Good fitness packages will not only help your clients get better results and be happy to pay you, but you'll also be able to charge an amount that enables your business to grow. Properyl designed fitness packages will encourage clients to stay for longer and you will not be stressing out about whether they are going to renew and get more sessions.
What Not To Do: Sell Sessions
Selling 'sessions' is the single worst thing the Personal Training industry has ever come up with... Even worse than training stood on Bosu's, because it's 'functional'.
Seriously, it's the worst business decision ever. It hurts clients, it hurts trainers and it needs to stop!
Here's where I think it came from...
The big chain gyms; who are slave to shareholders and all about "this quarters earnings" - rather than service, helping people or long term growth - wanted to be able to sell Personal Training as a commodity.
They make a quick buck by getting a crap PT who doesn't need to be paid very much and then charge a lot to the client.
Here's the problem...
These crappy PT's are no good at getting results, so the gyms cannot actually sell any kind of outcome or transformation, because most people will not achieve it.
What can they ethically(ish) sell? Time. If the client is paying for the trainer to stand next to them, then that is all that needs to happen for them to get what they paid for and service to be fulfilled.
Think about it. Have you ever heard someone saying "I wish I could have someone stand next to me and tell me what to do in the gym"? Probably not.
People usually say something like..."I wish I could lose weight/gain muscle/feel better". See, the client wants the outcome, but the gym and now the whole damn PT industry are selling them something else. They are selling time stood next to them.
People still buy it, they've been conditioned to believe that the person standing next to them is a means to achieving what they want. It isn't actually what they want. They want the outcome.
What to Do Instead: Sell an Outcome
An outcome is what the client will accomplish by working with you. It's better for the client and it's better for your business.
They're now accountable to the outcome. If they're buying sessions, their end of the deal is turning up for the session. This means that your client thoughts about achieving their goal has gone from "pending" to "archived".
If they're buying an outcome, their end of the deal is achieving the outcome. Which is what they want and more importantly for the success of your business, what they pay for.
It's better for you.
Now you have guaranteed income, a client who is engaged in their outcomes and follows your advice and you can make more money!
What is the value of you standing next to someone for an hour? It's a commodity where you compete on price with all of the other people doing that (and there are a lot of them).
What is the value of changing someones life...
Transforming their health so they live a long, healthy, active life with their kids and grandkids?
Building their self-confidence, improving self-image and being comfortable socially?
Having less stress, more energy, more focus at work and at home?
Being attractive to meet their potential life partner?
That's what clients want your help with.
They're now accountable to the outcome. If they're buying sessions, their end of the deal is turning up for the session. This means that your client thoughts about achieving their goal has gone from "pending" to "archived".
If they're buying an outcome, their end of the deal is achieving the outcome. Which is what they want and more importantly for the success of your business, what they pay for.
It's better for you.
Now you have guaranteed income, a client who is engaged in their outcomes and follows your advice and you can make more money!
What is the value of you standing next to someone for an hour? It's a commodity where you compete on price with all of the other people doing that (and there are a lot of them).
What is the value of changing someones life...
Transforming their health so they live a long, healthy, active life with their kids and grandkids?
Building their self-confidence, improving self-image and being comfortable socially?
Having less stress, more energy, more focus at work and at home?
Being attractive to meet their potential life partner?
That's what clients want your help with.
2 Types of Fitness Packages That Work
So if we're not selling sessions, what are we selling?
There are two package structures that work from a business sense; decrease your stress and allow you to make more money. All while allowing the client to have less stress to deal with and ultimately be more committed to getting results.
There are two package structures that work from a business sense; decrease your stress and allow you to make more money. All while allowing the client to have less stress to deal with and ultimately be more committed to getting results.
Fixed term transformation packages
Whatever length you choose is fine; 12 weeks, 4 months, 12 months. You can offer specifics "you will lose this much weight in this much time" - if you are confident that they can do it. Of course, have terms and conditions specifying the requirements from the client to do so.
These packages are appealing to clients because they are very results focused and have a clear and defined end. If they can get there quicker, they will pay more for it. You can increase your hourly rate (double it) if you can achieve the results in half the time. This is what high end trainers do.
The downsides are that you always turn clients over fairly quickly, so need new ones coming in. The upside is you make a lot per client, have less hours to work and more to spend focused on delivering an amazing service, studying and working on your business.
These packages should be paid up front and targeted at people who are serious about transforming.
Recurring monthly packages
How do you pay for the gym membership, rent or phone bill? People are used to direct debits or standing orders coming each month. The beauty of this is that they budget for it and it becomes a normal part of their expenses. Once it's in the budget, they will stay with you for a long time.
They've made it a long term commitment. We all know for most people, the reason they don't see the results they want is because they don't consistently do things for the long term. They go on and off the latest fad.
Plus, with a recurring payment they know the next payment is coming on a set date. They need to get their monies worth or they will lose it. They can't drag it out, miss training sessions and cancel all of the time, like they can buying sessions. How many twice per week, 10 session packages are finished in 5 weeks? It's usually 6 or 7 right? Missing sessions means inconsistency and compromised results.
Not to mention when they're buying a monthly service, X amount of sessions is one of the components, but all of the value is also part of it - the diet plans and other things that help them get results. They take this stuff more seriously because it is all part of the package.
How to Build Packages That Your Niche Want & Need
When you know who you are serving, what their goals, needs, wants and desires are; it's a heck of a lot easier to create a compelling offer for them. Trying to be a generalist and help everyone ends up completely watering down what you can offer and it's just not very attractive to anyone.
Here's the process to create packages:
What is the Outcome?
What is the result the client desperately wants? The pain in their life that you can solve. This is what you are selling them. If they want to lose weight and rebuild their confidence - that is your offer. If they want to get buff and be attractive to women - that is your offer.
Much better than - "you can come to the gym and have me stand next to you, 10 times".
What Does the Client Need in Order to Achieve This Outcome?
You are the expert and you know exactly what your client needs to do to achieve the result they desire. Asking how often they want to train is stupid. They don't know how often they need to train, or generally what they need to do at all. That is why they hire you to be an expert, to use your knowledge and experience to advise them!
You don't go to your accountant and tell them how you want them to do your tax return do you? They act like the expert and tell you what needs to happen.
Don't be afraid to take control. "this is how may sessions you need per week for this amount of time to achieve that result"
What Does the Client Think They Want? (what do they want to buy?)
People have a perception of what they think they need to do. They think they need to do loads of crunches to burn belly fat. They think they need a magic protein shake to gain muscle.
Don't argue with them at this stage. Nobody wants to be told they are wrong. It comes across as demeaning and intimidating. Tell them you will deliver exactly what they think they need to be doing, along with the stuff you know they need to be doing.
You can slowly educate them after they have committed to your services. Telling them how much smarter you are than them, and how they are wrong, is not a way to build rapport and have someone want to work with you.
Sell them what they want. Deliver what they need.
What Can I Layer in to Improve Client Outcomes, Give More Value, Make it a More Appealing Offer and Not Have to Give Up More of My Time?
A or B..?
A). 10 personal training sessions
B). 10 personal training sessions per month, bespoke monthly diet plan based on your tastes and lifestyle, weekly measurements and program tweaking, access to me via text or email 24 hours per day, free copy of my e-book 'Overcoming the Stresses and Struggles of Healthy Lifestyle Change', Free accountability group on Facebook with the support and encouragement of other clients who are just like you, weekly emails and video training.
Yeh, B.
How Does The User Want to Consume My Services/How Do I Want To Deliver My Services?
One to one, or group training? How about online? You can choose to deliver your services however you wish.
What does the client want? It is a different person that is in the market for a bootcamp in the park, versus exclusive, expensive personal training in a posh hotel gym.
Here's the process to create packages:
- What is the outcome?
- What does the client need in order to achieve this outcome?
- What does the client think they want (what do they want to buy)?
- What can I layer in to improve client outcomes, give more value, make it a more appealing offer and not have to give up more of my time?
- How does the user want to consume my services/how do I want to deliver my services?
What is the Outcome?
What is the result the client desperately wants? The pain in their life that you can solve. This is what you are selling them. If they want to lose weight and rebuild their confidence - that is your offer. If they want to get buff and be attractive to women - that is your offer.
Much better than - "you can come to the gym and have me stand next to you, 10 times".
What Does the Client Need in Order to Achieve This Outcome?
You are the expert and you know exactly what your client needs to do to achieve the result they desire. Asking how often they want to train is stupid. They don't know how often they need to train, or generally what they need to do at all. That is why they hire you to be an expert, to use your knowledge and experience to advise them!
You don't go to your accountant and tell them how you want them to do your tax return do you? They act like the expert and tell you what needs to happen.
Don't be afraid to take control. "this is how may sessions you need per week for this amount of time to achieve that result"
What Does the Client Think They Want? (what do they want to buy?)
People have a perception of what they think they need to do. They think they need to do loads of crunches to burn belly fat. They think they need a magic protein shake to gain muscle.
Don't argue with them at this stage. Nobody wants to be told they are wrong. It comes across as demeaning and intimidating. Tell them you will deliver exactly what they think they need to be doing, along with the stuff you know they need to be doing.
You can slowly educate them after they have committed to your services. Telling them how much smarter you are than them, and how they are wrong, is not a way to build rapport and have someone want to work with you.
Sell them what they want. Deliver what they need.
What Can I Layer in to Improve Client Outcomes, Give More Value, Make it a More Appealing Offer and Not Have to Give Up More of My Time?
A or B..?
A). 10 personal training sessions
B). 10 personal training sessions per month, bespoke monthly diet plan based on your tastes and lifestyle, weekly measurements and program tweaking, access to me via text or email 24 hours per day, free copy of my e-book 'Overcoming the Stresses and Struggles of Healthy Lifestyle Change', Free accountability group on Facebook with the support and encouragement of other clients who are just like you, weekly emails and video training.
Yeh, B.
How Does The User Want to Consume My Services/How Do I Want To Deliver My Services?
One to one, or group training? How about online? You can choose to deliver your services however you wish.
What does the client want? It is a different person that is in the market for a bootcamp in the park, versus exclusive, expensive personal training in a posh hotel gym.
Presenting your packages to close sales
Building kick ass fitness packages is one of the most important things you will do in your personal trainer marketing besides figuring out how to list your prices on your fitness website. Once they are in place, you can go out and sell them over and over again. How to do so?
That will be a separate training. Get to creating your packages and watch this space for how to sell them.
That will be a separate training. Get to creating your packages and watch this space for how to sell them.
