I always tell gym owners not to offer discounts, and when I lay out the reasons, they always agree.
You can’t argue with math that shows discounts kill gyms.
But it’s another thing for a gym owner to close the laptop and head into a sales meeting in which a prospective client asks for a discount.
That’s where the rubber meets the road, and if you’re not prepared to respond, you might find yourself slashing prices when you don’t need to.
Here’s your say-exactly-this guide to ensure you’re prepared to professionally stand up for the value you’ll deliver through coaching.
🤔 They Say: “Do you offer discounts?”
😃 You Say: “No, we don’t have discounts.”
This is your go-to response. Practice saying it in the mirror. Say it to your dog. Role-play with your spouse.
If it feels weird at first, remind yourself that your coaching helps people accomplish huge life goals.
Isn’t that worth paying full price?
🤔 They Say: “Another gym is offering 20% off.”
😃 You Say: “We don’t play those games.”
Discounts are subjective, and your response here showcases your professionalism. The person referencing the other gym will immediately realize they are not dickering in a used-car lot.
You are selling a high-end service, and this line makes that clear.
Imagine heading into the best steakhouse in town and asking if they’ll honor the free bloomin’ onion coupon code from Outback Steakhouse.
“We don’t play those games.”
🤔 They Say: “Do you have a discount for police/soldiers/etc.?”
😃 You Say: “We treat all our service professionals equally because we know our service is critical for your safety.”
You provide a greater service to members of these groups than $20 off: You help them get fit and stay healthy so they can perform on the job.
Gently remind them of that and anchor your position by referencing their peers: “No one else gets a discount, and you don’t want to be different from the crowd, do you?”
🤔 They Say: “Why do you charge more than other gyms?”
😃 You Say: “This rate is as inexpensive as possible for this level of service.”
Don’t ever say “cheap”—unless you’re talking about the competition.
You want to set yourself apart by sticking a wedge in the conversation: “for this level of service.” The phrase gives you a place to lay out the value you deliver—but don’t go there unless you’re asked to.
If they leave and join the cheaper gym, that’s a win. You want the best clients, not all the clients. Focus on high-value members. If people want the cheapest rate, they’re better off elsewhere.
Additional Advice
1. These lines are simple, direct, and black and white—for a reason. It’s best not to go into long explanations. Be clear and move on.
2. Remember that building a gym is about retaining clients, then adding clients who will stay for years, too. Your first duty is always to the people who are already in the building. Don’t punch holes in your value by having them pay full price while cutting rates for new people.
3. I’ve told you exactly what to say, but practice the lines before use so you sound like a caring human, not a robot.
4. Don’t assume people want discounts or project your budget onto others. Assume you are dealing with a person who sees the value in coaching and will pay full price. Deal with the discount question only if it comes up.
More Help
A mentor can make every aspect of gym ownership this simple.
Instead of wringing your hands, worrying, experimenting and making errors—as I did—you can just skip to the correct answer.
To find out how a mentor can help you solve any problem in your gym, book a call here.
