Your USP (Unique Selling Proposition) and Your Personal Training Business
If I asked you, “what do you do?” Could you explain concisely or would you stumble and have to think about it? If I asked you right after, “and how are you different?” Could you explain that equally as effectively?
I mean let’s face it there are lot’s of personal trainers and fitness professionals. Nearly all promise results, promise to personalize things for their clients and offer follow up and accountability. But really what’s different about you?
Being able to identify and communicate what makes you unique will instantly brand you with credibility.
For instance, my private facility One-to-1 Fitness offers one-on-one, semi-private and small group personal training services. Nothing too unique about that, however our USP or unique selling proposition goes more like this:
One-to-1 Fitness is an exclusive private fitness centre, there are no memberships. Our personal training services feature up to 2 hours of specialized assessment and movement screening. This allows us to develop specialized personal programming specifically for you based on the results of the assessment. Additionally One-to-1 offers individualized weight loss coaching through our exclusive branded nutritional coaching system Your NewTrition™.
Both descriptions are true but one is much more descriptive in terms of setting us apart from our competitors in a way that clearly demonstrates how we are different. We’ve even taken further steps to separate ourselves with trademarked and branded programming giving us an even clearer unique selling proposition.
When this USP is targeted toward your customer Avatar it gives you synergistic leverage for attracting new clients. If you were going to hire a coach say for martial arts how would you select one? Wouldn’t you ask people you know for referrals and/or try to learn why one might stand out or appear better than another?
Combined with social proof and a solid risk reversal your USP is your chance to brand yourself to better identify with your customer Avatar, a critical component to the success of your personal training business.
How-to Develop and Use a Customer Avatar to Get More Personal Training Clients
If you want more personal training clients and don’t have a defined customer Avatar this article is absolutely step one for the future success of your personal training business.
When I first started as a personal trainer I would hear from successful business owners all the time that I needed to know my niche but for some reason I really struggled to understand what it really meant. Maybe because I was analytical, methodical and task oriented I insisted on overthinking what it meant to know my niche or my customer avatar, I struggled for a long time as a generalist. Because I didn’t know specifically how to communicate to my Avatar getting more personal training clients was slow, difficult and unpredictable. I seemed to think I needed to understand demographics or that I was looking for people with a certain income and things like that. I didn’t understand why it was important to know where these people hung out, what activities they enjoyed, what items they might purchase, what their hobbies, fears, goals, and favourite thing to do on Sunday was.
Over time I really began to understand that using demographics and local statistics was only a means of validation for confirming my Avatar. You see it’s a very important two-step process and for the longest time I was hung up on step two and had never really completed step one.
You need to be able to close your eyes and see your Avatar in front of you, give them a name. The stronger the image the more you can identify with them. Imagine talking to your spouse and a local politician though at times we might debate that both conversations may carry a political tone I can almost certainly guarantee the language used in each conversation will never be similar.
Once you have described and written the story of your Avatar every word, image, offer and idea pertaining to your services should be presented in an effort to speak to them. You might think this sounds ridiculous, I know I did, but it will completely set you apart from your competition. The effectiveness of your marketing will significantly increase and you’ll still continue to attract those outside your Avatar, often with a greater credibility because you are now looked upon as a sought after expert. If this still sounds weird you’ll just have to trust me, but I can guarantee at some point you will realize this is one of the biggest steps to creating a successful personal training business.
Below is one of my favourite examples of a customer Avatar by one of my former coaching clients.
Adam business owner (39) +, +
Name: Adam Age: 39
Single, No Kids, Wants to have a family FAST
Main Problem Area: Belly, Abs, Low Energy Tired
Income: 150 to 250K/year
Training Experience: Beginner, Never consistently
Biggest Fear: He is never going to find a quality women that finds him attractive.
Frustrations: Loneliness, Constantly gets distracted from his diet and training, skips meals.
Biggest Motivator: Become more physically attractive to women, have more Energy so he can make half a million $, No more belly so he can be more confident around women. 6 pack Abs, toned biceps, Ripped Chest
Personality: Social, Talkative, Questions every thing, Leader
Adam is 39 years old, he is single and he has a successful real estate business. He has been working for himself since he was 18 years old.
He lives in _______________________ and usually spends most of his days in front of his computer at his home office or at various coffee shops and clients places.
Adam is single and has been in 3 longer relationships, he wants to have a family as soon as possible. He feels tired and his energy is low especially after lunch and he is not happy with the way he looks in front of the mirror. He wants to look good and wants to get rid of his hanging belly fat.
He is always in rush, He is financially well off and makes an average of 150K per year income and he only has to support himself but he is very motivated to get to a half a million dollar income like some of his friends.
Adam has tried weight training before but always gets too busy to be able to stick to his program, he knows he wants to have a nice body but other things constantly take up his time and other important things always come up. Though he doesn’t remember much about how to weight train, he is confused about what to eat and how to train, how long cardio should be and doesn’t have time to research this topic. He’d like to just hire someone who he can trust to do this for him.
Adam goes out on weekends with his friends to lounges and friends places, he likes hockey.
Adams biggest fear is that he is going to be single for the rest of his life and that he is not going to meet high quality women who will like him for him. Adam Is lonely, he knows he can get rid of his belly he is just looking for an expert to guide him one he can rely on and commit to.
He loves the idea of having more energy so he can do more work, make more money and, to increase his confidence with women.
Adam wants to make sure that his trainer is on time, professional, produces results. He does not want to waste his time or money and most importantly he wants to LOOK GOOD FAST, he wants his results tracked he wants to be shown that this plan is working and that he is becoming fitter, looking better and more girls are starting to notice it.
Personal Trainer Business Tip: Time Management.
Look if you’re going to be an entrepreneur than you are going to mull over how to better manage your time, frequently. Everyone has different ideas and you will need to find what works for you. This week’s personal trainer business tip is all about successful time management.
First, focus on what matters and learn to delegate more of the things that don’t.
I don’t know about you but I’m a control freak, and I find just about every trainer fairly new to the industry is too. I don’t think you can help it, if you could you’d likely be a terrible trainer. I mean we need to set tasks, move people toward their goals and stand ridged toward the actions needed to reach that goal.
It can be daunting and lead to massive procrastination if you have a gigantic “to-do” list in front of you. The first thing you should do is circle the things that have a direct and immediate impact on creating more revenue for your business. These things include stuff like: writing classified ad copy, developing new high value trial programs, they might even include study and knowledge to make you a better trainer early in your career. What they don’t include is things like graphics for your website, maybe not even website content though this could be argued, things like billing, etc. Though all these things need to be done the sooner you can entrust them to someone else’s hands the sooner you will find your business growing. You don’t necessarily even have to be able to afford to pay someone it’s quite common to find one of your best clients and offer to do a trade for a few hours each week. Soon they can be booking appointments for you, handling some aspects of billing, scheduling and more.
It may take you a little time to get comfortable with this, it did me, but the purpose of this post is to expose you to the idea and get you thinking in that direction. The more you think about it the easier it will become and the sooner it will become a reality.
Next, get yourself a whiteboard. Divide your whiteboard into two sections; priority items and general items and ideas. Move 3-5 of the most pressing items to the priority column and always start there. Don’t overwhelm yourself with more than a few priority tasks at a time. Each time you sit down to work start with the priority task you are most interested in an effort to gain some momentum to lead you in to the other tasks. The moment any task is complete, cross it off your list. The feeling of achievement of completing each task delivers the same kind of satisfaction that reaching any other goal does. The resulting physiological response to your brain will only make it easier for you to begin on your next task.
Soon you’ll find yourself excited to see all the crossed off lines on your whiteboard and as your completing each task it will undoubtedly lead to the next series of items that must be completed to continue to drive your business forward.
Additionally whenever I’m travelling or away from my office I go a step further. I record my 3-5 priority items on a 3X5 piece of paper and keep it in my pocket so I can keep this process going.
Don’t waste time on electronic lists and gizmos, these are just distractions that will take time and concentration away from things that matter. Stick with fast and simple and stay on task.
Are The Things You Say Attracting or Repelling Personal Training Clients?
I have yet to meet a personal trainer that had copywriting listed high on their list of important skills to be a successful personal trainer or fitness professional. However take it from me, the very words you’re using on your website, in your articles, videos and marketing campaigns may be the exact cause of their massive success or epic failures.
Though copywriting does come more naturally to some more than others anyone can become a much more effective copywriter than they currently are.
Until you get the hang of it (and then maybe still even when you do) it helps to have a pattern to follow to write your copy. My favourite pattern to follow comes from a presenters at a previous conference. It’s a blend of styles from Alex Moroko and Frank Kern but it gives me a set and effective pattern that makes sense any time I try to address my audience.
Note that it will be much easier to use this copywriting strategy or any other if you have completed the Most Likely Customer or Customer Avatar exercise first.
Headline – Your headline needs to be exciting, attractive, compelling and on point.
“If you could have an inside, all access pass behind the scenes tour of a multiple six-figure fitness business and receive specific instructions on how to build your personal training business from scratch to six or multiple six figures in as little as 90 days, would you listen?”
Identify the “Big Ass Problem” – As people we are not looking to buy a product or service, we are looking for answers to our seemingly insurmountable problems.
“Most personal training certifications have one measly little chapter on business and marketing. What’s worse is the client attraction strategies are based on outdated corporate strategies that are more likely to leave a trainer broke and looking for a job than with the growing fitness business that they deserve. “
It’s time to “Twist the Knife” – Next validate the big ass problem with third party information if possible and then emotionally identify with your reader why this problem affects them directly, and just how bad it could be.
“More than half the people certified this year will be out of the industry by the time of their first renewal. The industry rate of attrition is more than 50% and at a time when the general public needs fitness professionals more than ever. The obesity epidemic continues to rise, uneducated people are spending billions of dollars on fad weight loss diets and invasive surgeries yet personal trainers struggle to earn an income that often doesn’t even exceed the poverty line. “
Next you need to empathize with your reader in effort to nurture your relationship and earn their trust.
“It’s not your fault; the certification organizations have continually focused on improving the technical knowledge of their students. These are necessary skills and all while the rapid growth of the Internet and the onslaught of social media is radically changing the way large companies and small effectively market and predictably attract new customers on a cost effective basis. Now more than ever there is no set standard as to the “best” way to easily and inexpensively attract new clients. This is both frustrating and encouraging, let me explain.”
Tell your story on how you found the solution.
“Like you I struggled for years to make it as a fitness professional, and then I attended on a whim this crazy conference led by internet marketers. They showed me how social media was evolving and changing the behaviors of people and how they make decisions. I didn’t want to believe it, but as I listened to what they said I could relate to it in the way I acted before I made purchases. This realization lead me an idea, an idea on how I could adapt what they said both online and offline, how I could create tonnes of value and a strong win-win of always making people feel like they were being given a gift or the offer that was too good to be true, but actually was true. This led me to create my super duper client attraction widget.”
Now you want to validate your solution with social proof before you present the offer of your product. Give real examples of the success you’ve had with this product or strategy and of course even better is when you can share testimonials and the results of others. We know that people will say almost anything to get us to buy, but it still feels right if someone else gives us their review of the item or service we’re interested.
Once you’ve validated your product with social proof it’s time to present your offer.
Your offer should always be high value, remember the more you give the more you get! Do you want multiple customers? If I could promise you, absolutely guarantee you any amount of customers you wanted what would you be willing to give in return?
“I’d like to show you how you can attract 10, 20, 30 or even more clients in the next 30 days. I’m going to provide you all the tools and resources that you need, every script and ad necessary all you need to do is commit 1 hour per day to this plan. Do we have a deal? If so click the buy now button below and get your super duper client attraction widget for just $97.”
Now follow it up with a Risk Reversal or Guarantee, after all if you truly believe in what you’re offering what do you have to lose?
“I’m so certain that this super duper client attraction widget will work for you that I absolutely guarantee it. If it lets you down ever simply return the product for a 100% full money back guarantee.”
And last but not least overcome the final bit of consumer procrastination by explaining “why now?”
“Listen if you’ve read this far, looked at all the success stories then you can buy my super duper client attraction widget, worry free and start building the business you want and earning the income you deserve or you can keep doing what your doing. Each week that goes by will be same as the last, if you’ve read this whole page there’s no doubt that you’re frustrated just as I was because the outdated and broken marketing strategies you were taught aren’t working. I don’t want to see you leave the fitness industry; people need you more than ever. What do you have to lose? Either next week is the same as the last and you ask for your money back or you begin to easily attract new clients and together we change people’s lives, what do you say?”
Did you find this copy compelling? Whether you did or you didn’t hopefully this helps you to improve the effectiveness of all your marketing mediums and at the very least using a consistent pattern will help you identify further how you may yet still communicate more effectively with your audience.
Fear, Success, Math, Your Baby Steps
As fitness professionals we’re so methodical, analytical and task oriented that sometimes we really do miss the forest for the tress. Combine that with a healthy does of entrepreneurial fear and it’s not hard to see why so many fitness professionals struggle to build a career that affords them the lifestyle they deserve. I know this was totally true for me for my first few years in the industry, wherever you are now stick with it, don’t give up, and keep an open mind.
At a recent mastermind meeting with some of my mentorship clients I was listening carefully as each detailed their situation. With this particular group most people were in the early stages of their career with young businesses. In many ways this is the most difficult stage, it’s seemingly difficult to get a big rock rolling, but when you do…
On Sunday I began thinking to myself of days gone by, when I was really struggling. At times I felt like I was never going to make it, in fact I was so broke on multiple occasions I tried to leave the industry three different times. I’d get down and out thinking it was impossible to earn a decent living doing what I loved to do, then I’d find the determination in a new plan only to fail again.
I’ve come to realize, and see it being repeated in many fitness professional (and truly entrepreneurs in general) that we seemed to overlook the simple details or don’t break it down to simple enough steps that just like many of our clients we become frustrated and ultimately fail.
Anyways, back to Sunday at the mastermind, as these thoughts and revelations dominated my mind and moved on to where I am now and the whirlwind of growth that has occurred in the last five years something dawned on me, something I wish I had thought of many years ago. Immediately I asked everyone to give me their attention to try a little exercise. (In many ways the thanks for the inspiration for this goes out to Craig Balantyne and his mathematical formula for success, which ironically I’m currently flying to go see as part of a mastermind I participate in.)
If you have any clients at all first I want you to calculate or consider what is the average amount of money each client spends with you each month and the amount of hours you contribute to provide that service. If you don’t have any clients currently the following information will likely serve as an example. I’m finding world wide whatever your currency is the average cost for personal training seems to be universally set around the $1/minute or $60/hr. Let’s consider that our most popular program at One-to-1 is 3 X week for 30 minutes or about 12 sessions a month or 6 hours of service, on average worldwide this will cost approximately $360.
Now I ask you, what is the first big landmark for you for total revenue? For most people I find it’s $100,000 to start but you can choose any number you choose.
Let me ask you a simple question, would you be willing to work 1 year of your life if I could guarantee you would generate $100,000 or more in revenue as a personal trainer for ever year after? If the answer is yes read on, if the answer is no than ask yourself how many months am I willing to commit to reach this goal?
If you, like most, would be willing to contribute the next 12 months to reaching your first landmark of $100,000 in personal training revenue than I’m excited to show you just how easy that can be.
$100,000 / 12 = $8,333/mth / $360 (client’s average spend price) = 23 clients paying you $360/mth will produce $100,000 in total revenue over 12 months. (The great news is once you exceed 23 you’re well on your way to much larger amounts of revenue.
Now since we have 12 months to reach our goal look how easy this becomes, this means that you only need to find 2 new clients each month to pay you $360/mth to be easily on track to reach your goal.
I can tell you from experience that almost any good trainer will convert half or more of all clients that come to them interested in their services, so this means you only need to meet 1 person a week that has an interest in reaching a fitness goal.
Do you think in 40 hours you could meet enough people to find 1 person that would be interested in hearing about your services? By now most of you should be thinking this sounds pretty easy.
I’d like to go further and ensure it really is easy.
Would you be willing to use Google to look up a meet-up group or other networking group in your area, attend a meeting this week and introduce yourself at the meeting as a trainer looking to provide a free assessment and training session to anyone interested?
Would you be willing to offer the same free assessment and training sessions as a free bonus to any network marketer to give to any of their new customers?
Will you take the time to write a short classified for Kijiji or Criagslist detailing your services and offer to give anyone interest a trial package of sessions or a money back guarantee if they try your services?
Will you take the time to contact friends on Facebook and ask them for referrals with similar trial offers?
Will you take the time to approach local businesses to offer to spend an hour with their staff and teach them valuable techniques for improving posture or improving nutritional habits?
Do you think you could meet just one person a week that would like to talk about reaching their fitness goals? Remember you only need half of them to take an interest in your services.
By now you should be thinking that meeting one person a week is so easy that you’re excited to consider what would happen if you met 3-4 instead. Anyone can do it, there are dozens of other great strategies equally as easy that can allow to generate even more prospects. Three of my top ones are explained in detail and available in my 3D Client Attraction product.
What are you waiting for? If you want to be a profitable personal trainer you will be!
Know Your Audience
Given that today is election day here in Alberta I know many of you will instantly relate to this. Just this last weekend was my third annual Profitable Personal Trainer live workshop and like every event of this kind one of the first, biggest and most important points was to identify your audience. Many interpret this is researching demographics and associated data to determine who they are trying to attract.
This is the wrong approach, in fact applying that data to the equation is the final step, the validation that you have in fact identified your audience and they do in fact reside within your immediate reach.
Last night while unwinding from the whirlwind workshop weekend (I get so jacked up with all the mutual inspiration that I always find it difficult to unwind to sleep the night after) my wife’s cellphone rings…it’s an automated phone call from one of the electoral candidates.
The message was heavily scripted, clearly prompted, lacked any form of emotion and blatantly said I should “not trust” specific candidates. That was the focal point of the message that ultimately became my focal point of the message, except instead of identifying with the caller and his plea it lead me to immediate mistrust the caller.
Clearly a marketing message gone wrong. I suspect I was not the caller’s target audience, I believe he was trying to shop for support from a still older audience but forgive me if you happen to disagree but I think this message will have been even more wrong for that older audience.
Let me explain.
If I was marketing to people of 50+ years of age I would think the following:
1) They like or prefer to read message and evaluate the information to make a decision such as in a medium like a newspaper.
2) Visual messages on television would likely to be effective as long as they meet the basic criteria of a relationship: genuine emotion, passion driven, sympathetic to the needs of the group whom the speaker is wishing to connect with.
3) A spoken message could be effective met with the same criteria as a visual, interaction with a real individual likely to be extremely effective.
4) I anticipate this group of people to be slightly resistant to technology.
5) I would expect this group to have a high barrier of mistrust to which sympathetic language and genuine transference of emotion will be critical to overcome.
6) I would also expect this segment to have some of the best overall understanding of the various political platforms so blatantly telling them to act a certain way without validation of why is likely going to be a major disconnect.
I think you can easily see why an automated, non-emotion, scripted phone call with the focal point of “not trusting” another candidate is likely to back fire. Could you imagine paying thousands of dollars for a campaign that not only perhaps doesn’t work but cripples your potential outcome?
This is why as a successful fitness professional it’s critical you identify your most likely customer. Close your eyes, picture them in your head and describe them to a fault.
What do they look like?
How old are they?
What are their interests?
What are their dislikes?
What are their potential problems or challenges?
What places do they frequent?
What items or services do they use?
Who do they associate with?
Drill down every detail even to the point of giving them a name, it’s so much more than just knowing if a certain segment of people are immediately accessible to you. Every communication you have with your audience you must be writing to ‘them’ using the language that makes sense for that relationship.
Just this weekend I asked, “if you were writing a letter to your member of parliament and your sweetheart would you use the same language?”
Obviously not, so are you using the right language to communicate with your desired audience?
The Business Pyramid
Being an astute fitness professional you may have heard of the Food Pyramid but have you heard of the Business Pyramid?
The Business Pyramid represents the only three ways you can make more money in your fitness business.
You can…
1) Get more clients.
2) Charge each client more.
3) Sell current and previous clients more products and services.
Almost every fitness professional I’ve ever met, and myself included, becomes distracted with the idea of continually attracting new clients. In fact I’m sure you’ve thought of at least 5 different promotions, ideas or strategies in just the last 30 days that you might use to attract new clients.
Going a step further just doing a quick google search for “how-to get more personal training clients” yields oodles of results.
Though it is important to continually attract new personal training clients one of the biggest points of failure is that most fitness professionals are always creating new strategies to achieve this. Instead, far more effective is choose 2-3 strategies and perfect them. If fitness challenges work for you, keep running them, choose different lengths, package them differently but basically execute the same series of steps each time. If short term programs or trials work for you, keep using them, but perfect the same series of steps with different names and packages and keep running them. You get the idea, creating is good, and it’s good to be continually creating but often we get locked in creation and never perfect anything.
As a consumer I know you appreciate value and service, well the best value and service comes from practice makes perfect. This is also why even as a solo personal trainer it’s critical you begin documenting processes, making an operations manual because the more things you do the same each time the better your client experience, the more perceived value you create and the bonus is it even lowers your cost of doing business.
The next time you’re thinking of ways of attracting more personal training clients stop and think back to all the things you’ve done in the past. Look for ones that exceeded your expectation, revisit them, improve on the steps and run them again. In the last 12 weeks 6 emails and two different fitness challenges has helped our studio attract more than 60 new clients. This alone would almost be enough to start a brand new, full-scale facility like hours in a new market from scratch. By comparison the first fitness challenge we ran yielded like 30 people that quickly fell off to like 10 because we weren’t good at it. Don’t reinvent the wheel just improve it.
The next way to increase revenue is to increase your rates. I don’t know about you but this has been the toughest one for me, knowing when and feeling comfortable enough to raise your rates.
This is where your creativity can really go to work. Look at the service you provide, break it into components and apply the same concept of improving the wheel. There are always areas that you can continue to improve what you offer. Maybe it’s creating a new client resource (like a video exercise archive), maybe it’s how you handle billing logistics, maybe it’s a component of service that you offer (like assuming the role of coach over trainer and learning to evaluate and address different learning styles.) With each component of your business if you break it down into core components you will soon find yourself perfecting patterns of application, developing new tools and resources and ultimately providing more value. It’s at this point that it will be easy to raise your rates as you are truly providing a better product and people will thank you for it.
As you pick apart your services you may find it makes sense to break different aspects of your service off into new standalone products. Some of your clients will want this new service along with their old; you’ve just effectively increased your revenue with your warmest audience.
Here’s where this whole thing comes full circle or why it must be a pyramid or closed geometric shape. At some point in your fitness career your clients are going to move on. They may just need a change; perhaps they’ve reached their goals or have out grown your current service offerings. Out of the hundreds of fitness professionals I’ve met few have had any defined ideas on how to get these old clients to come back, in stead we spend thousands of dollars finding new ones. I know this to be true as I have boxes of old clients and I’ve been asking and asking looking for that perfect process to bring them back.
The answer is simple, talk to them, stay in touch. I’m now convinced that predictable outcomes are the only way to run a successful business. We used defined strategies to meet new potential clients; once we’ve met our prospect we make a point to get to know them by sharing content and contacting them directly. Why did it take so long for us to decide to do this with our old customers? This I don’t know but learn from me in this regard, designate hours each month to send postcards and call your old clients, see how they are doing, offer them high value trials or old rates just like you might do with a new prospect.
It’s tried and true there is nothing more predictable than getting on the phone and talking to people, if you’ve read my recent posts you know how important it is to have defined targets and strategies that ensure you meet them. This is exactly what I will be talking about at my coming www.ProfitablePersonalTrainerLive.com workshop.
Plan Backwards
Being an entrepreneur is tough. On any given day you’ll be bombarded with numerous things. It’s easy to become overwhelmed, feel unappreciated, overworked, and generally burnt out. When this happens it’s common to go through periods of frustration and even resentment toward the business you are usually passionate about. What’s worse is all these negative thoughts often cloud your mind so much that you forget the simple logic that continually propels you forward, each obstacle feels insurmountable and no matter how much effort you contribute you can’t seem to formulate a plan that makes sense.
These last couple years depending on where you are in the world have been especially difficult for many fitness professionals. Unpredictable economic conditions have produced cash flow and revenue problems for many. I’ve received a lot of questions lately about how I continue to reach and exceed my revenue targets; my answer is always the same plan backwards.
I’m going to walk you through this process the same way I’m looking at future facilities.
In my mind the goal for a new facility will be to reach $500,000 total revenue in 18 months or less. This means simply I need to reach $28,000 reoccurring revenue/month. If it takes me 3 months of aggressive promotion to get near to this that number rises to $33,000/month to reach my 18 month goal.
The average cost of personal training in my area is around $1/minute or $60/hr. we’ll use these numbers for this illustration. Most of my clients train an average of 3 30 minute sessions/week, or an average cost of $360/month in this example.
$28000 / $360 = 92 clients. I have 90 days to find 92 clients or simply 31 clients per month, or 1 day.
What is your average closing ratio of new prospects? Meaning how many people that inquire become paying clients? My program manager regularly maintains 75% to 85% even with aggressive trial offers and promotions for continual lead generation.
For this example let’s use 60%, very attainable for a new trainer.
So to reach my 31 client target I will need to meet with 52 prospects each month, or 13/week.
When you set consultations or sales appointments how many show up? We find consistently in our area it’s at least 80%, usually more. So assuming the same is true in your area that means I need to set 63 appointments this month or 16 appointments per week.
This is your most important task, ask yourself how am I going to set 16 appointments per week? What means of promotion can I use that will allow me to talk to 16 new people about what I do?
When you become razor focused on this one objective (or break it down even further to 2 a day) you’ll be surprised at how much easier this becomes.
Ask your clients for referrals, use email promotion, use facebook ads, online classifieds, direct mail, door hangers, flyers, trade shows, run aggressive trial offers and short term fitness challenges, all you need is to be able to 2 people a day.
If you want to know what I do check out www.3dclientattraction.com these are the exact strategies that we’ve been using to hit our targets.
In just 90 days I could be easily on track to reach $500,000 in total revenue from scratch in 18 months or less. Having worked backwards is there any reason you couldn’t continue to apply this process and easily exceed that goal?
It’s so easy to be distracted by your emotions with all the unexpected things you must face each day. Take a minute, focus think about what you really want and then plan backwards, once you understand the baby steps it’s much easier than you think. Doesn’t this sound a lot like the same things you probably tell your training clients?
Selling Personal Training
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Fitness Marketing Workshop Trailer
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