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Everyone buys something. What I mean by that is that everyone has some money, right?

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No matter what and everyone has this problem and we should find a way to help everyone to a certain degree.

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Welcome to the gym secrets podcast where you talk about how to get more customers how to make more

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Per customer and how to keep them longer and the many failures and lessons that we have learned along the way.

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I hope you enjoy and subscribe

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What's going everyone welcome back a quick little tactical training for you today as well

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How to close everyone down something like prop so one of the big beliefs that I like to set in our communities that everyone

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Buy something what I mean by that is that everyone has some money, right?

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No matter what and everyone has this problem and we should find a way to help everyone to a certain degree, right?

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And obviously you want to try and sell your primary program because that's going to be your objective

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That's because you think that's the thing that's going to help them the most etc

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But there come times where people can't afford it for whatever reason, right?

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This is reality or anyone tells you otherwise

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Full so in the real world of sales

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Understanding how to down sell like a champ is one of the reasons that you'll be able to massively increase your pro your close rate now

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Doing it properly is one of the key is one of the key points here, all right?

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so

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When you do it poorly, it sounds like begging and it sounds like you totally lose your frame

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In the sale and now you sound desperate and aggressive and clingy and you sound like you've got I love this term

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Commission breath and and and basically just ruins the sale and then they don't even if they could afford it

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They don't want to buy for me because of what you're doing, right?

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It sounds unethical etc

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I like wait you just said it was this price. You're just going to keep lowering it and so the key to doing this

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Is having a key set of cards that you have in your back pocket that you can choose to play as you go down, right?

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So it's kind of like a step down, all right?

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And the way that you do this is through exchange all right

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So one of the other powerful influences in human psychology and jet in general is is reciprocity all right

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We have a very hard time

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If someone gives you something not giving something back the beautiful thing is is that after you exchange something

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The person who sets the terms always has the power in the agreement. So for example

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If someone asks me to do something which is essentially what they're doing when they say no they can't afford that

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They're asking you to do something for them, right?

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Can you do it for less? That's that's the implication, right? They can't do it for that. What else can you do?

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And so there's a study that like show this and I mean there's hundreds of studies that show this

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But where they took people

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In colleges and they let them cut in line

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And the thing is is that doing a small favor people don't have a good idea of what of what it get like equality in an

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Exchanges and so if you do a small favor for someone and after you do the small favor then make a big ask

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It's still very hard for people to say no, all right

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And so that's the things that people don't have with reciprocity an idea of fairness of exchange there

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All right, like it's like hey, yeah, I remember I bought you lunch yesterday

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Can you take me to the airport and back this weekend or can you help me move out of my apartment like that's not a fair exchange

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But the thing is is that with reciprocity people will say yes to things

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Because of just underlying human psychology all right, so here's how you use reciprocity

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Which is one of the strongest things motivators for persuasion in a downselling environment all right

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So after let's say you offer your your primary program. You're like hey, it's you know, it's x right and they're like

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I you know, I just can't afford that so you say is this you say tell you what I'll do it for this

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If you X Y Z right if you leave me a testimonial so I'll drop the price in half if you leave me a testimonial

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Fair enough and when you say that it's like they asked you to make a

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Some sort of adjustment you take that in consideration you make the adjustment and you make the offer again

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And you say does that sound fair right and the thing is it's very difficult for people to keep hearing that over and over again

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And not say yes

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So give you an example one of the stepdowns that we use. It's really successful and so

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Let's say we're selling a front-end program for $300 all right for three hundred bucks a week very straightforward three weeks

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All right, so they say no they say you know how that's too much for me to say no problem

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What if we just did 49 a weeks for 12 weeks right with a commitment and so we're doing is that you always have these

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You always have these cards that you can play so in a fitness example, right?

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You have the term so how long they're committing to that's number one number two

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You can ask them to give you a testimonial. You can ask them to give you reviews

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You can ask them to bring a friend and each of these things are things that you can ask them to do so that you can

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Ethically lower the price because you're asking them to do more all right on top of that

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You can also add bonuses in the original package. I don't like removing bonuses as much because like I want to give them those things

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and

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So it's more like I'd rather go in the other direction of asking them to do more things for me

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And that way if someone else is like why she paying X and I'm paying Z

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You can say well she's doing some extra things for me that you're not and they're like oh

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And so that way you're not saying like two people are having different prices for the same program because you've made additional

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Terms to the agreement right so traditional step down be like hey, can you do this thing for $2.99?

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They say no you say awesome no worries

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You know what I can just cut the price in half and if you can just commit to 12 weeks fair enough

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They say no and you say okay, no worries. Let's just not even worry about the commitment

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Just get you started today for 49 bucks fair enough

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They say no you're saying all right, and you have to acknowledge that it gets kind of increasing ridiculous as you make more and more offers

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Right in it in a light tone because it's still going to pull on that internal mechanism inside of people

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To take action and say yes, okay, so we started we've already done two drop downs

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We did half price with commitment then we remove commitment

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$49 all right, we're 49 and we eliminate commitment. That's two step downs our step underneath of that

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You're like all right, how about this? I'll do it for 39 if you leave me a testimony at the end fair enough

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You guys love that you're listening to the podcast if you ever want to have the video version of this which usually has more facts more visuals more

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Graphs, you know drawn out stuff sometimes it can help hit the brain centers in different ways

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You can check my YouTube channel. It's absolutely free to check that out if that's what you are into and if not

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Keep enjoying the show

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And also when you have the testimonial you're also putting another implication that they're going to get results

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So you're selling while you're while you're downselling at the same time, right now you've said three downsets fair enough

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They're like no, I still can't do it. You're like all right cool. Let's just get you kicked off at $29 a week

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Paisy go don't worry about it

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And just bring a friend in the first 30 days all right that way I can at least cover my costs and that way it gets me

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It's at least half price what I was saying before fair enough

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It's hard for someone to hear that make you have you make all of these

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What is it accommodations for them and not say yes three four five six times and be very clear about how you're asking for this

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Don't just say sound good sound great cool

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That's not the call to action the call to action when you're down. So I mean

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I really like this in general when I'm selling is fair enough sound fair because you're lowering the bar to just say

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Yeah, that sounds fair. You're like awesome great. We'll card you want to use let's get you started right

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If you want you can even translate really cool. Do you want to do your you know your tuition appointment in the morning or the afternoon

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So you're already taking more micro steps in the right commitment before you ask for the card if you want to do that

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All right, but I'll go I'll go through this one more time for everyone who's listening

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So primary offer it's $2.99. It's got all this amazing stuff

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Fair enough. No, okay. No worries

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What we can do is if if the price is enough, but you really still want this if you if you want to just go longer

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Which you probably need anyways, right? I'll do it for 49 and we could just half of what I said earlier. All right fair enough

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And when you're asking this you have to ask it like you actually want them to say yes

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And that's why the tonality is so important don't just like read the script and be like sound fair like you have to be like fair enough

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Like you have to really you have to ask it like you're actually asking them to say yes

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I know this sounds minor, but it's everything over the phone

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You don't have your body to make so that they can see because only 9% of communications verbal right and everything else is how you say the words

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Not just the words you're saying right?

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I can give you another example of like how I can take one sentence and make it mean like six things by how you say it all right

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Sales the same thing so big program. They say no

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Commitment at half price fair enough. They say no. They say listen. Don't worry about it

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I get it sometimes coming can be scary. I've got this. I'll just let you get started for day

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Paisy go. I'll prove myself. All right. We don't have to get married. We can just start first date right 49 all right fair enough

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You got to really wait for it and I like you're like okay, you're killing me. That's okay

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No worries. We'll get this starter. All right. We'll figure this out together

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The thing is is that when you're doing this it's collaborative you're you're on the same side of the table saying

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Let's figure out a way to make this work right because if you have built the rapport throughout the sale

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You've dug the pain right so they know that this is something that they need to do and they know they need to do with you

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They will work with you as long as you've maintained rapport and you don't get aggressive right and so you're like okay

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No worries. How about this?

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I'll do it for 39 a week. All right, so it's 25% off of my already 50% off right if you just leave me a testimony at the end

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Fair enough

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It's hard for like it's hard for people to keep saying no to that and you're like okay

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39 all right

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I'll do it. All right. This is this is the this is the best I can do all right because at this point

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I'm pretty much paying you to work out all right, so it's I can do this for 29 all right

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Just send me a friend in the first 30 days that way at least I can get back to the 49 that that just at least covers my costs fair enough

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And we say it like that you see how the tonality changes right they're like man

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This guy's really trying to help me out. He's really trying to accommodate me and so when you drop down that many like at this point

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We're at six drop downs, okay, so so this person all right

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If they say no at this point then in my opinion, it's not a money thing

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You lost him earlier on in the sale and they're trying to get off and at some point earlier on they became disengaged with the phone call

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All right, that's where you get the hey, can I get the credit card? They hang up right?

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It's because they're just done with the conversation. They just want to get off the phone right in person

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They can't just get off the phone. You have a little bit more fighting room over the phone. It's not that way, right?

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And so these are the things and that's why you have to confront the obstacles earlier on like someone's disengaged

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They're not paying attention. They're giving you surface level problems. That's really like hey, can I be real with you instead of nice to you?

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And then you deliver the deliver the pain and like hey, I'm not saying that to make you feel bad. All right, I'm saying that so I can help

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Right, and so when you say that it's like you've you've you've you've given yourself permission to inject the truth

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Rub the pain a little bit, but then you you put a bandaid on it afterwards. All right, and so any of that's that's that's earlier on objections

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I will get into that right now

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But knowing how to downs out will massively increase your close rate and by adding these little cards that you have that you can trade with people on

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It allows you to have flexibility in the deal, right? And then that way they can feel like you accommodated them

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You still help them and then ultimately what you're doing is just trying to get your foot in the door

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Because in seven days and 14 days, they're finally going to trust you and then they'll buy the full the full price program later

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Like don't worry about it. It's just like let's get you going

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Let's get you in the in our world so that we can provide value and then after that we'll make it work

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All right, so two cents on downselling you need to know how to downsell and you need to know how to do it ethically without

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Sounding like you're begging or being pushy and that's how you do it. All right lots of everyone if you like this drop a comment drop review drop

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You know drop a whatever engage with this

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And have a have a miraculous Wednesday. All right, catch you soon. Bye