How to get prospects to pay $300 a month for your coaching
“People won’t pay $75 an hour for personal training in my market.”
“I can’t raise my prizes. My clients are already tapped out financially.”
“Nobody would ever pay $200 a month in my town.”
I used to think all of those thoughts. It caused me great anxiety when the moment would come that I had to reveal the prize of personal training to the prospect.
I disliked the idea of sales as much as anyone.
That was 9 years ago. Today, I have come to embrace what I sell—health and fitness—because I know it’s helping people live better lives.
Here are 4 valuable lessons I have learned in 9 years of coaching at MadLab School of Fitness when it comes to onboarding (aka selling) a new prospect:
1. Don’t judge a book by its cover:
You have no idea what the prospect in front of you is willing to pay, despite what assumptions you might be making about them.
I once had a client—a student—who was living out of a tent at the time on the shore of a nearby lake, drop $850 for personal training, and then proceed to pay $1,100 for 6 months of group classes (pretty sure our facility was the only place he showered during those six months). The point is, sometimes the most unlikely people are the ones who drop thousands of dollars on their fitness.
2. Sales is but a conversation between two people to get to the bottom of their problem:
All you’re trying to figure out is if you have a solution to their problem. Like dating, let it flow naturally to see if they’re a right fit for you as much as you’re a good fit for them.
3. If they cry, they will buy:
My close rate on new clients went up when I started using the first day as a conversation only. We don’t even workout anymore. We just sit and talk and I try to get to the bottom of their pain, get them to be vulnerable and open up and dig deep as to why they want to lose weight, get fit, be strong, get their health back. People who have told me about childhood trauma, about learning disabilities, about depression and anxiety and other mental health issues, during that first conversation—anyone who has truly opened up and revealed real emotions—has proceeded to sign up. Again, if they cry they will buy!
After they cry, hug it out…
4. If they see value, the price becomes a NON-ISSUE, regardless of their income!
This comes down to the whole concept about priorities…
If someone wants something bad enough, they’ll likely make the financial adjustments to make it happen. Like Allison McDonald.
Allison is a 28-year-old woman, a student no less, who makes $40,000 a year in Vancouver, one of the most expensive cities around (a city where people spend easily $20,000 a year just one rent alone). She decided she was tired of being overweight and out of shape and feeling generally down and out, and saw VALUE in having a coach for life at MadLab School of Fitness.
Allison dropped CA$1,300 on personal training last summer and has found a way (mostly by stopping spending money on booze, she said) to pay $300 a month to train at MadLab School of Fitness for the last 14 months. She does 3 to 5 group classes a week and meets with her coach Emile once a month for a personal training session.
She has lost 70 lb. in the last year and a bit has completely transformed her life emotionally. She saw the value in the solution we could provide her and decided it was more than worth $300 a month and more.
Show value and offer a solution and people will pay…
(This requires sales training and mentorship, which all MadLab Group coaches go through).
Check out Allison’s story in this video: