One of the biggest challenges I’ve found through my years of being fitness co-director at Baptist Health/Milestone Wellness center in Louisville is helping my employees learn how to sell personal training. Most trainers have a grasp on how to write a program, but they have no idea how to sell themselves or their products. Through Trainer University, our in-house training and development program for our trainers, we teach our trainers what to say in order to close the deal 80 to 90 percent of the time.
We start with teaching the trainers how to change their own mindsets about selling. If the trainers think the product is too expensive or are not confident that they are worth what they’re asking, they will not be as assertive in recommending sessions to potential clients. Here are some simple strategies we teach our trainers in order to help them overcome their own barriers:
One of the most important factors for trainers picking up clients is presenting themselves as professionals. As the co-director of the fitness department, I have found that personal trainers lack the knowledge of how to conduct themselves as professionals on a regular basis.
Confidence is the biggest component of professionalism because if the trainers are positive that they can help clients, it will show through when they make recommendations. Following are the things we stress about presenting yourself as a professional:
Stay tuned to next month’s blog for exact verbiage to teach your trainers to use when selling personal training to potential clients.
Lisa Jo Groft, BS, ACSM-HFS, is the co-director of fitness at Baptist East Milestone Wellness Center in Louisville, Kentucky.