Fitness Business School – Sell What People Want to Buy

Full Transcript

Hey, Pat Rigsby here and in today’s episode, I want to talk with you about selling what people want to buy. Let’s get started.

Welcome to the Fitness Business School podcast, the show for fitness business owners who want to grow their income, increase their impact and improve their lifestyle. Be sure to listen to the end of this episode because we have a brand new special offer exclusive for listeners. So stay tuned.

As I record this, we just wrapped up the whole holiday kind of Black Friday kickoff, Black Friday, Small Business Saturday, Cyber Monday, all that fun stuff. And, man, I think that is just such a powerful classroom if you’re paying attention. Of how consumers behave, how consumers buy, what gets consumers to take action.

What kind of offers convert, what kind of distribution people get on the offers that they’re making. And frankly, I think a lot of people like bury their head in the sand about it. They don’t even look, they may put out an offer. They may send out an email. They may make a couple of posts and it just doesn’t gain much traction.

And then them themselves, they don’t. Dive in and pay attention to what other people are doing. They have that whole, I’m not into Black Friday. I don’t buy things then. And they almost wear that as like a badge of honor instead of saying, okay, this is like the biggest sales window of the year.

And if we are, if we’re trying to sell things, then you should probably learn. If you have the opportunity to listen to the best public speaker in the world, you should probably listen. If you want to be a public speaker, because you’re going to learn things. If you have the opportunity to read the best writer on the planet, then you should probably read from that writer.

If you want to be a better writer. If this is our best window of opportunity to learn how consumers actually are compelled to buy things, man, you got to pay attention. And a few lessons that I think are reinforced there. And these are things that, I tried to coach people on. In advance, but I think they were reinforced.

This was the most successful black Friday, most successful black or cyber Monday in history, that a couple of things that were easy to notice was the best. Offers the most compelling offers had broad and consistent distribution. People were sending out emails, making social posts, running ads, sending texts.

They were making sure that you gave their offer attention. I had any number of text messages for people who were quote unquote dropping their offer at a certain time. And so there was a lead up to it, to create anticipation and excitement. So I think that making sure that if you want somebody to buy in a very busy marketplace, it’s your responsibility to not only make sure they see the offer, but they see it within a frequency so they can make a buying decision.

So they don’t lose track of it. So they don’t. Feel uninformed because people tend to buy things. The more we ask somebody to spend or the bigger, the commitment we ask them to make, the more they need to understand it. The more they need to have confidence that they’re going to use it, that it’s going to be a good fit.

The less commitment, whether it be financially or time or whatever else, the more it can just be an impulse buy. Don’t think a lot of people in the fitness industry are always eager to sell impulse buys. They want to sell what they want to sell. They want to sell annual programs and hey, do this 12 month program and get this discount, which seems silly to me if this person’s never stepped foot in your gym.

If they’ve never been 365 days of going in there? I think That’s why if you’re going to sell bigger offers, if you’re going to sell greater commitment offers, and again, I will keep reinforcing the fact that commitment is not just money. Commitment is time and energy and effort. And the bigger the commitment ask.

The more familiarity somebody has to have with something. And that’s why people typically don’t buy houses. They’ve never walked in. They don’t buy cars. They’ve never test drove. They, if you want to get somebody to buy something that requires more commitment, there has to be more familiarity. If you want somebody to buy on impulse, if you want somebody to make a quick decision, then there has to be less of a commitment, whether that’s a lower price or not an obligation to start on Monday.

That’s why gift cards are so valuable, right? You can sell something and people can use it at their discretion. It doesn’t require immediate action. Things like punch cards, things like. Pre purchasing a challenge that you could use during the entire upcoming year. Any of those things I think can be interesting, but if you want to sell more, you got to sell what people are willing to buy, and I think people prove time and time again, that they will buy things that they’ve got flexibility with, they will, they’ll buy gift cards.

They’ll buy things that don’t have to be used immediately. That’s why people will buy books, knowing that they’re not going to go home and tear through the pages. The same day people buy books because they see themselves reading it in the future. They buy outfits that they see themselves wearing in the future.

They don’t have to wear it this minute. Most things that people buy during Black Friday are not Things that they’re getting usage out of on Saturday, not everything, but most things, a lot of things are going to be gifted in the future. A lot of things are going to be used down the line. We have to keep that in mind.

We have to understand that this is how consumers behave. And if you aren’t willing to swim with the current, then you’re probably going to drown. And So many people want to fight the curtain current and they want to sell what they want to sell. They want to just stand their ground and say, Oh, I want people who are committed to who committed to what?

I think commitment is something we earn, not something we’re granted. And if we want somebody to commit to us, then we have to. Earn that by demonstrating that we can actually help and that we’re the right fit to solve their problem and help them achieve their goals. So if you want to sell more, there are just a few quick tips on how to sell what people want to buy.

Thanks for listening to this episode of The Fitness Business School.

Before you go, I have a quick announcement:

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In this diagnostic, we walk through everything and we do an evaluation and can instantly pinpoint what you need to do next to build that business that you want. I’m going to extend this opportunity to get on with either me or my team and take you through this evaluation and fix your business’s most vital needs fast.

So if we take you through this, you’re gonna be able to make those vital changes that you need to finally have what I call your Ideal Business. If you’d be interested in going through this entirely free, risk-free diagnostic with us and learn what you already have in place, what you’re doing well and where are your greatest opportunities for rapid improvement are just shoot me an email with diagnostic in the subject line to [email protected].

Again, an email to [email protected] with diagnostic in the subject line will get
you scheduled and take you through this evaluation to help you build the business you want.