A case to remove membership prices from your website
I have to admit when we decided to remove our prices from our website three years ago, I was skeptical. It just felt devious to me, as if we were trying to trick people into paying for our coaching services.
My initial concerns were:
- We would bring in less leads because people would turn away from our site and toward a gym that was more transparent with their prices.
- People would come in with their back up, pre-emptively suspicious about what we were about to charge them.
Still, though, we went forward with the decisions to remove prices from our website for two main reasons:
1. To help us show and sell value:
We had been getting sales training from Greg Mack, an absolutely sales genius, and had been learning as a coaching staff about selling value.
The idea being people often ask the price of something before they really know what they’re going to receive, and they make assumptions about how much something should cost based on their (sometimes incorrect) assumption. In our case, a prospect might assume they would be paying for group workouts and in their mind that’s worth a certain amount. Why would they pay $300 a month for a bootcamp? However, what they’re actually receiving is a professional coach in their corner to help them with their continued health, nutrition, fitness, wellness, rehabilitation, sleep, stress etc etc…
How can you compare group class workouts with a personal coach? You obviously can’t, and what we were finding was we often sounded “expensive” based on someone’s preconceived expectations and assumptions that they were signing up for group classes.
2. Our prices vary greatly:
We offer various types of memberships, so our prices are pretty broad. Some people pay $220 a month to train at our facility, and others pay $600 a month. Others still drop $1,200-$1,500 during their fundamentals phase and then move to a $250 a month membership. In light of this, it became incredibly convoluted explaining this price range on our website.
Alas, removing the prices from the website gave us the opportunity to treat each prospect on a case-by-case basis.
Because no two people are the same…
Three years later:
It’s safe to say the decision to remove prices was a good one. The number of leads we are bringing in certainly hasn’t been negatively impacted, and it allows us to sell value in a much more effective way.
Yes, the odd person does express a certain amount of pre-emptive suspicious, saying, “Your prices aren’t on your website? How much does this cost?”
I reply with: “Everyone pays a different amount depending on their individual needs, goals and budget, so we took our prices off our website because they were misleading as our price range is incredibly broad.”
Usually this calms the person right down and the prospect becomes receptive to hear more about training at our facility.
Another line that I have experimented with (that also came from Greg Mack) is to ask, “Is price the biggest, or the only, factor in your decision to train with us?”
Usually the person says, ‘No it’s not the only factor,’ and then they proceed to list what they’re looking for. This helps move the conversation forward to determine if I’m a good fit for the prospect and them for me.
Ultimately, however, the result of removing our prices have helped me as a coach sit down with a prospect and truly get to know what they value and what they’re looking for to see if I have a solution to their problem. And those that think I have a solution to their problem—or their emotional pain—are pretty much willing to pay half their month’s salary to train with me!
I relate it to the woman who is desperate to get pregnant. In vitro fertilization costs tens of thousands of dollars, but that woman values having a baby more than anything else in the world that she doesn’t even consider not trying to find a way to pay for it. I personally know couples who have picked up second jobs or have worked 100s of hours of overtime to pay just to TRY to start a family.
Now I’m not suggesting what we do as coaches is as powerful as having a baby, but the concept is the same: If the woman who has been struggling to lose her baby weight for five years, and grows more miserable each year, thinks having a coach, who can guide her in making lasting lifestyle changes through step-by-step nutritional and fitness habit changes, will provide her with happiness and a body she hasn’t had in years, this woman won’t hesitate to drop $850 on 10 personal training sessions.
In fact, this just happened to me this week. I sat down with a woman in this exact position. She had no clue what she would be paying to train with us, yet she poured her heart out to me, and then dropped some serious cash in exchange for her commitment to trusting me to help her get her body and happiness back.
What are your thoughts as a gym owner or coach? Prices on the website?
To learn more about what the top 1 percent of gyms do to maximize revenue, keep clients for life and pay coaches a professional wage, DM MadLab Group on Facebook the code BEERS for a completely free video training series. (https://m.me/MadLabGroup)