Several years ago I started a class called Men’s Fat Blast.
The class quickly filled up on word of mouth alone.
A week or so later I was at a local booth promoting my gym when two men came up to me and asked about Men’s Fat Blast.
I told them the class was full.
They persisted.
They told me they really wanted a spot in the class and had many of their friends they could bring with them.
I told them, “Sorry the class is full”.
They seemed to get frustrated, almost like no one ever told them no before.
Here I was, a 29-year punk ass personal trainer telling these hot shot lawyers they couldn’t pay me money.
I remember them pleading with me to allow them in the class.
I stood my ground because the back then, the personal trainer in me would never compromise the ratio 1:15 in exchange for more money.
The entrepreneur today would have gladly taken them on and hired a coach to be able to facilitate the 2 new people because now I had the opportunity to add even more.
I took their number and told them I would reach out if a spot opened up.
This is the power of one of the most effective forms of influence….scarcity.
Those two men became great clients and are both still active loyal members today, 10 years later.
You have scarcity on your side right now and you need to use it.
The government is limiting how many people you can have in a class.
You are doing your best to manage expenses so you’re paying close attention to capacity by offering less sessions but keeping them all at full capacity.
You have a limited amount of spots for new people because you need to make sure your current paying members have a spot in your sessions.
You’re starting to offer 1-1 in the off hours and you’re trainers schedules are getting full.
All of these lead to the scarcity conversation you need to be having with prospects.
This will make you more desirable.
Think about the restaurant you walk into and every table is empty…that’s not a good thing.
Now think about the one that is packed and has people spilling out all over, this makes you want a table even more.
Same goes for you gym.
Vince Gabriele
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