As a parkour business owner, you'll likely encounter various objections from potential clients during sales. Understanding and effectively addressing these objections can make a significant difference in converting prospects into loyal members. This guide will help you understand objections and provide strategies for overcoming the most common one: price objections.
What Are Objections?
Objections are concerns or hesitations that potential clients express when they are not ready to commit to a membership. These objections often stem from anxiety or fear of making the wrong decision. Common objections include price, value, and the commitment required. Addressing these objections empathetically and effectively can turn a hesitant prospect into a satisfied member.
The Emotional Aspect of Sales
It's crucial to understand that making a purchase can be an emotional experience for clients. Being in a new environment, surrounded by unfamiliar faces, and being asked to commit to a financial and time investment can trigger anxiety. When clients voice objections, it's often a sign that they need more information or reassurance before making a decision.
The Three-Step Process to Address Objections
Empathize with the Objection: Show that you understand and respect their concerns.
Address the Concern with Authority: Provide clear, confident information to alleviate their worries.
Ask for the Sale Again: Reinforce the benefits and ask for their commitment.
If you want a deeper dive into this three-step framework to overcome objections, read our first article on objections right here.
Handling Price Objections
One of the most common objections is related to price. Clients might feel that the membership cost is too high, especially if they don't yet understand the full value of your program. Here's how to handle price objections using the three-step process:
Example Scenario:
Client: "This is out of our budget."
You: "I understand how important it is to stay within your family budget. Let's explore our different membership options to find one that fits your needs."
Step 1: Empathize
Show empathy by acknowledging their concern. For example: "I’m glad to hear you have a family budget. It's important to manage finances carefully, and I respect that."
Step 2: Address with Authority
Offer a lower-cost alternative and highlight any current promotions: "We were considering our top-tier membership, but let's look at our once-a-week plan, which is $[x]. Today, because it's your first lesson, we'll waive the sign-up and annual fees, saving you $[y]."
Step 3: Ask for the Sale Again
Reinforce the benefits and ask for their commitment: "With the lower membership and waived fees, we've reduced the price by $[z], making it more manageable. Your child loved the session, and we're excited to continue teaching them. Let's get you registered for next week's class." Notice that the ask-for-the-sale is using the vital sales tactic of assumptive sales language.
Increasing the Value Perception
Clients need to perceive that the value of your program exceeds the cost. Perhaps your client didnt fully realize the gravity of the benefits learning parkour has in store. If a client assumes that your facility is just some funhouse to park their kids for a few hours, they will expect to pay $10 for each visit. Here's how to enhance the value perception:
Highlight Unique Benefits: Emphasize the unique benefits of your parkour program, such as personalized coaching, development of physical and mental skills, and long-term personal growth. Create for them how powerful learning parkour can be and what life-long benefits are in store for practitioners of the sport when they train parkour responsibility with your well-trained coaches.
Differentiate from Competitors: Explain how your program differs from generic gymnastics classes or drop-off play centers. For example, your parkour gym focuses on building resilience, confidence, and creativity through structured training and mentorship. Show your 5-star reviews or powerful customer testimonials if you have them on hand.
Example Dialogue:
You: "We are not just a fun house or average kids' gym. Our program teaches parkour skills that develop strength, focus, and resilience. Our coaches mentor your child, helping them overcome challenges and celebrate their successes, fostering a love for movement and personal growth. Would you agree that this is far more beneficial to your family than just an indoor jungle gym?"
Decreasing the Price Perception
Sometimes, clients understand the value but are still concerned about the cost. To address this, create the perception of a deal:
Offer Day-1 Deals: Use the first visit as an opportunity to offer special incentives. For example, waive sign-up fees and offer a new member swag bag.
Highlight Savings: Emphasize the immediate savings they get by signing up on the first day.
Example Dialogue:
You: "Since today is your first day, we can waive the $75 sign-up fee and the $65 annual registration fee, saving you $140. Plus, you'll get a welcome bag with a T-shirt, wristband, and more. Let's get you these savings!"
Offering a Guarantee
Providing a guarantee can alleviate anxiety and show clients that you stand by your program:
Trial Period: Offer a period (e.g., one week) where they can get a full refund if they are not satisfied. They still pay for the membership, but if they have a bad time, they can get a refund.
Flexible Cancellation Policy: Allow cancellations with minimal notice to reduce the perceived risk.
Example Dialogue:
You: "If your child doesn't enjoy the program, you have a week to ask for a full refund from today's time of purchase. We also only require one week's notice for cancellations moving forward. We want to ensure this is the right fit for your family. This fully de-risks you in case your kids don't stick with the program, so with that, let's give it a shot!"
Practice Makes Perfect
To master the price and value objection, practice with a partner. Role-play your objections overcome with a partner. Follow their three-step frameworks each time to increase perceived value and decrease perceived price. Over time, your conversations become more fluid, and your sales close more frequently.
Conclusion
Addressing objections with empathy, authority, and clear communication can turn hesitant prospects into enthusiastic members. You can effectively overcome price objections and build a thriving parkour business by enhancing the perceived value, creating a sense of urgency with special deals, and offering a guarantee.
Want the pros at Motion Mentors to audit your parkour business's sales tactics, training, and strategies? Book a call with us below and get on track for increased sales and revenue!
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