Learn how to sell more and specifically sell more gym memberships in six steps taught by business coach Clay Clark. These 6 sales steps are a must-listen for all salesmen.
SHOW NOTES from the Business Coach :
6 Steps to Sell More and Sell More Gym Memberships:
1. Understand the Formula – Rapport, Needs, Benefits, Close, Isolate Objections
2. Rapport – Your goal is to get the prospect to both like and trust you
A. Observe the 70 / 30 Rule of Conversational Generosity
B. Script out 5 questions
3. Needs – Your goal is to create disatisfaction with where the buyer is and where they want to be by asking questions focused on find their current pain and the gains they would experience as a result of using your product or service
A. Observe the 70 / 30 Rule of Conversational Generosity
B. Script out 5 questions
4. Benefits – Your goal is to deliver benefits the solve the problem of your prospect that are supported by facts
A. “First, state the Benefit (not the Feature) you are about to prove. Then prove that Benefit using facts, figures, opinion of experts in the field, testimonials of others in the industry, or other tangible information that is quantifiable and real. Using those facts, apply the Benefit to the Buyer (personally, if possible).” – Jerry Vass (Author of Soft Selling in a Hard World)
B. Script out 5 benefits supported by facts (before and after photos and testimonials for gyms work well, third party articles, books, experts, etc.)
5. Close – Your goal is to confirm and verify the technical details while assuming the close
A. Script out your 5 closing questions (What package, when do you want to start, who would be paying, what are their personal details, debt card or credit card)
6. Isolate Objections – Your goal is to determine their true main concern and to solve and overcome this problem using facts that show a true win-win
Step 1 – Suck air through your teeth
Step 2 – I can appreciate that…let me ask you if _____ was not an issue, what do see as being the main benefit of _____?
Step 3 – You know you’re exactly right, in fact many of the customers that we work with now once felt exactly like you feel now when they first started working with us and what they found is that ________.
Step 4 – Let me ask you, based on what we’ve talked about, which package do you feel would be best for you….this package or this package?
Welcome into the man-cave. Josh Merrill here along with America’s number one business coach, Mr. Clay Clark. How are you my friend? I’m doing so good. Clay, on today’s show, what are we talking about? We are going to be talking about how to sell more stuff and really how to sell more gym memberships because we have a Thriver out there who might be the most important person the world because she has taken the time to ask a question. I’m going to tell you this, when you start a business, it’s like you’re going out there and walking through the fog. You’re looking for these lamp posts. You don’t know all of the answers, but you know that if you can just get to the next question and the next answer, you know that eventually, you’re going to have that success. And that’s what faith is all about. Moving from one question to the next answer. We have somebody that’s thrown caution to the wind. She’s getting serious about her success and she reached out to us all the way across the pond. She’s from Australia and she has a question, my friend. The southern pond. It’s unbelievable. It’s from Alice. She says, “I’ve recently seen an opportunity to be a membership consultant, gym sales, which could lead to potentially being an assistant manager at the gym, if the applicant shows that they are worthy enough. I called up and told them how much value I would be to their company and an interview would be greatly appreciated. Next day, I get the interview and I impressed them so much that I get the job straight away over numerous applicants. Now, I start the job in 3 weeks as a membership consultant, which I want to thrive greatly in so they will consider me in the assistant manager role. I’m also in crazy debt as I wanted this opportunity so bad, I sold all of my things and moved across states to live there. I’m putting everything I’ve got into this. So any help in one, boosting my sales skills, number two, get out of debt through commission on the job, number three, show my boss how much value and worth I have to the company would be amazing. I’m only 20 years old, living out of home with a crazy set of ambition and will power.” Okay, here’s the deal. I will commit to answering how to boost your sales skills and I’m going to commit to showing your boss how much value and worth you have to the company. I commit to doing that, as far as getting out of debt, we’re going to have to reduce those expenses. We have some really detailed training on Thrive15.com about that. But first, let’s get started.
How to sell more and more gym memberships. Here we go, number 1, understand the formula. The formula it’s a proven formula that works for sales. I don’t care what industry you’re in. It’s rapport, needs, benefits, close, isolate objections. What you’ve got to do is learn that system, the formula. Go ahead and take a pencil and a piece of paper because what you’re trying to do here at the end of the day here, Alice, this system has to fit on a 8 and 1/2 by 11 sheet of paper or on your ipad because you’re actually going to use it when in front of real customers. This is not a thing that you are going to try and memorize. You’re going to use this system everyday. This script, this system could be worth it’s wading gold. Speaking of gold, the 2016 Olympics are going on right now and Australia, apparently, has already picked up two golds in swimming and on Rugby’s 7, if that’s even a thing, and one in shooting. So good job, Australia. Let’s get into the next one. I’m going to play some shameless outback commercials if we have time.
Number 2 from the business coach is rapport, your goal is to get the prospect to both like you and trust you. So you want to observe this thing called the 70/30 rule of conversational generosity. You want the person who you’re talking to to talk 70% of the time. So how you do it is you need to script out 5 rapport building questions. And because I’ve worked with gyms all over the world, I will give you those questions. One, how did you originally hear about us? Two, let me ask you, if all gyms charge the same price, what’s the main thing that you’re looking for out of a gym experience. Three, tell me about your fitness goals. The point is, we want to get that person talking about their life. People’s favorite subject is about themselves. To quote Dale Carnegie. It’s very important that they talk 70% of the time and that you script out how many questions? Five! Okay, moving on.
Number 3 from the business coach is needs. Your goal is to create dissatisfaction with where the buyer is and where they want to be by asking questions focused on finding their current pain and gains they would experience as a result of using your product or service. So again, you observe that 70/30 rule of conversational generosity. You want to make sure they’re talking 70% of the time, but you want to ask them questions. So here are some questions. These are gym questions. I have used this over the years, it works. One, how would you feel, in terms of your overall energy level if you got to your ideal weight? On a scale of 1-10, how happy are you with your current fitness level? Three, what activities would you do if you were in better shape that you can’t do now? You get the point. You want to ask questions that create a dissatisfaction of where they are with their fitness and where they want to be. And you want to script out, write out the five rapport building questions that we previously talked about and the 5 needs based questions. For a total of how many questions, Josh? 10. This reminds me that we are making this training for a lady from Australia and we have yet to play any shameless outback commercials.
The main thing is you want to script out those 5 rapport building questions and those 5 need based questions. You need to do this. Josh, back to you. No rules, just write. Moving on to number 4 from the business coach is benefits. Your goal is to deliver benefits that solve the problems of your prospect that are supported by facts. So you can’t just make a claim, your claim has to be supported by a fact. So here’s an example. Jerry Vas, he’s the best selling author of Soft Selling In A Hard World. He says this, “First state the benefit you are about to prove, than prove the benefit using facts, figures, opinion of experts in the field, testimonials of other people in the industry or other tangible information that is qualified and real. Using those facts, apply the benefit to the buyer.” So here’s an example. Five benefits. One, when you work out as such and such fitness, I can guarantee you, you will get the same training as many people who’ve lost tremendous amounts of weight. Now you show a picture, a before and after, of one of your clients. Two, if you follow this diet, it’s the exact same diet that is used by the rugby team. And you show a picture of your rugby team and you show the diet that they talked about in some famous publication. Three, when you work with us, we are going to give you that unbelievable attention and car that you deserve. In fact, let me read you the testimonial of a recent client. But you have to give a benefit supported by a fact. The benefit is how you solve their problem. They don’t have enough time to get into the gym, show them how they can do it. If they don’t have enough money, show them how it’s worth it. They don’t believe in your program, show them that it works. But you have to show them a benefit, how you solve their problem, supported by a fact.
Number 5, you’ve got to close. Your goal is to confirm and verify the technical details while assuming the close. Every time that you meet with somebody the goal is to get a commitment. Josh, every time you meet somebody the goal is to get a what? A commitment. You have to get a commitment. Not necessarily a deposit. It’s just a commitment to meet again, or a commitment to come back in next Tuesday for the trial or a commitment to try their first week for free or a commitment to go ahead and choose this package. What you have to do, is you want to script out your closing questions. And because I worked with the gyms, I’m giving them to you right now. One, based on what we talked about, what package do you think is best for you? Two, when do you want to start? Do you want to start this week or next week? Three, who would be paying if you did move forward with the program? What are your personal details like what is your address? Four, do you want to debit card or credit card? That’s how you do it. You want to script out your five closing questions. I’m going to repeat it one more time. So what package do you want to go with, A or B? When do you want to start, this day or that day? Three, who would be paying? Four, as far as personal details, what would be your address? Five, you want a debit card or credit card? The thing is someone will eventually object and when they do object, don’t be worried because it happens. So let’s talk about isolating objections, Mr. Josh.
Number 6 from the business coach is isolate objections. Your goal is to determine their true main concern and solve and overcome this problem using facts that show a true win, win. Now this awesome because this has works across the southern pond. This works. It works in America, it works in non-america. It works in Canada, it works in any English speaking place that I’ve ever been to. It is the deal wheel. Are you ready? So go ahead and throw me an objection, Josh, and I’m going to do this system. “I just don’t have time, Clay.” Step 1: I suck air through my teeth. Step 2: I repeat this phrase, “I can appreciate that. Let me ask you, if time wasn’t an issue, what do you see as being the main benefit of getting back in shape?” “I would live a longer life.” Step 3: “You know, you’re exactly right. In fact, many of the customers that we work with now once felt like you feel now when they first started working with us. And what they found, just by carving out 30 minutes a day, bringing their clothes, they can shower here, they’re able to get there life back. And when people get themselves in better health, their medical cost can come down. They can spend more time with family.” Step 4: “Let me ask you. Based on what we talked about, which package do you feel would be best for you?” “Now that you say it, package B.” That’s how it works. Isolate objections. So again, step 1: suck air through your teeth. Let me tell you what. Alice, listen. There’ s only three objections the human race has come up with: we have no time, we have no need and we have no money. “Well, Alice I don’t know if I have time.” “Alice, I don’t have the money right now.” “Alice, I just don’t know if it ‘ll work for me.” Then second, “I can appreciate that. Let me ask you, if blank wasn’t an issue, what do you see as being the main benefit of.” You have to say it like you’re being sincere because you are being sincere. I’m telling you, you will definitely attract more bees with honey. You definitely don’t want to be like arguing with people, you have to use that move. Step 3 you say, “You know, you’re exactly right. In fact, many of the customers that we work with now, once felt like you feel when they first started working with us. And what they found is that.” Give them the benefit supported by fact. Step number 4, “Let me ask you, based on what we talked about, which package do you feel would be best for you? This package or that package?” And it works, thrivers. It’s called the deal wheel. If you use the deal wheel, you will be eating more extravagant meals, that’s a promise.
Now I want to make sure that we answered this question. You promised to do two. Boost up Alice’s sales skills, which I do believe you did, and then show the boss how much value and worth she adds to the company. I have been working on a song for her. “If you want to make the boss in your life love you for the rest of your life, you want to beat them to work to show them that you’re not a jerk.” That’s my song. You always want to beat your boss to work. Every boss you have, if you beat your boss to work, they will know that you’re not a jerk and if you want to keep them happy for the rest of your life, you always want to beat your boss to work for the rest of your life. That’s how it works. You always want to beat your boss to work. You have to do it. If you show up early. Whatever you’re paid to do, do 10% more than what you’re paid to do. Do 50% more than what you’re paid to do. If you’re paid to work 8 hours, clock out and say “Hey, I’m not charging you. I’m going to stick around for four more hours.” And if you do that, you will wow your boss because nobody does it. I’m telling you. Beat your boss to work and put in 10% more and you will absolutely earn more.
Clay, let me ask you this. I think this has been an amazing fury of knowledge here for increasing your sales. Is there a place online where someone could go and find even more training? Well, there’s a place you want to go whenever you are trying to make some more of that money, some of that cheddar, some of that cabbage. It’s called Thrive15.com. And Thrive15.com is something I started years ago to be the world’s best business school, the world’s best business platform. A place where people like Alice. For just $19 a month, you can literally get all of the answers to all of your business questions. So we now include thousands of video trainings, proven templates, best practice downloadables, and now this just in, for a premium subscribers, we actually have workshops that you can come to and we do internal graphic design now for people that are just like you. So Alice, I’m telling you. Fly across the pond and come meet us. We’ve never met you before. We’re so excited to have you on here, Alice. We’re so excited about Australia. I’m excited that you guys pulled off some gold medals tonight, you got two for swimming, one for rugby, one for shooting. Good job, Alice. We’ll talk to you soon. Congratulations so much. Again, anybody listening out there, you have any questions go ahead and email us at firstname.lastname@example.org. Like Clay said, sign up for thrive15. It’s awesome. It’s a no brainer. This is coming from me, he’s not making me say this. I’m saying it because I want to. Thrive15 is great. You’re going to love it just as much as I do. Hey, we’re going to get you out of here. Thanks so much for listening to the Thrive Time Podcast. This has been Josh Merrill and Clay Clark, America’s number one business coach. Hey guys, thrive on.