[E259] Fitness Sales Success, with Justin Hanover (Part 4)

Jason: Welcome back to the sales experience podcast. My name again is Jason Cutter. I am so glad that you're here. If you've been listening to the conversation that I had with Justin, this is part four. If you listened to the first three parts, I appreciate that so much. And we wrap up this episode, this conversation with appreciating what each other do. And it's really genuine. I really mean it. If you're listening to this, if you're working on being more successful in your sales career, in your own life, in your business, with your mindset, if you're getting coaching, if you're getting help, if you're trying to optimize what you're doing, it's huge. That is what the world needs more of. It needs more of you being happier, being successful in your head, being more of who you could be and the value you could provide to others. And the more you can do that. The better the positive impact we'll have on the world, and that's what the world needs more of now, more than ever. So I appreciate that. I appreciate you, whoever you are, you listening. And if you want to get in contact, please go to the jasoncutter. com website where you can find how to reach out to me. You can find how to schedule a call where we can chat. You can send me a message. I'm on LinkedIn all the time. I would just love to chat. So that's my kind of long intro monologue there. Just speaking from my heart, as far as appreciating you, if you're listening to this, please make sure to share this with anybody you think that you could benefit from these kind of episodes to help them in their sales career. And here you go, without any further ado, here is the final part of my conversation with Justin. When you show up and you try to be the hero, then there's this battle of good and evil in their head. And somebody might win. And it might be you, but you're not going to get the sale. So always remember to make sure to always keep them as the hero. And it's all about their journey and their story. Justin: I could not agree more a hundred percent what it's about. And that's effective communication. Jason: Yeah. Okay. So one last part I want to chat about, obviously with things going on in the world right now with the pandemic and all of that situation changing literally how the world. Has been operating the last months and months is health and fitness. Obviously doing that in person, a lot of places I live in California, that's not happening. It opened up for a minute and then it closed back down and who knows what's going to happen as of this recording. Justin: I know, I feel so bad for them. Jason: Yeah. So it's really tough. So one of the things I know that you're shifting to even in the last few weeks since we talked even recently is helping people who are doing online coaching in the space of like health fitness. Where do you see that in an online realm? As effectiveness as selling I don't know. I think it's fascinating. There's some people who fully embrace it and dive into online virtual like fitness or coaching. And then there's others that just can't shift. Yeah. Justin: Then there's going to be the ones out of business because it's no longer going to be an option. It's going to be a must. And this current landscape has shown that, what business can afford to be shut down for three, four months open and then reclosed again. And not only that, the places that are open. they're severely limited. So unless you're going to like triple your prices, how are you going to afford the same overhead and have less people you're serving per hour? There's just math at that point. It doesn't make any sense. There's just no way you're going to be able to overcome that. So the online route is going to be the only way to do that. And honestly, I think it's the better way. Because now you're focusing and you're valuing the pieces that actually are going to help people make changes in their life. Every fitness place thinks that their exercises that they do are the best for some reason. And there's not like you can go on YouTube and get any type of exercise you want. That's not the problem. It's the coaching aspect. It's the accountability aspect. That's what's going to help people make habit shifts to then make the transformation that they want. It has nothing to do with going to your physical facility. And doing a 50 burpees or something, it's just that doesn't matter. That's irrelevant. And I think that's where I see a lot of fitness professionals are struggling because they've always overvalued being in person and using their equipment and having their workouts there. And they always devalued the actual coaching aspect. And again, like the pieces that are actually going to help people break through limiting beliefs and facilitate healthier habits at a seat all the time where they like. They charge 200 a month for whatever, say for a group fitness program. And then they're like, Oh, if you want to add on like monthly, like accountability coaching, where they're actually like on you, like every week, they're doing all these things and they'll charge 50 bucks a month or something. And it's what? Like you're training people to devalue coaching and to value going to a physical place. So now you're like, they're having this, issue in this paradigm shift of like people being like, Oh why would I pay 500 a month for an online coach when I'm not going to a physical place? So you're having that battle happen now, but ultimately, it's just, I see it all the time, every day on my feet, there's new gyms, new places, closing, selling their equipment off. It's going to become more and more of a reality. So if you're not already on board, that needs to start happening because it's just too uncertain with a lot of. situations in a lot of areas of the country of being able to run a brick and mortar fitness facility. And like I said, at the capacity that you need to be profitable, that's the big thing. It's yeah, it's great. Okay. Maybe your place is open, but are you actually running at the capacity that you need to be profitable? And chances are you're not, if you're following the guidelines. Jason: One thing I've seen is that sales people worry about only being able to win if they use manipulation tricks. Tactics and hard closes. So they end up struggling to close deals, make their quota or earn the kind of money that they want to make. If this sounds like your current situation, or maybe you want to make more money in sales without feeling like you're selling, then my upcoming book called selling with authentic persuasion will help. In it, I'm going to take you on a journey to transform from order taker to quota breaker. If you're ready to become an authentic persuader, crush your goals and create success in your sales career, then go to jasoncutter. com. Again, that's jasoncutter. com and pre order the book today. The thing I'm thinking about is that. If somebody is afraid to go virtual let's say in the health space. And the first thought is they could already watch all those things on YouTube, or they could sign up for some kind of online access and see it. Then where you've put yourself is just as a commodity. Then all of a sudden, you don't actually have any specific unique value. If YouTube videos is the end of your business model, right? If you can't survive in a virtual world. And have more value than YouTube videos, then what value did you have before would really be my question other than just like getting people to come in and hoping and again, you can see anything right? That would be like saying you don't need a mechanic anymore because literally I can watch videos and I can fix my own car now because I can watch and I have I've watched YouTube videos. I'm like, okay, I can fix that. And then I've watched videos and go, Nope. Still, I need adult supervision. That's the thing. I think. And so I think that's the same thing. And I think this is a huge reality check for people who thought they were special in their business, provided value. It was a commodity. And if again, you free videos is going to crush you, then what did you offer? And it's making that paradigm shift to what I offered was the experience. The coaching, the accountability, the relationship, all of those things, because a treadmill is a treadmill, right? And if we look at the opposite end of this is a company who I think I'm not a fan of it, but I think their business model showed that it's very successful and decommoditizing it, which would be something like Peloton, which is a very expensive bike with a screen and a camera. But then all of a sudden is virtual and remote and community. And people will pay for it and it builds this tribe that doesn't rely on a place and that's providing that extra value. Justin: Yeah, absolutely. And I couldn't agree with more than I think another company to show like the opposite of that it would be like SoulCycle where they like took a massive hit with this because they focused predominantly on just the in person experience and they were not providing anything outside of that really. More in the recent month. Okay. Yeah, there's trying to now get like their bike up and running like Peloton, but in the grand scheme of things, they focus so heavily on the in person experience and that's where the service ended that when this happened, they were rocked. God, I can't imagine how much they've, this got, that company has lost if they're going to be able to overcome that. Jason: And it's interesting too, because we're talking about the shift, obviously healthcare in person versus remote. There's also an interesting thing that happens is that a lot of people even pre pandemic. This is just something in general is that a lot of people in sales are used to face. They're used to eye contact. They're used to physicality. They're used to reading body language in order to be successful in sales, right? So building trust by being close to somebody in a retail place or whatever that might be. And then you see those people go to telephone sales or even video now, but even just going to video or a phone sale. Where I'm going to call it a crutch. They don't have that ability to be face to face. And it takes totally different skills and a lot of people can't handle it. A lot of people can't handle having to listen and only using the phone versus the physical. I remember when I made that transition, I didn't think it was possible. I was like, there's no way to do it. Like you have, I was raised to be face to face instead. It's wait a second. If you're providing value and you care and you're having conversations, you can do amazing stuff over the phone. You don't have to be face to face. Justin: Absolutely not. Or you could do something like this, right? If you need that face to face interaction, technology is in your favor. Jason: Yeah, definitely now. It's getting easier and easier. So well, I appreciate you, Justin, for this conversation. Also for everything that you're doing with businesses, with coaching, consulting, with health coaches, fitness, and any business where you're helping them get more effective and be more effective. Cause obviously part of it is when they hire people like you or I. To be successful on their own side, it's also more so to help their clients be successful, right? This ripple effect is for themselves. It's for their clients, potential employees. The more successful a business is, the more it impacts more lives versus being mediocre or failing. So I appreciate you being on the side of wanting to help companies and individuals. Justin: Thank you. And obviously, likewise, like I said, that's what spouse about living that serve it in life and having that ripple effect because you can make it such a bigger impact by looking at it from that perspective. Jason: I love it. So where's the best place for people to interact with you, contact you, find you online. Justin: Facebook, it's just Justin Hanover on Instagram. Like I push a lot, like my own podcast where I focus on serving online coaches and the podcast, it's just very simple, straightforward name, how I built my online coaching business and my Instagram handle is just online. Coach growth podcast, no spaces. So on there, I talk all about, obviously all about my podcasts and the conversations that I have on there all around building an online coaching business. That's a, it goes to the two best places to connect with me. And if you want to reach out, happy to continue this conversation. Jason: I love it. I appreciate it, Justin. Thanks for being on the show. Absolutely. Thank you, Jason. All right. That's it for my conversation with Justin. We had a great time. I really appreciate and love everything that he's doing to help with mindset, to help people be successful. If you know me at all, you know that's the journey I'm on as well. Make sure to go to the website, check out the podcast, the show notes, his links. If you didn't catch them, it's pretty easy. Find him on Facebook. He is very active there. And then that will lead you to his Instagram as always. Keep in mind that everything in life is. Sales and people remember the experience you gave them.