How to Overcome Common Sales Objections to Sell More Gym Memberships

How to Overcome Common Sales Objections to Sell More Gym Memberships

Read Time :

As a boutique fitness owner, confidently asking potential new clients to purchase a membership is one of the most important skills you can master. If you’ve created your client flow,rehearsed your scripts, and role-played with your staff, but you’re still regularly hearing, “I need to think about it,” it’s time to reevaluate your sales strategy.

If you do not actively ask introductory clients to purchase before their package expires, you leave their membership purchase up to chance. [1] Sending an automated email or hoping they loved their experience enough to buy is not helping your bottom line. You’ll need to actively lead your sales process to ensure your clients become members.

Identify Trends

Why aren’t your clients purchasing long-term memberships? Most clients should be committing to your gym if you’re asking them to stay, offering incentives, and providing a sense of urgency. If they’re not, it’s time to search for trends.

To pinpoint why clients aren’t purchasing, start by tracking your leads. Following each client through their introductory offer automatically increases your conversion rates, and it also offers an invaluable tool to repair the holes in your sales process that lose money. Record the specific reason given by any client who did not purchase during your sales pitch so you can identify gaps.

It may not feel like it when faced with a client’s rejection, but each non-conversion offers a clue for how to close the next sale. Rejection is part of the sales process- the more you ask, the more you’re likely to be turned down. If you can remove some of your attachment to your studio and identify trends diagnostically, you’ll receive far more enthusiastic sales in the future.

Common Sales Objections

Do you regularly hear the same response when your client doesn’t purchase? Is it too expensive, or the class times don’t work out? Worse, do you hear, “I have to think about it”or, “let me ask your spouse and get back to you?”

Once you start tracking leads, you’ll likely notice that you hear a few objections more often than others. Price, time, location, commitment, and the ambiguous “let me think about it” are the common reasons customers give when confronted with a sales attempt. Each response hints at what went wrong in your sales pitch or fitness studio.

Price: This objection doesn’t always mean that your studio is too expensive. Sometimes a price pain point is because the sale itself was ineffective. A great sales pitch leads with the value and guides the client to their ideal purchase option without offering too many options.

A price objection may also mean that your marketing is attracting the wrong type of client, your intro offer is priced too low to convert into a long-term package, or your prices truly are too high for your market. You may need to book a strategy call to audit your pricing with one of our preferred coaches to discover the reason for this common objection.

Sooo true and underestimated!

fitDEGREE can support your Studio Fitness

Consult with us now!

Time: “I’d love to buy; I just don’t have time for yoga.” You’ve likely heard this one a few times, and the root cause is probably not that the client is too booked to squeeze in a class. If this is the common objection at your fitness studio, ask yourself:

  • Do you have a scheduling issue? Do you need to add early morning or evening classes?
  • Did you offer the correct package for this client? If the client was looking for a casual once-a-week option and you pitched your unlimited membership, the sale won’t succeed.
  • Does your intro offer teach the client to make time for your studio? The trial package is your new client’s way to see if they want to prioritize your gym. Show new clients to re-prioritize their availability by pre-scheduling their classes, texting them before class, and following up often to show them they do have time; they just need tore-organize.

Location: Of all the objections, this one is the most straightforward. Most gym goers are looking to work out within five miles of their home or work. If your marketing campaigns are casting too wide a net, you’ll attract clients who think they can make it to class until they experience a 30-minute commute. Center your marketing to a 15-minute circumference to avoid this objection.

Commitment: If you’re regularly struggling with clients balking at the idea of a membership,it’s time to practice your sales pitch. Ensure you include your cancelation, suspension, and emergency clauses so that the client knows the fine print and remember to lead with the value rather than the term. You may be turning a client off before you even get to the perks of your packages.

“I need to ask my spouse/think about it”: They’re trying to let you down easy. Although this is the path of least resistance, it’s not doing you any favors to improve next time. You may consider sending a follow-up text asking for truthful feedback:

           “As a small studio, we truly appreciate feedback to help us grow. I noticed you didn’t purchase a membership after your intro offer.Would you be willing to take one moment to let me know where we could have served you better so that we can continue to improve?”

If you hear this objection frequently, audit your new client flow from start to finish and look for areas to fine-tune your member experience.The sales process begins the moment your client inquires at your studio, not when their introductory package expires.

Overcoming Sales Objections

As boutique fitness coaches, we prefer to optimize your intro client experience and perfect your sales pitch, but occasionally you can do both perfectly and still hear, “no,thank you.” Sometimes you can save a sale by digging into the “why” behind that“no.”

Price: “I hear you saying the X membership is outside your budget. Let’s work together to customize a package that fits your goals and budget to help you achieve your(specific) health goal we spoke about earlier.

Time: “I understand that now isn’t a great time to squeeze an unlimited membership into your daily life-you have a lot going on! Based on your attendance over the last two weeks and your goal to ________, our once-a-week membership would be the perfect solution for you.”

Commitment: “I get what you’re saying- post-pandemic commitments can be daunting. Why don’t we start you with our mini-membership so that we can eliminate that long-term concern.Our month-to-month membership comes with most of the same perks, and it’s anon-contract option!”

I need to think about it: “No problem! I want you to feel confident in your choice. Let’s send you home with the notes of what we’ve talked about, and I’ll call you tomorrow to check in. Remember, if you purchase your membership before the end of your intro special, you save 50% on your first month.”

Reframing does not mean arguing, but it doesn’t have to signify that you lost that sale, either. Have the confidence to stand as the expert to help your client reach their goals and the grace to know that sometimes it’s just not the right time for that client to buy. If they don’t purchase, remember to add them to your lead sheet to follow up over the next 30-90 days with a come-back campaign so you can try your effective sales pitch skills again.

Looks like you are finding this valuable, would you also like our latest copy of Navigating the New Normal?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Stop Doing it All: 4 Partners to Help Your Fitness Business Grow

How to Overcome Common Sales Objections to Sell More Gym Memberships

Six Ways to Improve Staff Effectiveness and Retention in your Gym

Eight Steps to Sell More Fitness Memberships

The Three Essential Objectives to Improve Gym Sales and Profitability

How to increase attendance and retention in your gym this summer

How to Increase Your Boutique Studio Sales by Optimizing Your Intro Process

Are your clients staying? Improve your gym's retention rate with these strategies

8 reasons why your intro offer isn’t converting into long-term memberships

Are large class packages harming your gym's business? How to price for competitive growth.

7 Ways to Boost Your Event Marketing and Capture Your Perfect Customer

Are You Using Pop Up Classes to Capture Your Perfect Customer? Here's How.

7 Steps to Create a 12-Month Marketing Calendar to Boost Engagement All Year

How to Maximize Guerilla Marketing to Drive New Clients to Your Gym

Is your gym set up for success? How to create and set achievable new goals in 2022

Is your staff growing your business? How to give constructive feedback to improve buy-in

How to increase your gym's profits without actually making any more money

Client Communication Excellence: Stand Out With These 4 Tools

Member Retention For Long Term Growth

Why Getting More Reviews For Your Gym Should Be A Top Priority

Referrals Should Be A Top Priority For Your Business

Navigating The New Normal

Testing And Tracking Intro Offers

How To Build Your Intro Offer: The 3 Variables to Consider

Membership Contracts and Why You Need Them

Creating A Successful Sales Process

Importance of an Initial Consultation

10 Rules For A Standard Group Class Model Pricing Structure

5 Key Factors For Creating A Revenue-Generating Pricing Structure

7 Things Your Website Needs To Turn Clicks Into Clients

5 Tips to a Successful Studio Management Software Transfer

The 5 Social Media Tools You Need Right Now

Why your Fitness Business Can't Survive Without Community and How to Build a Powerful One

7 Things Your Website Needs To Turn Clicks Into Clients

Why your Fitness Business Can't Survive Without Community (and How to Build a Powerful One)

Membership Contracts and Why You Need Them

Switching Studio Management Software: Reality vs. Expectation

How To Build Your Intro Offer: The 3 Variables to Consider

10 Rules For A Standard Group Class Model Pricing Structure

5 Tips to a Successful Studio Management Software Transfer

The 5 Social Media Tools You Need Right Now in Your Fitness Studio

5 Key Factors For Creating A Revenue-Generating Pricing Structure

How To Build Your Intro Offer: The 3 Variables to Consider

What Does It Cost to Run a Barre Studio?

How the Best Fitness Studios Niche Down to Build Their Business

How to Practice Self-Care When Your Job is to Care for Others

12 Facebook Live Tips for Fitness Studio Owners

Friends Don’t Let Friends Yoga Alone: 11 Tips for Successful Referral Marketing

How Your Yoga Practice Can Spark Gratitude

The 3 Main Ways Your Studio Website Is Failing You and How You Can Fix Them

Should You Crowdfund Your New Yoga Studio Business?

4 Reasons Your Members are Bouncing After Their Class Pass is Finished

Why Yoga Studios Are a Booming Business Right Now

Using Your Yoga Studio Business Software for Marketing 

The Importance of Having Yoga Studio Scheduling Software

Are Your Instructors Making or Breaking Your Studio Brand?

Comparing the Features of Different Types of Yoga Studio Business Software 

Best Software for Keeping Studio Management Simple

Pricing Breakdowns of the 5 Best Yoga Studio Management Software Options

3 Essential Tips for Keeping Yoga Students Happy

Why The Barre Workout Studios Are Growing So Fast 

Insider Secrets for Branding a Yoga Studio that Succeeds

How Yoga Studio Software Benefits Smaller Studios

How to Successfully Run a Yoga and Pilates Studio

Work Smarter, Not Harder: A Guide to Creating Work/Life Balance

Comparing the Five Best Studio Software Consumer Apps

How to Use Prenatal Pilates to Bring in New Clients

5 Things to Do When Opening Your New Fitness Business

What You Should Know About Your Yoga Studio Software

Pilates vs Yoga: What Classes Should You Offer?

4 New and Innovative Ideas to Market Your Yoga Studio

 The Top 5 Benefits of Having Yoga Studio Management Software

9 Strategies for Getting Your Members to Review Your Yoga Studio

How to Get a Pilates Certification

How to Determine the Best Yoga Studio Management Software for Your Studio

5 Portable Ballet Barres You Can Take Anywhere

Reviews of the 10 Best Yoga Studio Management Software

8 Steps to running Your Yoga Business Mindfully

How to Get Your Barre Certification

Fitness Marketing 4 New and Innovative Ideas To Market Your Gym

How Can I Make My Yoga Business Successful

Posts You Might Like

Eight Steps to Sell More Fitness Memberships

If you are like most fitness business owners, selling more gym memberships and class packages is at the top of your priority list. You need a steady influx of new gym members to grow your business, no matter your studio modality.

The Three Essential Objectives to Improve Gym Sales and Profitability

In the fitness industry, we often see an over-prioritization of a gym’s marketing strategies without a clear roadmap for how to enhance the retention of those potential customers

How to increase attendance and retention in your gym this summer

Summer in the boutique fitness industry can be stressful for studio owners.

Software Updates

Want to know about the latest improvements to fitDEGREE?
SEE LATEST SOFTWARE UPDATES
Black Friday
sale
Ready to switch to a more affordable, customer-friendly management tool? We've got you covered.
SCHEDULE A FREE FITDEGREE DEMO

Get all the resources
in your inbox

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

About the author:

Niki Riga
Industry Expert
Limitless Studio

Niki has been a client, a studio owner, and a coach in boutique fitness for over a decade, and she can’t think of an industry she'd rather be in. Her favorite part about coaching and studio ownership are the same: she loves supporting clients as they push past their limits and achieve their goals. Niki became a coach because she was regularly asked, “how did you do that!?” by other studio owners who were drowning in the day-to-day responsibilities of business ownership but didn’t have the support to grow their studio to its potential. She created Limitless Studio to partner with owners who have a vision for their business and are ready to implement systems to build the studio of their dreams.