Buyer Decision Process: Leveraging Personal Training Objections to Trigger Need Recognition
What is the buyer decision process?
Simply put, the buyer decision process is the journey that customers take that leads them to do business with you. The buyer decision process starts when a customer identifies a need. Then, they research to address the need, evaluate their options, and decide to purchase. Finally, they conduct a post-purchase evaluation.
What is the need recognition phase?
This post will focus on the first stage of the buyer decision process: need recognition. Need recognition occurs when a customer identifies a gap between their current situation and ideal situation. At this point, they recognize that they want something to bring them to their ideal situation.
Why is the need recognition phase important?
When it comes to marketing to customers in this phase of the process, we want to strategically communicate how our product or service can help fill this gap. And as personal trainers, we want to express how training with us can (1) help clients achieve their goals and (2) how we are different from the other trainers.
However, as personal trainers, we know it’s not so simple. Our customers always have objections to our services, such as cost, time, and lack of motivation. So, let’s leverage those common objections to provide a service that answers all of their problems. As a personal trainer, you can use these communication objectives in your awareness campaign messaging to help potential clients see the value in your service and how you can bring them to their ideal state. Let’s dive in!
3 Common Objections translated to Need Recognition Communication Objectives
Money
Customer Objection: As much as I want to sign up with a personal trainer right now, it’s not in my budget.
Communication Objective: Communicate your value or what makes your services worth the money. For example, your certifications, your years of experience, outstanding testimonials by current clients.
Time
Customer Objection: I want to start personal training, but I don’t have the time.
Communication Objective: Communicate your flexibility to their schedule. Personal training on your schedule, at your location, by your terms.
Motivation
Customer Objection: I want to have a consistent workout routine, but I can never stay committed because I get bored.
Communication Objection: Communicate your support. Communicate that by signing up for training with you; you are signing up for a partner to hold you accountable.
Takeaway
These needs recognition communication objectives are great stepping stones to get you thinking about building awareness for your personal training services and help potential clients recognize a need. In addition, these communication objectives are powerful strategies for marketing during the need recognition phase because they address common objections of personal training and how your services overcome those and bring them to their ideal situation.
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