Onboarding clients into a group introductory class is probably the most common way of bringing on new clients in the functional fitness space.
The client’s first-day experience should be:
1. In a one-on-one setting with one coach and one client
2. By appointment only
3. A sit-down conversation only (no physical training happens on the first day)
Note: Ideally, the same person who does the initial consultation is the same person who will take the client through every step of the client development process (fundamentals, hybrid membership, coach for life).
Food for thought: The consultation is the first date in a long-term relationship. Passing the client on to another coach after the consult means that the client will need to start another relationship, rather than continue with the initial person they have developed trust with.
Don’t make your potential clients go on a 1st date with one person, only to be handed off to another. It’s weird. It makes them feel like they’ve wasted their time opening up to one person, only to have to do it all over again with another.
Three Tips For Implementing Law #1:
1. Change Your Mindset about Sales
The first thing that often has to happen on the coach’s end is a mindset shift. Specifically, you must change the way you think about sales.
Sales don’t have to be slimy or uncomfortable or weird. Instead, it is a conversation between two people to get to the bottom of something—to discover if you have a solution to the other person’s problem. That takes the pressure off and just allows the sales conversation to be a natural, organic conversation between two human beings.
Note: We call the first day a consult as you’re not necessarily trying to sell the prospect. The idea is to discover if you’re a good fit and the ultimate goal is simply to:
Discover whether you have a solution to the person’s problem.
Get a yes or no answer from them whether they want to train with you
2. Ask, ask, ask
If you’re doing more talking than the prospect, something is amiss. Ask questions, and then ask deeper questions. Don’t settle for superficial answers like, 'I just want to get fit'. Ask them why they want to get fit. How will it help their life? Why do they think this? Ask, ask, ask.
3. Sit with Silence, Acknowledge Weirdness
If you’re really digging hard, it might take a while for the client to come up with an answer. You might be asking them questions they have never considered before or questions that make them uncomfortable. So be OK with sitting in some silence as the questions marinate in their heads.
That being said, don’t be silent in weirdness.
Address that weird look of fear in the prospect’s eyes—and call them on it. Ask what just shifted for them, why they just became hesitant. This puts it all out there in the open and also gives you the chance to explain what you do, to show integrity and to demonstrate the power of a real, honest relationship.
If they value what you’re offering and you can show them a solution to their problem—to their pain—they’ll often be willing to spend more money on themselves than they thought they would when they walked through the door.