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Transcription – Show 137 Fitness Business Intensive Casey Conrad


Chantal:               Welcome everyone back to week three of our sales intensive and an especially warm welcome back to our expert guest, Casey Conrad. Hey Casey.

Casey:                   Hello. Good to be back.

Chantal:               Have you had a good week?

Casey:                   I’ve had a fantastic week. I made a lot of sales this week and it was a lot of fun.

Chantal:               We love that. We love that. Well thank you for joining us for week three of the intensive series. We’re here today to talk about handling objections, overcoming objections. We know that not every single person is going to join on their first visit or they’re going to start personal training after their first trial session. In your experience, what should a sales person actually say when someone presents an objection?

Casey:                   Well, I would be remiss if I didn’t force us to just back up and say that the best way to overcome an objection is to pre-handle it. So I know that we didn’t cover in this intensive, we were limited to four weeks right.  We didn’t discuss the qualifying and touring stages but know that the qualifying stage talks about exercise history, goals and motivation and potential roadblocks. So you should, if you are a professional sales person, you should be trying to uncover the objections during the qualifying stage so that you can handle it during the tour. Now with that being said, that isn’t always possible because some people don’t tell you their objections. In fact, they give you the appearance that everything is hunky dory and then they present an objection.

The first step, there are six steps to overcoming any objection and, of course, a sales person has to memorise these steps. Step one is to be quiet. Now, what do we mean by that. Well, when sales person, particularly new sales people, when they start to hear an objection and they’ve been trained to use a script to overcome it, sometimes they’re way too fast to jump on that person because they’re going to squash that objection, right. So just be quiet, it will be fine. Two things happen when you’re quiet. Number one, sometimes, the customer literally talks themselves into buying because if you’ve done a great job and there’s so many details, literally we could talk for two days on this subject. When we get to the pre-close and we’re leaving the tour and coming back to the sales desk, before I do the recap and the tie down, I am going to ask three final questions. One is, do we have everything you’re looking for? Second is, do you see yourself being a member here? And the third is, aside from the membership price, do you have any other questions?

When I say do we have everything that you were looking for, and can you see yourself being a member here? And they say, yes and I’ve done my tour right, where I’ve gotten a lot of commitments from them, when somebody gives you an objection at this point, the point of sale, they actually should feel badly about it, literally. They should have this uneasiness of feeling like they’re not being congruent. Because they gave you yes, yes, yes and I’m oversimplifying that right, but they’ve given you all this positive vibe and they’ve answered those final questions, so if it’s price objection, well that’s fine because that’s the one thing. But if it’s always the husband or I’ve got to think about it blah, blah, blah, then they literally should feel badly.

So when you look at them and you’re not getting that here in an audio, but I call it the dumb Colombo look, when somebody gives me an objection, I’ve trained myself to immediately have this inquisitive look, inquisitive, compassionate, not like what the hell do you mean? But this inquisitive, compassionate look that draws them, makes 90% of people I think get on their bicycle and start trying to justify why they’ve now done a 180 degree turnaround and all of a sudden have said, oh, I’m not going to buy today. Because if you did your job right, they should literally be like, how much is it? I hope I can afford this. Okay.

That’s step one, is be quiet. Step two is align with them. So whatever they said, you’re basically going to use a single sentence and then fill it in with the appropriate additional words and that single sentence is, “hey I can appreciate that.” Then you fill it in. If they said, it’s the husband objection or the wife objection, I’d say, “Hey you know what, I can appreciate that. I mean if I were married, I probably would have spoken to my husband about this as well.” Notice I’m using the past tense, but that’s another seminar for another day. See there’s all these nuances. I mean really, it is an art, it is an absolute art, it is a craft and that’s why I love it. It’s so much fun. But anyway, back to the story here.

You’re going to align with them. Then, of course, step three is you’re going to question it nicely. Nicely. How you do that is you drop in a formality and you use the phrase, do you mind my asking? “Do you mind my asking, how long have you been married? Oh, wow, 12 years. What do you think he’s going to say? I mean you’ve been married 12 years, what do you think he’s going to say? Ah, okay.” And, “Just curious, if you weren’t married would you do it today? Oh, you would, okay.” I have no problem role playing with myself, I can amuse myself in role plays for hours on end, but what I did there was questioning it nicely, might involve two or three questions, okay.

I also moved in to give them step four, which basically is going to be where you narrow it down, you isolate it. You isolate it so that you know it’s the only thing.  So, notice I did that by leading her down, questioning it, “What do you think he’ll say?.” Then saying, “Oh if you weren’t married, would you do it today?” So if it’s the price objection, I might say in step four, isolate it, “So if it wasn’t for that initial investment, you’d go ahead and get started today?” Basically, what you’re doing is you’re taking every other objection off the table. Now, maybe you don’t. Maybe they give you the husband objection and then all of sudden you say, “Well if you weren’t married would you do it today?” And they go, “No actually I’m going to do down and see the x, y, and z club.”

Ah. So this person has thrown hubby under the bus.  The hubby has nothing to do with this. But if you’re not able to ask those questions like that, you’re going to have a problem because this person is going to walk away and you never would have isolated it and wouldn’t know that they’re actually going to go down and look at the other club. You’re following up on the husband objection and that was just a bunch of bullshit, okay. That’s the fourth, step five is another if I, if them. I shouldn’t say if I, because it’s not always if I. But basically, it’s find a solution, “So, if there was a way you could get started today, and still go home and talk to your husband but take advantage of our savings, would you be willing to do that today?” Would you be willing to explore that, whatever that language is. “If there was a way that we could break up that initial investment into a couple of pays, over the next few weeks, would that give you the possibility to get started?”

What you’re doing here, and this is an important one, okay, because a lot of sales people, will go, “No problem, I can split it into two”, and then the person says, “Well that doesn’t work either.” So you’ve just completely and totally stuck your butt out and now you got rejected again. This leads to number one, now the customer is totally in control. But number two, now you’re a little gun shy. So I want my sales people to really feel in power and when they know how to ask the right questions, they’re always in power. So it’s find a solution, that’s step five and then step six, re-close.  Great, let me get the paperwork.

So those are your six steps. Step one, be quiet. Step two – and, of course, remember you’ve got the facial expression going on there; you want to be inquisitive, you want to be interested, not aggressive. Step two, is align with them, “Hey I can appreciate that. This is an investment in yourself. I can appreciate that. I would have talked to my husband as well.” So whatever the objection is you’re going to use that [inaudible 00:09:47]. Then, of course, you’re going to question her nicely, “I’m curious, is it just that?” If it wasn’t for that, blah, blah. And then is that the only thing. You’re isolating it. It could be any number of language patterns there. Step five, find a solution. “If we could do this, then would you get started today?” And then step six, we close.

So every single thing, I know I said this two weeks ago or something like that, when we were going over the eight steps. I said every single thing is a strategy. It is a skill and it has a tool. Here we are, we’re talking about objections. There’s a strategy behind it. There’s a skill behind it and the tool, of course, that we’re using is the script.

Here’s the bottom line, and I don’t want to get all corny and all gushy or anything like that. But here’s the bottom line. Are you just selling memberships or are you trying to change people’s lives? If you really are trying to change people’s lives with the commitment of starting a regular exercise programme, then you owe it, not just to yourself, but to the person who’s sitting across from you to learn the highest degree of communication skills, not sales skills, communication skills. So that you can put yourself in the best position to figure out, what do I do need to do to motivate this person to take this important step.

Not everybody’s brand new to exercise but a hell of a lot of people walk in through the club doors, are pretty new to exercise. Even if they’re an existing exerciser, what is it that they’re not getting from the facility that they’re at now and how can you best communicate with them? I’m going to say this, if your club isn’t right for them, have a network of other clubs in your area that you can refer them to. Don’t just care about the sale. Care about the person.

Chantal:               Casey are there any resources that you would recommend that people can check out so that they can understand that human behaviour better?

Casey:                   Oh my gosh, there’s so many. But look, I personally believe, yeah, I think getting a basic foundation of communication style. Not [inaudible 00:12:06] not per se. That’s great to know too. But understanding the communication styles. Of course, I’m going to be totally shameless in saying the first three chapters of my book talk about NLP, the communication styles, what motivates people to buy, understanding their lever, you know their point of pain and, of course, matching and mirroring and pasting and leading. But just google NLP. Go take a course, buy a book.

You know I talk about it specific to fitness but there are tonnes of resources out there that will give you some fundamentals for understanding communication styles, and what are called metascores. These are things like your buying patterns, what timeframe do you make a decision in, what frame of reference. All these different, really what I think are very cool psychological insights.

Chantal:               Well you know what, we’re going to make it super easy for everyone. Because we’re actually listing all of your books in the show notes, every weeks for four weeks. So that’s going to make it really easy for everyone to go and reference those first three chapters that you were talking about. So, Casey, you know that we like to finish off each of our weekly shows with a little bit of homework for the listeners. So what’s their homework this week?

Casey:                   You know what the homework is. Hey, take that transcript that I found out last week you guys are doing, and highlight the six steps to overcoming objections. Memorise them and role play with yourself. Can you jump into different scripts for different objections? Are you comfortable? Can you even list the six steps right now? You have to memorise these things. You couldn’t learn how to read until you had your alphabet and you didn’t know your alphabet visually until your mother sang it to you. It’s the same process. It’s just a new set of skills.

Chantal:               Thank you very much. That is your homework for this week everybody so once again, thank you so much to Casey for joining us for week three of our sales intensive. Now next week, our final week of the series. As you said, Casey, I think we could talk for hours and hours and hours, but we’ve really summarised this down for everyone. Next week we’re talking about making follow-up calls and how we change our mindset on actually making those calls because I know it can be a little bit irky for some people. They don’t really like doing those. So we’re going to dive into that and talk about some examples of what to say. Casey, thank you for joining us for week three of our intensive series.

Casey:                   Okay. It’s always a pleasure.


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