Most of us have already come to the same conclusion – individualized programming meets the needs of our clients more effectively than generic group material ever will. So, I have to ask, why are you comfortable explaining the benefits of individualized training materials using a pre-packaged sales script?
Fitness professionals often ask that I share the Cressey Sports Performance (CSP) standardized sales language. While I pride myself on being transparent with the systems we’ve created in our business, I can’t share something that doesn’t exist. When it comes to selling, I individualize the explanation of our services in the same way that my strength coaches individualize a month of client training materials.
There are a variety of ways that a client can benefit from working with us. Some achieve fat-loss objectives. Others bulk up because they know it will help them throw a baseball harder. There are even a few who are here for the social component of our service model rather than any type of physical performance outcomes. We all have different goals and expectations. With this in mind, there is no singular “most effective” way for me to explain why we’re worth the investment.
Let’s envision a scenario where I’m discussing the possibility of working with a youth baseball player. Imagine he’s seventeen years old and has a clean injury history. Believe it or not, there are three different pitches that may need to be delivered to convert this athlete from being a lead, to paying customer status.
Speaking to the athlete: “You’d be a perfect fit here at CSP. The majority of our clients are young baseball players like yourself, and I’d imagine you’ll recognize some friends when you arrive. Assuming you meticulously follow the training material we prepare for you, maintain a reasonably healthy diet outside of the gym, and get plenty of quality sleep, you’re likely to see a bump in velocity and a little more pop at the plate.”
Speaking to the father: “At CSP we specialize in helping ballplayers increase athleticism and improve the likelihood that they reach their true athletic potential. Our system allows for entirely individualized training material that will address your son’s faulty movement patterns, flexibility limitations, and other unique training needs. If he takes his off-the-field training as seriously as he does his games, he’s likely to show well at his next tryout or showcase."
Speaking to the mother: “While I can appreciate the fact that your son is dying to throw harder, our primary focus is, and will always be, injury prevention first, and increasing athleticism second. The youth baseball landscape is unfortunately creeping closer and closer to being a year-round endeavor, so it is imperative that we educate your son on proper arm-care protocols and the importance of attention to detail in executing some of the less exciting parts of his program. Assuming he follows the training rules we lay out, you can take comfort in knowing he’s done all he can to reduce the risk of a throwing-related injury. The good news for your son is that increases in velocity and power at the plate will be a nice bi-product of proper execution."
There’s More Than One Way to Sell
There isn’t a single lie or misleading sales tactic outlined in the three different pitches I’ve presented. All sell the exact same service, just from dramatically different angles. Teenagers want to identify the shortest path to being a hard thrower. Dads want their kid to meet his potential and show well in relation to his peers. And moms want to stop losing sleep over the idea that their son is constantly on the cusp of a Tommy-John procedure.
If you truly want to emulate the way we “sell” here at CSP, you need to read your audience, and then craft a narrative that appeals to the way their brain works.
Do you enjoy my spin on fitness business concepts?
I publish my “Friday Four” newsletter at the end of each week featuring links to useful articles and insights on applying concepts from each to your own fitness business endeavors. Check it out here.