If you are in the fitness business for a long period of time then you are most likely passionate about it. The problem is not all prospects are that interested in you. This may sound counter-intuitive, but in my years of fitness sales I’ve found people buy based on your ability to solve a problem (that’s it). NOT, because you can recite the exact grams of sugar in every protein bar on the market, or 17 variations to the squat.
Typically the best approach is informative, yet basic enough so the layperson understands what you are talking about. Keep your explanations and presentation as simple as possible and laser focused on issues they mentioned that are important to them and you will have much better chance of selling them. Then it might be okay to highlight your encyclopedic knowledge of nutrition and anatomy. First things first though, they have to feel comfortable and be sure you can give them what they want not, what you think they need.
Frank Emanuel
Health Club Marketing Contributor
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