5 minute read
Attract Premium Clients
Five fundamental steps to attract and sign up premium clients
By Sean Greeley
The toll that a year of less movement, less accountability, and little to no fitness expectations has taken has people hungry to start living their best life again. As a result, the solutions you can provide are in high demand as a fitness professional.
Technology has played a huge role in the rise of the independent fitness professional and new offerings for services from boutique studios by creating different ways to connect with clients, allowing them to forge ahead during the pandemic.
So how can you best grow your client base and income right now? By following five fundamental steps to attract and sign up premium clients.
Step 1: Your 6-Figure Strategy
A clearly defined business strategy is the only way to get the successful results you want in growing your client base and income. But more important is your drive to go make it happen. Start by understanding your motivation. Why are you doing what you do? Then, set a realistic revenue goal and ask yourself two things:
1. Why is this amount important?
2. Am I willing to do the work to get there?
Having clarity will ignite your motivation and make your commitment stronger.
Step 2: Your PURPOSE
To be effective in finding and signing up premium clients you have to know WHO you want to serve and WHY it matters.
Your WHO should be based on who you love working with. Your WHY should be reflected through the problems you love solving. When you love solving the specific problems your perfect avatar has, and your business model ensures you make a profit, you will be in the Thrive Zone.
Now that you have defined your purpose and perfect avatar, be able to communicate it clearly.
• Who are you?
• What inspired you to become a fitness professional?
• Why do you care about serving this type of client?
Your story will inspire people, so tell it.
Step 3: Your Premium Offer
If you want to attract premium clients, you need a premium offer. That offer also needs to be designed to meet the needs of your avatar. Your price should also reflect your value. the game and will commit more seriously. When you position your service as a premium, people will be willing to pay.
Step 4: Your 7-Step Sales Process
Next, you need to get comfortable expressing that offer by having a leadership conversation. If you are not comfortable challenging someone by having a leadership conversation, you will never get the right avatar for your business. We teach a 7-step process for leading prospective client conversations. These steps include:
1. Pre-qualification: Have a brief conversation to see if they are the right fit for your services.
2. Rapport: Listen, smile, and make them feel comfortable.
3. Set agenda: Explain “how this works” and set clear expectations of the meeting.
4. Discovery: Ask questions to understand their motivation, obstacles, goals, and gap.
5. Presentation: Explain the process, answer FAQs, guarantees, social proof, and pricing.
6. Close: Use an alternate choice close by giving two options and inviting them to choose.
7. Objections: Overcome resistance by listening, questioning, and answering objections.
By taking the time to engage your prospect in a consultation, you will lead them through making the commitment necessary to achieve their goals.
Step 5: Your Marketing Campaigns
You do not have to become an expert digital marketer or social media influencer to be successful. In fact, focusing on the technicalities of all of that will derail you from what you really should be focusing on. You just need to have some simple processes in place to attract the right people.
Have a clear message - When you are clear on who is your best client and why it matters to them, then you have a target and you have a message that connects.
Have a clear offer - A free consult is a very strong go-to offer. It gives prospects a chance to meet you, connect with you, and see what a working relationship with you would be like. Then, if you’re a good fit for each other, you can confidently move forward with a three to 12-month program commitment to achieve their goals.
Use the right lead generation strategies - By leveraging organic channels through sources like Google My Business, Directory sites, and a good content marketing strategy executed on social you won’t ever have to waste money on advertising. Master the fundamentals of organic inbound marketing before trying paid tactics.
Summary
Have a clear plan in place around your business strategy. Focus on defining your purpose, the motivation behind it, and who you want to serve. Remember, you need to communicate the value you offer as a premium service provider. Find your Thrive Zone so you can love what you do and be successful in solving your clients’ problems so they can reach their goals.
Create a premium offer that will attract the right clients for your business, and don’t be afraid to charge a premium price. Use a sales system to communicate that offer through conversations that build rapport, trust, and motivate people to take action.
Finally, don’t complicate your marketing. Use simple marketing strategies to attract the right clients and be consistent in executing that plan.
In the end, it comes down to this question: How bad do you want it? Only you know the answer. Just get started, be willing to make mistakes, learn from them, grow, and get better until you’ve achieved your goals.
Your goals and dreams are worth it!
Sean Greeley, Founder and CEO of NPE, has an unrelenting passion for inspiring fitness professionals and business owners to realize their unlimited potential. Since 2006, NPE has helped over 45,000+ fitness professionals and business owners in 96+ countries grow their client base, take home more money, and have the freedom to enjoy it.
Learn more about how to start and grow your fitness business online with NPE’s free eCourse: “Start Your Own Fitness Business: Turn Your Passion into a Business Earning $10K/Month.” www.canfitproandNPE.com
