Do you feel sick to your stomach? Do you stutter, hem and haw not knowing the right thing to say. Or worse, do you blurt out your rates and then start trying to justify why you charge what you do? Just the thought of having to talk about prices sends some trainers into a tail spin. But it doesn’t have to be this way. To make you feel more comfortable and in control when the subject to price comes up all you need to do is prepare. Just like a good actor needs to know her lines, practice the many ways in which you can answer the, how much do you charge question.
Before I dive into some scripts on the subject, there are a few details I would like to highlight.
1) First, be comfortable with what you charge. Lots of trainers aren’t comfortable saying they charge $65.00 an hour. They don’t feel like they are worth it especially new trainers. You are worth the money based on your certifications, education and experience. It’s not a matter of feeling worthy of this rate. It’s a matter of what the going rates are for personal training.
2) Understand that the service you provide has a much greater value then the money people will pay you. We help people achieve a healthier and more balanced lifestyle which can add years to their life. The money you receive is just a transaction for services you perform and form of payment you need in order to do your job. That’s it.
3) Lastly, clients don’t expect you to be free. Enough said.
Here are two scenarios to help you practice what to say when the subject of price comes up. While reading scenarios is a good learning tool, it’s even better when you can role play them. I know, it’s awkward to role play and you may not like it. But trust me, the more you practice the more comfortable you feel when you are in the situation for real. Think of it as rehearsal.
Scenario One – “I’m just shopping around”
Phone rings and you answer: XYZ Personal Training, Lynn speaking how can I help you?
Prospect: Hi, I’m just wondering what you charge for personal training?
Lynn: Hi, I’m glad you called. Sorry I didn’t catch your name?
Prospect: Sheila.
Lynn: Hi Sheila, how did you hear about XYZ Personal Training?
Sheila: I saw a flyer at the community centre. What are do you charge?
Lynn: Oh I’m glad those flyers are getting noticed. Do you mind if I ask you a few questions about your goals? It will help me identify which packages or programs might best suit your needs.
Sheila: Uh, okay.
Lynn: What goals do you have for your fitness?
At this point I will stop the dialogue to point out that the trainer just didn’t launch into giving the prices. She gently moved the conversation to a point where she can learn more about the client before quoting the rates. In this scenario the prospect wasn’t aggressive in wanting to hear the rates but was willing to engage in the conversation. They won’t all be like that. So let’s tweak this scenario and make Sheila a bit more forward in wanting to know the rates.
Scenario Two – “I’m just shopping around”
Phone rings and you answer: XYZ Personal Training, Lynn speaking how can I help you?
Prospect: Hi, I’m just wondering what you charge for personal training?
Lynn: Hi, I’m glad you called. Sorry I didn’t catch your name?
Prospect: I just want to know what you charge for personal training.
Lynn: Okay, sounds like you’re shopping around, is that right?
Prospect: Yes that’s right and I don’t have a lot of time. What do you charge?
Lynn: Sorry, I didn’t catch your name.
Prospect: Uh, Sheila
Lynn: Well Sheila, I would prefer to learn a bit more about your and goals so that I can recommend what best suits your needs but I understand you are pressed for time so let me cover the basics. Would that be okay?
Prospect: Sure
Lynn: I customize all my programs for my clients and depending your goals you have the option of coming to see me several times a week to once every so often for updates. I offer packages and programs that range in investment from $250 $1250 depending on your availability and budget.
Before I continue I just want to let you know that when phoning around to compare prices you might want to ask about the qualifications of the trainer and if they carry insurance.Sheila, you also want to ask if the trainer is registered through a specific certifying organization such as the American Council on Exercise. It s also a good idea to ask how many years experience they have. The going rate for personal training varies and is typically between $65.00 $75.00/hr so this gives you an idea of what established trainers are charging.
Prospect: Wow, I really appreciate you sharing this information with me. I didn’t know that. I was hoping to lose some weight before my wedding. I’ve gained twenty pounds and I have four months to lose it.
Okay we can stop here. The trainer did a good job of providing the information the prospect wanted and getting her name and using it which is important. The trainer also took the time to educate the prospect on what questions she should be asking instead of launching into the prices. This helps to establish the relationship and build trust. The trainer also planted the seed about the clients schedule and budget. Basically saying there’s an option available that addresses both these needs and concerns.
If a prospect is really pushy and only wants your prices and doesn’t want to engage in conversation, then give them your rates and thank them for the call. They may not be the right client for you anyway if they are that price sensitive.
Author Resource:
Donna Hutchinson is the author of the How To Guide To Starting Your Own Personal Training Business and the How to Guide to Growing Your Own Personal Training Business. She is the owner of On The Edge Fitness Educators which provides marketing and business coaching services. http://www.edgefit.ca
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