Proven Sales & Marketing Strategies for Online Personal Trainers

The single most important question that should always be on the mind of new online personal trainers, is what is the best practice to getting a new email subscriber, selling a low priced programme or selling a high ticket service online.

After all, if nobody actually buys our online products or services, what's the point? 

Nada. 

So this article will take you through my most effective strategies, or 'conversion techniques' for anything that you want to sell online.

​Basically, I'm gonna show you how to make a shit ton of sales. 

Each of these strategies should be used at different points in your overall 'sales funnel' and at different levels of your value ladder. If you don’t know what a sales funnel is, then you need to go back to episodes 9 and episode 29 of my FitPro Masterclass Podcast, as I break down in detail how sales funnels work, and why you need one as an online personal trainer.

Once you get the basic components in place for ‘selling’ each part of your funnel, be it for the free or paid stuff, then you can work on expanding your funnel.

Once you get the basic components in place for ‘selling’ each part of your funnel, be it for the free or paid stuff, then you can work on expanding your funnel.

Proven Strategy 1: Pre-Frame Bridges

A pre-frame bridge is used to warm up your audience - the prospects - so they are in the correct frame of mind before they start seeing your offers. Essentially, asking someone who doesn't know you from Adam to buy your stuff isn't going to work.

Below are two best performing pre-frame bridges that you can use as an online personal trainer.

1. Blog posts

This is one of the quickest ways to set up a pre-frame bridge to start warming up cold traffic. Here you could create a killer blog post (like this one) all about your chosen niche or specialty and highlight that a problem exists.

Then at the end of the blog you will have a short call to action for the next stage of your funnel. Ideally this will be to subscribe to your email list in exchange of an email address. Make sure the offer for the download is directly linked to the pre-frame blog post. It all has to be linked and related.You can check out how I do this below too. 

Most effective blog posts:
  • How to XYZ (tutorials)
  • Ultimate guides to XYZ
  • Case studies

2. Video

A video builds 'know, like and trust' very quickly, so this can work as a fantastic pre-frame bridge in your online fitness business. It could be a simple video on your blog, or even on Youtube. Again the content should be related to the problem you can help them solve, with a short call to action on how to take the next step with you.

This would work very similar to a blog post and you can promote it to cold traffic via paid advertising in Facebook too. Heck you can even upload it into Facebook as a direct video that people could watch in their newsfeed and then the link would take them to the subscriber page. This is currently working like a treat if you can make the video interesting, high quality and compelling.

Proven Strategy 2: Qualifying Subscribers

The next stage of an effective marketing plan for your online fitness business is to qualify your subscribers in your funnel. If you’re using a blog post or video, then you could acquire the subscriber through a number of ways. So if someone clicks on a link in your pre-frame blog post, they will go to the opt-in page that offers a lead magnet.

Let's look at the two most effective methods of qualifying subscribers:

1. Squeeze page

This is my favourite method of qualifying subscribers. It’s a simple opt-in page that summarizes the benefits of the free download and how the viewer can get it. Basically, they either enter their information or they leave.

You should be aiming for a 30-50% conversion rate on this type of opt-in. If they’re coming through from your pre-frame blog post, it could be even higher, as they are now totally aware of the problem and already 'know, like and trust' you.

2. Pop-ups or lightboxes

If you are driving traffic to a blog post or video on your site, then good old fashioned pop-ups can work here too. This could work well if someone is about to leave your site and hasn’t yet got to your offer further down the blog or later on in the video. Sometimes these aren’t recommended, as you’re still trying to really build that first impression with the visitor, so don’t go overboard with pop-ups to get a subscription.

Remember:

A lead magnet is a free giveaway related to the same core issue/interest used in the pre-frame content. Its sole purpose is to acquire the email address for anyone who views related pre-frame content. It should be short, easy to consume and its goal should be to give a quick win to anyone who consumes its material.​ Read my 6 tips on how to create a lead magnet as an online personal trainer here.

Most effective lead magnets:
  • Checklists
  • Short guides/reports
  • One or two short videos
  • List of resources/tools
  • Cheat sheets
  • Audio downloads
  • Buyers guides (with coupons)
  • Swipe files
  • Free software trial
  • Quiz/survey
  • Assessment/test
Promoting your lead magnets:
  • Always promote on relevant pre-frame content
  • Banner in the sidebar
  • Banner or links in the content
  • Banner or link at the end

Proven Strategy 3: Selling Low Priced Items

If you’re selling a low priced item or service, then you should start doing this as soon as someone subscribes. That's right, email is going to be key to selling anything. The longer you wait, the least likely they are to buy.

Remember:

This type of introductory offer is a low cost product or service related to the core issue focused on in the sales funnel. The price depends on the cost of your main core offer, but they usually sell anywhere from $1-30. The goal is not to profit but instead to change the relationship from prospect into customer, further improving your chances of selling your core offer to them in the future.

Most effective introductory offers:
  • Online programmes (related to the specific core issue)
  • One time services (short coaching calls, etc)
  • Full length books (physical or digital)​
  • Other physical products
Promoting low priced items:
  • One time offer (OTO) on the thank you page of the lead magnet
  • Fast action discount (e.g. use 15 minutes at 75% off)​
  • If they don't pick up the OTO, pitch later on email at 50% off

How To Sell Low Priced Items As An Online Personal Trainer?

1. Video sales letter

We already know that a video is a powerful and quick relationship builder, so whenever your goal is to sell something quickly, a video can work very well. It also works great further down the funnel, but it gets slightly more advanced at that stage.

For a small priced item or service you just need one high quality, well-scripted and engaging video sales letter. Essentially you need to hit the main selling points and build credibility. You could do this with a person to camera video, or even over a slide deck. This video should go on the download confirmation or thank you page.

Some key points to cover are:
  • WHO: Who are you? Introduce yourself briefly
  • WHAT: What do you have? Introduce your product or offer briefly
  • WHY: Why do they need it? Explain the benefits of the offer
  • HOW: How can they get it? Walk them through the order process so they know what to expect
  • THE CATCH: Tell them why you’re offering this product for such a low price – highlight there’s no catch
  • URGENCY: Explain why they should order this product right now
  • GUARANTEE: Reverse any risk in ordering from you
  • RECAP: Remind them what they are getting and why

2. Email auto responder series

I’m sure you already know that not everyone will buy your low priced item or service after viewing the video sales letter. In fact, only a very small percentage will. However that’s not to say that they don’t want it, so an automated email autoresponder that’s designed to be sent to your new subscriber over the following days after they subscribed, works well to increase sales.

The main purpose of this autoresponder sequence is two things:

  1. To build the relationship
  2. To increase your sales​

Your goal is to combine the relationship building aspects of good email marketing and directly link it back to your low priced item or service.

If someone does not buy after the video sales letter AND email follow up sequence, you should again follow up with them one more time. This will give you a chance to learn why they did not buy or show them other content that they might be interested in. After this they can be added to your main house email list for all further updates and broadcasts. Perhaps in the future they may purchase.

Proven Strategy 4: Selling Middle Priced Items

Every successful sales funnel will include a middle to high priced item or service. This should be your core offer. The core offer is normally an all encompassing product or service that is the solution to every core issue that your customers face. Because the price point is much higher than your introductory offers, this is where you will make the majority of your income.

Although everything you have done up to this point has increased your chances of people reaching this point in your funnel, it can still require a proven conversion technique to ensure they actually take you up on the offer. So that’s what we will cover next. However to keep this article on track, I wont be covering in detail how to create and setup these conversion tools, as that’s reserved for my Masterclass members. For now, understand how they fit into your overall funnel and decide which one will suit you, your audience and service best.

Most effective middle priced items:
  • Monthly/annual membership sites​
  • Online programmes (package your intro offers together)
  • Productised services (monthly)
  • Monthly coaching
  • Physical products (eg. supplements)

Your goal is to create strong brand awareness to sell your core offerings.

You should mention this offer EVERYWHERE:

  • Podcasts
  • Blog posts
  • Interviews​

Proven Techniques for Promoting Your Core Offer

1. Email series

An email series should be used only if the person has bought a lower priced item to begin with. If you aren’t selling a lower priced item first in your funnel, then you will need to skip this step and go straight to the other conversion techniques. But if you have already sold a low priced item to your subscriber, then some further email follow-ups can work really well for the core offer.

2. Webinars

Webinars have become extremely popular sales tools over the past few years, mainly because they work so well. At it’s most basic level, a webinar is nothing more than a powerpoint presentation that you broadcast live over the internet. It allows you to give your sales presentation to just about anyone in any corner of the globe.

This year I created two online webinars, namely "How to Confidently Create Your Online Fitness Business" and "The Proven Nutrition System of Elite Trainers"

With travelling this year, it was difficult for me to do my normal public speaking events, so these online webinars enabled me to connect with my audience, deliver my best content and get my offer out there .

3. 4-part video series

The 4-part video series was made famous by Jeff Walker. Basically, you’re breaking up your sales presentation over four videos – each providing a ton of value, while educating your prospects and selling your items/services.

This video sequence is also a fantastic conversion tool for middle priced items or services and should be used as part of your funnel to boost sales at this point.

Proven Strategy 5: Selling High-ticket Items

This technique is a very simple process to qualify and pre-frame potential high-ticket consulting or coaching clients. Note that this technique should be used to sell your most expensive service, like 1-1 coaching that will involve more of your time. It’s also best used in conjunction with the rest of the funnel you have set up for your online fitness business. If you have no email subscribers, no low or middle priced items, then selling people on your super expensive high ticket service will be a LOT harder. Let’s break it down:

Step 1:

You need to create a simple landing page that shares a case study video explaining the results your clients can get when they receive coaching from you. After watching the free case study video, potential clients click on the “apply now” button and are taken to an application designed to pre-qualify them as good prospects.

Step 2:

The prospects fill out a full application, which serves two purposes. It helps you learn more about the prospect, their problems and what they’d like to achieve. More importantly, it pre-frames the prospect by getting them to sell you on why you should take them on as a coaching client.

The application stage weeds out those who really aren’t ready, so you are only calling the prospects who are ready to start working with you. The application also pre-sells the programme in the prospects mind. After they finish the application, take them to a ‘thank-you’ page.

Step 3:

On the thank you page, you have the attention of your potential client. Here you should explain what will happen next and confirm that they are booked in for a call. You could also take this a step further and add in a video of you speaking into the camera, explaining more about the coaching you offer, or about what to expect. Another case study can work well here too.

Again, the more you can add here, the more the prospect will bond with you and learn about the programme. This is only going to make the final sale easier.

Step 4:

Once you are on the call with the prospect, it’s not just a case of having a chat and then saying goodbye. Everything you’ve done in your funnel so far has been scripted and well thought out, and so will your call be with your potential high ticket client.

Although it can feel like it’s your job to sell your high ticket programme, it’s actually more effective if you reverse this situation and position your high ticket service as something the prospect has to sell you on, to get in.

This might seem strange at first, and with the more sales calls you do, the more your confidence will increase to do this.

But ultimately the goal of your call is to make sure you find out who they are, what they want, when they want it, why they want it. Plus, you need to be sure they are the right fit and if they can actually afford it.

At this point, your client will have said yes or no to the high ticket programme. If it’s a yes, then you need to close the sale ASAP. Some people send the payment link straight to the prospects email while still on the phone and ask them to check they got it. Personally I send it straight after the call.

If the client doesn’t sign up right away, then be sure to follow up daily with them. Perhaps 2-3 daily follow ups is good practice here, as some people will need to sleep on it some more.

Action Steps

Now you understand the importance of good sales and marketing strategies and how to use them for each product or service you offer as an online personal trainer. You’ve learnt that you shouldn’t be selling your £7 ebook via phone, nor should you be trying to sell your £200 per month coaching programme at the back of it.

You should now assess your current sales and marketing approach for every product and service you offer and decide if you’re using the best strategy to sell it. If not, make the adjustments and try selling it again. I know the results will surprise you.

Want more strategies for reaching your online goals? 

If you're a health and fitness pro who would like to learn more about creating a successful, meaningful online fitness business, check out The Exceed Masterclass

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