The personal trainer industry has experienced excellent growth over the past five years, with weight loss services and customized workouts being the most solicited services. Research indicates that the upward trend is poised to continue. Consumer confidence is growing and median incomes are expected to rise, meaning that Americans will have more to spend on health and fitness. Currently, income levels are nearly at pre-recession levels, which is good news for the health and fitness industry and the economy as a whole.
Today, we’re going to talk about what happens when you lose a client. It may be too hard to see at the moment, but there’s an opportunity here. Trust me.
I’ve lost a lot of clients. Especially running a gym, I’ve lost a fair share of clients but I’ve also gained a lot of them BACK. Over the past 23 years of business, marketing, and sales experience, I’ve developed a six-step process how to make “lemonade out of lemons” when it comes to lost clients. So, let’s get into it…
Position Your Business to offer Long term packages with Principles of Periodization
“Will you paint my picture?” the lady said.
“Absolutely,” Picasso answered.
Thirty seconds later the picture was complete.
“That will be 5000 dollars,” Picasso said.
“Five thousand dollars?! It took you 30 seconds!” The lady was shocked.
“It took 30 years to learn to paint the picture in 30 seconds.”
Sometimes we feel like we just are not connecting with our staff, clients, and athletes. A few years ago, I discovered the Five Love Languages by Gary Chapman. They transformed the way I work with my fellow co-workers, athletes, friends, and family. With just a little time and effort, you can make those who you have not been able to reach more open to you. In this next paragraph, I will describe each of the five languages as well as ways to inspire and motivate those around you.
As a fitness professional, you most likely want your website to attract new clients, provide information about yourself and your services, and share health and fitness information/instruction as a resource for current clients and the fitness community at large.
These goals definitely overlap. When prospective clients come to your website, they will be interested in your professional background, your services, and your expertise.
“It’s not my job to sell people, it’s my job to train people”
With words like pushy, annoying, sleazy and yuck springing to most peoples minds when they think of a salesperson, it’s little wonder personal trainers hate being associated with this label.
And with the rise of more and more people becoming personal trainers in today’s already saturated market, getting reoccurring paying clients can be almost as difficult as getting a perfect squat.
So can you really be a successful personal trainer with lots of paying clients without being the ‘pushy’ salesperson?
Have a look at the top reasons why personal trainers aren’t salespeople and what can be done about it to create the perfect balance between the two titles.
“What gets measured gets done.” There is a reason why this old cliché is very much valid in the financial and business world. It is crucial to creating a plan and have quantitative data in order to measure progress and improvements, and to ultimately increase performance, right?
Well, client programming is making a plan for improvements. As fitness professionals, we should consider ourselves in the business and financial world and client programming is the gateway to a beneficial fitness career.
Be sure not to fall victim to the disease of walking into the gym without a plan and just putting your client through a workout. Because after all “Comfort is a slow death.” Instead, client programming is a simple discipline that will set fitness professionals apart from your every day “fitness hobbyist.”
As you probably know, Instagram has lately climbed its way up to be the hottest marketing platform, especially with the recent opening of Instagram Ads accelerating the pace of marketers putting effort into Instagram. You’re probably in a frantic thinking about what kind of content you are putting out. Obviously, to build a follower base on Instagram, you need high-quality content. That does not include big brand marketing budget, fancy video equipment, or celebrity endorsements. It is really about creative video content that people really care about. Instagram is a platform where you get to genuinely engage with your followers.
I recently sat down with a trainer that works part-time and was frustrated that she was not as busy as she wanted to be. When I spoke about her schedule and availability, I spoke that her hours of “9-1” Tuesday and Thursday and Saturday from 8-1 weren’t “ideal” but that is not an excuse to not be busy during those times.
So I asked her how she is spending her time from 10-1 (she has a session at 9 am) to be productive. Her response baffled me: “I workout for an hour and then I run errands.”
So I said, “How is this going to help you get sessions?”
To which she replies, “If it’s not going to pay me, I can’t justify spending time working on stuff for FREE anymore.”
Over time, branding has evolved to have a variety of meanings. But when trying to think about creating YOUR brand, a great place to start is looking at why Nike, Adidas, Starbucks, Apple, and even Disney stand out from the rest. What makes a consumer or client lean towards one product or service more than another? The answer is marketing, but more specifically, it is the power of branding. It is the idea of both tangible and intangible characteristics that make the brand unique. It is developing an image, even a promise, with successful results.
Every company needs a brand or even a persona of its own, but it is important for YOU, the entrepreneur, to build and define that brand yourself before it gets defined for you. You get to choose how you portray your company/business – so it would be smart to take some dedicated time to really cultivate what you want.