You’re a personal trainer, not a salesperson. But you still need to attract new clients, advertise your services and generate leads. It’s all about the delivery: while conventional salespeople, like estate agents and marketers, need to meet targets, you probably work for yourself. While you’ll want to attract as many clients as possible, a calmer, softer approach usually works best. This way, you can explain the benefits of a workout plan without scaring away any customers! Leave all the hard selling to cold callers and ad execs. Here’s how to boost your client base just by being yourself.
1. Increase your visibility
Securing new clients can be tough. As more people look to get fit (gym membership is the highest it’s ever been in some towns and cities), you’ll have to do more to accelerate sign-ups. You’ll also need to compete with big-name gym brands that dominate the market. These companies often offer low-rate memberships to reel new customers in, something you might not be able to do. Start to increase your visibility in your local area with a good website. This is your unique space to sell yourself, to tell the world why you’re different from all the gyms out there. Create content that resonates with your audience and explain the benefits of hiring a trainer (what you provide to an individual instead of over a regular gym). For example, explain that you provide a one-to-one service that delivers real results, with gym and nutrition plans that are tailored to the needs of the individual. You can also devise a workout plan that’s designed to meet a client’s goals, whether it’s weight loss, muscle gain, or somewhere in-between.
Next, get your name out there. Create social media pages and ask your followers to share, like and comment on your content. It might take you a while to get noticed, but slowly and surely, your client base will grow. That means more leads and more sign-ups. Facebook, Twitter, Instagram and Flexety can be great tools for exposing your business to a local audience and potential customers.
2. Explain what you do
Not everyone knows what a personal trainer does and how hiring one can benefit them. They might be nervous about discussing their body goals with a stranger, or think that a trainer is too expensive. It’s up to you to convince them to sign up to your service without the hard sell. In your business literature (flyers, website, Flexety profile and store etc.), be clear about the benefits you provide to potential clients. You might offer a more relaxed service than other personal trainers, for example (some people still associate trainers with “boot camps”) or offer a one-on-one service they can’t find anywhere else. Perhaps you have equipment clients won’t be able to find in their local gym or use a unique training method that produces long-lasting results.
If a potential client asks you questions by phone, email or in person, try and explain things in a clear and calm way. Remember, hard selling doesn’t always work, so you’ll need to think of an alternative way to convince potential clients. Steer clear of complicated jargon, too.
You can always refer people to your website instead of taking their details. This way, there’s no pressure for someone to commit and they can do their research in their own time. Try and give them the link to your sign-up page if you can. This page should have a brief outline of the services you specialize in, followed by a call-to-action button at the end where clients can book their first class or sign up for a service.
3. Checking-in with potential clients
When you’re trying to secure new clients by email, in person or at trade events, don’t lay it on too thick. Studies show that checking in with an interested client at a later point in the sales cycle could be more effective, instead of trying to get people to sign up when they first meet you. Follow up with any interested clients a week or so after your first encounter. By now, they should have thought about whether a personal trainer is right for them. At this point, you could try to convince them to sign up for their first class, but, again, try not to be too pushy. An introductory offer or promotion always goes down well. For example, you might want to offer a free or half price first session so new clients can get to know you better and discuss their body transformation goals. Not every personal trainer can afford to do this, but it’s definitely something to think about.
4. Use online personal training
A great way to encourage more sign ups is to start online personal training. You can still provide a one-on-one service to your clients, but people can train in the comfort of their own home at a time that best suits them. Online personal training can be a great way to generate a steady stream of income. You won’t be confined to clients from one geographic area and you could attract signups from around the country and even overseas.
To encourage online personal trainer sales, you don’t need to hard sell. Again, just focus on all the benefits that this innovative service can provide: no need to join a gym, more flexibility, more choice. Your website, Flexety profile, and other social media accounts should include all these benefits and more so you can encourage people to sign up to your service. If potential clients are on your mailing list, send out emails on a semi-regular basis with more reasons they should sign up. Don’t overwhelm people with too many marketing messages, otherwise, your emails might end up in the trash folder.
You can achieve more sign-ups and clients without the hard sale. Invest in a good website where you advertise your products and services, increase your visibility on social media, explain what you do, check-in with potential clients and start an online personal trainer service where people can work out at home at a time that suits them.