Contact
Advance Fitness Marketing
Level 1, Suite 5, 796 High Street
Kew East, VIC 3121
Australia
p: 613 9276 1111
f: 613 9276 1100
web: www.advancemarketing.com.au
email:
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| Sales Tip - 9 steps to an effective price presentation |
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Presenting prices is a notoriously tricky part of a fitness sales presentation. Increase sales easily with these 9 simple steps to an effective price presentation.
In the sales process, price presentation is only done once the prospect has fully evaluated the facilities and services. Via the use of “Trial Closes” and a “Pre-close” (see the article “Getting a Decision”) the prospect should have indicated that they like what you have to offer, that it fits their needs and they have no other outstanding questions about membership.
Your sales presentation should also be structured to clear potential hurdles (objections) before considering the cost. (It is much more effective to clear hurdles prior to price presentation than it is to handle objections after prices presentation.) From the prospect’s point of view, they should be thinking that provided the price is “right”, they are ready to join.
If you have received a “yes” for all of the trial closes and cleared potential hurdles earlier in the sales process, it is reasonable to assume that the prospect will join. You should be confident and relaxed
If possible, sit beside the prospect while presenting, with your body at a 45 degree angle to them. Don’t sit too close – be aware of their personal space and be careful not to create any sense of a threat. You should be relaxed and confident. Speak slowly and clearly. Don’t forget to smile & make eye contact.
Why add the complexity of writing out the prices each time? This can seem to the prospect as though you are making it up as you go along and importantly it also diverts your attention from engaging fully with the prospect during your presentation. Take some time to develop a “pitch book” for your club with the different membership options outlined in a clear way. For a free example of a pitch book, email
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This is a quick recap only to review the membership inclusions… you are not providing any new information or doing a sales pitch. If you have a large facility it may have been 5 minutes since they saw or heard what they liked most (hot point) – the recap will ensure the key benefits are front of mind just before considering the “cost”.
If you offer more than 2 service and/or price options, you run the risk of overwhelming the prospect. This can often result in the prospect needing to go home and “think about it”. By presenting the prospect with only two options and it much more likely that they can consider and make a decision about your service while they are with you now. Using an “alternate close” also makes asking for a decision easier - Its not a case of “would you like to join?” but simply “which one would you prefer?”.
Of course most clubs have more than 2 membership options so you will need to decide which membership options are to be the ones presented. If you’ve been listening to your prospect during the tour you should know what membership length and level of service is likely to suit them. You can start by saying… “I’ve selected the 2 membership options I think are most likely to suit your needs…” ..and away you go!
When presenting the 2 options, be confident that they both represent great value for money based on the services and facilities your club provides. Run through each one and then compare: “Most people take the X option simply because of <benefit>… However, lots of people have been going for the Y because of <benefit>. Really, I think it comes down to <benefit> and which one suits you best” In this way, you can subtly promote the one you would like prospects to take… but be careful not to devalue the alternate option.
Much has been written on this topic… and for good reason. Many sales staff simply do not do this well. Once you have compared the options as mention in point X, the close is as simple as this… “which one would you prefer?” If you find it tough to ask for a decision, it would usually suggest that more attention is required during the during the presentation (see point 1).
Many sales people are disconcerted by long periods of silence and misinterpret this as a lack of interest on the part of the prospect. As a result, they jump in trying to ‘sell harder’ or overcome hurdles that are not even there. If the prospect is quiet, it is usually because they are thinking about the options. If you interrupt at this point – it is difficult for them to continue thinking about the options. In this instance may feel that it will be easier to think about it at home – turning a likely sale into an almost certain sale pending
Respect your prospect and give them time and space to think and make a decision. They should respond with buy decision. Otherwise, they may respond with a well considered concern that you can then address. Just be still and quiet, you may avert your eyes rather than staring straight at them. Whatever you do, don’t start tapping your pen or nails on the desk!
For example, the prospect may ask “Do I need to pay the initial deposit today?” You should reply positively with something like “Yes, your initial deposit is payable today and covers all of your X, Y & Z. The next payment doesn’t come out until <date>. You can pay your initial deposit by cash, EFT or CC”.
Don’t assume someone has an issue just because they are asking a question. To use the example above, wait for them to say “I can’t afford to pay the initial deposit today” before asking “What can you afford?”
Learn more about selling
fitness by attending a Sales Essentials Workshop with Advance:
Price presentation is one of the 9 essential elements of the sales process, covered by Advance in our Sales Essentials workshops. The workshop covers the basics of selling fitness based on a "no pressure" sales formula used successfully by Advance to sell over 12,000 memberships per annum. Click here to find out more. Alternatively, Advance also offers inhouse sales training, tailored to your business. Call now for more information: 03 9276 1111 |
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