Sales: Handling Objections

I have taught a lot of people how to sell memberships. For many years, part of that process included training on how to handle objections such as:

“I want to think about it.”

“I need to talk to my significant other.”

“I can’t afford it right now.”

Those are the big three, and really are the only objections that membership salespeople hear.

The way this was taught to me, and therefore, how I imparted this knowledge onto my clubs and clients, was to gather your ammunition on a tour before the price presentation.

“So, Joe, how long have you been thinking about joining a gym?”

“Oh, for a while now. A few months for sure.”

“Ok, so why now?”

“I am really ready to get started.”

“Great. Now, would this membership be for you, or for you and someone else?”

“Just for me.”

“Ok, are you married?”

“Yes.”

“Is your spouse interested in being a member of our fitness center?”

“No, she exercises at home.”

“Ok, great.  oes she support you in your decision to join Main Street Fitness?”

“Um, yes, absolutely.”

Ok, so if you ask those questions, you will likely get very similar responses to what I just demonstrated.  This is now information that can be “used” in the event of “Joe” throwing out an objection to joining your gym.

“So, would you like to get started today?”

“Um, I want to think about it.”

“Ok, Joe, but help me understand something. You mentioned earlier that you have been thinking about joining a gym for quite some time now, and that you are really ready to get started.”

“Yeah, I am, but I want to run it by my wife first.”

“Okay, no problem. Your wife is currently exercising at home, but you did mention that she supports you in your decision to join Main Street Fitness.”

“Yes, she does. You are right, I should get started today.”

Now, here’s the deal: If you require your staff to ask those questions and train them on the process, you will likely see increased sales. But, as I have written about before, as well as been quoted on in articles written by other people in the fitness industry, you risk crossing over into high pressure sales when you start handling objections. Moreover, it is challenging to keep staff who you force to sell that way. They either hate it and quit, or enjoy it and end up selling drugs (pharmaceuticals) or something more “big ticket.”

My recommendation, my sage advice, is to find a happy medium. Use the following two strategies:

1. Have a trial membership. I am the world’s biggest fan of a paid trial. But even if you only have a 7-day or 14-day trial, you can ensure that most people don’t simply join today or walk away to maybe come back. They either join, or they take the trial.
2. Ask the two questions above but don’t use it as ammunition. There aren’t many salespeople who feel comfortable reminding a prospect of what they said 10 minutes earlier. But simply by asking the two questions (“How long have you been thinking about joining a gym?” and “Does your spouse/significant other support you in joining a gym?”) is typically enough. After those two questions are asked and answered, the prospect is often aware that they can’t use “think about it” and “talk to my spouse” as objections.

Get those two questions on your needs analysis. If you need a needs analysis template, I’ve got you covered. Email me at jason@Jasonlinse.com with “needs analysis” in the subject line.

And regarding, “I can’t afford it.” This is actually something you want to hear about 20 percent of the time. This is your barometer that you aren’t too cheap. If you never hear it, raise your rates. If you hear it all of the time, contact me and I will be happy to discuss your situation.

Keep changing lives.

Jason Linse is president and founder of The Business of Fitness, a consulting company.  He also owns a personality assessment company called People Plus+ Fitness. He can be reached at jason@jasonlinse.com or at 612-310-1319. Visit www.jasonlinse.com.