The Personal Trainers Guide to Selling Fitness Services through Email

‘How to craft sales emails’.

Does this title make you squirm?

If you’re like most marketers, you swing between wanting to promote, promote and sell, sell, sell….and wanting to provide, educate and very very very subtly sell…very subtly.

The key is to strike a balance between the two!

If you don’t sell, you won’t make any sales.

Sounds obvious, but sometimes it’s so easy to get caught up in providing ‘value’ to others.

I’ve chatted to other Personal Trainers about how they post regularly on Instagram and spent hours putting together batches of picture quotes to inspire their followers.

Its great to be adding value to people BUT you have to keep the PURPOSE of all this in mind.

You are in business to make money!

If you don’t make money, it’s not a business. You would be a charity.

Yes, offer loads of value to people, help them change their lives AND also get paid well for your time and efforts.

So, how best to sell via email?

1)      First things first; get a list of people to market to via email.
A portion of your business efforts should be going towards growing your list.
Use Instagram and Facebook to get leads.
Be proactive with this!
2)      Secondly; CHEAT!

Yep, why recreate the wheel. Start a swipe file of cool sales emails from well-known people in the health and fitness AND marketing industry.

Join their lists. Store their emails in a specific folder in your emails.

After you have gathered up a bunch of emails, spend an afternoon categorising them into topics –

I.e. launch emails

3-day sale emails

Subtle sell emails etc.

You then have at your disposal an awesome one-stop resource to gather ideas.

As long as you don’t blatantly copy an email, you are ‘ethically’ stealing ideas for your benefit 🙂

3)      Focus on a Quality List versus Quantity

As you probably know; the power of your business is in your list.
Just know that you don’t need a massive list to start creating some serious profits.
This is a whole topic in itself, so I will just say this; focus on generating a NICHE of people to your list, i.e. Woman who have children and want to lose baby weight, or Men aged between 30-40 years old who want to bulk up.

Have niche lists to make your marketing efforts more laser focused.

As in other areas of life, size doesn’t matter, only quality, engagement and what you do with it lol!

Due to this being a blog post, I can’t write out EVERYTHING you need to know about writing a sales email, but I’ll try and cover some practical basics.

Basics of selling online:

1)      Aim to Sell SOMETHING within 2 weeks of your lead joining your list.

Tie this in with a 1, 2, 3, Sell sequence (a.k.a Gary V’s Jab, Jab, Jab, Right Hook)

Basically, give value 3x as much as asking for the sale…

Sell something at this point so that they are more likely to buy further down the line. Once they buy from you, they are more likely to open your future emails.

You don’t need to sell anything expensive, just something to get the ball rolling….

They joined your list for a reason, so don’t be afraid to sell them something!

2)      Don’t be afraid of ‘unsubscribes’ after you do some selling. I like to see it as a good thing!

If people are interested in what you have to offer, then they will stay on.
There is always a percentage of people who are ‘lookie-loos’ as they say in the Real Estate market. They just want to look around without any intention of buying.

Maybe you put out a great report and they joined your list to get it. These people, 9 times out of 10 didn’t even read your report. Just downloaded it one night after surfing the net, and then promptly forgot about you.

So let them go.

Don’t take it personally.
They may even come back at a later date after they see you somewhere else. Your message may resonate with them further down the line….
Ultimately focus your efforts on those that are seeking YOU for a solution.

3)      Regularly ‘Clean’ your list.

Relating to the above tip, it’s important to clean up your list to ensure it’s top-notch.

Encourage unsubscribes so you whittle down to those that will engage.
Sort your database and be willing to unsubscribe those who don’t fit your demographic.

We do this regularly in our own database. Our primary market is the US, Australia and the UK.

We do regularly unsubscribe those who fall outside these areas or seem like ‘lookie-loos’.
Regularly segment your list into niche lists so you can target them directly with an appropriate offer.

You may find that you have leads from a couple of years ago that just don’t open your emails anymore.

You may also find a group of people that came through from a specific promotion you did, but now don’t open your emails.

Whatever you do, aim to test, measure and track your database. Understand your list so that you have an awesome list that opens your emails, clicks links and engages with you.

4)      Ask for the sale.

Duh right?!

Well, I see a lot of emails from Personal Trainers who try to subtly sell.

I see a lot of, “If this sounds of interest, get in touch.”

And, “If you want to lose weight, then call me.”

Come on!

You’re allowed to sell….and you should.

5)      Be interesting

Sounds obvious, but make your emails interesting to your audience. Speak to ONE person and address what is on their mind and how you are going to help them.

You’d be surprised at how many ‘sales’ emails come through that are just ego pieces from the sender. ‘I do this…’, ‘I did this…’ and ‘I am great because…’

It’s an art form to sell through email. Study the emails that you get and assess which ones grab your attention.

If in doubt, tell stories. By the way, have you listened to this EPIC interview Janak did on Storytelling for Sales? Click here

Another tip is to vary your email length, between short and long to keep your customers engaged and make it relatable to what its purpose is.

6)      Assess Click Through Rates and T & M

Are people clicking through to check out what you are selling?

If your rate seems low (measure, measure, measure!!), change tactics.

Try new things. Split test different emails, subject lines, offers etc.

According to stats by Mail Chimp (based on a list of at least 1000 subscribers), the average for the Health and Fitness industry is:

Open        Click

22.47%     2.81%

Check out how your results rank in relation to this.

Always remember, the goal of your email is to get people to click through to what you are selling. Avoid just straight up selling in the email.

Aim to MICRO-sell in the email so they click and then let your kick ass sales page do the rest!

If your sales page is not so kick ass, then that’s another topic altogether!

We’re happy to help you from start to finish with a kick ass sales and marketing process for your PT business.

Action Steps:

  • Start collecting a Swipe File of great promotional emails
  • Figure out what you want to sell in the first 2 weeks of a lead joining
  • Clean your list by assessing whether you have people on your list from Nigeria (for example), even though you only sell and cater to those in the US.
  • Ask for the sale in a 1, 2, 3, Sell sequence.
  • Tell Stories to engage your audience.
  • Test and Measure regularly

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