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Tuesday, 07 March 2017 14:52

PT sales is the new 1998 membership sales

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There was a time when a gym tour was a serious thing for a membership salesperson.  I remember the days of 45 minute tours, $149.00 enrollment fees and $50.00 commissions. 

And of course, a closely monitored closing percentage of 50% or higher.

“We close almost everybody who comes in.”


I have no doubt.  But you charge $39.00 per month on a month to month membership and you do very little advertising.  Am I right?

The $149.00 enrollment fee gym spent thousands of dollars on marketing.  Radio, television, print.

This brought in a lot of leads.  Some serious, some curious, and many not fully expecting a $65.00 per month membership with a $149.00 enrollment fee that was impossible to bypass.

Selling memberships for most of you is not that challenging.  I believe you would still benefit from watching my video on how to give a proper tour.  Email me This email address is being protected from spambots. You need JavaScript enabled to view it. with “proper tour” in the subject line and I will provide you with a link to the video.

But PT sales is the new 1998 membership sales.  The problem is that in 1998, outgoing, charismatic high energy folks sold memberships.  The rest were weeded out over time, and the energizers survived. 

Trainers/coaches, while many are outgoing, typically aren’t sales oriented.  So, you must weed out the ones who aren’t willing to learn.

Any job advertisement for a trainer/coach position should emphasize that it is a sales position.  If, in fact, you are requiring that.  Some gyms have one PT salesperson and that system is awesome, but is not without cons.  The main con is the challenge in finding a coach who wants to sell more than train.  Availability can be an issue also.

Whether you go with a one salesperson system or 2 or more coaches selling, you need to for sure do the following:

-          Schedule a free session hour with all new members, and perhaps up to 90 minutes depending on if you use a FMS. 

The important issue is that it is a session, a workout, they must get sweaty.

But before they get sweaty you need to ask them some questions. 

“What are your fitness goals?”  Ask, listen.  Repeat/paraphrase back to them, and ask again if necessary.

If weight loss is a goal, ask how much.  If the answers are not specific, like “tone up” or “get in shape” you need to ask, “What does get in shape/tone up mean to you?”


Why.  This is where you will struggle.  Yes, you will.  You will because you have never asked “Why do you want to (insert goal)” before. 

You haven’t asked because either you haven’t thought it necessary or you haven’t thought about it at all, or you feel it is too personal, too psychological. 

Stop thinking that way. 

“Why do you want to lose 20 pounds?”

People won’t care how much you know until they know how much you care.

People buy from people they like and people like people who listen to them.

And in this setting, they aren’t going to talk much unless you ask the right open ended questions.

This isn’t a “clinical” hour. It is a fun hour, designed to empower folks and show them the value of a coach.

Put the damn clip board down and ask:

“What are your goals?”  Listen, repeat, ask again, if necessary (if they don’t really answer)

“Why are those goals important to you?”

You ask this question, you will make sales.  If you don’t then you are forced to rely on other strategies.

“How are you going to reach your goals?”

Yes, ask them this.  It is a great way to get to the “Do you think a coach could help you reach your goals faster?”

Listen, this is sales 101 as far as I’m concerned.  But I know what goes on in gyms.  Trainers don’t sell because trainers don’t receive training and there is no system to follow.

OR, if there is a system, it isn’t inspected so it quickly becomes compromised.

And finally, a sales tool is necessary. 

To learn about a sales tool that is the best in the industry, text “sales tool” to 612 310 1319

Keep changing lives.

Jason Linse

Jason has a passion for the industry, follows other industry experts, attends workshops, speaker schools, reads, reads and reads.  He enjoys imparting knowledge and ultimately affecting the bottom line of business.  He lives in uptown, Minneapolis, exercises almost daily, and lives by the motto:  “Everything in moderation, including moderation.”

Website: jasonlinse.com Email This email address is being protected from spambots. You need JavaScript enabled to view it.

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