How to change someone's outlook in Boutique Fitness Sales
Have you ever had a friend tell you that you should try something? They go on and on about how great it is, and you say you will try it but you never got round to it? It’s like the old Dr Pepper adverts : “what’s the worst that could happen?” These adverts were a nod and a wink to the concept of it being a challenge to try something new and to be open to new ways of looking at things - when your current world view point has gotten you this far!
All of your experiences, the good, the bad, the highs the lows, all lead to you forming your own world-view and creating a self-concept like a default operating setting on a computer. The crucial thing when it comes to Sales, or simply in asking someone to change or adopt a new positive behaviour or exercise programme, is to understand that this self-concept acts like a screen or a filter whenever you are told or asked to do something that doesn’t immediately fit in with how you have experienced the world to this point.
We all have these self concepts, and some of them are easier to spot and pinpoint: “I’m an adventurous person”, “I’m a cautious person”, “I like to think things through”, “I like to make gut decisions” - but some of them may be less apparent and only present themselves as hesitation or doubt when you are placed in to certain situations, a default response based upon your world-view that could lead you to miss out on something new, or something that may well be very good for you!
In Boutique Fitness, when you come up against someone who’s self concept is preventing them from taking positive action - preventing them from signing up with you, or from sticking to their training plan - what can you do? If you simply explain to them why they should do something, listing all of the reasons and the logic as to why they should take that action, you’re not going to get anywhere!
If they are open to having their view challenged, that’s one thing - but chances are they aren’t: they are quite happy as they are, thank you very much! And in situations like this, your logic and your explanations will simply get translated via the filter of their self-concept, just the same as if they were translating what you are saying into another language!
And so, what can you do? You need to bypass the logic processing part of their brain controlled by their default operating system, and connect with the emotive element! You need to put things in a format that is easy to understand and won’t get translated by the self-concept filter! And to do this, you need to use stories and analogies!
Since civilisation began, humans have been passing on knowledge via story telling - it’s how you teach lessons, how you open people’s eyes to dangers and how you inspire! It is hard wired in us to engage with stories and emote with stories - become drawn in, as previous generations that didn’t heed the information in stories probably didn’t make it beyond sticking their heads into bear caves, swimming in strong currents, or checking what’s below the platform they are about to jump off!
Stories can also make you see what is possible - I’m too busy for x - well we have Clients like Mr Smith over here that also thought that before they got started, but because he was able to book his sessions with us 6 weeks in advance, he was able to put those dates in his diary ahead of time and then plan the other elements around that, and now he is here 3 times a week and well on track to achieving his goals with us - and I think you can do the same too…
Stories can relate to directly comparable experiences in the exact context you are asking someone to consider them in, but you can also use analogies to bypass the default programming of the self concept and have someone truly be open to changing their outlook and getting started with you. And, no I don’t mean saying: well that’s only the same cost of 5 cups of coffee a week!😱 I’m talking about: its important to continue the momentum that you have started by coming in today, it’s like a jet plane taking off, it takes more effort to get off the runway at the start but before you know it, you’re flying and looking forward to reaching your destination.
Analogies can be abstract in that way, it’s not a case of - you can achieve your fitness goals by achieving your fitness goals - it’s a way of you influencing the way in which the information is translated - people can relate to the imagery of a plane taking off, when you talk about anything they can relate to, they imagine it - when you have someone imagine something, you are opening them up to considering new information and new ways of looking at something - if you just give them facts, they will remain closed off by their default programming filter!