Here is a little story about something that worked for me when I was starting up my business all over again in a foreign country.
One evening, I met with a husband and wife in a Starbucks in Bangkok, Thailand. They had emailed me and asked to meet. They were (are) award-winning expats in their field, originally from the U.K, working for a large global corporation that everybody knows.
Based on the high end, luxury penthouse they were living in (the Starbucks was at the bottom floor of their building), money was clearly NOT an issue. However, my prices were clearly higher than the other trainers they had seen.
They both wanted and needed to lose bodyfat and improve their overall health and they knew the time was now to get started and were clearly determined.
After a short talk, they told me that they had concerns regarding the price.
When they made it clear they thought I was too expensive, I knew it wasn’t the PRICE that frightened them.
They were worried that the VALUE RECEIVED wouldn’t match the price I was asking.
Therefore, they weren’t questioning the PRICE…They needed assurance regarding the VALUE they were going to receive.
So, this is what I suggested.
“I cannot charge less than this as it would devalue my abilities as a trainer,” I stated.
“But, how does this sound to you. How about if I train you for a month? That is 12 sessions and you don’t pay me a single baht (Thai currency).
If at the end of the month, you believe your sessions are adding value in your lives, you can pay me then.
If you still think I am overpriced and do not wish to continue, we go our separate ways with no hard feelings at all and …you don’t pay me anything.”
Honestly, I think that they were stunned that I would even suggest this.
But, what did this establish in their minds?
They saw a trainer who was so confident he could help them, that they couldn’t help but to also feel confidence.
It was essentially a guarantee I would get them results. At the very least, they knew I will show up and do EVERYTHING I could do to EARN them as clients.
Well, that month passed – The fat loss results were obvious and– for the first time in their lives- they were actually having fun exercising!
In the end:
Not only did they decide to pay me, but I earned their business and respect.
Jim and Jill remained dedicated, loyal clients for the rest of their time in Bangkok, which was for another 6 years! They paid me a total of around $72,000 over that time! ($100 x 10 sessions per month x 6 years)
Furthermore, over the next several years, they referred me to another 8-10 friends, neighbors and colleagues, bringing my gym ridiculous amounts of business that has lasted to this day.
Also, none of the new clients that I trained with me as a result of their referrals ever once blinked at the price! It was Jim and Jill’s word that allowed them to trust that the value received would be worth the price.
To this day, despite them now being retired and living in their dream beach house in Spain, I still train them on Zoom and they have become close as family to my wife and I.
It all started in a Starbucks with a gutty, confident-borderline-arrogant sales technique.
Here’s my point in a nutshell: Don’t be afraid to gamble a bit on yourself. It is better than devaluing yourself and your skills.
What can young trainers learn from this?
- Don’t devalue yourself by dropping your prices.
- Show them you are confident you will provide value to their lives.
- Don’t be afraid to earn their business, especially if the people are the types of people you would want to train.
- It makes sense to try and fill your schedule with people who are highly respected within their own circles. When they talk about how great their trainer is and the results they got, your phone will be ringing often!
Finishing caveat: If you feel your skills are not good enough to produce the results that will earn them as clients, you may need to start asking yourself a few honest questions about your skills in order to improve them.
Just as potential clients can feel your confidence, they can also feel your hesitancy, too. I cannot guarantee that this method would work for a trainer who simply isn’t producing enough value to match more expensive rates.
Jeff Andora has been a fitness trainer for over 25 years and is co-founder of Flash Fitness in Bangkok, Thailand. He is the author of 150 Bite-Sized Lessons for a Successful Personal Training Business.