Using statistics to sell personal training

Collecting statistics and using them to sell

When you go to buy a car or a computer, the sales person presents you with many facts figures and statistics. You know exactly how these products will work and preform when you use them. The same is not true when our customers come to purchase personal training from us. The most common facts and figures that we use to sell are about fitness, not personal training and are very general. They are things like, you can lose weight, you can gain muscle, you might look better, you should be stronger. The list only goes on from here. If I was buying personal training I would never have been satisfied with these kind of statements. I want to know exactly what I can expect.

So as a trainer I began to record everything I did with my clients. Flexibility, strength, improvement in running/rowing, body measurements, body fat percentage, and lean muscle mass. I then used specific calculations to create statistical averages to present to my clients. I was able to change my entire sales process. My pitch now sounded more like this:

You can expect to be:
Xx% more flexible
Xx% stronger
Xx% faster
to lose xx inches per month
To lose xx weight/body fat/ body fat percentage
Gain xx lean muscle

This sales pitch was wildly successful for me. My closing percentage went from 30-40% into the 80-90% range. Everyone I ran through my sales process came out the other side wanting to buy. I was able to focus more time on my clients and getting referrals and less time trying to sell.

I also compared each of my clients to my averages each month. I would be able to know when my clients were slacking off. I could say things like, you didn't improve in your cardio this month where you not keeping up with you own workouts? In personal training accountability is huge, so being able to be this precise can dramatically effect the results your clients receive. Which in turn will yield more referrals, and more money for you.

I was also able to use these averages as a way to improve myself as a trainer. I could see where I needed to improve the exercise programs I had my clients on to maximize their gains. It became like a competition to see if I could always beat last months results. Which made me learn, and produce a great product. You can do the same, it's very simple.

Check back each week as I post new tips and tricks. Also keep looking back as my book "The step by step guide to selling personal training" is about to be released.