Strategies to increase sales in onboarding forms

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gym owners we are back kid alone here with Ed Turney and we've got another lesson for you guys put yourself in this position right you're spending a bunch of money on marketing or a bunch of money right it could be for you it's all relative to everyone and you're getting these new people coming in on a trial you're filling your gym with trials but at the end of every month you're not seeing these people stick and so when you look at your Revenue every single month you don't see that EFT growing that EFT membership is staying the same or even dropping because those EFT members are actually leaving and you're not refilling the pipeline you're spending all this time all this energy trying to get people in the gym and you're getting people in the gym but they're just not staying right so one of the things that we want to talk about today is how we can fix that because it is a major issue in most gyms right we talk about this are a monthly recurring Revenue model an mrr model where they are built on generating reoccurring Revenue every single month so they continue to grow I think every gym owner's goal would be to have 30 50 80 000 a month of reoccurring Revenue that they can count on every single month knowing that all their expenses are covered everything else is set so how do we get to that how do we go from model that's broken where all these trials are coming in and they're not converting into long-term members we're gonna get to the solution in a second but just think about this because I had this issue I remember one month I did the like reverse math of like what I needed to break even this month and I had to do 110 trials at the time the trial process was a nightmare so I don't even get into it I don't know but bad ideas in your head but I needed 110 people to come in and take a class for me to actually break even based on our conversion percentages this does not work and even if it's like a 40 50 conversion it just you can't do it right the the issue here is how do we get every trial to convert and so there's a couple of basic psychological things but Kale's gonna explain it but fundamentally the concept we talk about is to downsell the upsell because the upsell is continuity they came in on trial six weeks 21 days 12 weeks it doesn't matter what the front end amount of time is but it's an amount of time that they paid a premium for and then we're going to upsell them into continuity but the upsell is going to be the actual down sell yeah let's talk about real quick let's psychology of this which a lot of gym owners in my opinion struggle with this they do it backwards yeah they do it backwards where they're actually trying to get people into the long term and they're trying to do it right away they're struggling with this but and this is something that this is a belief that we break with a lot of gym owners don't hate the player hate the game right and the game is that people out there the people that are not going to a gym and they see an ad or they hear about your gym they are more inclined and they would prefer to start with a predefined time frame in which to test out your gym there's a reason why all the top gyms do a 14-day trial a 30-day half off or whatever it is come in for a 30-day trial six-week free trial 21 day free trial 28 day summer slim down free trial come on in there's a reason that that happens and the reason is is because there's nothing sexy about hey come in and join for a year there's nothing sexy because we all know that working out is already hard people already understand this they know that they need it but they would prefer to believe that they can do it in a shorter amount of time so what do we do we give them what they need wrapped up in what they want we want to make sure that we're doing that and so from a beginning standpoint it's much easier to take someone who comes in on a predetermined time frame a let's say we're going to use the six-week free trial because that was a staple in the industry for a long time it's what a lot of gyms still use today it works still absolutely works so six week free trial they come in they put a deposit down to start at your facility because they're going to lose x amount of weight they come in they pay 500 you can collected 500 down that's a lot more than if they came in and you tried to sell them on EFT because if they just came in and just bought your basic membership the average gym owners basic membership is 120 a month not what we suggest but that's the average and so you can get someone to come in commit 500 down because it's a predetermined time frame and there's other aspects to that offer which makes it irresistible and why people do that they come in they pay this but the problem is is that we see a lot of gyms that run this type of model without having the right pieces in place they lose all those people on the back end because they're like challenges don't work challenges don't work people come in and they just leave I don't get to keep them well that's because there's a process issue in how you get those people from committing 500 to work six weeks with you to getting them to actually stick for 12 months two years three years five years for a lifetime the math behind that is really simple someone comes in they're committing they're paying with their dollars with their time everything else they're going to put more down what you want to do is you want to take that commitment that they had and you want to honor that and reward them for that commitment by giving them an offer that is essentially is cheaper per week than what they were currently paying so if it's 500 right they're paying a little under a hundred dollars per week they're paying that for the six weeks you want to give them an option to stay with you for longer than the six week but cheaper than their weekly rate when we say down selling your upsell you're down selling the price and upselling the length of time and you're increasing their commitment so when someone comes to you and they're paying 500 right or let's just say 600 it's easier on the math 600 so 100 a week and then all of a sudden you hit them with but you're gonna get all this all this all this all this oh and by the way you're gonna pay half the price per week than what you're paying right now sound fair and they're like wait what so I'm gonna get all of these extra things that you're gonna give me and you're going to stack this and I'm going to be able to do this I'm going to reach my goal in 12 months whatever so if I sign up today I only have to pay half of that amount it makes it so much easier to be able to convert people by setting up your offer so that your long-term commitment is half the price of what they were paying on that first installment that they were coming in on I want to set up systems where a mediocre salesperson 100 if you're great at sales great sell High ticket but for someone like like a Frontline Coach sales person I want the process to be so simple that if they mess up everything in the script they still close them because the offer always wins remember that offer always wins if the offer is irresistible it will always win there's two psychological frames the wrong way first right basically they pay nothing to start right right or a couple of dollars and now they're associating your service with a couple of dollars if it's whatever 21.20 days like those things are going to get them in the door but then you got to sell them something premium okay that's another video but if it's if it's super low cost right and then you give them tremendous value they're like great that's what this service is worth and then you're like awesome now that you've you've got an amazing service give me five or ten times the amount of money you're currently giving me to to stay when you say it out loud you're like no wonder they don't they don't sign up they don't value it as opposed to they pay a premium price because it's a short amount of time so basically they're afraid of commitment because they don't trust you they've been burned before so they'll pay more for the six weeks or you know four weeks whatever right the premium pricing then you over deliver then they go wow this is worth what I paid and then you go great I'm gonna keep giving you what I'm giving you plus I'm going to give you two or three more things right this always be like bonuses on the sales conversion meeting oh and Susie because I like to reward hard work because you're doing so amazing and you've been part of the family and Community I'm gonna drop your price in sound fair which one of those two frames sounds easier to close obviously the second one I mean I remember we used to have people at my gym like they would go really what's the cat it was so good like I go there's no catch this is this is the price going forward because I know it's going to take you x amount of months or the whole year to get to your long-term goal and I want to make sure you get there because we care about people here that's a much better pitch right than trying to arm wrestle them to get some high ticket thing and this is something that you can can scale very easily with a team of coaches that are committed to the service and when you're talking about scaling teams you want to make this offer as irresistible as possible so that anyone can sell it the other piece on this is just making sure that as you're following through you want to make sure that when you sell these people is really just as important as the actual sales process itself and what I what we see with a lot of gym owners is a lot of gym owners and businesses that run a trial offer tend to wait too long to try to lock individuals in and Prospects in or trial members in to a long-term membership because what you want to do is you want to capitalize on those early wins those early wins and especially by wowing them early on all of a sudden they get a taste they're all in they're completely engulfed in your process in your community and what you're giving them and they're seeing massive results they're losing they lost five pounds in the first week they lost four and a half pounds in the second week they lost another five pounds in the third week and they're absolutely crushing it just by simple diet adjustments and that means by week three they've lost almost 15 pounds they haven't done that in years this is when you want to meet with them again using that six week free trial when you're making these sales you want to do it at the halfway point and that halfway point locks it in and you can also provide bonuses for people by signing up right then capitalizing on all these other things that they can do you want to make sure that when you're selling people on any type of trial you're not waiting until the end and hoping that they sign up you always want to make sure that you get that that John Hancock on the contract and making sure that they're signing it no matter what this is a big piece too is that a lot of times we talk to Jim owners want to hit on this real quick is gym owners talk about they're like yeah cool so I just run them right into EFT after the challenge so I just make this assumed close and while that's really cool you still need to make sure even if you they know that they're going into reoccurring EFT you have to meet with them yeah well they have to be sold again never make the assumption that they want to stay you still want to gather feedback you still need to sell them you still want to make sure that they're locked in and that they're ready to go yeah every relationship is month to month in your life all relationships are months a month in your life always you always have to over deliver wrapping this up real quick so make sure that you are down selling your upsell so you're are offering a higher ticket front-end offer for a defined period of time 21 days 28 days six weeks and that that ticket should be anywhere between three really roughly priced around 100 a week that's what it should be and then when you're selling them on the back end you're converting them you're going to be down selling price and upselling length of time and so that commitment goes longer price goes lower and it makes just that sale so much easier and frame it as a reward because they did a great job and Susie you're the exact kind of person we want in our community until next time see ya