Personal Training Business Tips

I would say nearly every trainer I’ve met, including myself, started their career because they enjoyed working out. In my case in particular my career began because people just kept asking questions whenever I was in the gym. They seemed to think because I was frequently in the gym and appeared to be in good shape that I must have useful advice. Eventually desperation set in; I needed to raise money for my next college term my personal training business was born.

I only mention these humble beginnings because I think that this likely similar story is shared by many of you. It also has a correlation to the struggles many trainers have to continually attract new clients. I could easily share with you some of the most cutting edge marketing tactics or my latest harebrained idea to generate dozens of leads but there would still be some that would struggle and ultimately fail, and it’s that which I want to focus on today.

We truly are our own worst enemy. More often than not we get in our own way or are simply paralyzed by traditional thinking. Let’s discuss this as it pertains to lead generation and client attraction.

It doesn’t take most new trainers long to figure out that there just isn’t going to be enough people beating down your door to not have to learn about sales and marketing. Most trainers shudder at the thought of ‘selling’ their clients anything this becomes one of a series of serious roadblocks.

I had a real problem taking people’s money at first, even though I was dead broke. I felt what I was sharing was common knowledge, that was easy to acquire, and that everyone should know this stuff. The reality is, that statement is entirely true, yet trainers are needed more than ever because of the demands of a North American lifestyle. We can’t afford to be experts in many things or we wouldn’t be effective at anything. If your neighbours took the time to understand the advanced strategies of effective fitness and nutrition in an effort to better look after themselves there would be a severe labour shortage in many other industries, or the quality of work would be horrendous. In an effort to better manage all the goals and responsibilities of their chosen lifestyle people rely on you to ensure their health and longevity is protected in the most efficient manner possible. Consider that for a moment, if that makes sense to you imagine sitting across from your next prospective client and explaining the same thing to them. Imagine if it made sense to them. At no point were you ‘selling’ them anything but rather establishing valid position for why they might benefit from considering the services that you offer. You are an expert, use your skills to educate others and you will be rewarded with their loyalty and support.

Let’s move forward and consider this same concept when it comes to marketing. Trainers don’t usually have a lot of money to spend on advertising or marketing, yet once we realize we are in business for ourselves we acknowledge that this is part of what we must do. Logically we take note of the things much larger businesses are doing and attempt to emulate. I’m sure you’ve quickly spent more than you could afford on a variety of things like print ads, radio campaigns, direct mail campaigns, road signs and more. Some may have yielded some result and many just made you reluctant to continue to spend money on advertising at all. You may have heard someone like me discuss the value of strategic business alliances or using leadboxes and other marketing tools in other businesses. Only to be discouraged when 19 of 20 businesses you asked simply said, “no.” Nobody starts a business to help another business, even a non-competitive one, succeed (unless you are business coach that is.) So you shouldn’t be surprised when other businesses say no to helping you when it comes to displaying anything from posters, to business cards or leadboxes; but you shouldn’t take no for an answer. If you believe in what you do you must be filled with conviction to spread your message, after all people’s long-term health and well being depend on it. When a strategic partner says no they’re really saying the same thing as you are when you turn away the pushy salesman. They’re saying they don’t know or trust you and they see no immediate benefit to them in that which you are offering. The next time you talk with a strategic partner and they seem less than interested thank them and reassure them that you understand. Then offer them an extended trial of your services at no-charge. If you believe in your message you have a responsibility to help them be more successful by improving their health and well-being with your expert skills. Winning their favour could have long term positive benefits and what better way to do it than to invest in them and make a difference in their lives? Stick to what made you become a trainer in the first place, remember that people first told you that you were an expert even before you decided you would be one. Don’t sell or pitch but rather use your unique talents to better others and suddenly my hare-brained lead generation tactics will begin to work like magic.

By now I think we’ve all heard of the plastic gift card but just in case you haven’t let me first briefly explain what they are and how they’ve been used.

There are a number of manufacturer’s online that can produce a plastic gift card for you that looks and feels like something you would buy at any local chain store. Many savvy fitness pros may first have heard about this from guys like Steve Hochman and Bedros Keuilian. Using a high value amount like $100 having these cards made in the image of your business has proven to be a sound awareness and lead generation tool. The key is to give plenty away through any channel you can. Lead boxes, silent auctions, gift bags at events, in addition to your business cards, with partner businesses as a way to appreciate their customers with a thank you gift and so on. We’ve even seen our cards become a traded commodity in classifieds and on Facebook, talk about free awareness and branding!

While attending a mastermind weekend an idea was born on how to take this whole plastic card marketing tool a whole lot further. A method that not only practically guaranteed redemption but also allows you to generate revenue from them directly. Let’s have your clients refer their friends and family and pay you to do it!

Let’s face it our services are expensive, no matter how good you are you are going to face the resistance of price at times and even if you don’t we can both surely agree that everyone likes an opportunity to save money and get a deal.

When you sign up a new client I’d suggest the following strategy. Immediately give them a thank you card with your gift card inside, explain how it’s used. Next explain that today they can buy one additional card for a nominal amount and if it’s redeemed in the next 30 days in addition to the person they refer they will also receive the full amount of the gift card credited against their account. In addition explain if they meet this in the next 30 days you will add them to your VIP referral list meaning they can continue to buy cards at a nominal rate for anyone they wish to refer and basically get their own training free!

You’ve now incentivized a whole new sales team for pennies compared to traditional marketing channels. By simply paying even a few dollars for the gift card it’s almost guaranteed to be redeemed because we’re all pre-programmed to try to avoid wasting money. Additionally if I can get my own training for free I’m first wondering what the catch is, yet buy buying the card you eliminate this natural defense mechanism because I have now made an active decision to invest in an opportunity to earn my own training for free.

Now this may not appeal to everyone but it absolutely can predictably and repeatedly generate a few more quality referrals each month and that is the whole name of the game. Eliminate the need for a crystal ball with multiple predictable strategies that make reaching your business goals simply a product of execution.