11-STEP

SALES
STRATEGY
FOR GYMS:
THE DEFINITIVE GUIDE
This is your complete sales strategy to convert online leads into paying gym mem-
bers, increase revenue, and most importantly, feel confident with your
sales process.

You’ll want your entire team to read this. The goal of this sales guide is to help ev-
eryone at your fitness studio turn unsure leads into raving fans.

When executed properly, this sales strategy has the potential to help your gym
close more sales than you previously thought was possible.

BY: MIKE ARCE

BASICS WHAT YOUR GYM IS SELLING
VERSUS WHAT IT’S NOT SELLING

First things first, you need to make sure that you been incredible.
believe in your gym’s purpose and that every
product you’re selling is designed to help your There are a lot of moving parts to a sales
members get better results. strategy but they’re all equally important.

If it’s not, or you yourself are not bought into it, Like in basketball, the game-winning shot
it’s going to be really difficult to sell it. doesn’t happen without the game-winning pass,
the pass before that pass, and the plan that was
Keep this in mind, you’re NOT selling drawn up and executed to win.
memberships…
Many people think “The Close” of a sale is the
You’re selling a place, a program, supplements, most important part because that’s where the
etc. that can change someone’s life for the deal is made, but what good is a member if they
better. cancel the next month?

It’s important to know this and believe it. Sales is everything it took to get the close and
everything that happens after. It has an impact
You might be missing a lot of sales because you on every part of your business.
and your team are either not bought in, don’t
have a detailed sales strategy, or both. So the question isn’t, “How many sales are you
CLOSING?”
If it’s your sales strategy, it could be because
the team: The question is, “How many sales are you
LOSING, compounded month-over-month, that’s
• Doesn’t think it’s important damaging your gym’s ability to grow?”
• Maybe doesn’t really appreciate it
• Doesn’t respect the sale process It’s a loaded question, but it’s the key to your
• Isn’t educated enough on why it’s necessary gym’s success. On top of that, it’s the key to you
and why it works feeling fulfilled as a fitness business owner.

Luckily, this definitive sales strategy guide can Ready to start WINNING more sales for your
help you overcome this and dramatically im- gym? Let’s jump right into your 11-step sales
prove your sales performance. strategy:

“THE CLOSE” ISN’T THE MOST IMPORTANT

PART OF GYM SALES

I recently made all of these changes to my sales

strategy with my team and the results have
STEP 1 MASTER YOUR FITNESS STUDIO’S
“PRE-SELLING” STRATEGY
This step helps you prevent cold-calling to focus looking for and used it to start pre-selling.
on people who are interested in getting in better
shape, who want to be part of your community, So I started creating helpful content and
and who need a gym. resources. TONS of it.

In other words, you need to get in front of people After a while, when I would talk to gym owners
so they know who you are before you even speak on a sales call, they’d already heard about Loud
with them. That’s what pre-selling is. Rumor and were asking how to work with us.

Every lead became a warm lead in my sales

strategy.

They would say things like, “I saw that GSD

Show episode Mike did about Marketing…” and
sales started to skyrocket.

Creating helpful content and resources allows

The goal of pre-selling in your sales strategy is potential members to build a rapport with you on
for them to already know about your gym. their own.

The best way to do this is to put out more con- It makes them feel more comfortable before the
tent and resources. sales process begins.

I KNOW WHAT IT’S LIKE TO CALL RELATED: Social

COLD SALES LEADS Media Marketing For
When I first started Loud Rumor, it was tough. Fitness Studios Cheat
EVERY lead was a “cold” lead. Sheet⭐

Even though I knew I had the ability to help their HERE ARE SOME
fitness studios grow and help gym owners be THINGS YOU CAN DO TO GET YOUR FITNESS
more successful, I had some major hurdles: STUDIO’S NAME OUT THERE:
• Create Helpful, Educational Videos On
• No one knew who I was YouTube
• Everyone thought I was just like • Post Fun, Helpful Content On Social Media
everyone else • Run frequent Social Media Marketing Ads to
• They all wanted to see proof your target audience
• Most people challenged my pricing
• A lot of owners wanted to negotiate Pre-selling is a powerful way to generate warm
everything leads.
I could’ve blamed the leads, but instead, I lis-
tened to them… I understood what they were Next, you’ll want to manage those leads…
STEP 2
The best way to manage your leads and make
YOUR FITNESS STUDIO LEAD
MANAGEMENT SALES STRATEGY
sales…
sure you’re moving them through your sales
funnel, is by using a Customer Relationship Why?
Management (CRM) software.
Angie took notes with how things are going with
Being organized is more important than being her leads, where they’re at, things they said,
talented (which I’ll explain in a bit) and a great concerns they voiced, etc. She has it dialed-in
CRM will help you make sure you’re keeping and organized.
track of all your leads, their contact info, etc.

I recommend CRMs like MINDBODY

or FitDegree.

Ignore the complicated info and keep it simple:

1. Who to call
2. What to do next
3. Where each lead is in the process

In other words—you’ll want to know how you’re

following up with people and who you need to
follow up with.

LET’S LOOK AT 2 SALESPEOPLE…

Bob ranks as a 10 in sales skills but a 6 in
organizational skills Bob is winging it and hoping his skills get him
Angie ranks as a 6 in sales skills but a 10 in through.
organizational skills
Once salespeople see their list as their income,
Month-over-month, as time goes on, Angie will they’ll want to master their action dates and a
dramatically outpace and outperform Bob in ctivity charts.
Every Gym’s Sales Strategy them in the door.

Requires Action Dates After completing your action dates for the day,
Action Dates are logged dates and times to fol- you and your team should follow an Activity
low up with your fitness studio’s sales leads. Chart.

Let’s say a lead completes the form on your

Landing Page and you contact them within 5
Your Gym’s Sales Strategy
minutes (Your ability to contact leads AFTER 5 Activity Chart
minutes goes down 900%). Once you’ve completed all of your action date
calls, it’s time to run through your sales activity
chart for the day. Here, you want to call, text, or
email:
After speaking with the lead, you both agree to 1. Nurturing Leads – These are the people
chat tomorrow at 11:00 AM to set up a time for
who’ve fallen off. At Loud Rumor, after 21
them to start their free trial and tour your gym.
touches, we put leads into a nurture cam-
Log that date and that exact time and call them paign where we only follow up once a week.
tomorrow at exactly 11:00 AM. 2. Members – Remember, selling doesn’t stop
after the close. You want to see how they’re
Create these action dates after every call.
doing, where they’re at, and see if you can
Follow the same process when texting or Upsell, Cross-Sell, get Referrals, or a Re-
emailing leads. view.
As part of your gym’s sales strategy, your sales 3. Paused Members – Reach out, see how
team should know everyone they’re going to call they’re doing. Remember to focus on service.
or follow-up with for the entire day. 4. Referral Partners – Find out what they’ve
got going on and see how you can help each
RELATED: The 6-Step Fitness Studio Landing
Page Cheat Sheet other.

Always move the conversation towards getting

What if a lead says “No”? The real question is,
was it a flat out “no” or was it a “not right now”?

Typically, it’s a “not right now.” Remember…

• They filled out the form.
• They’re interested in your gym/offer.
• They’re expecting you to call them.
PRO TIP: Your job is to get them into the studio
and sell them in-person, not pitch them over the
phone. If your lead is interested in your virtual
fitness option, you want to get them on a call.
Human interaction wins.

If you handle the call really well, they’ll be

excited to come in or join you on a virtual call.

Action Dates and Activity Charts are great ways

to line up your sales day.

The next step in your gym’s sales strategy is

critical and I’ll be honest with you right now, this
is where most fitness studios are losing
membership sales…
STEP 3
The top 5% of fitness studios we work with have
YOUR GYM’S SALES STRATEGY
SHOULD HAVE CONSTANT
FOLLOW-UP
of sales pros give up after the 4th despite 80%
a plan in place to follow up with every lead until of prospects saying no 4 times before they say
they get a “Yes.” Or, a “Please, stop calling me.” yes.”
(Which is rare).
Just imagine how many sales were lost, how
If you’re worried about bugging people, I’ll many new members went somewhere else,
explain in a bit why you’re not. because someone on the team stopped following
up after just 3 or 4 calls, texts, or emails…
Too many salespeople and fitness business
owners get this step wrong and miss out on
sales that would dramatically boost their Month- Last year, at our annual conference for fitness
ly Recurring Revenue (MRR). studios and gym owners, GSDCON, 4U Fitness
Owner Daniel Nyiri spoke on our stage and
“More than 80% of sales are made between the mentioned that I called him 26 times before he
5th and 12th touch,” Grant Cardone.

said “Yes”… and he said no 25 times.

It gets worse… The 25 “no’s” don’t matter because that one

“yes” changed everything.
According to a study by MarketingDonut, “92%
SALES SHOULD ALWAYS BE
A WIN-WIN TRANSACTION.
My constant calling to work with Daniel until he
said “yes” benefitted both of us.
Too many people would see this as bugging the Don’t Stop Sales Follow-Up
prospect, but remember how I started this sales After The 12th Touch
strategy guide: First things first, you need to So, what’s the perfect number when contacting
make sure that you believe in your gym’s fitness studio leads in your sales strategy?
purpose and that every product you’re selling
is designed to help your members get better I believe in 21 touches before you put leads into
results. a nurture campaign… and that’s what’s worked
best here at Loud Rumor.
That belief in your gym’s ability to help each
and every single member—to change someone’s Keep in mind that a sale isn’t lost until they tell
life—is what will motivate you and your team to you to stop calling them. Just because they’re
consistently and constantly follow-up with leads. in a nurture campaign, doesn’t mean the sale is
lost.
On top of adding 7 locations since working with
Loud Rumor, Daniel referred nearly 20 fitness
studios to us—helping more gym owners and
helping Loud Rumor.

It took 26 calls.

Follow-up until you get a “Yes.”

How Often Is A Potential Fit-
ness Member Looking To Scripts are a great way to help you and your

Join A Gym? sales team with what to say, email, or text at

each
touchpoint of your follow-up sales strategy.
In just the past month, my company Loud
Rumor has generated 17,278 Leads for 250 fit-
To make it easier for you, we’ve created all of
ness studios.
these scripts and they’re available to fitness
studio owners who are Loud Rumor Virtual
Training (LRVT) members!

Avoid Excuses For Not

Following-Up With Your
Gym’s Sales Leads
Avoid these excuses “I don’t want to bother any-
one” or “I don’t want to be a pest.” Here’s why…

Think about what happens when you get sales

calls. You either don’t answer and let it go to
voicemail, or you do answer and say, “I’m not
In other words, people are looking for a new
interested.”
gym all the time.

After that, you go back to what you were doing

And, when they find it, they go all in. They get
and forget about it. It’s like it never happened.
shoes, pants, shorts, shirts, bands, everything.
Gym
prospects do the same thing. It’s habit.
The question is, if the average American woman
starts or restarts a new diet 9X per year—9X
So when a salesperson uses this excuse, in my
where she’s motivated and ready to go—how do
experience, it means 3 things:
you contact her at the perfect time?
• They gotta be toughened up
• They need to be educated
By calling all the time.
• This is not for them

Follow-up and don’t stop until you get them into

PRO TIP: #3 is rare and only happens when #1
your studio or in your virtual fitness program for
and #2 aren’t handled properly.
a free workout.
HOW TO TRACK YOUR GYM’S She’s on a mission to find out WHY and help
FOLLOW-UP TOUCHES them achieve that WHY.
It helps for salespeople to be reminded of the
lives they could change because they cared …think someone
enough to follow-up and get their leads into your like Angie will
fitness studio. increase
memberships at
One of the ways we do this is to highlight tes- your gym? 100%.
timonials with our team. It reminds everyone
why we do what we do and how every day is an Gym Sales
opportunity to help a business owner grow. Teams Should
Act Like Fitness
SALESPEOPLE SHOULD BE 100% BOUGHT INTO Coaches For
WHAT YOUR GYM CAN DO FOR PEOPLE. Leads. Your sales
OTHERWISE, IT’S JUST ABOUT SALES INSTEAD prospects want
OF HELPING PEOPLE. you to be their
Let’s go back to Bob and Angie. coach right away.
Leads need your
If Bob isn’t following up because he’s worried help to make a
he’s being a pest or that he’s bugging people, commitment.
that’s Bob
worried about Bob and what other people think It’s not about how many people you’re going
about Bob. to “bother” today. It’s about how many people
you’re going to help today because you got them
Angie, on the other hand, doesn’t care about to say “Yes.”
Angie, she cares about the person she’s calling.
Be their coach from the beginning. It’ll help you
She cares about how she’s going to help the sign more members. In fact, you’ll probably get
person she’s contacting. Angie will close more members thanking you for following up and
sales than Bob every time. convincing them to join your gym.

Angie knows the lead wants to get in better How many prospects call and say “Thank you”
shape because they filled out a form, because for NOT bothering them? Zero.
they called, because they walked into the studio,
etc.
STEP 4 YOUR GYM’S SALES STRATEGY
SHOULD CREATE URGENCY
FOR YOUR LEADS
How do you get people to want to join your fit- 2 Keys To Creating Urgency
ness studio… NOW? With Your Gym’s Sales
Strategy
Not, I have to talk about it with my significant This is the best, easiest process for creating
other. urgency with sales:
Not, I’ll have to think about it.
#1 FIND OUT WHAT YOUR LEAD’S DBM IS
Nope…NOW. Your fitness studio’s sales strategy has to get to
the heart of why your leads want to get in better
You have to create urgency. shape.

They have to know that your fitness studio is the The best way to do this is to ask enough ques-
solution they’ve been looking for and there’s no tions to discover their DBM (Dominant Buying
need to put this off another day. Motive).

The best salespeople have this mentality. They I want to get in shape
know how important and special their fitness Nope. Not good enough.
studio is and they get members in to experience
it. I want to lose body fat.
Nope. Not strong enough.
That’s how important and urgent sales is.
I want to fit into the perfect wedding dress by
November.

NOW we have a DBM.

Get to the heart of why they filled out your form #2 UTILIZE THE “US VS. THEM” SALES
because helping them achieve that and keeping STRATEGY
their sites set on it will set you apart, sell them, The “Us vs. Them” sales strategy is where you
and retain them. link yourself with the lead.

Example:
You and I are different from others who didn’t
think they could accomplish their goals.

What the “Us vs. Them” sales strategy does

is it helps leads picture themselves inside the
box they want to be in versus the box they don’t
want to be in.
STEP 5
Your presentation is where you convince them
EVERY FITNESS SALES STRATEGY
HAS A POWERFUL PRESENTATION
with excitement and enthusiasm.
that this is the fitness studio they have to be a
member of. You’ll want everyone to know the lead’s name
and to repeat it often (studies prove that few
Download Your Prospect Presentation Checklist things sound sweeter than hearing your own
name).

You could even have a whiteboard up front that

says, “Welcome John Smith to Loud Rumor
Fitness!”

Tell Leads What You’re Going

To Tell Them, Tell Them, Then
Do you know when your sales presentation Tell Them What You Told Them
begins? People develop an anticipation for what comes
up next based on past experiences.
The second they walk in the door for a free Your presentation is where you get to set them
workout or tour and you say, “Hi!” up for great things to come.

PRO TIP: You’ll never have a second chance at a This is where you tell them what you’re going to
first impression is 100% true. tell them, tell them, then tell them what you told
them.
Find a way to WOW your fitness sales leads as
soon as they walk in! So you tell them exactly what they’re going to
experience, then deliver on that experience.
Let’s Get Everyone Involved
To Make Fitness Sales Leads This is why it is so important to get prospects in
Feel Special the door and SHOW them what you’re all about
Tell your team, get your most loyal members and how you’re different from other gyms.
involved, and create a process so when your
sales lead walks in, they’re greeted by everyone
Same goes for your virtual fitness sales It’s also good practice to keep asking “Yes?” at
strategy. You want them to feel instantly special each checkpoint and during your post-workout
and hyped up with your virtual introduction and consult.
initial class.
Their response of “Yes” to you asking creates
If you can find a member who’s had great more micro-commitments.
results, especially if they’re similar to the goals
your All micro-commitments lead to the ultimate
prospect is looking to achieve, introduce them. macro-commitment: Membership.

FEWER THINGS ARE BETTER THAN IN-PERSON Remember, you’re coaching them through the
PROOF TO BOOST GYM SALES. sales process and presentation just like you
When it comes to your sales strategy would in class…
presentation, you need to:
• Be Personable
• Be Different
• Deliver a WOW Experience
• Add Humor
• Make Them Feel Comfortable
• Tell Them What To Expect
• Fulfill What You Told Them To Expect

Check on them throughout the class. Keep them

hooked by fulfilling each checkpoint you told
them you were going to do.

Once you build these expectations of fulfilling

what you say you’re going to do, when you sit
down with them and explain that you’re going to
help them hit their goals, what will they think?

They’ll believe it.

You already delivered on everything else you

said you were going to deliver on.
STEP 6 THE CLOSE – YOUR SALES
STRATEGY FOR CONVERTING
LEADS INTO PAYING MEMBERS
What’s the #1 reason a lead won’t sign-up? It’s Sales Scripts For Closing,
not the price… chances are, they’re wearing an Objections, and Rebuttals
Apple Watch when they tell you it’s too Scripts will help you close more sales and sign
expensive, so that’s not it. more gym memberships.

It’s not time, they did 5 workouts during their We all have scripts going on in our heads. The
FREE WEEK trial period… so that’s not it. difference is, sales scripts are proven and give
you the confidence to close more memberships.
What is it?

That’s why it’s important to have:

FEAR. • Sales Scripts
• Rebuttal Scripts
Fear is why people don’t sign up. They won’t say
it, but they’re thinking things like “I’m afraid… You’ll Close More Gym
Membership Sales When You
• it’s not going to work.” Create Great Habits
• that I won’t implement it.” Great sales closers are great creatures of habit.
• it doesn’t solve the problem I’m having right
now.” One of my favorite quotes from NBA legend
• that it’s not as good as you say it is.” Kobe Bryant was his response in an interview.
• I’ll spend this money now and need it the The interviewer asked Kobe how he was able
next day.” to hit one of his many game-winning shots and
Kobe simply replied, “Because I’ve practiced
PRO TIP: People habitually say “no.” It’s human that shot a million times.”
nature. It’s up to you to find out why they’re
saying it. You’ll quickly find it was out of habit
and they actually can make a membership work.
When you’re creating habits, you’re not only Que: “I don’t know if I wanna do a contract…”
prepared for sales objections but, when they Routine: Respond with the rebuttal script for
come up, you and your team are excited about this queue
them. Reward: The prospect says “Yes!” to becoming a
member
Once you practice your sales scripts and rebut-
tals daily with your team, you’ll ignite the Habit The goal is for the rebuttal to be a habit so when
Loop. the que or “trigger” hits, the salesperson knows
exactly what to say on command.
This concept comes from one of my favorite
books The Power of Habit: Why We Do What We Do sales training every single day. If you can do
Do In Life And Business by Charles Duhigg. it first thing in the morning, that’s best. Practice
those scripts. Role-play. Memorize. Ingrain. Go!
Here’s how it works:
STEP 7
Upselling is not only important for your fitness
THE FITNESS STUDIO UPSELL
SALES STRATEGY
You: Hey, Sally! I saw that you did 3 workouts
studio, it’s good for your members too. However, this week. How’s it going? You loving it?
it’s
important that you upsell ethically. Sally: Yeah, it’s great!

This is about helping people get the best results. You: Awesome! You know, if you like it, why not
get into our unlimited plan? I remember you
The best time to upsell is right after the initial saying you wanted to fit into your dream Wed-
sale. A commitment was made, why not make it ding Dress by
the best possible commitment for the goals they November and this plan can help you hit that
want to hit? goal a lot faster since you’ll be burning more
calories throughout the week.
Upsell Gym Members Based
On Their Goals Upsells happen when you believe it’s what’s
The best way to upsell is based on your mem- best for the member.
ber’s goals.
PRO TIP: Don’t Sell B.S.
If you have John who’s already in decent shape
and just wants to get his butt kicked a couple of
times a week to pair it with other activities he
enjoys doing, it may not make sense to upsell
him to an unlimited plan. It’s probably not what
he’s looking for.

On the other hand, if you have Sally who needs

to fit into her Wedding dress by November, she
might want unlimited training to hit that goal.

Here’s something you might say to a member

when upselling them to a higher-tier pricing
plan:
STEP 8
What else do people buy from you outside of
THE FITNESS STUDIO SECRET
TO THE CROSS-SELL
If your members only do 1/3 of that, that’s $33
your memberships? per member, per month.
That’s $360 per year per member.
Clothing?
Heartbeat monitors? If 250 of your members buy $33 worth per
Supplements? month in supplements, you’d be bringing in an
extra $90,000 per year.
If you believe it helps them hit their goals faster,
cross-sell them. This is all win-win.

Frank Nash is great at this. He owns STRONGER They hit their goals faster and you’re able to
Personal Training and joined me on The GSD deliver a higher quality product with increased
Show. margins.

Selling supplements and water helps Frank earn Your gym helps people beyond your
6.5X more profit while retaining his members membership… and that’s a good thing!
2.5X longer than the industry average.

Bonus: Upselling and cross-selling are also

big-time retention boosters.

On top of helping members, cross-selling

increases your gym’s profit, allowing you to keep
paying your team, improve your workouts,
improve your products, and so on and so on.

Sales is a mutual win-win transaction. Always.

The average person spends $100 on fitness

supplements.
STEP 9 HOW TO ASK NEW GYM
MEMBERS FOR A REFERRAL

Members love giving referrals. But... like to bring in and show off what you’ve been
doing here?
They most likely won’t do it unless you ask.
Sally: Probably my fiance… he wants to get in
Here’s a simple script you can use as part of shape for the wedding too.
your sales strategy to ask for referrals:
You: Yeah? You think you can beat him?
You: Sally, you’ve been a rockstar! You’ve come
in like 4 times a week for the last 3 months! How Sally: Oh yeah!
do you feel? Is it kind of a habit now?
You: Do you want me to turn the heat up on him
Sally: Oh yeah, I love it. when he’s here? Make it a little tougher?

You: That’s awesome, Sally. Well, I’d like to give Sally: (Laughs) Yeah!
you a gift and I wanna know if you can hook me
up with something too, is that OK? You: What’s your fiance’s name?

Sally: Yeah. Sally: John.

You: OK, cool. We wanna get more energy in the You: Alright, we’re gonna get John in here. Ok,
room—not like “regular” people energy, I want who else? You said you have a sister?
SALLY energy! The SALLY fire you’ve been
bringing! Who do you hang out with that I can Sally: Yeah, she actually lives close by.
give a FREE PASS to to come and workout and
you can show off what you’ve been doing here? You: Oh nice… and are you two pretty competi-
tive?
Do you have a sister? Brother? Mom? Cousin?
Fiance? Sally: Definitely.

Sally: Yeah I have a sister, cousin, and fiance. You: Let’s show off in front of her too. What’s her
You: Awesome! Which one of them would you name?
Sally: Molly.

You: Molly. Cool. We’re gonna get Molly in here

too. If three of them join, I’ll give you a month for
FREE, how does that sound?

Sally: Great! I better start making calls (laughs)

*You’ll do this with as many people as the

member is willing to invite to do a workout*

Not only will you give each one of these

referrals an incredible presentation and
acknowledge their relationship with Sally when
they first arrive, but now, they’re instantly
comfortable at your gym because they know
someone who works out with you already and
loves it.

But, 9 times out of 10, this only happens when

you ask for the referral.

You have to ask.

STEP 10 ASK GYM MEMBERS FOR
A REVIEW WITHIN YOUR
SALES STRATEGY
This is a question I get asked a lot by fitness FOR A REVIEW:
studio owners: “When’s the best time to ask a
member for a review?” You: Hey, John. I’ve noticed you hit that goal of
being more consistent with your workouts and
My answer is “after their first fitness milestone.” you’re
killing it. I hear you’re already down 5-lbs?
You and your team will have so many notes on
each member that you’ll know where their John: Yeah… it’s been great. I love it.
milestones are. Just like referrals, members
aren’t likely to leave reviews unless you ask. You: You’re doing an awesome job, John! There
are so many guys out there wanting to do what
You probably have members that are crushing you’re doing. Wanting to be more consistent like
it and absolutely love your gym. They’re sharing you, lose weight, and feel the way you feel right
pictures and milestones on Facebook and now. They’re probably on the fence and a little
Instagram, but they probably never thought to nervous about whether or not this works,
leave you a review on Yelp! probably like you first were, right?

…even if they looked at Yelp! or Google Reviews John: Yeah, a little bit.
before signing up with you. It happens.
You: I remember. Would you be willing to do
LET’S RUN THROUGH ANOTHER SAMPLE SALES a quick video about your experience so far to
SCRIPT FOR HOW TO ASK YOUR GYM MEMBERS help them overcome that and get them in with
a FREE PASS? You could just take a minute with
your phone if you want to and talk about how
you’re feeling now, how you felt before, and
what you’ve accomplished so far… is that cool?

John: Yeah, totally.

You: Thank you so much, John. That’s awesome.

Is there anything I can do for you?
John: No, I’m good. Let’s do this!

You: Ah, John. Thank you so much.

John probably never would’ve thought about

doing that video if you hadn’t asked.

This shouldn’t be random though. It should be

part of your sales process.

Not having things like upsells and referrals as

part of your sales process will mean...missed
opportunities to grow your gym and missing out
on sales and additional revenue.

That’s why it’s important to make it a habit. To

make it part of your process.

On top of that, once you start this regularly,

you’ll start to notice just how much your
members love and appreciate your studio… It’ll
remind you why you do what you do.
STEP 11 OFFER GYM LEADS THE
SALES OPTION OF
PAID-IN-FULL (PIF)
This is a great way to overcome price While $299 per month sounds a lot more
objections… Offering a lead the option of paid- doable and reasonable than an upfront payment
in-full is a powerful sales strategy that does two of $3,300, you’re still offering them an overall
things: lower price. That’s good service.
• It Anchors The Price
• It Allows You To Serve What Happens When Your
Sales Strategy Doesn’t Offer
What It Means In Sales To Paid-In-Full?
“Anchor The Price” What typically happens when offering paid-in-
Anchoring the price in your sales strategy full isn’t part of your sales strategy is, you give
means offering the option of paid-in-full, which the monthly price of $299 first and they say,
will sound like an astronomical number but re- “That’s way too much money, I can’t do that.”
ally, it saves the member money over the long-
haul.

What happens is, when you continue to say a

year-long contract paid-in-full is $3,300 over and
over, suddenly, paying $299 a month doesn’t
sound as bad.

Despite $299 per month being more over the You can save yourself the hassle of this hab-
course of a year than $3,300. it-based objection by offering the paid-in-full
price first.
Now, the $299 per month makes your studio
more money, but it’s good to offer the cheaper, HERE’S ANOTHER SAMPLE SCRIPT TO HELP
paid-in-full option should you get a gym member YOU ASK FOR PAID-IN-FULL WITHIN YOUR
who understands the savings. SALES STRATEGY:

This is where #2 It Allows You To Serve comes You: OK, Sally so, with everything we’ve talked
into play… about it looks like you have about a 10-12 month
goal.
So I think our 12-month contract lines up them is what we do here… and I know we can
perfectly with your goals because I want you to get you there.
get there at that 10 month point. I don’t want money to get in the way, so let’s
just forget about the contract thing and get you
That way we have 2 months of maintenance to started at just $299 per month.
make sure you don’t lose it from there and so
you know what to do to keep it there. Is that Sound good?
cool?
Sally: Yeah… that sounds good.
Sally: Yeah, that sounds great.
That’s the power of anchoring.
You: Awesome, Sally. So with a monthly
membership that’s about $3,600 per year, but if You offer an overall cheaper option, but for most
you go paid-in-full today we can do it for $3,300. people, that $299 per month will sound a whole
How does that sound? lot more doable than $3,300 paid-in-full for the
year.
Sally: Uhhhh… I don’t think I can do $3,300 right
now… If you want help implementing all 11 steps from
this guide immediately, give us a call at (480)
You: No problem, Sally. Would it be easier if I 750-9774.
broke it up into 2 payments of $1,650? You can
pay $1,650 now and another $1,650 six months
from now. Is that easier?

Sally: I don’t know… that’s still a lot of money

right now.

You: I totally understand, Sally and look, you

have amazing goals and helping you achieve
 NOW I WANT TO HEAR FROM YOU
ABOUT HOW YOUR GYM WILL
IMPLEMENT THIS SALES STRATEGY

What’s the #1 sales strategy you’re going to implement first?

• Lead Management?
• Your Presentation?
• Scripts?
What do you still have questions about or need help with?
Email me at mikearce@loudrumor.com

Let’s GSD!