Online Academy
Be free or die trying

Lesson's transcription

Today, we will talk about sales. We have already discussed the topic of sales when talking about product interviews. However, product interviews are designed for you to conduct your initial consultations with a loyal audience. In product interviews, we gather feedback on the product, collect objections, gather requests, analyze our target audience, and refine the product. But when someone reaches out to us, for example, for a consultation through our funnel or content, it would be strange to communicate with them in the same format as product interviews. Asking questions like, “Do you think the price corresponds to the value?” is not appropriate here. The person is already familiar with your services and genuinely wants to make a purchase, so it's important to connect through their emotional state.

In a sales interview, there won't be a specific script as there was in the product interview. What is important is to establish an emotional connection just as we did in the product interviews. If you forgot how to do this, review the lesson from the beginning of the course. We establish an emotional connection, and the most important thing to remember is that we speak minimally during our consultation. We are not trying to solve the person's problem or provide value in this session. We are not analyzing their specific situation and outlining their next steps. Instead, this consultation is a presentation of our work with them.

It's crucial to understand that this consultation is not an attempt to sell or provide free services. It is a chance to get to know the person and assess if we are aligned in terms of values and goals. For example, if someone says they want to lose 10 kg in a month, you may either decide not to work with them or explain why that approach doesn’t work. You should determine if you want to work with this person and if they are a good fit for your services.

Now, let’s talk about how to conduct this dialogue. It is very important not to overwhelm the person with information about your approach. Avoid talking incessantly about how great you are and how you can help. Instead, focus on asking questions. Your task is to guide the client by asking leading questions. The first question you should ask is, “Why did you decide to come to me specifically?” This will help you understand your strengths in the eyes of the client, what they liked, and what you can sell to them at the end of the conversation.

It’s also important to ask about what the person wants to achieve, why they came to you, and what their previous experiences have been. Questions about their previous experiences and the emotions they feel about their problem can be taken from product interviews. However, here, we need to focus on selling the final result that the person needs and their emotions. We should explain in detail how we will help them achieve the desired outcome and ensure that we do not cause any negative emotions or setbacks.

In sales, it’s crucial to present a clear decomposition of the work. We need to show how the person will achieve results step by step, as opposed to just saying, “In a year, you’ll be in great shape.” A year is too far away. Instead, we need to show how the person will see incremental results throughout the process. This is why a detailed breakdown is important. We need to understand why the person came to us, what problems they are concerned about, what they want to achieve, and what their deep motivations are. We use the product interview script to find out these details.

Then, we explain how we will deliver the results they described as needed and address any fears or objections they might have. We present a detailed plan for achieving their goals. Don’t be afraid to sell during the consultation. A free consultation is not just about providing free value but about understanding the person’s problem and offering a solution through our personal services.

The key is to address objections by showing the value of your service. For example, if someone feels that personal coaching is too expensive, you might compare it to the cost of gym memberships that don’t provide results because the person isn’t following a comprehensive approach. Explain how investing in your services now will yield better results in a shorter time compared to a year of ineffective gym visits.

To overcome objections, you can also offer a prepayment option or create a sense of urgency. For instance, you could offer a discount for booking during the consultation. If the person pays a certain amount upfront, they get a lower price, whereas the price will be higher if they decide later. You can also ask why they are hesitant to purchase now and address those concerns directly. If they provide objections you can address, do so. If the service isn’t a good fit or they don’t want to work with you, it’s just not the right match.

Lesson's transcript

Another important point in sales is how not to overwhelm the client. A very common mistake is attempting to convey to the client how difficult the process will be. In other words, you begin the interaction during the consultation, which often involves people who have recently come to you, who have recently met you, or who may have never engaged in sports before. They might also have some negative dietary experiences, making them feel anxious. For them, this is a new beginning, and they fear not being able to cope, that they will pay and not achieve results, and so on. Your task is to overcome this pain, as we discussed earlier, with the value of your product.

Many make the mistake of starting to talk about how important it will be to work hard, how necessary it will be to provide all reports, such as sending all your calorie counts, weighing food precisely, not skipping workouts, and so on. I understand why you do this. You want to convey to the client that they need to invest to achieve results. This is to ensure you have a committed client who will not require constant reminders. However, there is a downside to this approach. When you overwhelm the client with how difficult things will be, they may not want to pay you. Essentially, you are saying, "Hi, you will pay me, and I will make your life worse."

It is undoubtedly important to explain to the client that you have not done all the work for them. If they do not listen to you or follow your recommendations, they will not achieve results. However, try to show them that their life will improve with you. Demonstrate that you will support them and help them through this process. For instance, if they tried to do it on their own and failed due to lack of knowledge, motivation, or discipline, explain that you will help them develop these qualities and support them when needed. Offer to create a program that will be comfortable for them.

Most clients do not need to work out in the gym all day long. They generally want to shed a few extra pounds or lose weight. For this, staying in a calorie deficit and eating comfortably is enough. You can create a genuinely comfortable meal plan for them that does not drastically deviate from their usual diet but gradually introduce new habits and a new lifestyle, resulting in overall improvements in their life and body. Make sure to communicate this to the client—show them that they will achieve their results comfortably with you, rather than feeling like their life will turn into a nightmare with constant accountability for every bite.

It is crucial to be flexible and adjust to the client’s needs. During consultations, listen more than you speak, and tailor the program to the client’s goals. Understand how they will be more comfortable working with you and determine how to provide the necessary approach.

Another point is not to overwhelm the person with too much information. Many make the mistake of thinking they must give a lot of value during the consultation. However, the consultation is for you to get to know each other, assess the situation, and explain how you can help them. Avoid overwhelming the client with too much information. They may leave thinking, "I have all this information now, I will try to do something with it myself." Most likely, they will not achieve results on their own, and they will blame you for not providing useful recommendations.

To prevent this, focus on guiding them to the result rather than teaching them everything. If a client wanted to learn everything, they would have enrolled in some training program, like studying nutrition and preparing their own plans. They need support, guidance, and for you to take responsibility for their progress.

Regarding client retention, this is a form of selling to a super loyal audience—clients who already work with you. If you have a high-quality product and proper service, you should not face major issues with renewals. It is important to discuss with the client before their current contract ends. For example, if they worked with you for three months and you want to extend for another three months, ensure the client notices and acknowledges the changes in their life.
This is why I emphasize that your service should include weekly check-ins. This helps ensure that you revisit the progress and ask questions about the client’s satisfaction and the value they’ve received from working with you. For instance, ask how their body has changed, how they feel, and if their personal or professional life has improved. Ask about emotional results and the impact on their overall life.

When discussing extending their contract, if they have achieved their goals, discuss setting new goals or making further improvements. If initial goals were not fully achieved, acknowledge what has been accomplished and discuss how to reach the remaining objectives.

If you need to raise prices, there are two scenarios. First, if you have loyal clients who have been with you from the beginning, it is not advisable to significantly increase their rates. They are your loyal clients, and it is better to keep them at the current rate, especially if you have already established a solid system with them. You can, however, increase prices for new clients gradually. For example, increase rates slightly as you bring in new clients.

If you must increase rates for existing clients, ask them if they believe the service is worth the new price. Explain that you are raising prices but want to ensure it is comfortable for them. If they agree, extend the contract at the new rate. If they are not willing to pay the increased rate, understand their objections and see if there is something missing in your service that you can include to justify the new price.

If the client is still uncomfortable with the new price, you can offer options like longer-term contracts at the current rate or a reduced package of services. If none of these solutions work and the client decides to leave, remember that a good product with a well-structured service will retain clients even with higher prices. Clients who see value in your work are more likely to return, even if they explore other options. It is essential to focus on delivering a high-quality product and service.

In summary, while you might experience a temporary drop in requests or sales when raising prices, over time, you will see that your income increases and you free up time to focus on other areas like marketing, attracting new clients, and personal development.

How to Sell Non-Toxically

Genuinely Care About Your Clients' Problems: Show a sincere interest in understanding and addressing the issues your clients are facing.

Respond Promptly: Always reply quickly to inquiries. Respect both your own time and your clients' time, which demonstrates excellent service and respect for those interested in working with you.

Avoid Overloading with Information: Don’t immediately bombard the client with excessive details. First, understand their specific needs and queries regarding your services.

Don’t Disclose Pricing Right Away: Before revealing the cost, first determine the client’s needs and explain what they will receive for the stated price.

Conduct Consultations: For more expensive products, hold personal consultations via calls. For less expensive services, handle consultations through direct messages.

Focus on Providing Value, Not Just Selling: Aim to offer maximum benefit, genuinely help, and show empathy. Make it your goal to improve the client's life and make a positive impact. When your focus is on enhancing lives, your sales will naturally increase.

Handling objections

Listen Actively:

• Example: If a potential client expresses concerns about not having enough time to commit to a fitness program, listen carefully to their specific worries. Let them explain their schedule and constraints in detail without cutting them off. This shows respect for their situation and helps you tailor your response to their needs.

Acknowledge the Objection:

• Example: If a client says they are worried about the cost of personal training sessions, acknowledge their concern by saying, “I understand why the cost might seem high, especially if you have a tight budget.” This validates their feelings and shows empathy.

Clarify the Objection:

• Example: To dive deeper into their cost concerns, you might ask, “Could you tell me more about what specifically about the pricing feels challenging for you? Is it the overall cost or the frequency of sessions?” This helps you understand whether their objection is about the price itself or how they perceive the value they’re getting.

Provide Information:

• Example: Share success stories or testimonials from clients who have achieved their fitness goals through your coaching. You might say, “Many of my clients found that investing in personal training actually saved them time in the long run by making their workouts more efficient and effective. Here’s a story from Jane, who was in a similar situation.” Providing this kind of evidence can help address their specific concerns about the cost.

Reframe the Objection:

• Example: If the objection is about cost, you can reframe it by explaining the long-term benefits. For instance, “Think of this as an investment in your health. While the upfront cost may seem significant, the improvements in your energy levels, overall health, and confidence can lead to a more fulfilling life. Plus, I offer flexible payment plans to make it easier for you to manage the cost over time.”