Why Focusing on the “Why” Will Dramatically Improve Your Closing Rate
In the gym business, it’s easy to fall into the trap of selling features—square footage, equipment brands, class schedules, or price points—because they’re tangible, easy to explain, and quick to list off. But here’s the truth: people don’t buy gym memberships for treadmills, free weights, or locker rooms. They buy memberships for the transformation they believe they will achieve.
When you shift your sales process from selling “what you have” to selling “what they will get,” you instantly separate yourself from the majority of competitors who are still selling like order-takers.
I learned this lesson the hard way—and it changed my sales career forever.
A Personal Lesson in the Power of Benefits and Outcomes
When I first started in the fitness industry, I was getting pretty good at sales. In fact, I got so confident that I started skipping steps. One of those skipped steps was designing a basic workout program during the tour and showing prospects exactly how the exercises would help them reach their goals.
We had a rule at the time—every tour included a program overview. You’d show the prospect a bench press, lat pull, arm curl, etc., and connect each movement to their desired results.
One day, I gave a prospect the tour, skipped the workout program, sat down in the office, and made my pitch.
Prospect: “It’s too much money. Do you have anything else?”
Our policy was to get manager approval to show a lower price. So, I went to the manager.
Manager: “Did you show him a workout program and explain the benefits?”
Me: “No, I didn’t.”
Manager: “Then go back and do that.”
So, I went back in. I explained:
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Here’s how the bench press will help you strengthen your chest, shoulders, and triceps so your upper body feels stronger.
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Here’s how the lat pull will build your back and improve posture.
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Here’s how the arm curl will help with functional daily activities like lifting, carrying, and overall arm tone.
Then I tied it all to his goals. “If you follow this plan consistently, you’ll start to see results in X weeks, and this is how you’ll look and feel.”
I paused and asked, “So, what do you think? Would you like to get started?”
He said yes—without hesitation.
That day I learned: If you don’t connect the dots between your membership and their desired results, they’ll never feel the urgency or value to buy.
Why Selling Benefits and Results Works
It Shifts the Focus from Price to Value
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When a prospect understands how your service will transform their health, confidence, and lifestyle, the cost becomes a smaller factor. You’re no longer selling “gym access”; you’re selling a life change.
It Creates Emotional Buy-In
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People buy emotionally and justify logically. If you can make them feel what life will be like with the results they want, they’re far more likely to commit.
It Makes You Different from the Competition
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Most gyms are still selling “low monthly rates” and “no contract.” The market is flooded with feature-based selling. Your benefit- and outcome-based approach makes you memorable.
It Increases Close Rates Without Lowering Price
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If your main closing strategy is discounting, you’re training people to buy only when it’s cheap. Selling benefits lets you maintain (or even raise) your prices because the perceived value is higher.
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How to Implement Benefits, Results, and Outcomes Selling
1. Always Start with Their “Why”
Before you show a single piece of equipment, uncover their real motivation:
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“Why is now the right time for you to start?”
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“If we’re sitting here 6 months from now celebrating, what has to have happened for you to feel successful?”
Their answers will guide every benefit you connect back to your offering.
2. Connect Each Feature to a Benefit
A feature is what something is. A benefit is what it does for them. An outcome is the measurable change in their life.
Example:
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Feature: Bench press.
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Benefit: Strengthens chest, shoulders, and triceps.
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Outcome: “This will help you push, lift, and carry with more ease, and your upper body will look more toned.”
3. Paint the Picture of Their Future Self
Use descriptive language so they can visualize results:
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“Imagine walking into your high school reunion feeling confident in your favorite outfit…”
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“Think about how much easier it will be to keep up with your kids without getting winded.”
4. Ask for the Sale When the Emotion is Highest
Once they see the connection between your program and their desired transformation, strike while the motivation is at its peak.
Instead of, “So, do you want to join?” say:
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“Now that you see how this plan will get you the results you want, are you ready to get started today?”
5. Practice This Until It’s Automatic
This isn’t a “once in a while” tactic—it’s how you should approach every sales interaction. Train yourself and your team to naturally connect features to benefits, benefits to outcomes, and outcomes to the member’s goals.
Final Word
Your gym is not a room full of equipment—it’s a results factory.
The more you sell benefits, results, and outcomes, the less you’ll need to discount, the faster your close rates will rise, and the more loyal your members will be.
Remember: Prospects don’t buy memberships—they buy a better version of themselves. Your job is to show them how your gym is the bridge between where they are and where they want to be.
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Meet Jim Thomas
Jim Thomas is the Founder and President of Fitness Management USA, Inc., a premier management consulting, turnaround, financing, and brokerage firm specializing in the leisure services industry. With over 25 years of hands-on experience owning, operating, and managing fitness facilities of all sizes, Jim is an outsourced CEO, turnaround expert, and author who delivers actionable strategies that drive results. Whether it’s improving gym sales, fostering teamwork, or refining marketing approaches, Jim has the expertise to help your business thrive. Learn more by visiting his website or YouTube channel.
