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Personal Training: Suggested Verbiage for Selling


Teaching trainers how to sell to clients.In last month’s blog post I discussed techniques that managers should use to teach their staff (personal trainers) how to sell personal training. The first step is to change the trainer’s mindset, so that is what I focused on. This month I will discuss verbiage for the trainers to use when talking to potential clients. I have found that it is not so important that they say something perfectly, as it is just to say something about purchasing personal training. Some trainers assume that the client will ask for it if they are interested. That may be true in some circumstances, but most of the time the client is waiting for the trainer to make some kind of recommendation. Following are some examples of the verbiage we teach our trainers at Baptist/Health Milestone Wellness Center:

  1. “I meet with all of my clients on a set schedule to take them through a workout, track their progress and discuss the next steps they need to take in order to accomplish their goals. Most of my clients meet with me on a weekly basis. What do you think would work for you?”
  2. Or, “I have found over the years that those who work consistently with a trainer have a much better chance at reaching their goals. Everyone can use a coach. I would like to meet with you next week to keep you moving forward — what time would work for you next week?”
  3. Or, “During our initial sessions I’ll put together a workout that you can do on your own. Typically I like to regularly meet with my clients to take them through a little more challenging workout and check their progress. This way, you have some workouts you are responsible for, and once a week you see me and I’ll take you through a different workout. Could I see you next week at this time?”
  4. Or, “I would like to start out meeting with you two times per week for at least four weeks to help you progress towards your goal of [insert goal here]. At the end of the four weeks we can reevaluate to see if you will be ready to workout on your own, or if you would like to continue working with me. How does that sound to you?”

If you, as a manager, don’t teach your employees what to say, they will most likely end up doing one of two things: not saying anything at all or saying the wrong thing. You don’t have to use the examples I gave, but it would be very helpful if you gave your trainers some type of script to practice so that they’re comfortable saying it when they get in front of a potential client.


Lisa Jo Groft, BS, ACSM-HFS, is the co-director of fitness at Baptist East Milestone Wellness Center in Louisville, Kentucky.

Lisa Groft

Lisa Jo Groft, BS, ACSM-HFS, is the co-director of fitness at Baptist East Milestone Wellness Center in Louisville, Kentucky.

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1 Comment

  1. Debra Atkinson January 1, 2015

    What’s more important than what’s being taught…is WHY it’s being taught.
    What results is this getting?
    Have you tracked before …and after… we look for closing percentages to know if what’s being taught is effective!

    Are they closing at 30% 50% or at 80%?

    Someone walking in has already “met” you online and done homework- they are 70-85% SOLD on the idea..closing rate for face–to-face appointments should be HIGH.
    For actively sought leads…you reach out for…the closing percentage may be less… but not too low. Pull those trainers out of sales and back into role play in order to lower your risk of letting go someone who needs help and hurting your own numbers.


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