how to sell high-priced twelve-month
personal training in bootcamp programs
let's do this so first of all it's
probably wise to tell you why the old
way sucks right if you're doing business
the old way where you're selling a few
sessions at a time and then you're
training that client until they run out
of sessions then you go back and sell
them some more and you have that
uncomfortable conversation right and
then you go back and train them and then
you have to go back and have that
uncomfortable conversation a few
sessions later or a month or two later
that that whole cycle of sell train sell
train so awkward and every time you have
to approach a client to resell them you
put yourself in a position of them
saying no no thank you I'm not
interested now the other problem that
sucks about the old way of doing
business in our industry is there's no
reoccurring income what I mean by that
is once the month runs out it's almost
like you're starting the month over
fresh with zero dollars right I want to
be in a kind of business where I know
there's reoccurring income scheduled to
come month after a month right so if
you're doing business the old way there
is no reoccurring income and you want to
change that model and I'm going to show
you how in this live cast of course you
can't scale and grow your business think
about that if you don't have reoccurring
income and if you don't have income
constantly growing that means you can't
scale your marketing you can't buy more
equipment you can't knock down the walls
and grow into a bigger facility hell you
can't grow into a second third fourth
facility so it's really valuable to make
sure that you have reoccurring income
and that your income is constantly
growing so that you can scale and grow
your business right just make sense
otherwise the competition is going to
eat you up alive so then how the new way
of selling Fitness looks right we know
the old way sucks
trust me I suffered with the old way I
had five personal training gyms in San
Diego and when I first opened my my
first location in Escondido California
just on the outskirts of San Diego City
I was selling one-on-one personal
training sessions and I was selling five
ten and twenty session blocks and when
my client would run out of those
ten or 20 session blocks I'd have to go
and resell them and I constantly put
myself in that position of having to
potentially here and no thank you I'm
done I'll do it myself you know I want
to take a little time off and I'll come
back next month or a couple months later
and that really got my income to
fluctuate later on when I went and
scaled and opened up my second location
I put the stuff that I'm about to teach
you here into place and I was able to
scale to five locations before I built
my gems and sold them right so I'm going
to teach you that so here's how the new
way of selling Fitness looks ready
you sell once and you never have to sell
that client again think about that it's
no different than a gym membership it's
no different than Direct TV right it's
no different than what I pay for Amazon
or Netflix there's a monthly fee that I
pay at the end of the month they don't
come back to me and go hey do you want
to buy another month of Netflix or do
you want to buy another month of gym
membership they don't it's just as long
as I'm using it I'm paying for the
service right and so this is how I
structured my personal training business
and all of a sudden my income started to
multiply and scale and grow and that's
what you want to do with your business
and quite frankly listen I want to sell
a client one time and never have to have
that weird uncomfortable tense sales
conversation again I want to become
friends I want to build rapport and I
want to train you as a client right I'm
your trainer you're my client I want to
train you I don't want to have to put
that sales hat back on and kind of feel
slimy and like I need to sell you
another package or otherwise we can't be
friends that's just a crappy way of
doing it so great thing about this is
you're going to sell once you're never
going to sell a client again number two
is you're going to build reoccurring
ongoing monthly revenue right so imagine
if you sold me on a 12-month program
right that means every month I'm paying
you X dollars a month for you to train
me whether it's one-on-one training or
bootcamp you don't have to come to me
and ask for next month's payment it's
automatically drawn out of my bank
account or credit card right I've agreed
to it that's the great thing about it
and so when you have recurring income if
this month you got 10 people who came on
board and agreed to give you
month-to-month reoccurring income
automatically next
if you get five people on board they got
15 people paying your reoccurring see
how your income went up the following
month let's say you gain ten more people
paying reoccurring now you got 25 people
paying you on a reoccurring basis so you
know that when the month starts you've
got 25 people who are scheduled to pay
you that month with no questions asked
that is a safe secure reliable business
which kind of goes into the next thing
which is when you have a reliable
scalable business model you can then
grow scale and duplicate your business
that's what you want right one of my
mentors Jim Franco who actually taught
me the fundamentals of business he was
actually a personal training client of
mine and every time I made sure to train
him glassed at the end of the day and I
would just kind of get in his ear
afterwards after I trained him so hey
Jim let me ask you a few questions about
business and he was kind enough to
mentor me he said kid if you're not
growing you're dying
there is no oh I'm just steady I'm
stable there is no steady and stable
you're either growing in business or
you're dying in business right and so I
want to be in the position where I can
scale grow and duplicate and maybe you
don't want to open up multiple locations
that's okay but don't you want to get
new equipment don't you want to get
better certifications and education and
training for you and your staff don't
you want to update your facility don't
you want to fill up the facility with so
many clients that you have to knock down
walls and grow and expand of course you
do for that to happen you've got you to
have your reoccurring revenue coming in
on a reliable basis so then what to
offer okay we know that we're going to
offer you know this ongoing program
moving forward what to offer what is the
best thing to offer well how about a
12-month agreement now I need to make
this qualification you're not just
selling the 12-month agreement and then
it stops at 12 months you don't want to
do that think about otherwise your
business continues to grow my month
number 1 2 3 4 etc then when you get to
no month number 12 you're having to have
have that uncomfortable conversation
again right with mr. and mrs. Jones
hey you're 12 months expired it's over
you used up your sessions or your time
do you want to buy another 12 months now
what are they likely to say well I don't
know
or yes or let me think about it let me
take a couple months off see if I can do
it on my own and then come back you
don't need that aggravation right you
don't need that so then what do you
do you sell a 12 month agreement then
they commit for 12 months but at month
number 13 they just go into automatic
month-to-month reoccurring that's it
they don't have to commit for another 12
months but at month number 13 they
rollover into an automatic
month-to-month program at whatever price
you sold them the 12-month program for
so it's like a loyalty program right so
that is the offer you're going to make
now I know what you're thinking hey
Bader it's not everyone is going to buy
a 12-month program that's okay
you can also sell a month-to-month
program a month-to-month agreement now I
know you're thinking and your probably
going to ask her on the iPad in just a
moment can I also offer a six-month
program a three-month program no the
answer is no I've tested it all out
trust me I have over 240 clients in my
mastermind group and all of them use the
process that I'm teaching you here and
every single one of them makes multiple
six figures and about twelve of them
makes seven figures in their personal
training gyms and boot camps and they
use this model it's either a 12-month
program or a month-to-month program if
you offer anything in-between
you're now going to confuse the prospect
who's across from you and you'll see
that the pricing structure just doesn't
work when I show you in just a moment
right so stick with me here stick with
me 12-month program and a month number
thirteen that goes into automatic
reoccurring month-to-month payments or a
month-to-month program now a
month-to-month program I want you to
remember that this doesn't mean that you
sell them a month and then next month
you got to sell them again all this
means is they're not committing for a
12-month period you see what I mean
they're not committing for a 12-month
period but they are committing to paying
you automatically with EFT electronic
fund transfer or auto debit from their
credit card or checking account on a
month-to-month basis they can cancel
anytime the 12-month program however
they can't cancel anytime if they do
cancel the 12-month program let's say
six months into it they want to cancel
then you're going to prorate the
difference see because the
month-to-month
program is slightly more expensive
anyone who doesn't finish the 12-month
program has to pay the difference
between the month to month program and
the 12-month program and I'll explain
that in just a moment as we move on so
then how do you structure your pricing
you ready for this
here we go now for one-on-one personal
training which is what I offered way
back in the day when I had my five gems
for one-on-one personal trainings if it
was a month-to-month program I would do
a $10 increase so let me show you what I
mean I would sit across mrs. Jones notes
in mrs. Jones we have three types of
personal training programs for you you
can train with this two times a week
three times a week or four times a week
right now if you come and train with
those two times a week it's only forty
dollars per session and that's on a
12-month agreement if you want to pay
month-to-month it's fifty dollars per
session now keep in mind I only did
30-minute sessions right this was about
15 years ago so $40.00 per session is
the equivalent of about $80 per hour
right not bad and so I would say if you
want to train with those three times a
week it's $35 per session so you see how
the more sessions they bought they save
per session it's thirty five a session
but if you go a month-to-month it's 45 a
session and of course the four time a
week program is $30 per session if you
go and commit to a 12-month program like
80% of our clients do but if you go
month-to-month it's uh what was that 30
so it's thirty five a session right or
at forty a session you see what I mean
we're going up by $10 increments between
the 12-month agreement and the
month-to-month agreement and it's
important to do that because it puts you
in a position where you're offering them
a tremendous deal if someone's even
going to train with me two times a week
at $45 per session right that means if
they commit to a 12-month program
they're saving a couple hundred dollars
almost $200 a month I mean that is that
is not bad right that is not bad so that
gives them the incentive to commit to a
12-month program and that's what you
want that's why you have to have that
price disparity very important now for
group training or bootcamp prices right
you're going to add $50 more per month
for a month and month program so I might
say all right well mrs. Jones we have
our 12-month program you can come
unlimited times to our group training or
boot camp program and it's whatever
let's say 197 a month right now if you
want to just go month-to-month and you
don't want to commit for 12 months then
it's 247 per month $50 more per month
of course 87 percent of our clients and
this is true with Fit Body Boot Camp my
franchise that we started right 87
percent of our clients commit to a
12-month program so they pay $50 less
per month which puts us in a great
position we have reoccurring income
committed to come in and they of course
are paying $50 less per month and
getting a smoking deal it's a win-win
for everybody right so I hope you
understand how the pricing structure is
going to work here now then how to
position an offer like this right
because if you come from the world of
you know I'm selling one or two sessions
at a time or blocks of 5 and 10 sessions
at a time or if you're even selling just
one month of boot camp or two months of
boot camp at a time then you have to go
and resell the more boot camp or group
training this may not be making sense to
so let me teach you here how you're
going to position this offer ready 1
you're going to let every single client
know that hey we are a believer in the
results based programs you know mrs.
Jones if you have 30 to 50 pounds to
lose it's not going to happen in five 10
15 sessions it's not going to happen in
a month or two we believe in results
based training and that means you have
to commit for a long period of time one
question that I always ask the prospect
across for me is I said how long has it
been that you've been unhappy with your
body in your weight and typically that's
a man for the last five six seven years
you know I gained this unwanted weight
30 40 50 pounds and kind of stuck on to
me for the last seven years I said well
isn't it great then the next 12 months
you're going to get rid of all that
weight and then we're going to teach you
how to make it a lifestyle to keep it
off see when you give them something to
compare against if you let them tell you
how long it's been since they've put
this weight on five years eight years
ten years what's 12 months to get it off
and keep it off right so we're all about
results based training here mrs. Jones
and if you're one I want to just kind of
and touch the water out then we're
probably not the personal training
facility for you but if you want to
commit to a program get the results and
let us teach you how to maintain it
right then you're going to commit to a
program and you're going to save money
by doing it right you save money per
session you save money per month for
boot camps it's a win-win for everybody
and of course what else do we tell them
we say look I'll help you get to your
goals I will get you to your goals and
then I'll help you maintain those goals
and make it a lifestyle because you're
probably thinking well what happens if I
have a client who's got 1520 pounds to
lose I get it you can write them a meal
plan you can train them for 60 or 90
days I get that
and then what then you're going to let
them go just because they lost the
weight and they followed a meal plan
doesn't know doesn't mean that they know
how to maintain a program like that
doesn't mean that they know how to stay
on top of their own own meal plans
doesn't mean that they know how to cut
out the emotional eating habits right
that takes months and months and months
to break those old habits and rituals
that they have right I had a client tell
me one time that it's she goes I'm like
Pavlov's dog I just go to my my island
in my kitchen every night before bed and
only three or four spoonfuls of peanut
butter and jam like why do you do that
she was even though I've lost all this
weight I still do that and then I gain a
few pounds back then if I can fight it
off for three or four days I gain those
couple I lose those couple pounds and I
realized real quickly that they can
follow a meal plan and get to their goal
but it takes a few more months extra to
help them maintain their goals and teach
them the lifestyle does that make sense
and that's what you want to do and
that's how you want to position and sell
this offer so then here is what you will
need to start selling larger full-on
training programs and and you know the
cost several thousand dollars like in my
gym once I had figured it all out man oh
man I was selling six seven eight nine
thousand dollar personal training
programs and Samantha Taylor by the way
who's in my seven-figure formula
mastermind program
this woman sells like eleven to fifteen
thousand dollar training packages right
that's what you want and that's for a
year by the way so it's a really cool
process because you get money up front
if you want by doing a paid in full
because think about this if someone
commits to a 12-month program right
let's just walk through this if someone
says yes I'll do a 12-month program
because it is ten dollars cheaper per
session
well you're not just going to stop there
you're going to go great fantastic
you're on a 12-month program and you
going to train with us three times a
week one-on-one right now before you
swipe that credit card or ask for a
check you might say hey can I show you
how to get 10% off or can I show you how
to get 10% off and get three free
sessions on top of the twelve months
that you're buying they're going to say
yes show me well if you pay the entire
year off in full I'll take ten percent
off and give you three free sessions wow
that's amazing
and that's what I used to do so if a
client actually bought let's say a two
time a week program with us two time a
week one-on-one I'd give them I'd say
look if you pay in full I'll give you
10% off and give you four free sessions
right the reason I would do that is then
I would say this way your first month
you can come in three times a week
instead of two times a week and start
seeing faster results and then after
your first month then we can go down to
a two time a week program like you're
purchasing and so that made sense to
them they get four bonus sessions they
get ten sorry they get 10% off about
twenty thirty percent of my clients
would pay in full so I get a anywhere
between a $5,000 and a seven or eight
thousand dollar check or credit card
swipe that felt good and I wouldn't go
out blowing that money I put that money
in the bank and use it over the twelve
month period that that client is onboard
right so you got to have good money
discipline otherwise I can teach you how
to make a crap ton of money but then
you're going to go and blow it and then
know all these taxes what you don't want
to do but remember you're either selling
12 month recurring programs or and
you're going to offer a opportunity for
them to pay it off in full for a
discount and a few extra sessions and
you could do that whether you're doing
one-on-one sessions groups or boot camps
so what are you going to need well first
thing you're going to need is you're
going to need a new sales agreement a
new sales contract right and you can
have this in digital format or paper
format doesn't matter but you need one
that specifically has a 12 month option
on there that's on a reoccurring basis
that goes to a month to month
program starting month number 13 this
way you never have to resell someone
even at the end of their 12-month
program because the program never ends
it only ends when they come to you and
say I want it to end I want to stop
right so thing thing one is that second
thing you need is you need some kind of
EFT or auto-debit processing system now
that could be mind-body online that
could be Zen planner or any any bona
fide legitimate you know personal
training boot camp front desk software
why is that important well you want to
be able to track these clients you can
have a whole bunch of clients now paying
you on a reoccurring basis right you
want a software that processes their
credit card or their checking account
every month and it sends you a report
that says all right you've got 150
clients on the recurring programs these
18 this month their account was
delinquent you are going to have some
delinquencies and that's why you need a
client follow-up system so that you can
have an admin or an assistant or maybe
yourself or your business partner
whoever can follow up with the clients
who are delinquent because sometimes
their delinquent because their credit
card was maxed out
other times their delinquent because
their credit card has expired other
times they might be delinquent because
their credit card was stolen and they
just completely forgot to update it with
you so you do need a client follow-up
system so that you can update credit
card information payment information
does that make sense but you definitely
need those three things otherwise you're
going to be in a position where now
you're trying to run it through PayPal
and that's just a janky wait of doing it
if you don't have a signed agreement now
you've got someone who's committed
verbally orally but has never really
committed on paper and so technically
they can go to their credit card company
and ask for a full refund and you'll
have to give it to them right and of
course the third or fourth and final
thing you'll need is a 12-month sales
closing process right so the way you're
selling today will not work the way you
want to sell is being an assistant buyer
and constantly positioning the benefits
and value of a 12-month program and so
many of you who are watching this
already have my program close clients if
you don't have close clients then go to
close clients comm and pick it up but
that's what close clients is it teaches
you how to sell high priced personal
training or bootcamp programs right on
the 12 month pro
that's what you want so then how you'll
benefit from running a program like this
where you're selling 12-month programs
and selling high-priced personal
training of bootcamp sessions right one
you're going to start off each month
with money in the bank how great is that
remember what we talked about earlier if
we had first month 10 clients second
month 15 clients right third month now
we're up to 25 clients paying us on a
recurring basis then I know the first of
next month that I have 25 people that
I'm going to ding their credit card or
bank account and get money into my bank
account and then I'm going to service
them and train them for the remaining
month right that is a really good
feeling to know that you've got money in
the bank and that you're not starting
from 0 each and every month oh that's
such a anxiety provoking feeling to feel
like you're starting at 0 every month
right you don't want that or the feeling
of walking up to a client because they
just used up their last session and
having to sell them on a program again
like you did a month and a half ago and
then maybe maybe maybe get an objection
oh man you don't need that all right so
another way you're going to benefit is
you can have cash flow to market and
grow your business remember being in
business gets more expensive every month
that's just the way it is that's how the
world is right so you need cash flow
coming in on a recurring basis so that
you can market and continue to grow
because remember with Jim Franco my
mentor said if you're not growing you're
dying right none of us here want to die
all right
of course it puts you in a really good
place because you can put yourself on a
salary once you have predictable
reoccurring revenue coming in on a
month-to-month basis you can actually
put yourself on a salary listen if you
want to turn pro if you want to be good
at what you do as an entrepreneur you
deserve to be on a salary right how
shitty is it that we have amazing
fitness professionals worldwide who are
great at what they do help people
transform their lives but your income is
so unstable how shitty is that you know
what I mean you do know what I mean
right I don't want that for you I want
you to have a consistent rig
income a salary a good salary and then
whatever money is left on top of your
salary in the bank account you're going
to leave some in the bank right to build
and grow your business and the others
are going to take out as a bonus for you
good for you you deserve it that's the
difference that's the difference between
the trainer who's kind of going to
survive today and thrive tomorrow versus
one who actually has a business that
constantly feeds them a reoccurring
decent solid salary you need that you
deserve that and of course the last and
final benefit to you on this actually
there's a lot of benefits but these are
the four big ones is you are going to
actually 10x you're going to increase
the value of your business
see if here's why I was able to sell my
five gems out there in San Diego for
many many many dollars right actually
for multiple six figures are you ready
for this now my profit margins I got to
be very honest with you here I'm an open
book my profit margins for my one-on-one
personal training gyms or very low I was
hovering between eleven and fourteen
percent profit margins
now our Fit Body Boot Camp locations
because it's boot camp and the payroll
is really low see I had high payroll in
my one-on-one personal training gyms so
my profit margins were small and so I
still got multiple six figures for my
five gyms right well now we have Fit
Body Boot Camp locations top operating
in like 40 45 50 percent profit margins
because it's one on many one trainer
many clients profit margins were through
the roof but that's what you want the
higher your profit margins and the more
reoccurring your income and predictable
your income the more likely someone is
going to buy it from you
you're thinking well women I'm not
looking to sell my business yeah you are
we are all building businesses to sell
or to leave to our family as a legacy
and either way you do it you're going to
want to build a reoccurring model into
your business if you're going to sell it
then the buyer wants to know that
there's predictable reoccurring money
guaranteed to come in they will give you
more money for your business if your
business has recurring revenue coming in
right and that's what they bought from
me they bought 12 months of receivables
they looked into all my sales agreements
and they go wow okay we are buying 12
months of receivables from you trainers
are staying and all that stuff right now
if I wanted to of course I could
just wait and pass that along to family
but either way don't I want to put my
kids in an awesome position where I'm
passing along a business to them that's
stable and reoccurring instead of
unpredictable so whether you're going to
sell it or keep it you do want to make a
business predictable make sense
I hope so so then you're probably
wondering how can I get coaching from
you to learn how to install this stuff
into my business it is really simple
you'll just go to fitness business
ignition calm now if you're watching
this and you're curious about joining my
mastermind or high-level coaching
programs
you can't the reason is it sold out
we've got a waiting list of about 18
people who have money but we just have
no room to take them into our mastermind
programs because there's only so many
seats in a mastermind that we can put in
right
however I've got fitness business
ignition that's significantly cheaper
and more affordable than a mastermind
program that I run and fitness business
ignition is something that I do online
so you never have to actually fly out to
me you never have to come and get on a
plane or rent a hotel any of that stuff
every month we give you an awesome
resource site a giant massive vault with
tons of information on how to grow your
business systems swipe files sales
agreements that you want to need right
coaching marketing support you get all
that every month I do a live webinar
where then you can ask QAS
sometimes I'll do a live cast like this
and our private group that we have but
we've got over 600 members now 600
personal trainers in that group that I
coach and consult and what's really neat
about that is they're all growing their
business from the comfort of their home
you just have to take action on the
stuff that we teach you use the
resources that I give you during the
live webinars we do q and A's and you
definitely get your marching orders and
then if you need more resources then you
go into the vault and you get the
resources that you need if it's more
marketing if it's setting up Facebook
Ads if it's how to get referrals if it's
how to convert clients how do I get
retention at a higher place right all
that stuff it's really neat and of
course you get weekly action and
accountability calls that is important
because every week we want to make sure
you're taking action you're being
accountable to the action steps that
you're supposed to take so that you can
see a quantifiable growth in your
business right and finally of course
like I said we have a massive resource
vault that continues to grow every time
I do a live webinar for our fitness
business ignition coaching clients we
record that live webinar and then we
upload it anytime anyone in the group
has a really awesome promotion that they
run or an offer that they run we ask
them for it and then we upload it into
the group so the group really helps
itself elevate to a higher level and
you'll be working alongside other
fitness professionals from all over the
world right so we've got a private
Facebook group we got live webinars that
I run weekly accountability and and
support calls right which is really
important and of course a resource vault
so if you want to try it out for 30 days
for ten dollars be my guest it's 30 days
for ten dollars and then if you like it
and I can help you in the first 30 days
I can make you money in the first 30
days and I know I can then it's going to
be 99 dollars a month after that that's
about three bucks a day right kind of a
no-brainer so then I hope you had a
great time on this program with me thank
you so much for joining me on the
Facebook live cast again it's a really
fun thing that we're doing right that
you can actually broadcast worldwide
using social media think about this I
was just telling Rob earlier who's right
behind the camera that 30 years from now
we are going to be telling our grandkids
that we were the pioneers of live
broadcasts on the Internet
how cool is that so again if you want to
join me in my coaching program go to
fitness business ignition calm thank you
so much for spending time with me
have an awesome week