#441: The Decoy Effect: How to Structure Your Gym's Pricing to Close More Members

Every single day, thousands of sales gurus tell you that the reason that your prospects say, "I need to think about it," is because they didn't see the value, but I disagree. In the fitness space, there's something else going on, and believe it or not, it's in your pricing sheet. And I've worked with literally hundreds of gyms on this one thing, and it has a 100% success rate in closing rates going up and prospects picking up the more expensive option more often. And today, I'm gonna show you how to design your pricing sheet so it becomes an absolute no-brainer for your leads to pick your highest value programs, and we're gonna do this using a psychological trigger called the decoy effect, also known as asymmetric dominance. And I'm gonna show you real-life examples of what not to do and how these very common mistakes are losing sales for gyms every single day. And if one of these, by the way, is your pricing sheets, I'm sorry in advance. And lastly, I'll show you the easiest way to set it up for your fitness studio so you, and more importantly, your team, can close better and at higher prices. Your pricing sheet isn't just a list of options. It's a closing tool, and it's the most important tool for getting your team to sell better because this is where most sales are lost. My name is Mike Arce. I own several gyms myself, and through our company at GSD Gyms, we've worked with over 4,400 gyms and fitness studios across 13 countries, 60 franchise brands in hundreds of independent locations, and none of what I teach is theory. This is all based on stuff that we've tested across enough locations to consider it truth. The stuff I teach works, and the decoy effect is one I've personally tested with hundreds of locations since 2016. Now, before I jump in, if you wanna learn more about how we've helped more fitness studios get to $100,000 per month than probably anybody else on the planet, go to 100kplan.com or click the link in the description. Now, the real reason most fitness studios get the objection, "I need to think about it," is because of the way they designed their options. They literally created a pricing sheet where the prospect kinda does need to think about it. To understand this better, I want you to quickly ask yourself, "What would make anybody not have to think about it and just take action now?" Certainty. That's it, and if there's any lack of certainty, well, they don't feel confident pulling the trigger. Therefore, they think about it. And imagine you're at a restaurant and the waiter comes by to take your order. If you aren't sure yet, I mean, what do most people say? "Can you just give us a few more minutes?" That's another way of saying, "I need to think about it." But it's normal to ask for more time at a restaurant, but at a fitness studio with the guy standing there, it's not the same. You're not gonna think about it with the sales rep right there, and you're not gonna ask them to walk away and come back in a few minutes either. That's just weird. So we say what's normal in the gym setting, which is, "Can I just take this home and think about it?" Or, "I need to talk to my husband," or fill in the blank with any other