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FEATURE ARTICLE Michael Gelfgot

mike.gelfgot@anytimeindiana.com

4 STEPS

TO OVERCOME OBJECTIONS Shift your sales conversations for greater success

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our prospect just told you they have been thinking about getting in shape for the past 10 years and today is the closest they have been to do something about it. Then they say, “I need to go home and think about it.” Or, “I need to talk this over with my spouse,” after your prospect shared with you that their spouse is 100% supportive. When working with prospects, the behavior we often experience is although a person may be seemingly convinced that they desperately want a specific result, an objection will always exist that keeps them from committing. For more effective sales, the art of overcoming objections needs to be practiced by challenging status quo responses through reflection and asking better questions. More specifically, you must structure your sales process in such a way that it feels more like collaboration between two experts. Your prospect is the expert of him/herself and you

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are the expert in fitness. Together the two of you come together to figure out what needs to happen to achieve the desired result. This is not something that you do to your prospects. This is something that you do with your prospects. When executed properly, the process seems more like a dance where the dance instructor (fitness professional) is guiding and leading, while the dancer (your prospect) is following and responding, all the while feeling like they are actually in charge. Every sales process generally follows the basic steps where a sales person prospects, builds rapport, qualifies, presents solutions, shows rates, asks for the sale and does something after the sale to make sure the client is properly set up for their first session. The idea behind the process is three-fold. One, as long as you follow the process, in the event that you don’t sell a program, you can then go back and figure which part of the process you need to improve. Two, a sales process is

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important to have so one can replicate it and teach it to others. And finally, a sales process is necessary to overcome objections. If you’re doing any sort of sales, you have probably asked, “How do I overcome objections?” Warren Berger, author of A More Beautiful Question, would say this is the wrong question to ask. “A more beautiful” question would sound like this, “How can the conversation go in such a way that inspires the individual to change because they want to, not because I am telling them to?” To shift your sales conversations to limit prospect objections, try using the 4-step GROW model (Goals, Reality, Options, We). The concept behind the GROW model is to “grow” with your prospect in such a way that in the end you can tell a compelling story. The kind of a story that tells you what your prospect is looking to accomplish. The kind of story that tells you about their current and past situation, specifically why this prospect

PERSONAL FITNESS PROFESSIONAL Fall 2017  

PERSONAL FITNESS PROFESSIONAL Fall 2017