each a power point presentation page) to elicit a burning desire in your prospects to pursue you and your amazing services with unbridled enthusiasm.
Page 1: Cover page.
This page is the first impression of your entire proposal and should set the symbiotic relationship frame of your relationship and you do this by showing both your business details and theirs on the cover page.
This should include your name and logo (presented by) and their name and logo (you can get this off the net) This shows that you are about win/win situations and are genuine in your approach.
Page 2 POD (Point of Difference) /Intro to benefits gets them thinking about the why…
This is purely and simply your POD, what makes you special if 2 other businesses met with your prospect prior to you why should they chose you over them?
If you have a slogan also place it on this page.
Page 3 some interesting facts/stats about their sport/business/industry.
Do some research so they can see you have done your homework and put effort into the proposal, you can use this to start the credibility phase of your proposal and prove you know what you are talking about.
This is the beginning of why they need help so base the information on WHY. Perhaps use issues or problems.. Some examples are $ amounts, ratios, studies and reports.
At the end of this page ask them 2 questions.
Question 1 what are some other important issues you believe I don’t have on here?
By gathering this information you can be sure to cover all bases and be thorough.
Question 2 why do you think that by having some assistance this will help?
This will un-cover what they believe to be their weakness in which you can feed back to them and use as fuel for the fire.
Page 4 Credibility.
This page is about the awesome you. All your qualifications, experience etc… Place anything and anything that demonstrates your capability including and incorporating even minor details which will set to impress
The aim of this page is to show them why they specifically need you and why they should choose you over another business or service.
Perhaps have one or two testimonials on here as well.
At the end of this page ask them 2 questions.
Question 1: by having someone with my qualifications and experience do you think it will assist you and make things easier for you?
By having your prospect say how it will benefit them in their own words they are persuading themselves and cementing the credibility psychologically of your services.
Question 2: In what way do you think It will benefit you having someone with my knowledge and qualifications assisting you?
Once again this will give you even more insight to their weaknesses and begin to overcome objections for the pre-close.
Page 5 what’s in it for them.
List all the benefits. Squash as many as possible on the page and go through each point specifically.
Here reiterate the stats, reports, figures etc… so it isn’t just here say use a smaller font size and jam pack every possible benefit possible showing them (so it seems) they are getting the better end of the deal.
At the end ask them the question in what other ways do you think It can benefit you having me on your team?
Once again it is in their words and they begin selling themselves, remember you don’t need them they need you and if they see that they will want you BAD…
Page 6 the Package includes:
Everything and anything in the package should be at least 8-12 items and go through each one thoroughly.
In bullet points every detail of your package information, eating plans, seminars, emails, 100% money back, reassessments, measurements, newsletters, freebies, etc etc…
When describing this package (preferably with a name) take your time to clarify specifically on a quantifiable level the comprehensiveness of the package. Spend more time on this page than any other. The whole proposal should take a good 30-45 minutes so around 5 minutes each page is great even up to 10 for this page.
Question: Can you see how this package will benefit you?
Question: What do you like most about this package?
Page 7 Pricing options
Use a double bind or t-chart option 1 or option 2
Example the first option is an advanced option (upfront) the second option is an easy payment plan.
Question: based on what we have discussed today I have two options the first option is……. or I have the more popular option (the option you wish them to choose) which is….. Out of these two options which is easier for you?
THEN SHUT UP and wait for an answer….
It is vital you use this exact wording as they will choose one or the other.
Example if you have a child lets say his name is Johnny and he is watching a cartoon lets choose an old favourite of mine He man and I said to Johnny: Johnny would you like to do the dishes now or would you rather wait until the end of the cartoon?
What do you think Johnny will choose? After right! If i asked Johnny upfront to do the dishes there is no way he would have obliged willingly.
Once they have made a choice then continue to schedule the first appointment of whatever it is and sign up the paperwork there and then.
If by some reason they decline offer them a free incentive to keep the ball rolling like a free trial etc…