Parkour gym owner, congrats, your hard work making outbound calls to your leads has paid off and today you have a number of new students in your parkour gym's trial classes. Assuming you run an epic class and your initial sales pitch is solid, you'll earn a new member! However, what if after asking for the sale, your client has something in the way for them and says some version of "no"? You've just encountered an objection to your sales pitch.
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Understanding Objections
After delivering a compelling sales pitch, it's common for potential clients to have lingering questions or concerns before they feel ready to commit. These questions, concerns, or outright refusals are known as objections. Understanding and addressing these objections effectively can be the key to turning a hesitant prospect into a satisfied customer.
Why Objections Happen
Many people experience anxiety and fear of making the wrong decision, especially when asked to make a commitment involving their time and money. These feelings can be heightened in the unfamiliar environment of a parkour gym for your client. Recognizing that a client’s objection is often a request for more information, an attempt to delay any buy more time, or them communicating a need for reassurance can help salespeople approach these situations with empathy and patience, ultimately increasing the chances of closing the sale.
Common Objections and How to Overcome Them
Objections are common and occur across all industries. Thankfully there exists a ton of research and study into the most effective ways to flip an objection into a closed sale. Here’s how to address them using a three-step process:
Empathize with their objection and show them you are listening.
Address their concern and speak with authority.
Ask for the sale again.
This approach ensures the client feels heard and understood, transforming a potentially high-pressure situation into a collaborative discussion.
Example: Addressing a Price Objection
Imagine a prospect saying, "This membership price is out of our budget." Here's how to respond using the three-step process:
1st Reply with Empathy: Recreate what the objection is and phrase it in a way to demonstrate understanding and empathy.
"I understand that sticking to a family budget is important. Let's see if we can find an option that fits within your financial plans."
2nd Speak with Authority: Let the client know how you can solve their problem.
"We were discussing our top-tier membership. However, our once-a-week plan might be a better fit. It's $[x] per month, and today, I can waive the sign-up and annual fees, saving you $[y]."
3rd Ask for the Sale Again: With their objection handled, ask for the sale again.
"With these adjustments, we've reduced the price by $[z]. Your child had a fantastic time today, and we'd love to continue their parkour journey next week. Shall we go ahead and get them registered for next week’s class?"
By following this flow, you demonstrate understanding and flexibility, making the client feel valued and more likely to commit.
Overcoming Specific Objections
There are a number of objection catagories, such as objections to the price, a need to speak with other family members before making a decision, or a scheduling concern. Each objection can be addressed using the three step framework presented above. Here is an example based on a client giving a prive and value objection, meaning they percieve the price as too high in relation to the value the client percieves.
Price and Value Objections
When clients balk at the price, it usually means they haven't yet seen the full value of your program. Here's how to increase their perception of value and decrease their perception of price.
Increase the Value Perception:
Parkour gyms offer more than just physical activity. They provide quality coaching, foster confidence, creativity, and resilience, and teach valuable life lessons. If a client views your gym as just another drop-off center, you need to highlight the unique benefits and outcomes of your program.
Example Dialogue:
You: "Based on everything we've discussed, I recommend our gold package at $350/month. Since your family enjoyed the session, let's get you signed up!"
Client: "Wow, $350?! We were expecting something more like $10 per visit."
You: "I see how our price could seem high if you're thinking of us as a drop-off gym. I understand your concern here if drop-off coaching was all we offered here at [name of] parkour gym. However, our focus is on developing your child’s skills and character. Our coaches mentor your child, helping them learn perseverance through fun and challenging activities. This mentorship is far more valuable than a simple play area. Would you agree that this format is more enriching for kids like your son over a simple drop off and day care gym?"
Client: "Yes, absolutely."
You: "Great! We thing so too which is why we put our hearts into transforming students like your son into well wounded, emotionally intelegent athletes. I would love to begin this journey with your child. Let’s continue their progress and register for next week. Does Thursday work for you?"
Blue: Empathy
Red: Authority
Pink: Ask for the sale
What if they object again and continue to say the price is too high, dispite now seeing the gym for its value?
Decrease the Price Perception:
If a client understands the value but is constrained by budget, create the perception of savings or reduced risk. Offer day-one deals or satasfaction gaurentees to make the decision easier.
Example Dialogue:
You: "As it's your first day with us, we have special day-one deals. Let’s look at a plan that fits your budget and still offers the benefits your child experienced today."
This creates a sense of urgency and value, helping the client feel they are making a smart financial decision. You: "We have a 7-day money back guarantee. If after the first week you dont feel that parkour is a totall winner for your family, we will cancle your plan no questions asked and will refund your sign up fees."
The gaurentee reduces the percieved risk the client is taking on when saying yes to your membership.
Mock Dialogue Example
To illustrate these techniques, here’s a mock conversation between a salesperson and a parent after their child’s first parkour class:
Salesperson: "Hi! It was great to see your child enjoying the class today. How did they like it?"
Parent: "They loved it! But we’re not sure about committing yet."
Salesperson: "I understand. It’s important to feel confident about your decision. Can you share what concerns you have?"
Parent: "The price is a bit high for us."
Salesperson: "I hear you. Budget is crucial for every family. We were discussing our top membership, but we also have a once-a-week plan at $[x]. Plus, today, I can waive the sign-up and annual fees, saving you $[y]. How does that sound?"
Parent: "That’s better, but I’m still not sure."
Salesperson: "I get it. Joining a new program can be a big step. Remember, our program is not just about physical activity; it's about building resilience and confidence in your child. They’ll gain skills that benefit them beyond the gym. We’d love to support their growth. Shall we secure their spot for next week? If after next week you dont think its worth it, we will give you a total refund as we have a money back satasfaction gaurentee on our programs. With that, you have nothing to lose, so lets get you ready to rock!"
Parent: "Okay, let's do it!"
Practice or fail
Overcoming objections can feel intimidating, especially when facing an initial "no." However, salespeople must understand that these objections are opportunities to provide more information, address concerns, and demonstrate the value of your parkour gym.
Building confidence in this area takes practice and perseverance. Sales teams can greatly benefit from regular practice sessions and role-playing scenarios where one person acts as the sales rep and another as the client. Through these exercises, salespeople can refine their techniques, become more natural and confident in their responses, and rely less on a rigid script.
Over time, this practice will lead to improved communication skills, better handling of objections, and an increase in new membership sales. Embrace the challenge, practice consistently, and watch your sales success grow.
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