Whether you’ve just qualified or have been in the business for years, knowing how to give a good personal training price presentation can make the difference between gaining a new client or not!
But with so much to consider, it can be hard to know where to start. That’s why we’ve compiled the ultimate guide to price presentation for personal trainers, covering:
- Step 1- Create A Packages Structure For Your Personal Training Price Presentation
- Step 2- Use These Strategies When Personal Training Price Presenting
- Step 3- Conduct A Needs Analysis In Your Personal Training Price Presentation
- Step 4- Implement These Tips When Personal Training Price Presenting
- Step 5- Follow These Scripts When Personal Training Price Presenting
EXPERT ADVICE ON BOOSTING YOUR PT INCOME
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Step 1- Create A Packages Structure For Your Personal Training Price Presentation
One of the most important things to remember about personal training price presentation is to keep it as simple as possible for the potential client.
If they are presented with lots of options and complicated figures, they are likely to become confused, disengaged and may not sign up at all.
So, before you even start your PT price presentation, you should make sure that you have a simple and easy to understand price package structure.
Plus, taking the time to create an effective pricing structure beforehand means that you will feel more confident in the price presentation itself.
We have a whole article here detailing how to create a personal trainer package. But in summary, a package pricing structure is simply when a client pays a set price for a set amount of sessions.
Monthly Packages/ Memberships
The best way to present your prices in a PT price presentation is by using a monthly package structure, or a monthly membership.
This is when a client pays a set price every month for a certain number of sessions per week, such as the example below:
As you can see, compared to the previous example, the potential client now has just 3 choices: bronze, silver or gold.
This is a lot easier for a potential client to process and understand, making it more likely for them to stay engaged with your price presentation.
With this in mind, you should limit your pricing options to no more than 3- as we will explain next in Step 2.
With monthly packages, payments can be taken every month via an automatic direct debit. This gives you a more stable and guaranteed income compared to one-off block session payments, and means that you won’t have to re-sell a new package to the client every month.
Or, you can get your client to pay for the year upfront. This is a better option as it means you get a higher value revenue straight away, and avoids the risk of them cancelling a direct debit since they are committed to a full year.
Naming your pricing options like in the example above (i.e. bronze, silver, gold) is also a good way to keep a potential client engaged when personal training price presenting.
For example, they are much more likely to remember ‘gold’, rather than ‘the third option’.
Plus, ‘gold’ has connotations of high value and being the ‘best’, which can help in convincing them to choose this option!
For more information about how to create a personal training packages, watch our video guide below:
Step 2- Use These Strategies When Personal Training Price Presenting
So, you should have now created your personal training pricing packages. But here are some top tips to make sure that you present your packages effectively:
Only Present Your Highest Value Packages In Your Personal Training Price Presentation
As we have said, you should aim to have 3 different price options. To take the example above, this could be bronze, silver and gold.
However, when presenting your packages to a potential client, you should start by actually only presenting two of these options!
More specifically, these should be your two highest yielding or ‘top end’ packages.
These are the packages that have the most sessions a week included and are therefore of highest value to you. In this case, this is the silver and gold packages.
So, why should you only present your highest value packages in your personal training price presentation?
Firstly, giving the potential client just two options makes it even easier for them to choose!
It also gives them a 50/50 choice, so even if they don’t choose the top package, the other choice is still of higher value compared to your lowest option.
This therefore results in higher revenue sales, since you will make more higher value sales!
If after you present your top two packages and the potential client says that they are both too expensive for them, only then should you present your lowest value option (in this case, the bronze package).
Notice also how you have stated “10% off paid in full sales”. This encourages clients to pay for a year’s worth of sessions upfront, rather than setting up a monthly direct debit.
Even with a 10% discount, this means that you are getting a higher value sale straight away. It also means that they are committed to a full year with you, reducing the risk of them leaving by cancelling a direct debit.
Never Advertise the Overall Monthly Cost
As you can see from the table above, we have not explicitly advertised the monthly overall cost of the silver and gold packages.
Instead, we have just stated the cost per session and the amount of sessions they get in a month.
This is a simple yet highly effective technique when personal training price presenting, as again, it presents the most expensive option as being the best value for money for the client.
For example, you could present the gold package by telling the potential client that “it costs £288 a month”.
Or, you could phrase it as being “£24 per session, compared to the silver option which is £27 per session”.
To a potential client, hearing a larger figure like £288 immediately makes the package sound a lot more expensive- and therefore less appealing. Hearing such a large figure may make them immediately dismiss that option and become disengaged with your price presentation.
However, hearing a smaller figure of £24 sounds a lot more appealing, particularly when compared to £27.
When presented in this way, the potential client will think that the gold option is best as it will save them £3 per session.
This is true, but in reality, they will actually be giving you more money overall each month!
For you as a business, although the gold package means that you earn less per session than the silver package, the overall take-home income each month is higher (£288 compared to £216).
So, with this technique, you are still presenting the facts of each package, just framing the highest value option in a more positive way!
Adjust Your Terminology in Your Personal Training Price Presentation
When presenting your pricing packages, you should use persuasive language to make the higher value options appear more appealing to the potential client.
Instead of saying that the gold package is “more expensive” than the silver, phrase it in a way that emphasises the extra value they would get with the gold package.
For example, you could say, “the gold package is only £20 more and you get all of this [list what they get with the gold package]”.
Framing it in this way distracts the potential client from the extra cost of the gold package and makes them instead focus on the benefits they will get from it.
Remember that people ultimately want the option that benefits them the most, and want to feel like they are getting a ‘good deal’.
EXPERT ADVICE ON BOOSTING YOUR PT INCOME
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Step 3- Conduct A Needs Analysis In Your Personal Training Price Presentation
In a personal training price presentation, a needs analysis is when you identify and understand your potential client’s needs and goals for personal training.
This is an important part of a PT price presentation as gathering this information can help you tailor your presentation specifically to them. This then helps them engage with you and be more likely to sign up.
The more information you can find out about your client and their needs, the better your price presentation will be!
The best way to do this is to ask open questions (i.e. not just yes/no answers) about their past, present and future. This is called ‘Timeline Selling’.
You can also look at a needs analysis in terms of ‘pain’ and ‘pleasure’:
- Pain. This is the problem or issue that your client wants to resolve, that is causing them ‘pain’.
For example, a pain could be that they are 10kg overweight and as a result are suffering from low self-confidence.
As a personal trainer, you should see yourself almost like a doctor, who can help cure that ‘pain’!
- Pleasure. This is the result that will solve their ‘pain’ and bring them ‘pleasure’. In other words, the pleasure that they will feel as a result of a positive action.
For example, the pleasure to the pain of being overweight could be how good and confident they will feel when they have lost weight.
This pleasure could be something they want to feel in the future, or something they may have already felt in the past and want to feel again.
In your personal training price presentation, you should therefore present your services as a way for them to achieve this pleasure point, i.e. you will help them lose weight.
To find out a potential client’s pain and pleasure points, you should ask them about their past, present and future.
1. Ask Questions About Their Past
Ask your potential client open questions about their past in terms of health and fitness, such as:
- Can you tell me about a time in your past when you looked and felt confident in your health and appearance?
- How long ago was that?
- Where were you training?
- How often were you training?
- What type of training were you doing?
- What made you stop training?
- If you had to score how you felt from 1 to 10, what number would you give it?
Finding these things out will help you identify their pleasure points. This will then help you shape the rest of your PT price presentation, as you can help them find this pleasure again!
For example, they may tell you about 2 years ago when they were training 3 to 4 times a week and felt confident and energised. This is their pleasure point!
You can then use this in your price presentation to tell them that training with you will help them get back to that pleasure that they felt in the past.
Knowing the reasons why they stopped training can also help you frame yourself as a ‘solution’ to this problem.
For example, say they tell you that they stopped training because they got a new job with long, stressful days and didn’t have the time to fit in the gym.
You could present a solution to this problem in your price presentation by offering them short half an hour sessions that they can fit into their busy day.
2. Ask Questions About Their Present
Now that you have established their past, you should find out about their current situation in relation to health and fitness, asking open questions such as:
- How long have you been a member of this gym for?
- What type of training are you doing right now?
- How many times per week are you training?
- What days and times are you training?
- How do you feel about your health and fitness right now?
- If you had to give a mark out of 10 compared to where you were… what would you rate yourself now?
Finding out about their present helps you identify their ‘pain’ points. In other words, the problem that they have right now that they want to resolve.
This will then help you tailor your PT price presentation to their exact needs and goals.
3. Ask Questions About Their Future
Now that you have established the potential client’s pain and pleasure points, asking about the future can help you show how training with you can help them get to where they want to be.
Some open questions to ask are:
- What is it you want to achieve?
- What timeline are you looking to achieve your goals by?
- Why is hitting these goals important to you?
- How supportive are your friends and family to you reaching your fitness goals?
- How do you think you will feel if you hit these goals?
- If you had to score out of 10 if I could help you hit those goals by that timeframe how would you feel?
Knowing these things can help you establish their goals, timeframes and pleasure points they want to feel in the future. Again, you can then use this to give a personal training price presentation that is completely tailored to their goals!
Enjoying this article so far? Here’s 3 more that we think you’ll love:
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- How To Price Online Personal Training
- How To Write An Effective Personal Training Contract For Your Clients
Step 4- Implement These Tips When Personal Training Price Presenting
So, now that you know how to structure a PT price presentation, here are some tips to implement during the presentation itself:
Tip #1- Be Confident When Personal Training Price Presenting
One of the most important things to remember when giving a personal training price presentation is to be confident!
If you are confident in what you are selling, this will rub off onto the customer and make them have confidence in you and what you are saying. This then makes them much more likely to buy that product!
Remember that the potential client you are presenting to is probably uncertain themselves about the different options and what to choose.
So if you display even the smallest hint of doubt or uncertainty about what you are saying, a customer will pick up on this negative energy, leaving room for them to change their mind and not make that purchase.
Some ways you can show confidence when personal training price presenting are:
Use affirmative language
Instead of phrases like “I think…” and “maybe” that convey doubt, use affirmative language to convey certainty and that you are sure about what you are saying.
For example, compare these two sentences:
- “I think you would like the gold package best because you would probably benefit from having 3 sessions a week”
- “The gold package is the best option for you because you will need 3 sessions a week to reach your goals”
Of course, sentence 2 is the most effective and persuasive.
Sentence 1 uses phrases like “I think and “probably”, which convey doubt and uncertainty.
Whereas sentence 2 tells the potential client that the gold package is the best option and they will need it to reach their goals, conveying certainty and presenting this information as if it is a fact, rather than a suggestion.
Use confident body language
As well as your words, your body language can also help you appear confident and therefore more persuasive.
Here are some tips for confident body language in a PT price presentation:
- Maintain eye contact
- Have open body language, i.e. don’t cross your arms over your chest
- Have a firm handshake
Check out our article on personal trainer body language for more tips!
Tip #2- Never Negotiate Your Prices
In a personal training price presentation, you should never negotiate your prices.
As we have said, in sales, you should convey confidence in your product. Part of this is knowing the worth of your product, which you can show by sticking to the prices you set in Step 1!
This is because sticking to your prices shows that you are confident that your package is worth that. This will then rub off onto the potential client, making them also have confidence in it!
For example, say a client tries to ask for a lower price for the gold package. First, you should persist with selling them the gold package at the price you originally set.
If they are still unwilling to pay that amount, instead of reducing the price of the gold package, simply sell them the silver package instead.
This ensures that your packages retain their true value, showing that you have confidence in your products.
Plus, if you have different clients paying different prices for the same package, this can cause you unnecessary confusion and complications for you. It is much easier to organise your finances if you know that every client on the gold package is paying the same amount.
Tip #3- Use the ‘Alternate Closing’ Technique
In sales, the Alternate Closing technique is a way of ending your personal training price presentation that helps to guide a potential client towards making a purchase.
It works on the assumption that they will make a purchase and takes the option of saying “no” out of the equation.
In other words, you may be tempted to end your PT price presentation with questions like:
- “Do you want to take the gold package?”
- “Are you keen to sign up?”
- “Do you want to go for it?”
All of these questions prompt ‘yes/no’ answers, leaving room for them to say “no” and therefore lose a sale.
However, with the Alternate Closing technique, you use open questions (i.e. questions that prompt more than a yes/no answer).
Instead of starting questions with “do” and “are”, start with the word “which”. For example:
- “Which option do you want to go for?”
- “Which package suits you best?”
- “Which package do you like the sound of?”
The answer to all of these questions will lead you to a sale. It assumes that they are going to sign up, and the only decision they need to make is which package they will choose.
For example, even if a client chooses the silver package rather than the gold, you have still made a sale!
Phrasing it in such a way ultimately pushes the potential client towards a sale, but by asking them a question, it appears as though you are giving them a choice.
By giving them the ultimate final decision, this avoids you appearing too ‘pushy’ and therefore makes them more likely to buy your package!
We will give an example script using the Alternate Closing techniques in Step 5 of this article below!
Tip #4- Slow Your Tone of Voice Down at Key Moments
As we have said, you should try and keep your PT price presentation as simple and easy to understand as possible for the potential client, to avoid them getting confused and disengaged.
One way to do this is to slow down the tone of your voice, to make it easier for the client to understand.
You should do this particularly at key moments, such as when you are presenting figures, or when you are talking about your top package.
If you talk too quickly, the potential client won’t have time to process what you are telling them.
That said, speaking slowly doesn’t mean that you should adopt a patronising tone of voice! Instead, simply speak in a way that allows you to emphasise key points of your price presentation, whilst still keeping the natural flow of the conversation.
Tip #5- Price Present Beside Your Potential Client, Not Opposite Them
A subtle yet important technique to use in a personal training price presentation is to sit beside your potential client, not opposite them.
This may seem like a small detail, but it can make a huge difference to how you build rapport with your potential client- which can then influence whether you make a sale or not.
Sitting opposite your client immediately creates a sense of formality and can seem intimidating, as if you are conducting a job interview!
This creates an uneven power balance, puts pressure on the potential client and can make them feel uncomfortable.
However, sitting next to your client makes the atmosphere a lot more informal and relaxed. It helps you build rapport, almost as if you are just having a chat with a friend.
If you are right handed, you should sit to the right of the potential client. If you are left handed, sit to their left.
Building rapport with your potential client in the price presentation is important because as a personal trainer, you are essentially selling yourself! Your personality is a huge part of your product, and is one of the main things that a potential client will be looking for when they are choosing a personal trainer.
With this in mind, sitting next to rather than opposite your potential client is one of the most effective ways to build rapport- which can then help your client feel more relaxed and therefore likely to choose you as their PT.
Plus, from a practical sense, sitting next to your client also makes it easier to show them something on a laptop or any printed material you are using in your price presentation.
Tip #6- Visually Highlight the Package You Want Them to Choose
Another small but effective technique to use when personal training price presenting is to visually highlight the package you want your potential client to choose.
Again, this is much easier to do when you are sitting beside your client.
For example, if you are talking about the gold package, you could draw a circle around that option in a red pen.
If you are using your laptop to show your packages, then you could simply highlight it or have this option in bold.
It sounds simple, but this helps to draw your potential client’s attention to that option, physically emphasising that this is the option they should choose.
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Tip #7- Place the Package You Want Them to Choose on the Right
As well as physically highlighting the to use when personal training price presenting is to always place the package you want them to choose on the right hand side.
Accordinging to research in marketing psychology, people are more likely to choose something on the right hand side over the left.
This is because when we read (in English), we read from left to right. This means that our eye line naturally ends on the bottom right hand side of a page.
This is called the ‘anchor position’, and is where you should place the most important information or product you want to convey to potential customers.
With this in mind, when you are presenting a personal training price presenting, make sure that you put your top package on the right hand side of the page (either paper or on a screen).
This will draw the potential client’s attention to your highest value package, and subconsciously make them more likely to choose it!
Tip #8- Use Conformity or ‘FOMO’ Techniques
Another great technique to use in a price presentation for personal trainers is to use the idea of conformity.
You may also hear this sales technique known as ‘FOMO’, standing for ‘Fear Of Missing Out’.
In sales, this is the idea that customers are more likely to buy something if everyone else has it and it is ‘popular’, because they don’t want to miss out.
Even if they wouldn’t like to admit it, at a subconscious psychological level, most people want to ‘fit in’ and don’t want to ‘miss out’ on something good.
In relation to a personal training price presentation, this is when you present your highest value package as the most popular option in order to persuade potential clients to choose it.
Some good phrases to use to do this are:
- “The gold package is the most popular option with my clients”
- “My clients have seen the most results with the gold package”
- “Most of my clients who are also looking to lose weight like you have chosen the gold package because…”
These phrases all help persuade the potential client to choose the gold package by referencing the results of other clients. According to the idea of ‘FOMO’, they will want to also get these same results, making them more likely to choose that option!
Tip #9- Add Urgency to Your Personal Training Price Presentation
Our final tip for conducting a price presentation for personal trainers is to create a sense of urgency.
In other words, convey the idea that there is a limited amount of time for them to sign up before they ‘miss out’.
Without this sense of urgency, a potential client may say that they will ‘think about it’ or ‘get back to you’. This then increases the risk of them forgetting and not following through, meaning that you lose a potential sale!
The best way to create urgency is by creating a special offer or promotion if they sign up with you right there and then.
An offer is something that adds value to a package that a client would benefit from, usually with a deadline. You can then use this to encourage a potential client to sign up, so that they can benefit from this offer.
Some examples of offers to add to a personal training package are:
- Free nutrition plan
- Free merchandise e.g. t-shirt, water bottle, protein shaker
- Free bootcamp session
- Bring a friend along to a session for free
Notice how all of these things add value to the potential client, but don’t change the amount of money they ultimately give you.
Plus, they are all things that are fairly low-cost and require little effort for you. This means that they will help you attract clients, whilst still making sure you are making a worthwhile profit.
You should also add a deadline to your special offer. This encourages a potential client to sign up there and then.
We will give an example of how to incorporate this into your personal training price presentation in the next section of this article!
Step 5- Follow These Scripts When Personal Training Price Presenting
So, you should now know what to include in your personal training price presentation. But for some more inspiration, here is an example script you can base your own on.
To make it easier to follow, we’ve broken it down into segments.
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Stage 1- Opening Your Personal Training Price Presentation
Once you have sat down with your client, here’s an example of how you can start your PT price presentation.
YOU: Hi Jack, how are you today?
CLIENT: I’m good thanks, how are you?
YOU: Not too bad thanks, it’s Friday after all! Have you got much planned for the weekend?
CLIENT: Yes I’m going to visit my family in Wales for the weekend.
YOU: Lovely! Hope the weather holds out for you, it’s been raining all week hasn’t it?
As you can see, the start of your price presentation actually doesn’t mention anything to do with prices and packages at all!
Instead, you should start with ‘small talk’ and build rapport with your potential client.
Building rapport is a great way to break the ice, help your potential client feel relaxed and show your personality before you get into the price presentation.
Launching straight into talking about prices and figures would appear intimidating and overwhelm them, making them less likely to engage with your price presentation.
Firstly, notice how in the script above, we have used the potential client’s first name to greet them.
This may seem small, but it helps to start to build that connection and make the potential client feel valued and noticed.
When building rapport, you should stick to neutral topics. In other words, topics that are relevant to everyone, regardless of your background or situation.
Neutral topics are things like:
- The weather
- Days of the week
- Time of the year
- What they did/ are going to do at the weekend
For example, in the script above, we have used the fact that it is Friday to talk about what they are doing on the weekend and the weather.
Avoid talking about any topics that could divide opinion or be controversial, such as politics or religion.
For more tips for opening your personal training price presentation, check out our guide to building rapport with clients here.
Stage 2- Conducting the Needs Analysis
Once you have built rapport with the potential client, you can now start personal training price presenting.
As we explained in Step 3, the first thing you need to do is conduct a needs analysis.
Firstly, start by asking questions about their past.
YOU: Before I get into the details of each package, I just want to get an idea of your fitness journey so far and your goals for personal training. So, can you tell me about a time in the past when you felt your most confident and healthy?
CLIENT: Probably about 3 years ago before I had kids. I was going to the gym a few times a week and cooking healthy meals everyday.
YOU: What kind of training were you doing in the gym?
CLIENT: A mix of weight training and cardio, and I also liked going to spinning classes.
YOU: And what kind of meals were you cooking?
CLIENT: Before I had the kids I used to be able to spend time cooking longer recipes. They were always pretty healthy. I particularly liked cooking Asian food such as curries and stir fries.
YOU: What made you stop going to the gym as regularly and cooking healthy meals?
CLIENT: Honestly, with 2 kids I just don’t have the time! By the time I’ve picked them up from the nursery and done all the other jobs I need to do around the house, going to the gym or spending time cooking is the last thing on my mind.
As you can see, you have established what kind of training they were doing in the past that made them feel their most confident and healthy.
Notice how all of the questions are open (i.e. not just yes/no answers), which prompts the client to open up and give you as much information as possible.
Next, you should ask about their present.
YOU: So, what kind of training are you doing right now?
CLIENT: I usually just just use the cardio machines now as I don’t feel that confident going into the weights section now anymore, even though I used to!
YOU: And how often are you going to the gym?
CLIENT: Only once a week or twice if that, and I sometimes go to a spin class on a Saturday morning.
YOU: What days do you usually go if you do?
CLIENT: Usually Mondays or Wednesdays, as that’s when I finish work early, so I have more free time in the evening.
YOU: How do you feel about your health and fitness right now?
CLIENT: Not great at the moment. As I say, I’ve lost my confidence with weight training so I feel like I’ve gained weight and lost the muscle tone I used to have. I’m just struggling to incorporate the gym into my routine with working full time and having 2 kids.
As you can see, we have asked open questions to establish the potential client’s current situation with health and fitness. This will then help you tailor your price presentation to their specific situation.
For example, we have asked what days they usually go to the gym. You then know that they are available to train during those times, so you can include these days when presenting them a package.
Similarly, asking how they currently feel about their health and fitness can also help you identify the ‘pains’ and ‘pleasures’ we talked about in Step 3.
For example, they say that they have lost confidence, have gained weight and are struggling to fit exercise into their routine.
With this in mind, you can then present your services as a PT as being able to ‘solve’ these problems. You could emphasise how with the gold package, 3 sessions a week will help them lose weight and gain their confidence back.
Knowing that time is an issue for them, you could offer them shorter half an hour sessions rather than a full hour, to fit in with their other commitments with work and looking after their children.
The final part of the needs analysis is asking about their future.
YOU: What do you want to achieve with personal training?
CLIENT: I think I just want to get my confidence back and lose the weight I’ve put on since having children, as well as toning up a bit.
YOU: When do you want to achieve that by?
CLIENT: Well, I have a family holiday coming up in June, so I’d love to have lost that weight by then.
YOU: Do you have a good support system to help you on your fitness journey, such as family and friends?
CLIENT: Yes, my husband is really supportive. He goes to the gym a lot so he’s good at motivating me, and has said we could even go to the gym together.
YOU: How would you feel if you hit your goal before your holiday?
CLIENT: I’d feel amazing! I’d love to feel confident both physically and mentally so I can really relax and feel good in the outfits I want to wear on holiday.
Again, you have asked open questions to get as much information as possible from the client about their goals, so you can present your top package as being the best way to achieve them.
Notice also how you have asked both practical questions (e.g. a specific date they want to achieve their goals by), and more abstract questions about feelings.
This shows that you are a human who wants to help them on a personal level, rather than just helping them achieve a functional goal.
Stage 3- Presenting Your Prices
Once you have built rapport and conducted your needs analysis, you are now ready to do the bulk of the personal training price presentation.
This is when you will explain the details of each package and use the tips we have given you in this article!
Start by presenting your top two packages.
YOU: So, I have 2 packages to offer you today. The first option is the Silver package which gives you just 2 sessions a week, working out at £27 per session.
Or, the second and most popular option is the Gold package. This gives you 3 sessions a week, which works out much better value at just £24 per session.
As you can see, this presents the Gold package as the better option through conformity techniques (“most popular option…”) and the most value for money (“which worlds out much better value at just…”)
Next, give more detail about the top package to emphasise that this is the option they should choose.
YOU: Based on what you’ve told me about your goals, I highly recommend going with the Gold package. If you’re serious about losing weight and toning up before your holiday in June, you will definitely need 3 sessions a week. This regularity is also what will help you gain that confidence back in the gym!
I had a client recently who had a very similar goal to you of losing weight before a holiday, and they saw amazing results with the Gold package!
By relating the package directly to their specific goals, this highlights that the Gold package is the best option for them. Phrases such as “highly recommend” and “you will definitely need” are not only persuasive, but also give you an air of authority and expertise.
Again, conformity is also used when talking about another client who saw “amazing results” with the Gold package. This further persuades the potential client to choose this option.
To take this further, you should then add on your special offer or promotion.
YOU: In fact, it’s a good job you came in today, because I actually have a special offer on the Gold package that runs out today!
If you sign up today, you’ll also get a free nutrition plan worth £100. You said that you want to get back to cooking healthy meals like you used to, so this will really help you achieve this goal!
This adds urgency by telling them that the offer “runs out today”, encouraging the potential client to sign up right there and then.
You have also related back to their specific goals, by saying that the free nutrition plan would help them achieve their goal of eating healthily again.
Once you have presented your packages, it’s now time to close your personal training price presentation.
YOU: So, what do you think? Which option suits you best?
This uses the Alternate Closing technique that we talked about earlier in our tips section, which removes the possibility of them saying ‘no’.
The important thing here is to give the potential client some time to speak. Remain silent to let them think about this question for at least 30 seconds. This is called the ‘Silent Assassin’ technique!
You will then get several possible answers to this final question, such as:
I think the Silver package is best for me.
I’m not sure, maybe I’ll go for the Gold package…
I suppose the Silver package
I definitely want to go for the Gold package!
Notice how all of these options have different levels of assertiveness and enthusiasm. However, how they phrase it technically does not matter, as long as they are affirming that they do indeed want to choose that package.
This is why next, you need to confirm the sale.
YOU: I completely agree with your choice, the Gold option is perfect for you. Let’s sign you up for that then. So, what we need to do now is book you in for your first session and I’ll just need some details from you. Can I have your name and date of birth please?
This first sentence ensures that there is no room for doubt that they have chosen that option.
Then, you have used an Assumptive Closing technique. This is when you work on the assumption that you have made the sale and start the signing up process straight away.
Notice how the client has not spoken since saying which package they have chosen. You have immediately segwayed from confirming the sale to signing them up. Before they know it, they are giving you their details and signing up for their first session!
You would then continue the signing up process (also known as the onboarding process), which includes:
- Getting their details such as name, address, date of birth etc. Keep this fairly brief and avoid leaving them to fill in a paper form or questionnaire, as this gives them time to rethink and back out of the sale.
- Giving them a personal training welcome pack.
- Book their first session
Finally, you should take payment. Always do this last, so that they have completed the rest of the onboarding process and are therefore fully committed.
You will need a card terminal for this, and we recommend using WorldPay or Sage for paid in full sales, and Go Cardless for monthly direct debits.
You should ask the client whether they want to pay for the package in full (i.e. for a full year), or set up a monthly direct debit.
YOU: Do you want to pay the higher monthly amount via direct debit, or pay in full and get the 10% discount? Which would you prefer?
Again, this uses the Alternate Closing technique and places emphasis on the paid in full option, encouraging them to choose this.
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Before You Go!
So, that concludes our complete guide to conducting the best price presentation for personal trainers! We hope that our tips, techniques and example scripts have given you the confidence you need to nail your next PT price presentation!
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