.jpeg)
If you’re looking for a game-changing strategy to increase personal training sales, the “Second Sale” technique is a simple yet highly effective approach that can significantly impact your bottom line. This strategy capitalizes on the critical moment immediately after a customer has signed up for a membership—when they are most motivated and open to investing in their fitness journey.
This article will break down the “Second Sale” technique, explain why it works, and provide actionable tips to implement it effectively.
What is the Second Sale Technique?
The “Second Sale” is a technique that involves offering personal training services immediately after a new member has completed their sign-up process. The idea is to leverage the excitement and commitment they feel as they start their fitness journey to introduce them to programs that can accelerate their results.
How It Works
- Set the Stage Once the customer has joined and their membership paperwork is complete, thank them for joining and congratulate them on taking the first step toward their fitness goals.
- Ask the Magic Question Say, “How would you like to get your results twice as fast?” Most customers will respond with curiosity or enthusiasm, often saying, “Yes, of course!”
- Position Personal Training as the Solution Respond with: “Well, great! Customers who get results twice as fast are typically those who participate in one-on-one training with a personal trainer or join one of our group training programs. Let me explain how these options work and how we can help you achieve your goals.”
- Ask for the Sale Present your personal training packages or group programs clearly and confidently, and ask if they’d like to get started. For example:
- “Would you prefer one-on-one attention with a trainer or the camaraderie of a group training environment?”
- “Which of these options feels like the right fit for you today?”
Why the Second Sale Technique Works
1. Leverages Motivation
New members are most excited about their fitness journey right after joining. Their decision to sign up reflects a desire to make a change, and they’re likely looking for ways to maximize their success.
2. Builds on Momentum
The act of purchasing a membership creates a psychological momentum known as the “commitment effect.” By suggesting additional services that align with their goals, you’re tapping into their readiness to invest further in their fitness journey.
3. Presents Immediate Value
By framing personal training as a way to achieve results faster and more effectively, you position it as a logical next step rather than an upsell.
How to Implement the Second Sale Technique
Step 1: Train Your Staff
Ensure your sales team and front desk staff are trained to deliver the “Second Sale” pitch confidently and naturally. Role-play scenarios so they can practice handling objections and tailoring the conversation to different member needs.
Step 2: Have Packages Ready
Create clear, easy-to-understand personal training and group training packages. Highlight key benefits, such as:
- Faster results.
- Personalized plans.
- Accountability and motivation.
- Access to professional expertise.
Step 3: Offer a Trial Option
For hesitant members, offer a low-commitment trial package, such as a discounted introductory session or a week of group training. This lowers the barrier to entry and gives them a chance to experience the benefits firsthand.
Step 4: Create Visual Aids
Use brochures, posters, or digital displays to visually reinforce the benefits of personal training. Display success stories, testimonials, or before-and-after photos near the front desk to create interest.
Step 5: Measure Your Results
Track the number of new members who opt for personal training immediately after signing up. Use this data to refine your approach and set realistic targets for conversion rates.
What Results Can You Expect?
When implemented effectively, the “Second Sale” technique can lead to significant growth in personal training revenue. On average:
- 20% of New Members Will Buy Personal Training: By making a clear and compelling offer, you can expect roughly one in five new members to purchase some level of personal training.
- Higher Member Retention Rates: Members who engage in personal training are more likely to stay committed to their memberships because they see faster results and feel supported in their journey.
- Increased Member Satisfaction: Offering additional services enhances the member experience, making them more likely to recommend your gym to friends and family.
Overcoming Objections
Some members may hesitate when offered personal training. Here’s how to handle common objections:
- “It’s too expensive.”
- Response: “I completely understand. Think of personal training as an investment in your health and fitness. Plus, we have flexible packages that can fit most budgets.”
- “I want to try working out on my own first.”
- Response: “That’s a great mindset. However, many members find that starting with a trainer helps them build confidence and establish an effective routine right from the beginning. Would you like to try just one session to see how it feels?”
- “I don’t have the time.”
- Response: “Our trainers specialize in creating efficient workouts tailored to your schedule. Even one session a week can make a big difference.”
Take Action and Try the Second Sale Today
If your gym’s personal training sales aren’t where you’d like them to be, the “Second Sale” technique could be the solution you’re looking for. This simple, conversation-based strategy can unlock untapped revenue potential and strengthen member relationships.
Start training your staff, refining your offers, and tracking your results. You’ll likely be amazed at the difference this approach can make for your gym business. Try it today and see what happens! Contact Jim here.
Looking for Financing Options?
Take your gym business to the next level. Click here to explore tailored financing solutions, or contact us directly at 214-629-7223 or via email at jthomas@fmconsulting.net. Prefer to dive right in? Apply now or book an appointment for a personalized consultation.
Have a specific Gym Sales & Acquisitions question? Message me here and let’s chat! Or call/text at 214-629-7223.
Insurance Made Simple for Gym Owners & Personal Trainers
Protect your business and your future. Discover custom insurance solutions here.
Custom Apparel Without the Hassle
Get premium custom apparel for your gym with no inventory required. Click here to get started.
Want to Grow Your Gym Business?
Unlock the secrets to scaling your fitness business with this must-read book: Click here.
Is Your Gym in Need of a Boost?
Whether you’re facing declining sales, need a fresh marketing strategy, require a complete business turnaround or ready to start a new gym, we’re here to help. With over 25 years of industry expertise, we offer a free initial consultation to explore solutions tailored to your unique challenges. Don’t wait—contact Jim Thomas at 214-629-7223, or gain immediate insights from our YouTube channel. Connect with us on LinkedIn.
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.
No comments:
Post a Comment