The 'Gap'

okay hey everyone Charlie Morgan here and I'm really excited for this video because what we're going to be doing here is discussing something called The Gap so I've got the Whiteboard out for today's video and we're going to dive into what this actually is so the first thing um when it actually comes to understanding sales which is really what the central thesis of this video is going to be um is to understand that everybody in life has something called a current situation okay and we can just literally draw a nice little circle to represent that

now I'm far too for this white board um so I'm going to have to bend down to do that so this is how this works so in in life we have our current situation okay and because we're obviously trying to sell gym memberships we're going to look at this in the form of health and fitness and weight loss but just for the the general consensus um we have our current situation in wealth in family in relationships like everything okay but for the sake of this exercise let's talk predominantly about Fitness so as it stands at

the moment all 7 billion people 8 billion people on the planet have their current weight okay or their current muscle tone or their current bicep size or deadlift whatever it is um whatever metric care people care about they have a current situation that defines that and the the beautiful thing about this um is that nobody is happy with their current situation okay so the Human Condition pretty much revolves around the entire fact that we are not content or satisfied with where we currently are because if we were were then the economy wouldn't tick because nobody

would buy anything and that's a really interesting idea because you need to understand that the only reason people buy things is because they're not happy with where they currently are and they want to be somewhere else and where is that somewhere else well that is in the form of this other Circle here which is DS okay so this is the desired situation right so we all have where we are and usually we're not very happy with that so every person on the planet has their current body weight their current body image their current muscle tone

their current dress size um or pant size whatever it is and usually they're uncomfortable and what that what happens is everybody has a desired situation in life as well and that is usually just being free of those constraints in the current situation so if someone's current situation is that they weigh £200 okay then they might not be too happy about that okay maybe that's that's where they are and they're not happy and it makes them feel uncomfortable now the thing is is that when it actually com to sales people don't necessarily have a clearly defined

desired situation which is pretty much just the goal um but what we what we do as we go through our life um when it comes to our body image and our our weight is we understand that we're not where we want to be but we don't really have any sort of idea of what exactly what we want to achieve now when some people come in for a consultation with you or they're coming for their appointment or their first class they are genuinely going to have a really good idea like some people will know like I

want to £40 that's exactly what I want to do but for the most part we go through life without clearly defining where we currently are and most people are sometimes too scared to step on the scales to even find out and now here's the interesting thing right is between where we are our current situation and where we want to be there is a gap and you probably have guessed the clues in the name of this title there's a gap okay and we call this G right and this is miraculous because this Gap is pretty much

what the entire economy ticks on okay every day people are waking up and they're in their current situation and they're not very happy about it and they have somewhere else they want to be and when people buy things you've got to realize that they're not buying the thing okay if someone comes to you and asks you for a gym membership they are not buying a gym membership they're not buying your CrossFit classes they're not buying your hit classes your intermittent fasting manual what they are buying is the outcome of the use of that okay so

when comes to actually conducting a sales call or a consultation um in the fitness industry the first thing that you have to do is clearly Define where someone currently is and we do that through effective questioning that we've got in the script and what this does is it basically builds a proper image in the prospect's mind of where they are now most people are too scared to go to that place on their own and it's our job as the salesperson or or the the personal trainer if you'd like to help them understand the gravity of

their current situation and as as we go through ourselves process we let them sit with the gravity of their current situation and we let them sit with the weight of their pain and this is a really powerful thing to do because what starts to happen is they become agitated okay in their current situation and you know when you when you do this right you just have all this this frustration and this agitation inside of the current situation and basically when you ask someone a question that that about their weight it's usually going to stir up

some sort of insecurity or some sort of emotion um if they're not with it okay and that's why we question the way that we question in our sales process anyway the next thing that you have to do on the fitness planning session or the consultation whatever it is you call it um we have to clearly Define their desire situation and what's absolutely Paramount what's absolutely imperative we do here is we get a very specific metric so when it comes to um defining these two states before we can bridge this Gap and show them how we

help them go from this place to this place which is the whole point of this video um you need to clearly Define the current situation with a metric and usually the best way to do that is to ask them how much they weigh or you know what their dress size is or what how comfortable are you when you are shirtless on the beach you know everybody's going to have their own independent metric but for the most part it's going to be weight loss um and once we Define this um and once they've start to understand

and we Define desired so we simply do this we like well how much weight do you want to lose or what do you what's your goal weight for the next 12 months and the key there is you know you ask the prospect um how much they what they want to achieve and then you time frame it according to the length of your membership so if you want to sell them a 12-month package um then you ask them how much weight they would want to lose over 12 months if your package is 6 months you ask

them how much weight they want to lose in six months so when it comes to the close at the end of the call or the consultation the prospect has subconsciously in their mind Associated that time frame with losing that weight and we put those two metric together and you get this magical Clarity that causes a huge decision um in their mind so let's say um and I'm going to actually just rub out this um this writing here because it's in the way but let's say that the desired situation for this person um is let's just

say we call it40 right so they want to lose 60 and that's going to take some doing but what you now do and what you now have on this on the call the consultation is a clearly defined current situation and a clearly defined desired situation and this is excellent because you now have two forces working in your favor because what we start doing now is we start future pacing this desired situation so the first part of the call or the consult is designed to make people realize how [ __ ] the current situation is how

bad the current situation is and um and what we then do is we cause pain in their mind and you know that's going to push them towards making a decision it pushes them out of their current situation but we really want this to to work twofold you know it's not enough for people just to realize that they're in a bad situation or they're not happy but we need to contrast that okay and so what we do is we start building them up with their desired situation and we start asking them what it would feel like

to be at 140 pounds and how that would have an impact on their life and what their spouse might say about it or something like that or what their friends would think and now what we have is two forces working in our favor for them to make a decision so the first one is they're trying to get out of this situation and now they trying to get into this situation so we've got a bit of a pushpull relationship okay and you know this this is really effective because you have negative emotions working in your favor

and you have positive emotions working in your favor and the the the dissonance the cognitive dissonance between those two states is so great that the prospect desperately wants to get out of the situation and that's why when you're on a consultation or a call you must never ever solve the problem that the ECT has now if you go to a doctor's office um or a doctor's surgery and you have a genuine problem with your health the last thing the doctor is going to do is tell you to not worry about it or that they're not

going to try and solve that problem on on that first session because they know that as soon as they solve that problem they alleviate all of the pain associated with it and it's pain that manifests into action and decisiveness so if you're here and someone says I'm really unhappy with how I am I hate the way my legs look I hate my cellulite and if you just jump in and you start being like you have nothing to worry about your cellulite is going to be gone we've got this we've got that we've got people think

that sales is all about building value but really it's not it's about building pain and then dangling value in front of them and people will use that pain as a springboard to get the value and obviously as we add value we make money and that's how the whole um that's how the whole economy works okay but here we here we have this right so you're now at the point in the consultation where where you've clearly defined the current situation and you've agitated it and you've clearly defined the desired situation and you build them up and

you built a huge picture in the mind so we have the force pushing away from this and the force pulling towards this now here's what we have to do next okay and you know the Prospectors got all this emotion they've got this desire they've got this pain and they need to channel it okay they need to do something with it human beings we we go insane without anything to actually um you know Channel our emotions into so or or or um solutions to the problems that we have have so what we do is we simply

I'm going to do this in the back is we position ourselves and our offer us SL you excuse my handwriting there but we position ourselves on our offer as the the springboard the trampoline the vehicle whatever you want to call it for them to bridge this Gap and that's profoundly powerful because what you've now done is is you've taken the the position in the conversation as the alpha the expert you to find where they are where they want to be and now you've told them that you can help them get there if they sign up

with you so this is this is really the essence and art of sales is to position yourself and your business and your gym and your membership and your program whatever it is that you're selling as the vehicle to get them what they want and the key here is to not focus on like the features now I'm going to do another video on feature selling versus future selling um but to summarize that point entirely you need to understand that when you're positioning yourself on your offer you must keep the prospect's brain fix ated on the desired

situation and getting away from the current situation because as soon as you start introducing all the little intricacies of what you offer the prospect's mind is no longer going to be fixated on the outcome or the result they want and you're pretty much going to lose them um in detail okay and we don't want to do that so you know that that's how this process works and once you nail this and once you start getting the prospects to realize that you are the person that can alleviate this pain and satiate this desire through your offer

well that's the second that people are going to start you know coming to you um like bees go to flowers okay I'm not sure any better metaphor to use than that but this is profoundly powerful we know it is the gap it might you might call it the bridge or the space or whatever um but it's absolutely remarkable if you look at anything that you've bought in life like let's say you bought lunch this afternoon you didn't really buy lunch you didn't buy the food sure the food is is is what you actually purchased but

the thing you were really buying was the ability to satiate your hunger or feel s satisfied and get the dopamine released from whatever you're eating so it's it's never the things that we buy it's the outcome of those things that matters the most so this is a profound shift so in in closing when you think about selling a gym membership or a program you're never selling the membership that that doesn't matter it's a means to an end you're not you never sell the means you sell the end okay he who has a y can bear

almost anyhow it was n that said that but you that's as high you have to look at it because it's a fact so that's everything for this video I hope you've enjoyed it that is what we know as the Gap um we've got current we've got desired and we've got you in the middle and if you can put yourself in between these two states and clearly demonstrate to the prospect with absolute conviction and certainty that you can breach this Gap then you're going to make a lot of money and sign a lot of members so

I'm going to turn the camera off now thanks for watching this video and I will see you in another one where we'll be going back to the Whiteboard for another lesson in sales have a great day see you soon