Sell, Sell, Sell!

American Fitness, Jan, 2000 by Gina DiNicolo

Selling is necessary in most societies. People sell everyday--often unconsciously. For example, let's say you want to go for a bicycle ride with a friend. You may have to convince or sell a friend on the idea of going for a bicycle ride. In another instance, a friend calls and wants to go to dinner. You say you're not feeling well, but your friend sells you on the idea that going out to dinner will help you feel better. In one more example, you know your mother needs to exercise, but she just won't do it. You may have to sell her on the benefits of exercise. Selling in the fitness industry is not much different than convincing your mother to exercise, and the techniques used are often similar.

Sales Satisfy Needs

As a professional in the fitness industry, you sell yourself and the services you offer every day. When you offer (sell) your skills as a fitness instructor or personal trainer, your goal is to satisfy the needs of students, clients, a potential client or even an employer. In other words, if someone needs something--such as someone needing a personal trainer to help him or her begin and maintain a fitness program--he or she needs your services. It is up to you to use selling skills to show how you can meet the customer's needs.

Selling is Not a Dirty Word

Selling may scare or repulse you. But what are you really afraid of? Is it selling, or is it the possible rejection you may encounter? What repulses you? Is it showing how you can help someone or the stereotype of the pushy, obnoxious sales associate selling a service or product for which you have no need?

When you have a product or service that you believe in, selling becomes offering others the opportunity to benefit from your talent, knowledge and enthusiasm. In fitness, you offer the opportunity of better health, improved fitness and fun.

Selling Made Simple

In its most simple form, sales is listening, asking questions, supporting needs and finally closing the sale.

* Listening Is Paramount

Listen to the client to understand what he or she needs. You do not know what their needs are until they tell you. AFAA trainer and international provider Pam Archer, owner and president of Archer Fitness Consultants, Inc., emphasizes that you have to listen to what prospective clients are saying to understand what their needs are. "Let the person talk and listen with genuine caring and understanding," she says.

* Probing

Ask questions--or probe--as necessary. To gather more information, use open-ended questions or ones which require complete answers. As you hone in on the need, ask closed probes, which are questions requiring a "Yes" or "No" answer.

* Confirm the Need

Once you think you understand the person's needs, acknowledge them by asking something like, "So, are you interested in --?" If the person agrees, you have confirmed his or her needs. If not, ask more open probes to uncover the need.

* Supporting the Uncovered Need

Once you know the need, show how you can satisfy it. Explain the benefits of your service and how you can fulfill the need. For example, if the person needs help staying with a fitness program, you may say, "I understand how challenging sticking with a program can be. What I can do is be there for you, helping you through each workout. We can do it together."

* Closing: The Action Plan for Client Commitment

Once you think you are receiving buying signals, close the sale. Your customer may blurt out, "Great! When can we start?" That is a buying signal. More often, the person will nod as you speak. According to Archer, you may close a sale with something like, "I can be available on Monday and Wednesday evenings. When would you like to start?" The idea here is to give a choice rather than just ask, "Are you interested?" Buying signals will indicate whether or not the person is interested.

Situations vary and each interaction may call for a unique approach. You will develop a comfortable style that reflects who you are.

* Handling Skepticism, Indifference and Objection

Customers may be skeptical or indifferent. When you encounter skepticism, offer proof. If a person appears indifferent, probe further to uncover unrealized needs. A person may just object. Objection results from misunderstanding. When encountering objection, reconfirm the need, support it with the benefits you offer and work to clear up any misunderstandings. For example, a woman may object to weight training because she thinks she will bulk up. Reconfirm the person's need to tone, increase lean body mass, etc. Then clear up the misunderstanding explaining why it is unlikely that most women would bulk up or develop large muscles like some men who train with weights.

Approach is Important

Be yourself. Archer says to put that person first. She recommends being confident, but not cocky; genuine, but not arrogant. From her experience, people are not so interested in credentials, but want someone they can relate to. According to Archer, if you "believe in your product, it is not hard to sell it."

Gina DiNicolo has a master's degree in management and has been an independent contractor in the fitness industry for more than 14 years. She can be reached online at GMDiNicolo@aol.com.