Jeff: Yeah, I totally agree with you. With my fitness clubs, some of my workers would feel hesitant after someone purchased a new membership, a two year, whipping out some good money. They would feel bad about trying to then sell them personal training.
And we had to figure out why they did not want to do this. Well, when we turned around and said, “Well, the personal trainer is going to teach them exactly what they need to do. They’re going to get them on the road to fitness because just buying a gym membership doesn’t mean much if they don’t know what they’re doing.
So once my employees realized that that personal trainer, they’re purchasing a package of personal training sessions, that could mean the difference between total success or not success. And many times if someone was obese, you’re talking like life or death type situations.
So once we presented it in those terms, my staff started really selling the personal training because they believed in it already. It was just one of those things that was an easy sell and then they saw the value of it.
But yeah, just like you said, Mike, people that are in that mode to buy, if you’re giving them something of value, then go ahead and offer them that.
Mike: And you know what? Those buyers make happier customers. I would guarantee the person that has the personal coaching is happier than the person that just got the gym membership because you know the gym. It’s the industry.
The gym membership people, a good percentage of them, the only time they ever use the facility is when they swipe their credit card. Then they never come again. But the people that get the personal coaching, they have the accountability and they’re happy and they’re getting the results.
So I think your sales people started realizing, “Hey, this is in the best interest of the customer because at the end of the day, they’re getting what they wanted to accomplish when they set out to come to the gym in the first place.
Tom: And you mentioned the keywords there of value and belief. If you’re providing something of value and you believe in yourself, you believe in your product, you believe in your company, that boosts your initiative in not feeling like you’re doing a disservice. You’re feeling you’re doing your customers a disservice if you don’t share with them the upsell options.
Because that’s specifically what Mike and you just pointed out, from someone who just buys the gym membership and they swipe the card, they work out once and then they may go three, four, five, months without even attending, they’re not feeling so good. But the person who had accountability with the upsell, that personal trainer holding them accountable is getting the better results.
Similarly, if you can provide that in your products with an upsell and a downsell to give them those extra values that you believe strongly can help them from where they are to where they want to be. That’s the winning combination, belief in yourself, belief in your product, belief in your service.
Jeff: Right. And plus, with those happy customers, they were the ones that tended to refer other members to us. Because they were coming in all the time, we had an option to continue to sell them stuff be it tennis lessons, or be it whatever, different parts of our club. I mean we had everything just like a Web site.
We had everything broken down into add-ons or additional sales or it could be just them simply grabbing a drink or a workout bar on the way out of the club. If they’re not coming in the club, then there’s no way for us to make more money off of each one of them.
Hey, let’s go back to the 7 Figure. I know you guys are busy and our call is wrapping up here. I always like to talk about mistakes because oftentimes you can learn, people can learn from other people’s mistakes.
Looking at your total launch from the actual seminar itself, all the way through the launch of the take home study course, what were some of the mistakes that you guys did or what are some of the things that you think you should have done or improved on?