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Asking for the sale can be daunting, especially for those who are new to sales or find the process intimidating. However, for independent gym owners, gym salespeople, and personal trainers, mastering this skill is essential. Every member, every training session, and every class sale fuels the business and keeps it thriving. If you’re struggling to ask for the sale, know that it’s common, but it’s also something you can improve with a few simple strategies. Here are actionable steps that make asking for the sale feel more natural, less intimidating, and ultimately more effective.
1. Shift Your Mindset: Help, Don’t Sell
Instead of thinking of selling as pushing a product, shift your perspective to see it as helping people reach their fitness goals. Most people who come to a gym are already looking to make positive changes; they just need a bit of guidance and encouragement. When you focus on how you can help solve their problem—whether it’s weight loss, building muscle, or just feeling better about themselves—the “ask” becomes easier. You’re not selling; you’re offering a solution.
Example Script:
“I’d love to help you get started on achieving your goals. Let’s get you set up so we can start working on that together.”
2. Use Trial Close Questions
Trial closing is a way to gauge the member’s interest without directly asking for the sale. This helps both you and the prospect feel more at ease and reveals if they’re ready to commit. Simple questions like, “Does this sound like what you’re looking for?” or “Would you like to get started with this program?” can make the sales process feel less intimidating and can help you naturally move toward closing.
Example Script:
“Does this program sound like a good fit for you? If so, I can help you get signed up today, and we can hit the ground running.”
3. Highlight the Benefits, Not Just the Features
Prospects are usually interested in how your services will help them, not just the details of the membership or class package. Focus on the specific benefits they’ll gain, such as increased energy, improved fitness, or a supportive community. Tailor these benefits to the prospect’s stated goals and motivations.
Example Script:
“I know you mentioned wanting to build more strength. This program will help you reach that goal while giving you the accountability and support you need. Imagine how you’ll feel after a few weeks of consistent training!”
4. Create a Sense of Urgency
People are often more motivated to act if they feel there’s a reason to do so now. Create a natural sense of urgency by offering a limited-time incentive, such as a special discount, a free personal training session, or a complimentary class for new members. This doesn’t mean pressuring them but instead emphasizing that they have an opportunity to start now and gain extra value.
Example Script:
“We have a special offer running this month where new members get a complimentary personal training session. Would you like to take advantage of it and get started today?”
5. Ask Open-Ended Questions to Understand Hesitations
Sometimes, people hesitate because they have concerns or need more information. Instead of pressing for a yes or no answer, ask open-ended questions to understand their thoughts better. For example, “What’s holding you back from signing up today?” or “Is there anything you’d like to know more about before we get started?”
These questions encourage prospects to share their objections, giving you the chance to address and resolve their concerns directly.
Example Script:
“It sounds like you’re interested but might have a few questions. What’s on your mind? I’d love to help you feel fully comfortable about moving forward.”
6. Emphasize the First Step
If the thought of signing up for a long-term membership or committing to multiple sessions feels overwhelming to a prospect, focus on the immediate next step. This approach makes the decision seem less intimidating and provides a clear path forward. Sometimes, getting someone to commit to the first session or first month is enough to get them to experience the benefits and stay long-term.
Example Script:
“Let’s start with a single session, so you can get a feel for the program. If you enjoy it, we can look at longer options later. Does that sound good?”
7. Follow Up, But Keep It Friendly
If a prospect seems interested but isn’t ready to commit immediately, following up can make a huge difference. Many sales are lost not because of rejection, but because of neglect—someone was interested but didn’t receive a follow-up. A gentle reminder, ideally personalized to show you remember their goals, can be all it takes to convert a maybe into a yes.
Example Script:
“Hey [Prospect’s Name], just checking in to see if you had any more questions about the program. I’d love to help you get started on your fitness journey when you’re ready!”
8. Ask for a Small Commitment First
Instead of asking for a big sale right away, start with a smaller commitment. For instance, ask them to try out a class, join a one-week trial, or book a one-on-one consultation. This helps the prospect feel more comfortable and allows them to experience your gym’s value firsthand, making it easier for them to decide on a larger commitment later.
Example Script:
“Would you like to join us for a class this week to see what it’s all about? It’s a great way to get a feel for the gym, and you’ll get to meet the trainers and members.”
9. Provide Social Proof
Share stories or testimonials from current members who were once in the same situation as the prospect. Social proof—knowing that others have had a positive experience—can encourage a hesitant prospect to commit. For example, share how a current member achieved their fitness goals and how your program was part of their journey.
Example Script:
“One of our members, Sarah, was initially hesitant about starting, but she’s now been with us for six months and has made incredible progress. I believe you’d have a similar experience here.”
10. Simply Ask and Assume the Sale
At the end of the conversation, it’s okay to be direct and ask for the sale. By assuming the sale, you’re expressing confidence in the value you’re offering. When you’re speaking naturally and coming from a place of wanting to help, the prospect will feel your authenticity.
Example Script:
“Let’s go ahead and get you signed up so we can start working on your goals. I think you’ll be a great fit here!”
Practice, Reflect, and Improve
If you’re new to asking for sales or feel anxious about it, remember that practice is key. Reflect on each interaction, think about what went well, and consider what you might do differently next time. Asking for the sale becomes easier with experience, and each time you ask, you’ll gain confidence.
Final Thoughts
Asking for the sale is not just a skill but a mindset. By viewing sales as a way to help your clients achieve their fitness goals, understanding their needs, and confidently presenting your solutions, you’ll find that asking for the sale feels natural. Each member or client is another opportunity to change a life, and by using these simple, effective strategies, you’re setting up both your clients and your business for success. So, take a deep breath, believe in the value you bring, and ask for that sale! Contact Jim here.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
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