WWLTHW #2 (What We Learned The Hard Way)
Hopefully all y’all are a heck of a lot more savvy when it comes to selling yourselves than we were. My husband and partner in crime is a self-proclaimed long-winded geek (although he just got LASIK so he looks less geeky, but is still equally long-windedJ) so we struggled with Overeducating Syndrome for quite some time!
When a new person comes through your door they have already made the decision that they want to make some sort of change (start exercising) and that you are likely the place to help them do this. They drove all the way out to your facility for frack-sake! They are already 90% sold on you. Don’t UNSELL them by overeducating them. We erred in this way for almost 2 years!
A prospective client would walk in the door and say “I wan’t to lose belly fat” (FYI they always tell you exactly what they want and your default answer should ALWAYS be “Of course, we can do that! And it’s going to be a lot of fun too!”
In the beginning we UNSOLD prospective clients. We told them about CrossFit’s neuroendocrine response, we told them about increasing work capacity, we told them about the efficacy of short, intense exercise…we told them things that they didn’t understand and really didn’t care about! The client had told us exactly what she cared about…losing belly fat! I can’t tell you how many clients (and how much associated revenue) we let walk out our door after spending 45 minutes with them, essentially over educating them into not training with us! Big Mistake! Don’t do it!
Now when a new client comes through the door we make it all about THEM. What is your athletic background? What types of exercise have you enjoyed in the past? What are you looking to accomplish? Get them talking about themselves and you instantly create rapport! Then tell them you can help them do everything they are looking to do…cuz you can! Big lesson…LISTEN to them…they will tell you exactly what you need to say to get them to sign up!