And it’s a high converting one, I remember one I used this personal trainer marketing strategy and it brought us more than $11,000 of new sales in just a month, and continued to deliver adding much more for months after.
And this will work for you too, in fact, arguably, with a little consistent effort it will work better and be cheaper than anything else that you are doing.
What’s more, this is the perfect time of year!
When I got started as a personal trainer there was no Facebook, Instagram or for that matter even having a website as a small company or solopreneur was a big deal.
Look I’m only 42 but I’ve literally been in this fitness game as a trainer for 25 years!
Here’s how I built my whole business, (and you could to on just this one personal trainer marketing strategy) and it’s so simple at first you may not even believe me, but I’ll lay it all out for you.
First, I made a list of:
- All the accounting firms in my city.
- All the law offices.
- I tracked down contact info for a number of local charitable organizations: Rotary, Kinsmen, Heart & Stroke Foundation, Diabetes Association, Weight Watchers, TOPS (Taking Off Pounds Sensibly)
- I made a list of as many companies as I could that had large numbers of employees (Start with over 100+ and then work your way down.)
Then I went and introduced myself.
I’d simply show up, talk to whoever I could, explain I was a local trainer, yes I was looking for clients but no I wasn’t there to pitch.
I’d explain that I knew if I educated people and gave them things they could use today and see and feel a difference (all without leaving the office) that some of them might look me up after.
Literally I’d do everything I could to make sure that introduction turned into a 5 minute impromptu fitness evaluation and demonstration for that individual.
Hint: A real good understanding of posture and being able to spot deficiencies and explain why and what to do on the spot really helps keep the conversation going.
Here’s an example, you walk into office XYZ, you see receptionist sitting at the desk, she stands up to great you. You notice her right shoulder is higher than her left, what might you discern?
Maybe she doesn’t use a headset, so maybe she holds the phone against her shoulder a lot. Maybe she carries her purse on that shoulder all the time, or a child/diaper bag. Maybe she sleeps on her side, on that side all the time. Or if it was her left, maybe she has a long commute too and from work each day.
Identifying these things and asking, “hey do you sleep on your right side at night?” worked quite often to arouse curiosity and keep the conversation going as I began to explain why I thought that which lead to discussions of headaches, back pain, and what to do about it!
You don’t have to be right all the time, and not every conversation will go somewhere.
But out of 5-10 I can promise you there’s a big chance you’ll be able to book a lunch presentation or meeting presentation where you get a chance to teach a group.
Larger organizations and charities etc that have regular luncheon meetings know very well that by having something education or entertaining on the schedule helps get people focused, inspired and engaged which leads to a more productive meeting.
That should be you!
Now you absolutely can’t pitch, but there’s plenty you can do to ensure you get the opportunity to pitch most people in the room; and not just once but repeatedly.
First, make sure your presentation is engaging and calls for participation.
Not only is it entertaining to watch people try to squat in business attire or high heels, you can turn into David Copperfield deploying things like PNF stretching that will have people who’ve never touched their toes touching their toes in just minutes.
Sure this boosts your credibility, but more importantly participation gives you a chance to offer reward.
“Hey for being a good sport you get to choose, I have a $5 gift card to Starbucks or a free session with me.”
Make sure you have little certificates for your session and the gift card, it doesn’t matter which one they choose as you just planted the seed in everyone’s mind.
The point is use your services as rewards for participation because that’s how you’ll get the audience to ask you about them afterwards without ever seeming to pitch.
Next…this is the grand finale.
Never have handouts, teach them things, stretches, meal planning, etc.
Something that will be much easier applied and remembered with a handout, tool, etc.
Sure some people will take notes, but here’s what you’re gonna do.
You’re going to place a clipboard at the back of the room (because it’s super non threatening and non solicitous) and at the end thank everyone and announce, “if you’d like handouts that show you exactly how to apply this or what I’ve taught please just leave me your email on the clipboard at the back and I will send them to you.)
Let people know your eco conscious and that’s why you don’t print them, or because everyone is so technology centred these days digital handouts are better because they can be saved in email or on a device and never lost and easy to access any time they’re needed.
My aim was always to make sure I left with at least 60% of the participants in the room, if it was less I knew my presentation didn’t connect well enough and that gave me hints as to what to change, what to improve or even what to speak on.
It’s not like I was doing these all the time, but I did likely go through periods where I’d have 1-2 of these sessions a month for 3, 4 or 5 months in a row.
Needless to say they gave my business a huge boost each time, and it didn’t take long for me to become “the fitness guy” in my city of nearly 100,000.
Even in my businesses right now I realize this is a huge gap and missed opportunity for us, in fact that’s one of the reasons I’m writing this for you, because it’s something I know is needed in my businesses and I’m gearing up for more speaking this fall!
Like this strategy? You’re a coach, you understand why your clients need you, but often we forget, we need coaches and mentors too. If you’re ready to take your business to a new level, or just looking for the guidance you need to turn the next corner reply, direct message or use the contact form on my website at www.cabelmcelderry.com I don’t know if coaching is right for you but only one way to find out! Consultations are no-obligation of course, I’m just a coach like you doing what I love to do!