In a sales-focused podcast, the host underscores the importance of a pre-sale strategy in fitness and general sales, drawing expertise from sales manager Cole's experience in transforming fitness sales teams. The host emphasizes the 'closer framework' from their book, advocating for the replication and scaling of successful one-on-one sales tactics. Key to this process is creating a welcoming environment that showcases client success stories, promptly greeting clients, and using a pre-sale questionnaire to identify and agitate the client's pain points. This systematic approach not only improves the likelihood of making a sale, even for less skilled salespeople, but also ensures a consistent and professional client experience, as elaborated by the host and supported by the interjections of Speaker B. Speaker C briefly interjects to promote a book that serves as a resource for the community. The host concludes by highlighting that these strategies are detailed in their book and encourages listeners to create a professional and value-driven sales process.
"So due to the response that I got from last sales oriented podcast video that I made, I wanted to follow up with that since you guys were like, hey, we want more of that." "Cole, who turned around 1324 hours fitnesses, so all he did was turn around fitness sales teams, all right? That's literally all he did." "The only thing that you do when you scale is do more of the things that you did when you were one on one, and you just do them on a larger scale."
The first quote indicates the speaker's motivation to create more content based on audience demand. The second quote provides background on Cole's expertise in fitness sales. The third quote explains the principle of scaling sales effectively.
"So clarification, right? What are the objectives of this part of the sale?" "And so when someone walks in the door, they are coming in, taking all of the stuff that they have from their husband and their texts, and they're on their way here in traffic and the person in the parking lot, whatever it is, right." "So when that person walks the door, the selling environment that you have set up is incredibly important because it's going to position the prospect to be more likely to buy."
The first quote poses a question about the objectives of the clarification stage in sales. The second quote describes the mental state of prospects as they enter the sales environment. The third quote highlights the importance of the selling environment's influence on the prospect's likelihood to purchase.
"If you walked in and just saw walls of five star reviews, and then walls of before and afters, you'd probably be like, immediately before anyone says anything, wow, these guys really care about results. They really know what they're doing."
This quote explains the intended impact of displaying positive reviews and success stories on the walls of the sales environment. It is meant to impress upon prospects the business's dedication to results and expertise.
"That's before any words have been spoken. Because the sale started in the parking lot. The sale started when you set the appointment."
This quote emphasizes that the sales process and the formation of customer impressions begin well before any direct interaction, highlighting the importance of non-verbal cues and pre-meeting preparations.
"And so we're just walking through this process. So now when they walk in the door, they need to be greeted within 10 seconds."
The quote explains the necessity of a quick and attentive greeting process as part of the customer service strategy, suggesting that timing is crucial for setting the right impression.
"I need to sit you down and give you this pre-sale questionnaire form. Why do we do a pre-sale questionnaire? Because we're going to remind them of the things, of the reasons that they came in, of the reasons of why it's important, and of the reasons that they said that they even walked in that day."
This quote highlights the strategic importance of the pre-sale questionnaire in reiterating the customer's motivations for seeking the service, which is a tactic to prepare them for the sales pitch.
"And if you can squat down to eye level, if you've ever had a waiter do this or a waitress, when you squat down to eye level, people feel like you're leveling with them and you're inconveniencing yourself to service them."
The quote explains how physical engagement, such as squatting down to eye level, can make customers feel a personal connection and cared for, which is an effective technique in customer service and sales.
"So imagine this person who walks in the door, sees all the testimonials, see all the five-star reviews. Someone walks over, says hi. Hey, I see that out. If the schedule is visible, they can be like, oh, are you Sharon? Or whatever it's like."
This quote describes how a welcoming environment, complemented by positive social proof and personalized service, can positively influence a customer's experience and perception of the business.
All we're doing is taking them through the sale before we actually sell them again. And the reason you do that is that when you have a systematic process, you are more likely to have a consistent result, which means when you have consistent results, you have a scalable solution.
This quote emphasizes the importance of a systematic sales process as a means to achieve consistent and scalable results.
It also means that you're stacking the chips or, sorry, the deck in the favor of poorer salespeople, people who are not as good as you are.
This quote highlights the purpose of the systematic sales process in supporting salespeople who may not be as naturally talented or experienced.
You are the proprietor. You will always be better, or you should always be better at selling your own stuff than anyone else is.
This quote underlines the expectation that proprietors will be the most effective salespeople for their products due to their conviction and personal gain.
You can get it for ninety nine cents on Kindle. The reason I bring it up is that I put over 1000 hours into writing that book and it's my biggest give to our community.
This quote serves as a promotion for Speaker C's book which is intended as a generous contribution to the listeners and a tool for building future business relationships.
So you probably don't want to sell for the rest of your life. Maybe. Maybe you do. I get it because sales is awesome. But on some level you probably don't want to sell for the rest of your life. And so what you have to do is how can I make it as easy as possible for someone who is not as good as me to sell?
This quote discusses the desire to create a sales process that enables others to sell effectively without the constant involvement of the owner or top salesperson.
And so we'd have people come in, there's no equipment. It's literally an empty warehouse with a card table. And we're like, yeah, it's $600. And they're like, you guys don't even have a gym. I'm like, yeah, you don't need a gym to get results.
This quote illustrates how effective salespeople can succeed even without the typical trappings of a business environment, reinforcing the value of sales skills and confidence.
you cannot have built rapport, the faster you can close the sale because you have all these things that have already carried the ball halfway down the field, three quarters of the way down the field, and then all you're trying to do is just push it over the end zone.
The quote emphasizes the advantage of having established rapport in making the final steps of closing a sale easier, likening it to a football being already close to the end zone.
So if you don't have a preselling process that is set up at your gym and your trainers do not understand what is supposed to happen when someone walks in the door, right, and your salesperson doesn't consistently go out, greet them within 10 seconds, give them the presale questionnaire, walk them through it if possible, unless they're with a prospect, right?
This quote outlines the necessity of a well-defined pre-selling process, including immediate greeting and providing a presale questionnaire to potential clients.
What bad habits do you have? How much do you spend per week on those bad habits?
The quote illustrates how the presale questionnaire can reveal a client's expendable income on non-essential items, which can be reallocated to gym memberships or services.
If you close an extra 10%, 20% of people walk in the door, it's a massive increase in the amount of sales that your gym is going to be able to make.
This quote highlights the potential revenue increase that can result from improving the conversion rate of new clients by a relatively small percentage.
And it takes an afternoon or two of training and one afternoon of putting up all the pictures and going to kinkos to set this up at your gym.
The quote conveys that implementing an effective pre-selling process requires minimal time and resources, suggesting it is a worthwhile investment.
I talk about this in endless detail in the book. If you want, you can grab it. Alex's book.
The quote directs listeners to Alex's book for comprehensive guidance on establishing a pre-selling process, indicating that the book is a valuable resource for gym owners.
But I hope that just gives you an overt, like, big picture, how to clarify how to increase the likelihood someone is going to buy when they walk in your facility so that you can extract the most value, deliver the most value, give an amazing experience, and even if for some reason that person does not buy, they have nothing but nice things to say about how professional your service was.
This quote stresses the importance of a professional approach to the sales process, aiming to enhance the likelihood of a purchase and ensure a positive experience for the client.