6 Questions You Must Ask to Dominate New Client Sales

“Mike!  My staff is killing it with sales!  The challenge is that our show percentage is way down.  What do we do?”

Just to be clear, I have never worked with this guy before and he called me for coaching advice.   This gentleman was the general manager of a local club here in the San Francisco Bay Area.  This club caters to more of an executive level clientele.  The culture they have developed was a sales culture, not a training culture.  The trainers were told that the members of this club have money and can afford training.  It is your job to get them to sign up.

Many of us have been a part of clubs and organizations that manage this way.  Numbers are up, but shows and re-signs are down.  These organizations are number driven and require you to hit sales goals on a monthly basis.  That is the driving force behind their training numbers.

Now if you are a trainer reading this, you can probably relate to the idea that you are a trainer and not a salesperson.  You want to get your clients amazing results and become the best trainer you can.   If you are a sales person reading this, you are probably motivated by front end commissions or really helping people achieve their results and you know that training is the best way to achieve that goal.  I am going to show you how to do both, close sales and learn what will motivate your clients to crush every session with these 6 questions.

These 6 questions come up at different times in the conversation with your client.  They are broken up into two sets of three questions.  The first set of questions is to elicit the emotional state of the goals once they are achieved.  The second set of questions is to clear up any potential resistance about the benefits of your service and to get them started.

When you first sit down with your client and you begin to learn about them, it is important to not bring up the goals initially.  If you set the appointment yourself, you should have a general idea of their goals.  This is enough for now.  The most important step when you first get together is to build solid rapport.  According to Webster, rapport is a relation marked by harmony.  This is the time you get to know your potential client.  Their daily life, hobbies, activities, family, medical history, etc.  This is covered in more detail in the 30 CLIENTS IN 30 DAYS program.  For now we’ll assume you know how to do this.

Once rapport is built, and before you do your physical assessment you must ask the first three questions.  These questions get people to experience the accomplishment of their goal.

1) What is your goal, what is it that you really want to accomplish?

You must write them down!  This question is pretty obvious.  What is their goal.  Most of us ask it, and that is great!  However we fail to ask the follow up questions.

1.1) What else?

Most trainers will NOT ask this question.  They stop at the first question and take it at face value.  THIS IS A TERRIBLE THING TO DO!  Most people have on average 3-5 goals.  The problem is we stop at the first one.  We need to elicit at least three goals.  When they have finished telling you their goals they will generally say, “That’s about it.”

2) Why is (insert goal) important to you?

This question is extremely important.  This question gets the person talking about WHY they must accomplish their goal.  The beauty of this is it begins to get them involved emotionally in the process.  They will tell you all of the reasons why they need to accomplish the goal.  This question is repeated for every goal.

3) What will be different when you accomplish (insert goal)?  How will you feel?

This question is designed to have them visualize and “live” their goal.  Most people want to lose weight, gain muscle, etc. however they have not learned how to visualize and feel the emotional state that supports its accomplishment.  By asking this question you are helping to anchor the feeling into their future.  At this point, if the emotion is strong, they will be ready to get started.  We are not signing them up yet.

We now know their goals, why they want to achieve them, and how they will feel when they are accomplished.  We will be using these three things for the rest of the assessment.

After the physical assessment, you know what it will take for them to achieve their goals.  If you are honest with them, you have built strong rapport, have their goals, their “why’s”, and emotions, all aligned, and presented them with an overview of their results and how a program can benefit them. Now it is time to ask the following three questions:

1) Does that make sense?

Ask them if what you showed them makes sense.  This is a great question because if it doesn’t, they will tell you.

2) Do you have any questions for me?

This give the person the opportunity to ask anything that may not have been covered.  This is a great question for building trust. Answer any questions and move on.

3) When would you like to get started accomplishing (insert their goals, their “why’s”, and emotions)?

This question brings up how great they felt during the initial assessment when they visualized the completion of the goals.  At this point the will give you a day and time that usually works for them.  This is when you also work out any minor details regarding their program.

Why this works:

People will show up for their reasons, not ours.  We have all wasted money and sucked it up as a loss in the past.  If they feel like you don’t have their best interest in mind, they will now show.  The reason these questions work so well is because we are not convincing them of anything.  They have clearly told us what they want to do, why it is important to them, and how they will feel when it is accomplished.  We are merely facilitating the change. This is how we have taken our organization from 75% as a sales culture to 90%+ as a training culture with a focus on people.

Leave A Response

* Denotes Required Field