American Fitness Institute - Why People Buy Personal Training, And How To Sell It.

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Personal Training is often purchased to satisfy a need for change. Your job is to find out exactly what those needs are... Learn more about the process of how a personal trainer can sell their services and why clients might object!

http://www.bodybuilding.com/fun/afi2.htm

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[Newbauer84]

I used to be a trainer, and It's actually kinda a scam in a way. PTs do whatever they can to sell as many sessions as they can. The only need someone should have for a PT is if they have never lifted before, or if they need a rehab trainer from an injury they're getting over...but you usually shouldn't goto a gym where someone has a weekend education and knows nothing about injuries. Most clubs have "lifting classes" which are usually free or cheap with a membership. You can usually get the exact same knowledge by going to these classes.

Despite the title, this article seems to contain only one sentence on "Why people buy personal training". Then it suggests, quite rightly, that building a relationship is essential from the start. Unfortunately, it then goes on to prescribe an approach which seems more likely to result in the "prospect" feeling manipulated and resentful.
Poor relationship-building technique and a lack of respect for people with real needs, imho.
As soon as anyone tries this kind of approach with me, nomatter what the business, I take my money elsewhere.