FITHIVE MARKETING

CHALLENGE STRATEGY

GUIDE

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 Leads

Interviews are vital to the success of your challenge! Please review the following sections to make sure both you and your clients have a great initial interaction.

What to Expect

The Importance of Personalized Texts

 Interview

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What we’re trying to do here is to set yourself up for success in the first few minutes since it will make closing the sale 100 times easier. People will always forget what you say but will always remember how you made them feel. If you take one thing from this remember to become friends with them and make them feel comfortable...I guess that’s two things. You just need to get them to understand that they’re not where they want to be and that you are the bridge to get them there. I repeat...Get them to realize this, it’s not you telling them. You can do this by asking good questions so keep reading... 

Sales Space

First off let’s take a look at your sales space. What does it look like? Where are you selling leads that are interested in your gym? Our top gyms have 5 -10 up to 50 transformation photos on the wall with testimonials, like a transformation wall or bulletin board. Now you may not want to clutter your walls with transformation photos I understand. Here’s another option, gather some transformation photos and order a $20 hardcover book from shutterfly and have each person look through it while they wait for their meeting to start. You’re setting the environment right out the gate that you guys are very successful with transformations, and that you are the answer to what they’re looking for. Look at this like Google reviews on your walls right when they walk in. 

They're The Hero In The Story

Imagine you’re looking to lose weight and you’ve tried everything...different diets, 10 different gyms, personal trainers, weight watchers, etc...then you get an ad for a 6-week challenge, you book an interview, get to the gym and no one is there to greet you...doesn’t exactly scream professionalism or a place that can help me change. So I either walk out or just sit through the presentation while they tell me how great they are and I end up telling them “let me think about it”. 

Let’s look at another scenario...same person sees the ad, books an appointment and when I arrive there’s a sign on the door “WELCOME 6-WEEK CHALLENGE APPLICANTS!” There’s someone at the front to greet me and hands me a bottle of water or a protein bar while I wait. Ever heard of the law of reciprocity? If you give someone something they automatically feel like they need to give something in return. Have you ever had a friend give you a Christmas gift and you had nothing to give them? It’s kinda like that. You welcome me into your office hand me a laminated card with some brief details about the challenge and you have 10 - 5 x 10 transformation photos on your shelf and one on the desk. Automatically I think dang so many people have transformed here, they must be doing something right. This is all before you’ve said anything about what you do. This can be referred to as “Pre-Framing”

1.) Greet them, shake their hand make eye contact and be excited and happy! Get to know them. I feel like this should be obvious but I’m saying it anyways. PRO TIP: DON’T SIT ACROSS FROM THEM. Sit next to them, we don’t want them to think they’re being interviewed or have PTSD from the principal's office when they were in school.

2.) Ask them why they showed up to your gym...This will get them to give you all the reasons specifically how you can help them.  What motivated you to come here? Why did you fill out the form? Why did you schedule? *How long have you been thinking about losing weight? What do you feel will have to change in your life so you’ll stop putting off the decision to start exercising? BECOME THEIR FRIEND, build trust and find some commonality. If they don’t like you no way in hell will they buy from you. If you take 25 out of 30 minutes to become friends you will most likely close them. Don’t rush this part. Let me say that again DON’T RUSH THIS PART!

3.) Figure out their problem. Can’t gain weight, can’t lose weight, can’t play with kids, tired all day at work etc...just dig a little, even if you’re talking to 5 people at the same time. Take notes! It’s flattering that you care enough to write down my pain points. You need to find enough pain in them because you’re going to be the bridge to get them out of pain. 

4.) Recap their pain points so that you are clear about what they’re struggling with. Okay, just so I’m clear you’re looking to lose 20 lbs in 6 weeks because you have a wedding in April and you’ve tried 10 different ways to do it and nothing is working, is that right? Confirm that you know what their motivation is as well as make them think about it.  

5.) Sell them on why this will work and why everything else they’ve tried up to this point hasn’t. Talk to them about the success you’ve had with current members, programming you have, nutrition, community, and support, and that you believe in them and you’re ability to help them. 

6.) Explain away the pain points. Get ahead of the curve here and tackle their pain points or insecurities before they use it as an objection.

7.) Be stern...this is someone’s life we’re talking about you can push a little. Let them know if they walk out that door without signing up they will probably not change and they will stay the same. This may sound harsh but it’s a great way to drive the point home. 

8.) Reinforce their decision to buy the program. Once they leave after they’ve purchased text them and reinforce their buying decision and how excited you are to have them on and get them excited to make a change. This will put buyers' remorse to rest and prevent cancellations. 

Below are some of the most common hurdles you may see from some of your future members when asking them to join your challenge as well as the easiest ways to cruise right over them.

COMMON OBJECTIONS

Price is too much.

We understand that this may seem like a lot up front, but it breaks down to less than $6 a day and also includes custom nutrition plans, at-home mobility programs, and access to our members-only app for additional content to help you over the course of the challenge. Personal training at most gyms is north of $75/session on top of your monthly membership and typically don’t come with any additional support. Plus, you’ll have the chance to win your money back if you complete the challenge.

I thought this was free?

Sorry for any confusion. Did you make sure to watch the full video on our landing page? We go over the cost in the video to make sure everyone watches it. There’s a $250 fee to join, which includes…

I need to think about it.

We understand. Just a heads up, spots for the challenge are limited and tend to fill up pretty fast since it’s an open registration. If you’d like, we can hold your spot for a $50 deposit to be on the safe side, then you can come back to pay the rest when you’re ready.

I need to talk with my husband/wife/gf/bf/etc first. (coed challenge)

For sure! You know, if you’d like them to join the challenge with you we’d be happy to hook you up with a packaged deal if you come back before the end of the week to sign up. (Deal is typically 10% for each of them; Please make sure to let a GymBuildr team member know if you offer this)

I want to join, but want to see if I can get a friend to join with me.

For sure! And to help out, we’d be happy to hook you up with a packaged deal for both of you if you come back before the end of the week and sign up. (Deal is typically 10% for each of them; Please make sure to let a GymBuildr team member know if you offer this)

I’d love to join, but your class options don’t work with my schedule. (if optional)

We do offer other class options outside of the times we have set up specifically for the challenge. If you’d like to jump into one of those that fits better with your schedule you’ll still get a great workout with the hands-on coaching. The only difference is you wouldn’t be with other challenge members, but you’d still be welcomed with open arms. Does this help you out? (everything else from the challenge will still be included)

We’re sure other situations and questions will come up outside of the ones we’ve listed above which is why our team is always around to help. In most cases, finding common ground with your future members will always be doable if you keep your options open.

Sales scripts

SALES PITCH PT. 1

We’re firm believers in question-based selling since it shows your future members that you have a genuine interest in their needs and goals. When they show up for their interview they don’t want to just hear how great the challenge is, but why it will be great specifically for them. Every lead will have their own story and it should be your #1 goal to get them to tell it.

To help you reach this goal we have put together a list of some of the most important questions you should be asking when you meet with each lead based off the feedback we’ve received from some of the most successful gyms we have had the privilege of working with.

1. What’s your motivation for being here right now?

2. Why do you want to change?

3. Status quo - Where are you right now?

4. Vision - Where do you want to be?

5. What programs have you done in the past?

6. What worked for you in those programs?

7. What didn’t work?

8. Why now?

SALES PITCH PT. 2

Once they’ve told you their story your next goal should be showing them what we briefly touched on above: why your challenge will be great for them. While each person you meet with will have different needs/concerns, the root for the majority of them are typically pretty common and in most cases can be pinpointed to accountability, insecurities, and resources. Here are a few key talking points you should be covering to show them that they’ll be set up for success by joining your challenge.

1. Hands-on coaching for every single class they attend over the course of their challenge.

2. Make sure to explain that each workout is scaled to their individual abilities so they’ll never feel like they’re in over their heads.

3. They’ll be working out in a small group class with other members that have similar gym experience to them. They’ll never have to go at it alone.

4. Walk them through the app to show them how easy everything is to manage when they’re not in the gym, especially the Meals and Macros sections since diet is what most people struggle with.

5. Break down the value of what they’ll receive when they join your challenge vs going anywhere else. Most personal trainers charge north of $75/hour just for training, but depending on the cost of your challenge they’ll be able to train, create custom meal plans, have access to mobility routines, and more for less than $10 a day.

Here are some reasons why you may have not closed the sale….

• You’re too generic and sales-focused - Make a connection be their friend
• You over present the features of your gym - Focus on them
• You don’t truly listen to their needs and wants 
• You push too hard for the close - Push but don’t be a car salesman
• You’re talking too much during the presentation
• You’re not confident in your training abilities
• You focus too much on the price
• You failed to make the client show commitment and get excited
• You didn’t overcome objections ahead of time
• You assumed they didn’t have the money for the program

The last thing I want to share is what I call relationship arrogance...when you assume someone doesn’t have value. Here’s a story. I worked at a gym in Utah and a college kid came in who loved working out there but didn’t have enough money to pay for the $120 per month membership. The owner/head coach was an amazing guy who went above and beyond for every one of his members. He ended up cutting a deal with the kid to clean the gym for a free membership. He could have just said sorry I can’t do anything for you but instead, he looked at him as a person of value and hooked him up. What ended up happening over the next 3 months was unbelievable, this kid ended up bringing his whole family and some college buddies to the gym. Probably around 30-40 people that all ended up signing up for membership at $120 per month...You can do the math. If you treat every person like the most important client, the possibilities are endless. 

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