How To Sell The TPI Screen
Fri Jan 29, 2021 by Bryan Bowman
My business partner, Chris Finn, and I run a coaching program designed to help TPI Certifieds build and scale their golf performance businesses called The PT Code. We've also worked with TPI to create a comprehensive online class for industry professionals called The Business of Golf Performance Level 1 - How to Grow & Optimize Your Business. One of the most common questions we get during our events or on the TPI Business Livestreams is;
“How do I sell the TPI screen?”
It's a really important question, but it's even more important that you get the right answer because if you don't, it's going to severely handicap your business.
However, if you get the answer right, it's the most powerful tool you have for bringing in and keeping new clients in your program for years to come.
So, here's the answer:
You don't sell the TPI screen.
The TPI screen is a tool… an incredibly powerful tool for bringing new clients into your business, for giving them incredible results, and for getting them to come back, paying over and over again because of how happy they are with you.
The TPI screen is not the product you are selling in your golf performance business.
Now, I know you’re probably thinking this just a matter of interpretation or just semantics. I assure you it’s way more than just words. It is a complete shift in how you run your business.
Hopefully at this point I at least have your attention, but I know you still may be a bit skeptical.
I get it.
So, let me take a few minutes to unpack this and, if I do my job, you’ll stop “selling the screen” and start using the screen to supercharge your sales.
Most people are walking around in a fog
When a potential client comes to you for help, they're in a sort of fog about where they are and where they want to go.
They are living day to day in a current situation. They may be in pain or they may be tired of their buddies out driving them. Maybe they are a 10 handicap and they're trying to get down to single digits or scratch.
Perhaps, they're worried they'll be unable to play for years to come.
Ultimately, there is some current situation they are in and it usually will be a pain that they're running away from either figuratively or literally.
Equally, there's some desired outcome that they want to move towards.
But here's the reality…
If you ask them, if you just point blank ask them: “What is going on right now? Where do you want to be in a year with your golf game? Or where do you want to be in five years?
They're going to look at you like a deer in headlights. They have no idea because most of us are walking around in a big fog when it comes to our current and our desired situation.
What does that mean? There's no clarity around it. It's like we kind of know there's some pain. We kind of know what we want, but we don't exactly know how to articulate it. We don't exactly know what the issue is and your job in the sales process, whether it's a screening or an evaluation, or even the resale, is to add clarity to this and to create a gap between these two situations.
This is where the TPI screen is your best friend.
Let me explain.
You don’t sell the TPI screen. You do this instead.
Your job is to take these current and desired situations, which are very unclear, and create clear boundaries around them. This clarity lets the prospect actually know what their current situation is. It's no longer a fog that overlaps with some “desire” that they have. They understand where they are relative to a very, very clear desired outcome.
This is the beginning of landing your new client. This is the beginning of them saying, all right, I think I might need you.
This next part is critical… You're not going to tell them their problem or issue.
You're going to use all the tools in your toolbox to clarify it for them, but they're going to be the ones who are going to experience it or express it to you.
This is precisely what the TPI screen allows you to do. You can very literally help them realize the pain or lack of mobility that is causing the issue, right?
So, the TPI screen is a tool that allows you to very impactfully have the prospect think “Whoa, is that normal? Am I supposed to feel that? Is that restriction normal?”
Because they can now experience their current situation, they start to gain clarity. Also, the screen and your questions during the screen, will help them realize where they want to go and what is even possible.
Once someone has clarity on where they are and where they can go, their eyes open up and all of a sudden they start desiring that potential outcome even more. They realize: “Whoa, I can actually have this. I know where I'm at… I know what's holding me back… I know what I actually want. What’s the next step?”
Now that the prospect has this clarity between where they are and where they desire to go, you become the bridge between these two realities.
The Most Powerful Tool In Your Sales Toolbox
The TPI screen was created to help you clarify these two realities for the prospect. If you start doing this consistently and start seeing the TPI screen as a tool, not as a product, you'll be shocked at how much easier people will close.
Because let’s face it… what you're able to deliver is so massive relative to the price they have to pay. The price they have to pay is so small, even at a premium, relative to the value of the results you provide. When the prospect realizes this, it’s easy for them to say yes.
So, how do you sell the TPI screen?
You don't sell the TPI screen.
You use the screen as a tool to powerfully create the gap between the current and desired situations, create clarity, and close your clients.
What should you do next?
Make the shift and start seeing the TPI screen as the powerful tool it was designed to be. I think you're going to be happy with the results.
If you're interested in learning more, check out our online course The Business of Golf Performance Level 1 - How to Grow & Optimize Your Business where you will learn the strategies, techniques and best practices that can ignite your business.