Sales Part 2 - Qualifying, Booking Sales Conversations, How to Organise Your Sales Conversations
This is part 2 of the sales training. If you haven't already, read part 1 here; discussing the mindset you need to be successful in selling PT.
In this training we're looking at how to qualify the leads, the process for getting them booked in to a sales conversation and ensuring they are excited about it, and finally, how to organise the conversation (what needs to happen at each stage of the interaction).
Qualifying Your Leads
Qualifying your leads essentially means ensuring that they are the right person for you, and you are the right person for them.
The idea is to qualify OUT the people who are not right for you system, not serious, not committed or not sure that you will be right for them.
This means you are much less likely to a). Have people not turn up or cancel on you at the last minute b). Be a time waster.
This becomes more and more important the busier you are, and the more leads you have to deal with. However, it is not just about managing your schedule and minimising your workload. It is also an integral part of the sales process. It's the first step in the client buying. Here's why:
The client having to qualify themselves means they are taking additional actions and thus investing more time and thought with you. Making them subconsciously feel like they're chasing you and thus really want to work with you.
When clients have to qualify to you, it gives the impression that you are busy, you are selective in who you will work with and that your time is important. Making it seem like a special opportunity to work with you.
Customers (of any business) are used to staff and sales people practically getting down on their knees and begging for their business. By qualifying them you are coming across as non-needy and thus more attractive.
How do you have the client qualify themselves before having a sales conversation? Two options:
1. After they have expressed their interest in working with you, whether through your website, replying to an email, Facebook message or any other medium that they get in touch. Send them to a form to fill in with some questions to answer.
I like to use Jotform (click here) because it is free and powerful. You could also use Wufoo (click here) or even a simple Google Form (click here). Jotform has better usability because it will re-direct them after completing the form, where as Google will not. Wuffoo is good, but you can only create a couple of forms and then you have to pay.
2. The other option is to have a quick 10 minute call to ask a few basic questions and then invite them in for a full consultation if you think you can help them.
Both options require them doing a little bit of work and will filter out the people who aren't serious or can't be bothered to find 5-10 minutes to fill in a form or take a call.
The other benefit is that the answers they give you at this stage will be fodder for the actual sales conversation.
What Questions Do I Ask?
Start with simple background questions that are low investment and don't require thinking.
Are you currently working out?
Do you have any injuries or ill health that will impact your ability to workout? (If so, please give more details)
What days/times are you available to go to the gym?
Then you want to transition in to open ended questions that are more unique to the person.
What is your main fitness goal? Be specific.
What is driving you to do this? How is the situation now?
How long have you wanted to achieve this?
What will it mean to you, when you achieve this goal?
How will you feel if you don't achieve it?
How important is it to achieve this on a scale of 1-10?
Where do you want to be with your fitness in 12 months?
These are just examples and you should modify them based on your target market and the information that you are interested in knowing.
You want the questions to start simple and closed, and progressively become more open ended. You will find that generally the people who write the most, and also write emotionally, are the hottest prospects who are most readily seeking your help.
Typically the more expensive or the bigger deal it is for them to buy from you, the more you want to qualify them. If you're selling a bootcamp for example, some simple qualification is probably all you will need, because often the client just wants to have fun and get fitter - it's not a life altering decision for them.
Here's the actual qualification form I used when I was selling high-end online group coaching:
Booking Sales Conversations
Once someone has completed the qualification process you need to get them booked in for a meeting. Here are some tips to maximise the chances of signing up high-paying clients.
Meet outside of the gym unless it is your own facility. You need to differentiate yourself from the big box gym's reputation. You are not selling them the gym, you are selling them you. Being in the gym, they will want to compare you on price to everyone else in the gym and if it's a budget gym they will assume that you are a budget trainer. A nice local coffee shop or hotel is best. Easy to find, comfortable and local to the gym.
Offer them a few choices for times: "I have a slot available on Tuesday at 6pm, Wednesday at 9am or 3pm, or Saturday at 10am. Which works best for you?" By giving them a few available slots, it saves them delaying it for a week and forces them to make a decision, while showing them that you are busy and value your time.
Tell them how long it will last. Don't worry if it overruns slightly, but reassure them you're not planning to spend 3 hours giving them a hard sell.
Frame the conversation as a two way discussion for you to understand their needs and to offer them help. Not you pitching your services non-stop. "We'll chat about where you're at and what you need to do to achieve your goals. If we are a fit and it makes sense we will talk about working together."
How to Organise Your Sales Conversations
Once the time is set and the client comes along for the conversation, if they've been qualified properly they are a very hot prospect. It's unlikely you will get any time wasters when using this method.
Next on the agenda is how to organise your sales conversation.
The basic model of a sales conversation is as follows:
Where are you now?
Where do you want to be?
What is stopping you?
Rapport You are getting to know each other and building trust.
Where are you now? Finding out about the current situation, the pain the client is in that makes them want to change.
Where do you want to be? Finding out what the client wants to achieve and why.
What is stopping them? This is what they need you to provide them, to help them achieve their goals.
Close Pretty self-explanatory, wrapping up the conversation and coming to the agreement to work together.
We are going to go through what happens and exactly what to say in each of these stages in part 3 of this training.
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