Your stress and anxiety start to rise just as it always does when you’re in this situation…
You’ve just spent the last hour with a prospect.
You’re pretty sure they are going to purchase a personal training package from you. The only question is how many sessions, and at what price.
You have given them a great workout, identified their goals, and identified a plan to help them achieve those goals.
Now it’s time to ask for the sale.
They need at least 20 sessions to get the most out of working with you.
You don’t want to recommend the current 5 or 10 session discount promotion because you’ll take a significant pay cut for your sessions with the client.
But 20 sessions with you at full price costs a lot of money…You wouldn’t be able to afford that…How can you ask your customers to pay that much?
What if they say no because of the large price tag?
Rather than boldly making the recommendation for 20 sessions at full price, you sheepishly tell them about the “great deal” currently being promoted and suggest that they buy it.
You just lost your position.
Instead of positioning your services as high quality, exclusive, and valuable…
You’ve cheapened your service to a discount commodity.
Your prospect now perceives you as a cookie-cutter, run of the mill, same as everyone else, personal trainer.
Many personal trainers and fitness professionals create a mental block around how much money they can and should get paid for their services.
They position themselves as similar to all the other personal trainers in the gym by failing to confidently ask their clients to pay full price for their services.
Remember The Joshua Bell Experiment
In 2007 Joshua Bell was approached by the Washington Post to participate in a social experiment that would be conducted at a local subway.
Joshua Bell is currently one of the world’s most highly regarded and highly paid classical musicians.
At a concert in 2007, it was estimated that he would earn more than $60,000 per hour for playing his violin to a packed concert audience.
In the 2007 Washington Post subway experiment, Joshua Bell opened his violin case and proceeded to play his 3.5 million-dollar violin for about 1 full hour.
Hundreds of people passed by as he beautifully played several classical masterpieces in the subway corridor.
Most bystanders hurried past him seeming not to even notice, some stopped and listened for a while, and a few threw money into his open violin case.
At the end of the one-hour experiment, Joshua Bell had a total of exactly $32.00 in his open violin case.
Why did he receive $32.00 for his hour in the subway even though he receives more than $60,000 per hour at his concert venues?
Your Positioning Statement Lives Inside Your Head
Do a quick search on the internet and you’ll find plenty of positioning statement templates. Click here to see an article with some great examples of positioning statements.
As a fitness business, you should find a template that you like and write your positioning statement.
But, as with many other planning documents, writing your positioning statement does you no good unless you bring it to life every day in your business. Your daily mindset as a personal trainer or coach should be a direct reflection of your positioning statement.
Are you positioning yourself as a discount commodity, like Joshua Bell on the subway?
Or, are you positioning yourself as an elite, high-value coach who creates beautiful fitness programs for your clients…like Joshua Bell the violinists who’ve paid $1,000 per minute to play his violin for packed venues?
Your positioning statement isn’t something you’ll ever directly say to a prospect or customer.
But it is something that you communicate every day. It’s a mindset that exists for you and your customers.
Take a look at a company like Apple to better understand how a brand can position itself in the mind of its customers.
Apple never discounts its products.
Yet there’s a long line of eager customers wrapping around the Apple store every time Apple comes out with a new product.
All of their customers are eager to pay full price just to get their hands on the next great product from a brand that has a great position in the market.
Of course, one of the foundations of great positioning is to actually have an elite product with a great value proposition.
So, the next time you are training a client in your gym, think about how you are positioning yourself to that customer and to everyone else who might be quietly observing your every move.
And, the next time you sit down with a client to make your pitch of 20+ sessions at full price, have confidence that your positioning lives and dies by your recommendation.