Whether you are trying to attract new clients into your Pilates program or your transitioning mat participants into Reformer classes, an effective demonstration program is a crucial component to your success. In talking with many of our commercial customers, we’ve found that an effective Pilates demo program can generate an 80% success rate in getting clients to sign-up for their Pilates program.
Here are some pointers for creating a successful Pilates demo:
1. Connect with the person you are teaching. Understand your prospective client’s needs. Take some time to ask a few questions, and customize a demo to best suit an individual’s specific requirements. Questions might include:
• “What is your current fitness program, if any?”
• “What are your fitness goals?”
• “In what sports or activities are you interested?”
• “What do you want to change about your body?”
• “Do you have any injuries from which you are recovering?”
2. Discuss the benefits your clients will receive from doing Pilates at your facility.
Tailor the benefits to your clients’ particular goals and interests, such as:
• Improved power and performance – particularly if they participate in a specific sport, like golf or tennis
• Better flexibility
• A stronger core
• A more toned body
• A better feeling.
3. Provide an exciting, dynamic and motivating workout demo. Most club members expect to be challenged, so your demonstration should include challenging exercises. Exercises should allow a variety of clients to successfully feel results. Select workouts that are appropriate in relation to overall fitness levels. Most importantly, your demonstration should be well-paced. Choose exercises that can transition quickly from one to the next, and avoid staying with one exercise for too long.
4. Sign them up right then and there! You should have everything you need right there to complete the sign up. Don’t send a client to another area of the gym to complete the sign-up process unless you have time to accompany them and follow through. Suggest a program you think would work for them as a starting point. Consider the specific time of day, the instructor, and the program package that you think will pique their interest as well as give them the health benefits they are seeking. If a particular package is too expensive, then move down to the next program level. For example, you could say: “I think you would really enjoy taking Lauren’s Monday and Wednesday class. If you combined that with one private session a week, you could really make some progress on your [insert benefit you have identified]. The ‘Gold’ package gives you unlimited classes, plus one private session a week for only ‘$X’ per month. This is a big savings over buying the sessions individually.”
5. Shake hands and tell them what a great time you had. Touching helps create an important connection. If the client does not sign-up, but he or she was not opposed to the idea, follow-up with a phone call in the next week to say how much you appreciated working with them, and to ask them if they have any additional questions about Pilates. Keep them on your list of potentials and email or call on occasion to let them know about new classes or schedule changes.
6. Meet with your staff before starting any demo program. Before starting any demo program, it is a great idea to meet with your Pilates instructors to discuss which exercises would be the best to include. Then, market the demo program to your existing membership in your club’s newsletter or other available avenues. See if you can get people to start signing up before the program even begins. With proper planning and well-paced repertoire, there’s no reason your program can’t be successful.
Overcoming Objections
In any sales demonstration or presentation, you are going to come across objections – it’s just the nature of the business. It is important that you determine what the real objection is when you hear it and do your best to overcome it. Here are some of the more common objections you might come across, and suggested tactics for overcoming them:
• Objection: “I don’t have time right now.” Solution: Ask about their schedule and see if you can suggest a good fit of which they might not be aware.
• Objection: “I only have time to do cardio.” Solution: Let them know that strength and flexibility training are just as important as cardio for overall fitness. Suggest trying Pilates as an alternative to cardio workouts once a week and let them know that changing a workout routine can help to improve fitness gains.
• Objection: “I can’t afford it.” Solution: Make sure they are aware of all your available program packages and suggest one of the least expensive packages. Also, mention any specials and promotions you might be running.
• Objection: “I don’t think I need this right now.” Solution: Answer this in terms of the benefits you think they can get out of Pilates. Use their interests to answer this objection. Whether you close the sale or not, you should be polite and friendly and keep the door open. Remember that they are a lot more likely to come back and sign-up when their circumstances change if they are left with an impression of you as a warm, welcoming person.
Ken Endelman is the Founder and CEO of Balanced Body, Inc. For more information, visit www.pilates.com, or call 800.745.2837.
