How do you know if you’re charging the right price? For a premium service, the answer has as much to do with consumer psychology as it does with math. Price is one of the first signals customers use to judge quality. When it’s set too low, they stop believing you are what you say you are.

In this episode, Rick Mayo and Matt Helland use the Van Westendorp Pricing Model to look at that problem from an owner’s point of view. The framework maps how customers react to a price, from too cheap to be credible to too expensive to consider. Rick applies it to Alloy’s own pricing research on small group personal training. The sweet spot turns out to be narrow, and a business can easily slip out of it by underpricing.

The effects go well beyond a single sale. A low price tends to attract customers who show up less often and leave sooner. It can also change how your own team sees the service, and that affects how they deliver it. This is why higher prices don’t always mean fewer sales. If your sales team never hears no, the price is often too low. And when owners start discounting after a few rejections, they can hurt both their profitability and the brand they’re trying to build.

Confidence in your value has to start with the owner and carry down to the team. When you hold standard on your pricing, customers take the service more seriously, and they tend to show up more, get better results, and stay longer.

Key Takeaways:

00:00 Intro

03:09 The Westendorp Framework

04:00 Point of Marginal Cheapness

05:42 Indifference Price Point

06:24 Optimal Price Point

07:09 Point of Marginal Expensiveness

07:52 Alloy’s National Pricing Research

09:46 Class vs. Personal Training Customers

11:09 What Low Prices Tell Your Team

13:37 The Narrow Sweet Spot

15:24 Borrowing the Brand’s Conviction

18:00 Zero No’s Means You’re Too Cheap

18:53 Protecting Brand Equity

21:01 Charge More, Get Better Retention

22:04 Run the Matrix for Your Business

Additional Resources:

- Alloy Personal Training

- Learn About The Alloy Franchise Opportunity

--------

You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts.

If you haven't already, please rate and review the podcast on Apple Podcasts!

To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise

What separates high-performing studios from the rest when it comes to sales? Mark Fisher has worked with hundreds of gym owners around the world, and the answer he keeps coming back to is pretty simple. The best studios do a handful of things every day, and they make sure those things get done.

In this episode, we sit down with Mark, founder of Business for Unicorns and an Alloy franchisee, to talk through the four sales habits that consistently drive results. He shares practical ways to build stronger relationships with prospects, improve follow-up, keep your team consistent and turn more conversations into memberships. He’s also open about an experiment he ran at his own studio that he wouldn’t recommend repeating.

For a lot of studios, the next group of new members is already in the database. People buy when they’re ready, not when you’re ready, and a lead that went cold months ago might just have been busy. Sometimes the only thing missing is a phone call. One studio had about 1,500 leads in six months, and the share of them that never got a single call is hard to believe.

If you want to increase memberships, improve your sales process or build a stronger sales culture, you and your team can start using a lot of this right away.

00:00 Intro

02:54 4 Sales Habits of Top Studios

06:27 Habit 1: Gym Lead Generation

06:58 Fishing Nets vs. Fishing Poles

09:13 A Referral Offer That Works

11:50 People Buy When They’re Ready

16:30 Habit 2: Hot Lead Follow-Up

17:19 Why Texting Isn’t Enough

21:05 Schedule Your Sales Calls

23:36 1,500 Leads, 91% Never Called

27:24 Coaching Your Sales Team

31:02 Habit 3: The Sales Conversation

32:38 Run a Better Discovery Call

40:44 Habit 4: Cold Lead Follow-Up

43:50 11 New Members in 5 Days

- Alloy Personal Training

- Learn About The Alloy Franchise Opportunity

-------

You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts.

If you haven't already, please rate and review the podcast on Apple Podcasts!

To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise

What does it really take to be successful? In this episode, John Farkas sits down with us to talk about the habits, mindset, and strategies that separate high performers from the rest.

For John, consistency and discipline start with the product. He leads most of his weekly team meetings with an educational lesson, gives his coaches constant feedback, and expects them to keep learning on their own. That standard is a big reason half of his clients come from referrals.

On leadership and taking action, John explains why, when his team isn’t executing, his first question is where he wasn’t clear. He explains why he keeps improving the same basic systems instead of chasing shiny objects. Building a business takes longer than most people think, so he also makes the case for realistic expectations, both for owners and for their teams.

John shares valuable insights on what drives long-term success in business and franchising. New franchise owners and seasoned entrepreneurs alike will find practical takeaways here to help them reach the next level.

Key Takeaways:

00:00 Intro
03:40 The Secret to Franchise Success
04:40 Obsess Over Your Product
09:08 Coaching Your Team Every Week
10:48 Clear Communication with Your Team
17:46 Assume Ignorance Before Malevolence
19:37 Iteration of the Basics
24:36 Innovation Means Doing It Better
25:25 Set Realistic Business Expectations
32:19 Presale Expectations for New Owners

Additional Resources:

- Alloy Personal Training

- Learn About The Alloy Franchise Opportunity

--------

You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts.

If you haven't already, please rate and review the podcast on Apple Podcasts!

To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise