Objection handling is the toughest part of selling. For many us, it can feel awkward, contrived, and confrontational. But it doesn’t need to be…
⇒ In this article, we share 3 simple rules for addressing objections when selling personal training.
Despite what many ‘sales gurus’ in the fitness industry are still pedalling, high-pressure sales tactics are dead. In an age of authenticity, online research, and peer reviews, they simply aren’t effective. The demise of sales-obsessed fitness brands like California Fitness is proof that consumers no longer accept this old fashioned approach – how we sell fitness needs to evolve.
At Trainer Essentials, our approach to sales is a little different. We believe in selling with integrity, which means no sleazy sales tactics or high-pressured techniques. If you can really understand your potential client, and develop an offering that meets their needs, then it usually sells itself…
But what about when it doesn’t go that smoothly? What should we do when we’re met with comments like “It’s a bit too expensive” or “I don’t have time for that many sessions”?
These are phrases that trainers are often faced with, and can put us off our stride too. The key to successful selling is being prepared, and knowing how to respond in these situations. So here are our three rules for objection handling with integrity…
Objection Handling Rule #1 – Acknowledge Their Concern
If a potential client raises an objection, then the most important thing is to ACKNOWLEDGE their concern. Never try to dismiss their worries outright.
You might think you’re playing it down, but in their mind, they’ll feel like you’re not listening to them, or not taking them seriously. Any rapport you’ve established with them will be damaged, and the chances of them signing up with you will be significantly reduced.
They need to understand that what they’re thinking or feeling is totally valid. Even if you disagree with their point of view, or think it isn’t valid, you need to understand that THEY feel worried enough to raise it.
So the first step to objection handling with integrity is to acknowledge their concern. Summarise it back to them to demonstrate that you’re listening. Then tell a story about someone else who had a similar concern, and how you addressed it with them (the ‘Feel – Felt – Found’ method is really useful for this).
Rule #2 – Don’t Try To Persuade Them
Yes, you read that right. Do NOT try to persuade them around to your point of view. It probably sounds like crazy objection handling advice… After all, selling is all about persuading people, right? It’s about convincing them to purchase what you’re offering…
Except it isn’t anymore. People have got wise to being sold to, and they hate it.
Real selling is about establishing a need that someone else has, and then explaining how you can fulfill that need. It’s not about sweet-talking people out of their hard-earned cash, or coercing them into spending money when they’re on the fence.
If someone has raised an objection, it’s because you either haven’t understood their needs correctly or haven’t communicated your solution effectively. There’s something missing, either in your analysis of what they need, or how you’ve explained it.
So 9 times out of 10 you’re not going to be able to persuade them around until you know what that crucial ‘missing’ thing is. You’ll be fighting a losing battle, and making the prospect more uncomfortable in the process. When faced with opposition, most people’s reaction is to fight harder or shut down.
“People are usually more convinced by reasons they discovered themselves than by those found by others.”
~ Blaise Pascal ~
We don’t want prospective clients to do either of these things – we want to keep the dialogue open and friendly. So instead of trying to convince or persuade them, apply rule #3 instead…
Rule #3 – Treat Objections As Opportunities, Not Challenges
It’s easy to take objections as challenges. Trainers often tell us that overcoming objections is the most uncomfortable part of selling because it feels confrontational. But it doesn’t need to be.
We like to think of objections as opportunities. The person sitting in front of you could have simply said “no thank you” or “I don’t think it’s right for me” and walked away. But they didn’t…
Instead, they probably said something like “It’s pricier than I expected” or “I’m not sure I have time to commit to this many sessions”. These phrases are invitations to keep the conversation going, and opportunities to learn more about them.
So instead, try to understand why they’re raising the objection. Take the opportunity to do a little extra digging, and find out more. If they’re concerned about lack of time, then find out what the root of this is. What is taking up their time? Why are these things a priority? When exactly are they busy?
Understanding exactly what’s driving their objection, can not only help you devise a more appropriate solution but help you communicate it in a way that really resonates with them.
Objection handling with integrity is easy to do and involves zero awkwardness. Best of all, it focuses on understanding what’s holding your prospective client back, instead of trying to ‘beat’ them with persuasive points. It’s an approach that’s based on offering real value and creating a mutually beneficial partnership. Also known as a WIN/WIN 🙂
Learn To Confidently Sell Personal Training
If you’re interested in brushing up on your PT sales skills, then you may find this online course useful. It covers all aspects of selling with integrity, from identifying your ideal client to handling objections in more detail.