Fitness Business School – Selling Through the Holidays

Full Transcript

Hey, Pat Rigsby here, and in today’s episode I wanna talk with you about selling through the holidays. It’s a big time of year and has a lot of opportunity in store, so let’s get to it.

Welcome to the fitness business school podcast. The show for fitness business owners who want to grow their income, increase their end 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.

Every year I have fitness professionals or
fitness business owners come to me and they express some sort of concern about struggling through the
holidays because they, they say people aren’t spending money on fitness, or they’re not gonna be
around, they’re not gonna be coming into the facility. And the re the reality is, yes, people will still buy,
they may buy a little bit differently than they normally do.

They may be be approaching it differently, but people are definitely in buying mode and they’re, they,
they are probably just as prone to make purchases during November and December as they are in most
months of the year. Sure, we’ve got a couple months, a year that, that people are definitely motivated
and inclined to start fitness programs. But I mean, if you were to ask me, Hey, would I rather be selling from mid-November to mid-December, or would I prefer to sell in July? If I’m running an adult
fitness business, I’ll definitely take those, those colder winter months. So a couple things that I see that are challenges are, people not running like Black Friday promotions. I mean, consumers are definitely in buying mode. So you should take advantage of that.

You should take advantage of the fact that people are kind of primed to buy right then. So, definitely
running Black Friday stuff, I mean, I know I was talking with a client the other day, and man, they do a, a really meaningful amount of sales on Black Friday. Like, I mean, they do
as much in sales as some small facilities making a year in that Black Friday window. And then you
know, I also see people not running, the events that are themed or not making
programs specific to what people are interested in. I mean, bottom line is we need to be thinking
about what’s on our prospect’s mind. We need to be tying things to the time of year there
because people are thinking differently at that time of year.

So we want to theme programs and make people know that we’re cognizant of what’s important to
them during the holidays and what their goals are. So if you’re running things to keep
people in line get ready to wear the outfits they wanna wear at a
holiday parties or fend off that five to seven pounds people gain during the, the holidays. Like, we
need to tie our focus to that sort of stuff. So what should we actually be selling?

Well, I, I think that you can sell bundles really effectively, right? Like, people understand that if you
bundle some things together and discount it, like there’s a reason why, right? There is a really valid
reason why they’re getting a deal, because they’re getting far more value, right?
So you may bundle together a training program and a nutrition program and some supplements into this
really comprehensive, program and you can discount things but still have a lot of
margin left over. And then we can do things like gift with purchase. We can say, Hey, if you buy this, I’ll throw in that, whether it’s a nutrition program or some individualized training or some supplements.
we can do buy one, get one, which I absolutely love as an option because if somebody
buys something and gets a second one free, that’s a second person coming into the facility that is gonna
be really more, more likely to be successful because they’ve got, they’ve got a partner,
they’ve got somebody to, to kind of aid in the onboarding, if you will. And somebody that can
serve as their, their kind of teammate and accountability and consistency.
So they’re gonna be more likely to get good results, are gonna be more likely to stick around we
can sell gift cards or gift certificates where maybe you can buy something at a
discount. I’ve seen plenty of deals where somebody’s selling something and it’s like, Hey, buy this a
hundred dollars thing for $50. So maybe you’re buying a a hundred dollars gift card to a
program for $50. And, and what’s great about that sort of deal is it also kind of ties in to the next
one that I, that I think’s a really good option is like future programs. Like people can buy future programs at a discount. Like maybe, they don’t feel like committing to something in late
November, early December, but you can sell them your January transformation
challenge and do it at a discount, or you could sell it and then throw in the month of December as a
bonus, as a gift with purchase free of charge.

Like, okay, if you preregister for this event, I’ll give you the entire month of December for free. And then we can sell retail if you offer things like supplements, if you offer apparel
sell that sort of stuff. Things that can give somebody something really tangible to put under a tree or in a stocking, I think are always good. And then, the other one is kind of that, that theme type
thing. Like maybe even, hey, achieve your resolutions in advance, so reach all your New Year’s
resolutions when it comes to health and fitness before we get to January. So that’s an easy program as
well. So those are, are things that we can sell. So I, if you’ve been somebody who’s been hesitant
to, to really promote and you feel like, well, hey, I don’t have anything to sell on Black Friday, or it’s
going to be slow during the holidays, man, I, I think that you’re, you’re missing some, some real
opportunities that you just have to, to approach it in a different way because it’s a different season.
No, no more so than we approach typically January differently than we do July. So you have
to adapt to the season that you’re in. There are plenty of opportunities for the holiday,
season ahead. So take advantage of them.

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