5 Steps to Getting Personal Training Clients6 December 2013
Nearly every personal trainer will cite the reason they got into the industry in the first place was to “help people”. But you’re helping no one if your marketing and sales skills aren’t working for you and you have empty spots in your diary.
With this in mind, here is the first of five easy steps that will help you get 3 new clients in just 30 days.
1. Decide what you want and believe you can have it
I’d be willing to bet most of you, when working with clients, sit them down and ask them to write down what their fitness goals are at the beginning of your training together. You want them to get clear on what they want to achieve and then once you have assured them that their goal is reasonable, you give them loads of encouragement to let them know they CAN do it and that they should believe in themselves more.
I’m going to say the exact same thing to you here. The single biggest reason most personal trainers don’t consistently pick up 3 new clients (or more) in 30 days or less is because they’re not focused on it and they don’t really believe that they can make it happen. Of course new PTs want more clients, when asked to quantify this, they will struggle to say how many, and over what timescales.
So, here is the first (and most important step) to getting your next 3 clients. Take an index card and a thick black marker pen and write the following statement:
“I am so happy and grateful now that I consistently attract 3 new clients (or more) each and every 30 days and I deserve to have them because I’m worthy of being fully booked with clients. I have the solution to my client’s fitness problems and I deserve to be handsomely rewarded for sharing it with them!”
Then copy this out 4 times and stick those 5 index cards where you will see them regularly throughout the day. Read it before bed and in the morning, and take the time to really FEEL what you are reading. The power of your mind and your focus on your desired goal will make it far easier for you to implement the next 4 steps with confidence and ease.
2. Offer a guarantee
The first major objection all of your potential clients will have about working with you are always going to be “I’m not sure I can afford it”. Let’s get real for a second and look at what this really means. When someone says that to you, what they are really saying is “I’m not sure you’re worth the money you’re asking for, and I’ve wasted a lot of money before on gyms and trainers and nothing has ever worked for me”.
Harsh but true. It’s not your fault, because no one has ever explained to you how to stop that happening. So, offer a 30 day money back guarantee. This takes away their objection because their worst case scenario is they commit to working with you, pay their money and if they don’t get the results they want or they simply don’t enjoy the experience they have every right to receive a full and courteous refund.
This puts them in a position of safety. There’s no risk involved for them anymore so they willingly sign up as your client. Now I know what you’re thinking. You’re thinking “What if I do this and everyone gets great training from me and then they all ask for their money back after 30 days and I’m out of pocket?” In reality, results speak louder than words, and when clients get their results in 30 days they will naturally be happy to stay and keep enjoying more of the same great results you are delivering to them.
The very small percentage who may ask for their money back (less than 2% a year on average) will be dwarfed by the amount of new clients who will sign up and stay with you because of the guarantee.
3. Offer 14 or 21 day programs to attract new clients
This is to get rid of the second big objection people will have to becoming your newest client – which is, “I don’t have the time for that right now”. What this particular objection really means is that “You haven’t explained to me properly how training with you could change my life for the better, so I’m not going to make any time for it”.
This one is easy to deal with. Create a short low cost program (14 or 21 days) that is designed to give new clients a short sharp burst of exercise (3-4 times a week is good) and show them what they can achieve in a short space of time when they bother to make the time for it. Even most ‘busy’ people will find time to commit to a new regime for 14 days – again especially if there’s a guarantee.
Then once they are one week away from completing their 14 or 21 day program and they now know you better and genuinely understand how training regularly can change their life for the better, they are ready to commit to you as a regular long term client at your usual prices. If you did a good job in the 14 or 21 day program you can expect 65-85% of attendees to happily sign up as new clients!
4. Start with what you know
Your best chance of getting new clients is going to be by asking people who already know you – people who are already in your circle of influence. Why? Because we all buy from people we “know, like and trust”. So start here and you’ll find you get much better results in the next 30 days than by going out and trying to find “new” people.
Start by making a list of your Hot Prospects. A Hot Prospect is anyone who has enquired about working with you, stopped working with you or a referral from an existing client you never made contact with in the last 12 months. Don’t be surprised to find more than 20 names on that list!
These people are your 20 hottest leads for the next 30 days. Contact them to let them know about your new 14 or 21 day program. Ask them how they’ve been getting on with their fitness goals on their own, and make an effort to let them know you haven’t forgotten about them and you devised this new program with them in mind.
If you are new to the industry, make a list of people in your personal network instead (family, friends, old work colleagues, services you use regularly like hairdressers) – who have expressed interest in what you are doing and contact them to find out if they, or any of their contacts, want to try your program.
These are people who already love and support you and want to see you do well so use them as walking-talking advertisements for you, they’ll be happy to help.
5. Let your testimonials do the selling, so you don’t have to
Go to every single one of your clients and past clients and ask them for a testimonial that starts by saying what their situation was like before they started training with you, what training with you has been like, and what the ONE best thing about training with you was.
Then put the answers into a Word document or something similar with pictures of the person who gave you the testimonial and their name underneath. Whenever you are contacting a Hot Prospect by email make sure you attach this document to the email with a note at the bottom of the email that says, “PS. Please have a read of the attached document so you can see what kind of results you can expect should we decide to work together in the future”.
This kind of social ‘proof’ that what you do really works is a far more powerful sell than just telling people what you do works. So go and get at least 10 testimonials in the next few days and you’ll start to see those Hot Prospects turning into clients a lot more quickly.
These 5 Easy Steps WILL get you new clients if you apply them consistently and with 100% commitment over the next 30 days. You just need to focus on it, commit to it and do it!