Dissolving Objections

By Ethan Smoorenburg on April 1, 2016

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Making a choice to invest in health and wellness in a gym setting is brave. For many people, working out in public is out of their comfort zone. And, that fear or discomfort can create a barrier between what they want (to get in shape) and success. That barrier is objections.

In order for a desire and an accomplishment to meet, objections must be neutralized. The main objections that I experience are: spouse, time, price and commitment. Fortunately, as fitness professionals, we have the ability to help dissolve these objections and encourage each member to find success.

During the sales process I always ask, “Is your significant other supportive of your goals?’’ This will provide the possibility of getting that other person in our doors as well.

In regards to time, I like to suggest members workout three to four times per week. I say, “There are 168 hours in a week, and you deserve to dedicate three of those to your health and wellness.” Providing a time-efficient program can also go a long way.

When it comes to a price objection, I want to be firm and never devalue my product. “How valuable is your health and wellness to you? This amount provides you with a facility and a support system on a monthly basis.” Adding value to the experience will provide a better understanding, while still providing an opportunity for your facility to over deliver.

My favorite objection is commitment. “Our membership is for 12 months to put your goals into perspective. You are agreeing to pay for our service, which is based on your personal goals. If you invest in your health with us, then we will invest in your goals.” Confidence in the delivery of your product, along with providing a customized experience, will allow the need for a healthier lifestyle to outweigh a possible opposition.

Now, start dissolving those objections.

Ethan Smoorenburg is a personal trainer and manager of Anytime Fitness in Upper Lafayette, Louisiana. For more information he can be reached at ethan.smoorenburg@anytimefitness.com.