Set, Show, Close, Know Your Metrics

How long a period has elapsed since your last 10 inquiries for your service? Of those 10 how many did you get to meet with and spend any amount of time with? And of those how many became paying clients? If you can’t answer this off the top of your head you should be able to within 30 seconds (or however long it takes you to open that spreadsheet.)

This small series of stats can have a profound effect on your business. Without knowing these numbers you really have no idea what people may or may not like about your service or if the majority are buying. As a Profitable Personal Trainer next to training clients and producing great results you have a very important job, that job is to master set, show, close.

We’ve been talking a lot about your personal trainer marketing funnel, specifically how to create it. As your website establishes itself, as you get more involved in the community and so on you will find that the flywheel for generating new prospects and leads will begin to turn on its own. Your next responsibility is then to begin providing offers to your now loyal listeners that will encourage them to take the next step and contact or meet with you. You are now in the phase of developing systems to set targets and goals for new appointments set. A great bench mark is to just simply try to set one new potential client meeting per weekday. Achieving this alone will easily have you on track to earn six or multiple six figure incomes.

The show portion becomes the loosely scripted, mostly repeatable presentation or information that is provided to your potential clients. Now I’m not saying you need to have something ready to go word for word, but you need to have a pattern to follow. For instance we begin each new consultation with a series of questions to understand the wants, needs, emotions, and experiences of our guest. From there our program manager may show all of or focus on specific parts of our programming presentation more relative the emotions and interests of that potential client. By using a similar pattern to each new meeting it allows you to test new ideas and improve it as you go to ensure you are maintaining the highest possible conversion rate.

The close portion will be the hard statistic of how many did buy versus those that didn’t Again you could track this for particular promotions as well as broad across the board. Either way you can see which offers potential clients are the most receptive to and begin to make adjustments. Sometimes it’s just how the offer is presented or the total perceived value but either way you now have a simple way to validate your outcomes with new potential clients.

So with your marketing funnel in place begin working on being able to set one new potential client meeting per weekday or an average of twenty per month.  Divide the number that show by the number set and you know your show percentage, typically we find about 80% show in our area and the industry norm would be about 60%. Next divide the number that close or buy by the number that show up and this will be your close percentage, for this you want to aim to be 80% as a minimum or above. These simple metrics will create a rock solid foundation under your business.