Speed is King Ep 17

Summary Notes


In the latest episode of the Gym Secrets podcast, the host discusses three key sales strategies for fitness businesses: "Pain is the pitch," emphasizing the need to create or highlight a customer's need; "The set is the close," which underlines the importance of the sales setup in a two-part process; and "Speed is king," advocating for rapid follow-up with leads. They share a success story of students who increased their sales through these principles, particularly the impact of contacting leads within minutes of their inquiry to significantly boost sales conversion rates. The host also offers listeners access to free case studies and a non-committal call to discuss their gym's potential growth using these methods.

Summary Notes

Sales Philosophy: Pain as a Motivator

  • The concept of "pain is the pitch" emphasizes creating or highlighting a need in a customer's life.
  • Recognizing a customer's "pain cycle" increases the likelihood they will purchase a service.
  • The approach involves emotionally impacting the customer to make them aware of their needs.

"One is the pain is the pitch. So the extent to which you can create a need in a customer's life or make them aware of the need that they already have, which is the pain cycle, the more likely they are to buy your service."

This quote encapsulates the strategy of using a customer's pain points as a key element in pitching a service, suggesting that awareness of pain leads to a higher probability of a sale.

Emotional Impact and Awareness

  • Emotional impact is necessary for customer awareness and increasing the perceived need for a service.
  • The process of "wrecking" someone emotionally is seen as a prerequisite for them to consider purchasing services.

"You have to wreck someone from an emotional standpoint in order for them to become aware enough or increase the need enough that they want to buy your services."

This quote explains the importance of emotional engagement in the sales process, indicating that a strong emotional response can lead to a greater desire for the service offered.

The Pre-Sales Process: Setting the Stage

  • The phrase "the set is the close" refers to the importance of the initial part of a two-part sales process.
  • The setter's role is to edify the closer, enhancing the value and anticipation of the meeting.
  • Describing the closer with high esteem influences the customer's perception and likelihood to purchase.

"The set happens there. Not necessarily when you're confronting money, but it's when you're edifying the person that is going to ultimately do the closing."

This quote highlights the crucial role of the pre-sales process, where the groundwork for closing a deal is laid by building up the authority and expertise of the person who will finalize the sale.

Value Perception and Expectation Management

  • Creating a high expectation for the closer's stature increases the perceived value of their time.
  • By associating the closer with notable figures, customers are more likely to value the service and be inclined to purchase.

"If you're going to meet with that person, figuratively speaking, what's the likelihood that you're going to value that person's time and b, be more likely to buy their services?"

The quote emphasizes the strategy of leveraging the perceived importance of the salesperson to enhance the customer's expectation and perceived value of the service, which can lead to a successful sale.

Sales Efficiency: Speed as a Driving Factor

  • "Speed is king" in sales, meaning that quick actions and responses can lead to successful deals.
  • The adage "Time kills all deals" (TKAD) suggests that delays or prolonged decision-making can jeopardize sales.
  • The background of salespersons' computers with "TKAD" serves as a constant reminder of this principle.

"I had a sales manager who once told me that time kills all deals. Tkad. And she had it written on every single salesperson's desktop computer."

This quote underscores the belief that efficiency and promptness in the sales process are critical, with the implication that speed is a key component of successful sales strategies.

Case Study: Success Through Sales Principles

  • Applying these sales principles has led to tangible success, as demonstrated by students who achieved significant monthly sales figures.
  • The example provided shows the effectiveness of the sales approach in the context of online personal training sales.

"And I had some students of mine, I guess you could say, before I got into the world that I'm in now, I just coached them from zero to 30,000 a month in sales, and they were just doing online personal training sales."

The quote serves as a testament to the effectiveness of the discussed sales strategies, illustrating how they have been applied in practice to achieve remarkable sales results.

Implementation and Improvement in Sales Techniques

  • Sales teams improved their performance from a 30% success rate to a 70-80% success rate.
  • They progressed from individual pitches to group pitches.
  • Emphasizes the importance of maintaining fundamental sales practices despite advancements.

They went three for ten, and then after that, the next day or not next day, next week, they went five for ten, and then now they're at seven or eight out of ten, and now they're doing group pitches to sell.

This quote illustrates the sales team's improvement over time, highlighting the importance of persistence and adaptation in sales strategies.

Importance of Timely Contact with Leads

  • The highest point of a potential customer's interest is immediately after they opt-in.
  • The urgency to contact leads quickly is stressed, as interest declines rapidly within the first 30 minutes.
  • Prompt contact can significantly increase sales conversions.

The moment that someone opts in for something, that is the moment that their need was highest is that moment when they click submit.

This quote emphasizes the critical nature of the moment a lead opts in, indicating it as the peak of their interest and the best time to make contact.

Sales Conversion Rates and Lead Response Time

  • Responding to leads within the first 30 minutes can potentially triple sales from those leads.
  • The speaker suggests that failing to contact leads promptly may be why some marketing efforts do not yield expected results.
  • A response within five minutes is considered ideal for maximizing sales conversions.

I guarantee you that you will probably three x the amount of sales that you're getting off of your leads right now.

The quote provides a strong assertion that quick response times to leads can significantly improve sales outcomes.

Automating Initial Contact with Leads

  • Text messaging is recommended as a simple and effective way to make immediate contact with new leads.
  • The speaker describes a straightforward process for automating contact, which can lead to a high conversion rate.
  • Efficiency in contacting leads can reduce overall workload and improve time management.

All you have to do is send a text message automatically from whatever your opt-in page is to someone's phone.

This quote outlines a practical step for automating the initial contact with a lead, highlighting the simplicity of the process.

Lead Management and Work Efficiency

  • Being proactive with leads allows for less overall work but requires responsiveness when leads come in.
  • The speaker contrasts this approach with dedicating set hours for calls, suggesting that immediate action on new leads is more effective.
  • A strategic approach to lead management can lead to better conversion rates and more efficient use of time.

You actually need to do less work. You just need to do work when the work comes.

The quote conveys that timely and focused work on leads as they come in can be more efficient than setting aside large blocks of time for lead management.

Importance of Prompt Follow-Up in Sales

  • Quick response to potential customers who fill out online forms increases the likelihood of sales.
  • Immediate phone calls can significantly reduce the workload by addressing the customer's interest while it's fresh.
  • Customers who have just completed an online form are more likely to have the time to engage in a conversation.
  • Prompt follow-up leads to higher chances of the customer showing up and purchasing.

"But if you're available and you can take that 2 seconds to call them immediately, literally half to three quarters of your work will already be done."

This quote emphasizes the efficiency gained by promptly calling a lead, suggesting that such quick action can complete a significant portion of the sales process.

"But usually in the moment where someone has the time to fill out a form online, they have the time to answer your phone call and tell you who they are and be far more likely to show up and buy."

The speaker is highlighting the correlation between a customer's availability to fill out a form and their availability to take a call, which can lead to a higher conversion rate.

Speed to Contact and Sales Conversion

  • The time taken from a potential customer expressing interest to closing a sale can be very short if contact is made quickly.
  • Speed to contact is critical for low ticket items sold over the phone.
  • A rapid sales process can transition from interest to purchase in as little as ten minutes.

"And your speed to contact is within five minutes from the time that someone expressed interest in your facility for a promotion that you're running to the moment that they actually gave you money, can literally be ten minutes."

This quote highlights the potential for a very quick conversion from lead to sale when immediate contact is made, underscoring the importance of speed in the sales process.

Encouragement to Rate and Review the Podcast

  • The host playfully chastises return listeners for not rating or reviewing the show.
  • They stress the importance of reviews for podcast growth.
  • Reviews are described as a way to support the podcast and help other entrepreneurs.

"Hey, if you're a return listener and you have not rated or reviewed the show, I want you to know that you should feel absolutely terrible about yourself and everything else in the world."

While this quote is delivered in jest, it serves as a humorous nudge for listeners to engage with the podcast by leaving a rating or review.

"It would mean the absolute world to me if you guys would go ahead and do that."

This quote conveys the host's genuine appreciation for listener support through ratings and reviews.

"The only way that podcast grows through word of mouth, and this is you joining hands with me and helping as many entrepreneurs as we possibly can."

The speaker is emphasizing the role of the audience in growing the podcast's reach and impact on the entrepreneurial community by leaving reviews.

The Customer's Journey from Interest to Purchase

  • The process from a customer's emotional reaction to an ad to the decision to give their information is critical.
  • A timely phone call following an online form submission can lead to a successful sales pitch.
  • The effectiveness of the sales process depends on the salience of the pitch and the provocativeness of the offer.

"From the moment that someone opted in and expressed interest and had a desire and an emotional reaction to an advertisement that you showed, and they were seduced enough by your offer on your landing page to actually give you their information so that you could take time out of their day and attention."

This quote outlines the customer's journey from seeing an advertisement to taking action by submitting their information, which is the optimal moment for a salesperson to make contact.

"That when their phone did ring right afterwards and it was you on the phone, and then your sales pitch was salient and the offer was provocative enough that the..."

This incomplete quote suggests the importance of a compelling sales pitch immediately following the customer's expression of interest, which can lead to a successful transaction.

Importance of Speed in Sales

  • Speed is crucial in converting customer interest into sales.
  • Quick transactions satisfy the customer's desire for immediate gratification.
  • Fitness sales can rapidly address a customer's need, similar to how Amazon operates.
  • The quicker the customer service response, the higher the likelihood of making a sale.

From the time that they expressed interest to the time that you collected money from that person to solve their problem was minutes.

This quote illustrates the importance of a rapid response when a potential customer shows interest, emphasizing the effectiveness of immediate action in sales.

People want immediate gratification.

The quote highlights the consumer's desire for quick solutions and satisfaction, which is a driving factor in making quick sales.

The faster you can get them in the door, the faster you can get them on the phone. From the time that they opt in, the more likely you are to sell them, more likely they are to respond, more likely they are to buy.

This quote underscores the direct correlation between the speed of customer engagement and the success rate of sales, suggesting that immediate follow-up increases the chances of a purchase.

Sales Fundamentals and Efficiency

  • Adherence to sales fundamentals is necessary, but efficiency can enhance results.
  • Immediate follow-up calls can significantly impact business success.
  • Offering additional resources like case studies can provide value and attract potential clients.
  • Transparency in sales calls, such as not taking money on the first call, can build trust.

So make sure that you're still doing the fundamentals.

This quote advises maintaining a strong foundation in sales techniques while also seeking to improve efficiency.

If a lot of you guys are like, man, I like my scripts, blah, blah, blah, blah, stack the deck in your favor and just call them immediately, okay?

The speaker suggests that while scripts are useful, the key to leveraging sales opportunities is to act promptly, indicating that speed can trump prepared scripts in effectiveness.

Make a massive difference in your business. Massive difference in your life.

This quote implies that quick action in sales not only benefits the business but also has a profound impact on personal success.

We don't take money on the first phone call, so you don't need to worry about us hard closing you.

The quote conveys a sales approach that prioritizes building trust and providing value before asking for payment, which can differentiate a business from others that may employ more aggressive tactics.

Offer and Invitation

  • The speaker provides an invitation to access free case studies for growing a fitness business.
  • A call to action is presented for scheduling a call to discuss potential collaboration.
  • Emphasizes the no-pressure approach by not taking money on the initial call.

If you'd like to see how we get from zero to full capacity in 30 days with our facilities, love to share four free case studies with you.

This quote is an offer to provide valuable information that could help others achieve success in their fitness business ventures.

Just go to gymlaunchsecrets.com quiz. You can opt in there and we'll send you four awesome breakdowns of how we do it.

The speaker gives specific instructions on how to obtain the case studies, guiding potential clients on how to access the resources.

And if you'd like to know how our model might be able to work with your gym, you can schedule a call on the next page.

This quote serves as an invitation for personalized consultation, suggesting a tailored approach to applying the speaker's business model to individual gyms.

Closing Remarks

  • Reinforces the importance of speed in closing deals.
  • Encourages the listener to act quickly to avoid losing potential sales.
  • Signs off with a positive message and a reminder of the channel's value.

Remember, speed is king. Time fills all deals, and I will talk to you guys soon.

The closing quote reiterates the central theme of the importance of speed in sales and implies that delays can be detrimental to closing deals. It also serves as a sign-off, indicating the end of the conversation.

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