Create a Small Item A Customer Can Buy First to Increase Sales Later
What’s a Trip Wire?
Customers have problems. That’s why they come to you. Something about your facility, service, or product solves that problem.
They need a place to exercise. They want to lose weight. They are frustrated with prior attempts without progress.
Whatever their problem is, you got them to take a first step.
That might be just that you were successful building something that you gave them for free in exchange for their email.
Next step is not a sale to a 3 figure, small as that might seem, sale or even to a consultation. I am busy, aren’t you? I would never willingly sign up for a consultation with ANYONE whom I didn’t already have a good referral for, have been reading their blog or articles, watching their videos… know, like, and trust.
Just because you’re a trainer doesn’t mean if I want to lose weight I think automatically ANY trainer can help. We’ve all heard too many stories we know to be true.
So in comes the Trip Wire. It’s another chance to go deeper with your prospective customer and provide this time an opportunity for them to buy from you a small no-brainer item that is bigger, better, more sustainable than your freebie.
It may also be a book, or video or video series. Here’s an example of one I created…for a fitness business with multiple locations available to the same customer. Instead of trying to sell personal training, the guide gets them “in” and helps them DIY with classes, and use this to narrow down their own experience.
Mind you, this is not the end of the book but the beginning. Beyond that, various chapters explain class experiences, how to choose based on how the individuals responses. (It helps them self-assess their own responses).
The objective..be as helpful as possible. Show them how to get started with the “try it myself” response they had about buying personal training right from the beginning. But it also plants the seed for just how much there is to consider, to know and to learn so they realize how much training can shorten that learning curve. At worst, you get them more involved in programs and they get better results. At best, they do try personal training and you have easy follow emails to write based on where they are and what you know they are doing.
Here it is..use it/tweak it/change it….just know…this is your start…the rest has to be there too.
With this you create a juicy, helpful, chockfull of information a new user or your program or facility wants. Then you charge $7 for it once they’ve turned down a free consultation or a small start up package of training. You sell this digitally, and via email to people ON YOUR LIST. No one else sees it. This goes out after 1-3 emails along the nature of welcome, answer to questions about towels/lockers, how to warm up…then acknowledges that they didn’t opt for one-on-one and this might be a helpful tool. They all come within the first week though.
Getting a Better Fit With Your Exercise Routine:
DIY Guide to Build Your After 50 Exercise Program
New Member’s Guide to Using Classes, Training, and Amenities at <your biz> to Reach YOUR Goals
Identify your goals.
In three months the top three results I want:
Identify your concerns and conditions.
Special conditions or injuries I have to beware of:
Choose the kind of activities your most drawn to or want to try:
- Group activities
- Exercise alone
- Guided exercise (with a trainer or an instructor)
- Scheduled exercise/regular schedule
- A flexible schedule that varies
Identify the time of day you plan to exercise:
- Early morning 5-8
- mid morning 8-11
- lunch hour 11-2
- afternoon 2-4
- late afternoon 4-6
- evening 6-8
- late evening 8-11
- night time 11-5a
Choose the facility you prefer to use:
If you seek guided instruction, you want the most support:
- Designing a strength training program
- Designing a cardiovascular program
- Improving flexibility
- Decreasing pain to enhance movement options
- Focus on a particular condition (osteoporosis, arthritis, knee joint, etc: _____________)
Identify the ARFC amenities you most want to use:
- Pool – swimming or solo water exercise
- Pool- group fitness classes
- Cardio equipment
- Strength training machines, free weights, or cables
- Group fitness classes
- Personal training – private
- Personal training – group
Identify the days you see yourself realistically exercising:
What if you could identify the kind of “intelligences” that each customer had most developed? What if you knew how they recharged? Would it help you direct them toward the best programs and make better sales?
Yes. It would. If you’re trying to convince an introvert and someone who processes ideas alone best to go to group training…no matter how well it fits their physical need… they’ll hate it! They won’t show, won’t get results and will be negative about the experience either because they feel guilty they didn’t come, mad they spent the money or at you for convincing them.
What if you could use the right language to “talk” to the right kind of thinker and personality who DOES want group activities and are happiest in them in your marketing materials? Helpful?
Get the juicy kind of customer know at the fit pro solutions news.