Think about how holiday companies like Jet2 advertise. They don’t sell you the flight. They don’t say: ‘enjoy 4 hours in economy, complimentary soft drinks, and a seat with 30 inches of legroom’.
Instead, they sell you where that flight will take you: Sun, cocktails by the pool, Kids splashing in the sea, an escape and relaxation.
But here’s the truth: Jet2 actually make their money on the flight. They just know you won’t buy the flight unless you believe in the Holiday!
Now think about Personal Training. If you sell ’10 sessions for £350′ then you’re selling the flight. But what your client really wants is to know: how they are going to look in 3-6 months, what they will be able to lift after training with you for a year, how they are going to feel, how it will impact their family life etc!
The sessions are just the flight, but the transformation is the holiday!
Your client close rate will sky rocket when you stop selling workouts and start selling results.
