INSPIRATION DECEMBER JANUARY 2011
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here’s no shortage of marketing tactics, strategies and tools, and it’s very tempting to invest in them to get more clients. These strategies tend to be very visible, often promoted as the quickest way, the best way and the road to big cash or the answer to all of your client-acquisition problems. The list of marketing tactics is long and they can indeed achieve great results for your business. But most – if not all – of these marketing tactics will only achieve great results when applied to a business with the right foundations in place. Without this, you may suffer from: •
Confusion about which methods to use and which strategy is right for you and your business
•
The inability to implement the strategy or tactic in reality, no matter how easy it sounds in theory
•
Getting little if any return on your investment and still no clients to show for your efforts
BEAT YOUR MARKETING
MONSTERS If you’re spending money on marketing but not getting results, then it’s time to tackle the obstacles, says business coach Yvette Nevrkla.
If this sounds familiar, then you need to evaluate five areas of your business strategy.
1. No target audience You may think your business can appeal to everyone, and that you can work with anyone, but when you think like this it becomes virtually impossible to market effectively. When you don’t know who your ideal clients are, you can’t have any real understanding of what makes them tick or what their biggest problems or challenges are. Instead, you speak to everyone like they are the same and your marketing falls on deaf ears; you communicate like everyone else in your profession, using the same words, the same images, the same offers, and you place yourself in an indistinguishable market. Tip: Decide your niche market and tailor your offering. Once you’ve a solid understanding of your audience, it becomes much easier to create marketing materials that stand out and speak powerfully to the right people.
2. No trust/credibility
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People buy from people they know, like and trust. Trust and credibility is built over time, not overnight, and it is one of the keys to a strong marketing foundation. Yet the marketing and FITPRO NETWORK | DECEMBER JANUARY 2011
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INSPIRATION sales tactics used by many fitness professionals suggests that they still expect complete strangers to become full paying clients overnight. And when it comes to building trust and credibility, there’s more to it than boasting your many qualifications. It’s about creating an effective process that enables you to build relationships with the people who matter to your business.
S
Tip: Think about how you can help people in your target market to get to know you and what you do. Find ways to demonstrate your expertise and your ability to deliver valuable content and service.
marketing and sales. Quite simply, this aversion prevents many fitness professionals from doing what needs to be done to achieve the results they want. If you believe that marketing is a task on your to-do list, or that you need a degree in marketing to be any good at it, or that marketing and sales are sleazy activities, or if you fear being rejected or getting it wrong, then you just won’t do it and you won’t do it right. And yet marketing is fundamental to the success of any business and, if approached in the right way, can be a really enjoyable and rewarding part of your business routine.
The list of marketing tactics is long and they can indeed achieve great results for your business.
Tip: Tackle your aversion to marketing by identifying all of the negative thoughts and beliefs you have about it and how these thoughts are holding you back in your business. Then make a list of all the positive things that will happen in your business if you do it properly ... then commit to making marketing a priority in your business.
3. No sales opportunities
5. No foundation
Just as you need a way to build your trust and credibility over time, you need to create and offer sales opportunities that are proportional to the trust and credibility you’ve earned. On day one, the majority of people, who might well be your ideal clients, will not be ready to invest in your highest-priced option and make a long-term commitment to working with you. If you only have one option to offer then you are forced to let a lot of potentially great clients walk away. Not only that, but you are leaving a large amount of money on the table, money that your competitors might well pick up instead.
4. Negative beliefs Another big obstacle to marketing success lies in the fact that many people have a strong aversion to
A solid foundation is one that includes being absolutely clear about your business goals, your target market and about exactly what you do for the people you serve. It’s one where you have the systems and investment options in place for building relationships over time. Tip: Evaluate your performance in each of the steps above to build a solid foundation for your business and you’ll see the results from your marketing activities improve dramatically. fn
YVETTE NEVRKLA Yvette Nevrkla is a business coach, author, speaker and founder of The PT Business Gym. You can sign up to her free newsletter by visiting www.theptbusinessgym.com
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Tip: Create a range of products and programmes that increase in proportion to the trust and credibility you’ve earned, and to the readiness of your customers to invest.
Each of the four obstacles described so far contribute to the single biggest obstacle to achieving great results from your marketing: the lack of a solid foundation for your business and marketing.
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ONLINE TRAINING APRIL MAY 2010
ATTRACT AND KEEP MORE CLIENTS THROUGH STRATEGIC SOCIAL NETWORKING (IN JUST 15 MINUTES A DAY) Do you have a social networking strategy? You should, says Noel Lyons, founder of Personal Trainers Online.
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f I asked you what your social networking strategy was, could you tell me? People with common interests are coming together online in their masses and if you spend a mere 15 minutes a day networking constructively online you’ll find your business in a safe and healthy place. If the last decade was about search engine optimisation, this decade will be about social searching. People are no longer interested in what you have to say about yourself; they are more concerned with what others are thinking and who they recommend. So, you are either participating in (and influencing) this discussion or being ignored.
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Ask any experienced personal trainer and they will tell you their number one source of referrals is from existing clients and the people they know. This means you have to remain visible, be in constant communication and ready for when prospects are ready to commit to you. In an age where many personal trainers are seemingly identical in service delivery, it’s those who can nurture loyalty who will get and keep the most clients. With multiple distractions around nowadays, it’s vital you get this and realise that one-way email communications are not enough.
It’s important to motivate and inspire clients in between sessions as much as you do during sessions. Is that not offering clients a more complete package and greater value anyway?
“Think of social networks as a reality show where everyone is vying for a spot” This is why everyone is talking about being prominent on social networks. The internet is making social networking a high-return activity. There are multiple rewards: you reach and bond with more people in less time, gather social proof and nurture a deeper loyalty. The only caveat is that you must have a robust plan or it can very
quickly take up all your time and bring no reward. Think of learning online social networking as a bit like arriving in a foreign city – you don’t need to be 100% fluent in the language to get by. In the same way, you don’t need to try every social networking tool to succeed with social media. There are two social camps right now. You can choose to be highly popular and play the numbers game or you can opt to be tightly focused yet well connected. Long term, I believe you will be better off if you choose the latter. After all, why get stuck in a spin cycle of trying to win a popularity contest? Think of social networks as a reality show where everyone is vying for a spot. It’s not about numbers; it’s about making valuable (i.e., profitable) connections. Put your best self out there. Provide value, demonstrate your passion, constantly work on your credibility and gain the trust of those who know you. A smaller, more focused network means you spend your time connecting to prospects and opportunities. Ensure you have a couple of offers at different price points and make it easy for your network(s) to send business to you.
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ONLINE TRAINING
GET THE EDGE Break some rules: figure out what works best for you Reaching prospects easily (even going viral) means always targeting a high-quality network (niche); contribute high-quality content, consistently (for visibility) in a way that is authentic, passionate, caring and respectful. Remember that it’s all about mutually beneficial relationships, so leave your ego at the door. Forget any focus on technology, internet marketing, branding or raising “awareness”. Instead, have clear outcomes (results, not followers) while monitoring and controlling how much time you spend. 15-20 minutes is plenty if you commit every day.
The sites As personal trainers, you will get the biggest return from Facebook (it has 325+ million members) and YouTube (100 million viewers). While Facebook and Twitter get the lion’s share of publicity don’t ignore YouTube. YouTube is the default player for web video and on mobile phones. It also offers free HD streaming. Now is definitely the time to start building up your library of exercise videos and info-commercials.
YouTube networking tips •
Create engaging content (get people to rate it, comment on it or share it).
•
Make titles keyword-rich.
•
Limit any videos to 1-3 minutes (but post new ones each week).
•
Remember to allow people to share your content, so check privacy
•
Create Put yourself out there. Make sure you stand out by polarising and dividing people. Create a little controversy or buzz; maybe start talking about recent news items. Above all remember to give first and sell second. Get people into your “system” (e.g., blog) or on your email list. Finally, remember that the difference between teaching and marketing lies in the ask. Invite them to take the next step, to invest in themselves or encourage them to believe they can.
How do you know if your social networking is paying off?
personal trainer has over a bigger but more impersonal club or group. Power is shifting away from fabricated brands towards connected consumers (communities). It means adapting from “trying to sell” to “making authentic connections”, from running “campaigns” to “small daily acts”, from “controlling your brand or image” to “being 100% yourself”, from being “hard to reach” to “available everywhere”. If you devote just 15 minutes per day, you'll soon see the results in your fitness business. This is one trend that is not going away. The time to get going is now. Integrate a solid social strategy into everything you do because, if you have something worthwhile to say, it’s almost impossible not to be heard! fn
There are three primary metrics I use: Check activity (web analytics of my website or opt-in page)
Embed your own video – in blogs,
2.
Participation (number of comments)
for example.
3.
Mentions as recorded by http://SocialMention.com/alerts
•
Engage with your community.
•
Post comments on your friends' sites
You have the edge
•
Get involved in discussions on Twitter.
Social networking is the advantage a solo
Noel Lyons MSc is a 20-years fitness industry veteran and a fitness business coach. Founder of Personal Trainers Online, Noel can show you how to build a wildly profitable multiple streams of income fitness business. Feel free to connect with Noel via www.personaltrainersonline.org or www.youtube.com/user/1personaltrainers
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1.
settings. •
Add 10 friends per day – but keep them niche (don’t forget to add me).
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SPECIAL POPULATIONS
TRAINING THE CORPORATE CLIENT PT of the Year Charlotte Ord shares her advice on working with high-flying businessmen and women. or people working in high-pressure corporate environments, career success can be a double-edged sword. On the one hand they usually have the comfort of financial security and job satisfaction, but on the other they often have little time with which to enjoy the fruits of their labours and are often highly stressed to boot. In the PT business, it is likely you may have come across this individual already. He or she is probably well off, drives a nice car, has 2.4 kids and is well established in their chosen field. A look beneath the surface, however, reveals a slightly less rosy aspect to this individual's day-to-day life. The demanding nature of a well-paid job means that they work long hours, eat a diet based on convenience foods, experience irregular sleep patterns, are frequently fatigued, spend little time relaxing and consequently present with a wide variety of niggling health issues.
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Training high-flyers: the reality
Sealing the deal As a trainer, the business market is a wise one to target due to the time-starved lifestyles and high levels of expendable
Is your business model fit for business? I have found using a membership system far more successful for client retention than selling packages of sessions, for a number of reasons. Firstly, it places the emphasis on the item of real expertise, the programme; this is the roadmap to achieving a goal and is ultimately what you are selling, as opposed to individual hour slots. Secondly, if members know their sessions will expire if they don't use them within a month period, they are far more likely to make time to attend – therefore increasing compliance and results. From a business perspective, you have a receivable base each month,
rather than being at the mercy of clients not showing up, or worse – giving up.
How to get the best from your corporate clients 1.
Get their diet right. It doesn't matter how good a programme you give them, if your client is eating poorly and is already stressed, chances are you're going to do them more harm than good by adding more stress through training.
2.
Gauge the day-to-day needs of the client. Utilise both resistance and interval training protocols for optimum results, but use common sense – if your client turns up after a long day looking exhausted and beat, don't flog them through a heavy workout. Walking, jogging and cycling in the open air may not be the most effective for fat loss, but it's excellent for oxygenating the blood and boosting spirits. A combination of this, soft tissue work and stretching will win the respect of your client if they have had a heavy day. Beating them into the ground will just make them hate you.
3.
Have a "Plan B". If your client is likely to miss training regularly due to work commitments or travel, make it easy for them to stay on track by providing simple, short and effective workouts they can perform anywhere. For example, encouraging them to invest in a suspension trainer will allow them to cover all movement patterns, wherever they are in the world. fn
CHARLOTTE ORD Charlotte Ord was named Personal Trainer of the Year 2010 at the International Fitness Showcase Awards. She presents her own fitness and fat-loss show on the Active Channel, Sky 281.
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Working within the corporate sector has its advantages and disadvantages. On the plus side, clients are wealthy, usually intelligent, and – providing you get them good results – have longevity as a customer. They also tend to open the door to an excellent referral network. On the down side, you are always fighting against their work schedules, which can often change at the last minute, meaning frequent cancellations and inconsistency in their training. This can make your task of getting them to their goal a lot harder. Diet is also a challenging factor when working with the corporate client, as in many cases they travel frequently and have little time to prepare meals and snacks.
income of this demographic. Busy professionals don't have time to think about their training programme or diet, but can afford to pay for the advice they need from a suitable expert. So if that's you, it's a good idea to tailor your marketing accordingly. Offering to run a free seminar for businesses in your area, providing special corporate packages, and creating a specific training package for professionals will all help you to tap into this population. Once people are signed up for your services, it's up to you to blow them away with your knowledge and convince them that you hold the answer to their problem – whether it be fat loss, stress management, or health promotion. I find it helps to "peel the onion" when you have your initial consultation with a new client. Busy people rarely make time to assess what they really want, and what may at first come across as "I want to lose weight" can soon, with the right questions, become "I want to get fitter and healthier so that even after a long day at work I feel awake and have the energy to play with my kids, rather than feeling stressed, tired and grumpy". Understanding what truly motivates your client is the first step to establishing compliance, which is essential for success.
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ONLINE TRAINING APRIL MAY 2010
HOW THE INTERNET CAN BE YOUR BEST FRIEND
How do you ensure your own training and education remains cutting edge when your income is telling you to cut back? Online training could be the solution, says PTontheNet's Teri Weiher.
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imes are tough for PTs. Because of the economy, clients are more cautious about how they spend disposable income, new clients are harder to get and existing clients need to cut back on their training quantity. So how do you, as a fitness professional, continue to make a living doing what you love?
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There is less money to go around, yet you still need to maintain equipment and integrate new trends into your programmes. Yet there are two principles which will benefit you no matter what the economy does. Number one, you have to have focused drive. Set your goals and move towards them. The second is to continue to
educate yourself in your profession. While others are slowing down, you can pick up the pace. Successful trainers realise that continuing education is a must to stay at the top of their game. The perfect answer to many of the industry woes, therefore, is online education. Online education offers many benefits for the busy trainer. It is extremely convenient for a start. You can simply log on to a site between clients or perhaps after work in the evenings. Some sites even provide access content through devices such as the iPhone. Another advantage is that multiple topics,
such as sport-specific training regimes, nutrition protocols and rehab programmes, are all at the touch of a finger. After a swift search using keywords, you can easily locate materials that interest you or meet the needs of clients. Some sites also offer continuing education credits for their courses, which means that you instantly make a saving on travel costs. From a learning point of view, online training offers you a way of choosing to learn in a way that suits you. There are three different types of learners. Some people learn most efficiently by visual experiences. Some are better when they hear the material. Others are kinaesthetic
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ONLINE TRAINING learners. Kinaesthetic learners must actually do the activity or become physically involved to learn. While it would be convenient if people were easily categorised into just one area, the fact of the matter is that most people are a hybrid when it comes to retaining information and storing it into their long-term memory. Consider your learning style to choose the sites that will give you the best experience. Look for content in the form of audio clinics, written articles and videos. PTontheNet.com even offers live seats in international events through its box office. Articles are updated on a weekly basis and there is a monthly selection of audio clinics. Another factor for consideration is whether the website’s resources only recognise a limited number of certifying agencies or whether you can find credits for many agencies. Many fitness professionals hold multiple certifications and there is nothing wrong with seeking continuing education opportunities that will fulfil most, or all, of the requirements from multiple certifying bodies. This is just good business sense! As much as the economy and convenience plays a role in your decision, so might your consideration for the environment. How many times have you seen an article in a
journal that you purchase just for those four pages? An online educator allows you to only print what you need.
Ideas that cause you to stretch a little? Principles that encourage you to learn and grow as a professional?
TRAINING OPTIONS
Another factor to consider when choosing a resource is the investment that is required by you to participate. Most of the time, you get what you pay for and this is one industry where that old adage is true – how many times have you seen a club owner buy the cheapest equipment possible only to lose members because the “bargain” equipment was continuously broken? How much money was saved in the long run on that investment?
There are several things to consider when choosing a resource. First and foremost, look for quality of content. Are the articles written by reputable authors who provide high-quality resources and references? Are those authors recognised as industry leaders and experts in their areas of contribution? Many sites may profess to have diversified contributors but look closely. For instance, check that content isn’t written by shareholders of the company or only those people who have been certified by the organisation. This is not to say that they have unfounded principles or ideas, but there is certainly only a limited scope being presented. Search instead for a resource that will offer diverse views on topics. Yes, everything should be well-founded and backed up by research, but there are so many valid yet differing views on techniques, strategies and research. Why not give yourself the opportunity to truly grow by exposing yourself to content that makes you think?
All I would say is that when it comes to online training, like many things, free is not always the best deal. The quality of your career and the programmes you deliver to clients should be of the highest calibre you can possibly produce. The best idea is probably to use several sites and take the bits you like. Take some time to shop around the many resources available and to become familiar with the choices; as the African proverb says, “it takes a village to raise a child.” fn Teri Weiher is director of marketing and content at PTontheNet.com
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INSPIRATION
THE POWER OF
NETWORKING Making contacts is key to building your business and making a name for yourself in the industry. Graeme Marsh, founder of The London Trainer Network, explains how to get it right.
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e work in a business where making connections with people is central to what we do and where emotion is the driving force behind many decisions, so the power of personal contact and referral is key to creating a reputation and profile. Building a strong network can open up a wealth of opportunities to you for business, education, personal development and friendship. In contrast to expensive marketing and advertising, all it takes is an open mind, passion and enthusiasm – and you may be surprised at just how far that takes you.
Connections over contacts
Many people seem to equate successful networking with the amount of contacts you can gain, but creating a network is about building real connections with people and developing productive and mutually beneficial relationships that will enrich both circles long term. Don't go to events purely to hand out or collect endless business cards, which will mean nothing the next morning. Instead, take time to actually engage with the people you meet and find out about them. Discover what people are passionate about, what they love to do and, as you start to better understand
people, you will see the value of developing a relationship with them.
on-one meets but it can still have an effect there if used well.
Similarly, the passion and drive you show for what you do will inspire them to develop a relationship with you and your business and ensure that you are more than just a name on a card.
The goal is to think of a description of services (be careful not to sound too clichéd or bombastic with this) that grabs the interest of the person you meet and ideally inspires them to follow it with a question.
Project the vision of a passionate, successful winner (no matter how tough things might be) and you will be someone worth knowing and someone worth connecting with.
An example might be: "I help busy professionals look good naked" instead of “I’m a personal trainer in the corporate sector”. Keep it light: remember that you want to encourage question and inspire interest with it. The key here is to come up with something visual that will encourage people to ask you more.
You have to give to get If you want to get the most from networking, then stop thinking about what you can get out of your contacts and ask yourself instead what you can offer them. Nothing stinks as badly as desperation and it is a major turn-off to any potential contact if they suspect your motivations for getting to meet them to be entirely selfish. The reason for this is simple: the bigger the player, the less likely they are to need you but the more likely they are to be asked to give something. Instead, turn the tables and think about what you can offer people when you come into a relationship. Think laterally with this. Great contacts will rarely need or want your money or tangibles like that. Their motivations will be different and they will often look for qualities in you that extend deeper than you first think. Do you value your passion for what you do? How about your ambition and drive? No? Well, you might be surprised that many top contacts will see those as key assets and qualities that make you appealing to invest in, do business with and be enjoyable to work with.
The importance of a “sip-pitch”
This is a tactic better suited to networking events or group gatherings rather than one-
Over the years I have worked on DVDs, with VIP clients, and actors, all from referrals and networking. I once met a guy on a training course in Colorado many years ago. I took a day out of my trip to visit his gym and train with him and two years later, he had become a successful trainer in New York. We kept in touch and a couple of years ago one of his clients came to the UK and he asked me to specifically look after him while he was in London. I am still in touch with the client who has in turn referred people to me. That is the power of networking. fn
GRAEME MARSH Graeme Marsh is a personal trainer and founder of The London Trainer Network.He is offering readers a free e-book on networking in the fitness industry, available from his website: www.londontrainernetwork.com
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Qualities such as sincerity, passion and humility will count for a lot when building relationships, often far more so than capital return or current wealth.
Networking has led to me gaining clients and work. I once shared my passion for writing with someone at a client's party, who turned out to be a newspaper editor. This led to me spending two years as a columnist and feature writer with a national newspaper, and in turn many other opportunities.
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SPECIAL POPULATIONS
ATTRACT HIGH-PROFILE AND RETAIN CLIENTS They have money and kudos – but often little time. A-list trainer Amelia Burton explains how to cash in on VIP clients.
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raining VIPs can prove a challenging but incredibly rewarding experience. Love or loathe the hype, high-profile people can be the gateway to a plethora of opportunities to further your career and income, and if you find yourself getting close to the spotlight it pays to be armed and ready for action. Some people may have been “lucky” to land a high-profile client, but it has been said that luck is simply when opportunity and preparation meet. That was the case when I gained Justin Timberlake as a client. He was staying at a hotel near the gym I worked at and his bodyguards came down to check it out. I offered to train him for the time he was in London, and it was as simple as that. If you want to attract the right people, follow these guidelines to ensure you get “lucky" too. Network through your contacts: Write a list of the people who can help you tap into these social networks, and don’t forget to pass on your business cards at every opportunity. Referral is by far the most popular method to land yourself a VIP. My friend’s sister was a personal assistant to comedian Barry Humphries (Dame Edna Everage), which is how I initially got to meet him. Hang out where they hang out: I’m not just talking about working in the studios and gyms of the stars, but trying to tap into their social scene. It’s amazing who you can meet and the conversations and referrals that can evolve. I got chatting to a barrister in a bar one night and I ended up training her and many of her high-profile friends, including a senator who I still train today. Look the part: Do you walk the talk? Does your clothing reflect the person you are trying to portray? Is your body a walking example of your training techniques? Become your worst critic and look at yourself from the outside in.
Have a clear message and a clear training strategy: Can you sum up your training philosophy in 30 seconds? Do other people get it? If you are trying to be everything to everyone then you will end up being nothing to nobody. Write your personal mission statement, and make it crystal clear.
Retaining high-profile clients Once you’ve landed yourself a highprofile client, it requires strategy to ensure they remain a close contact even after their training has finished. Most VIPs are constantly on the move, and the chances are the training will not last. But this doesn’t mean you should lose them as a contact. If you are a coach and mentor to them, you will be able to stay in touch no matter where life takes them. Have a few meetings off the gym floor, and provide the client with lots of extra material. Emails, handouts and hotel programmes show that you are committed to them achieving their results. Many high-profile people are very paranoid about their private life so, whatever you do, ensure you respect their privacy at all times. For example, boxing in a public place can be a big risk, as can trying out new moves in front of others. Some VIPs don’t even want others to know they are being trained at all. The hard work is worth it, though – as training high-profile people opens doors to new possibilities, including travel, media work, and a bigger client base. fn
AMELIA BURTON Amelia Burton has been a personal trainer for 12 years and a health club owner for five. Specialising in high profile and corporate clients, her client list includes barristers, a senator, actors, directors and pop stars. Amelia also writes one of Australia’s most popular health and fitness blogs at www.ameliaburton.com.au
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Raise your profile and your credibility: My website has done this for me. It’s how a TV channel found me, and I am now the health and fitness expert on one of their most popular morning shows. They were looking for someone to do a segment on hula hooping and I had recently reviewed
the Wii Fit hula game on my site, which is why they contacted me.
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INSPIRATION
MEETING THE CLIENT WHERE THEY NEED TO BE MET
IAN WILL BE AOT'DT WYER SPRING CONV HE FITPRO ENTION 2011 W WW.FITPRO.C OM/CO TO REGISTER NVENTION
Ever found yourself prescribing a programme because you enjoy it yourself? Start thinking more about your clients – and stop losing them, says Ian O’Dwyer.
I
often hear trainers talking about how clients leave and the trainer then struggles to maintain an income. But when I ask the trainers why their clients leave, they don’t know, and my first question is always: “Did you ask your ex-clients for feedback?” The fitness industry is based on relationships, and an important component of relationships is communication. If you don’t ask your clients for feedback when you are training them, how do you know how you are doing? How can you improve or enhance your service for them? More importantly – how can you understand their motivations for leaving? When the trainers I spoke to finally asked their ex-clients about why they left, a common answer was that they didn’t feel they were listened to. Yet when I questioned the trainers about their ex-clients’ responses, they all said exactly the same: “But we did listen!” I can remember starting in the industry about a thousand years ago, full of enthusiasm and ready to change the world. When a client came into a consultation, I would ask very relevant questions with great intention, but instead of listening to the answers – even though I thought I was – I would try and relate to them by giving
them an example of a similar experience that I had encountered instead. The instant I did that, the discussion became about me, not them – essentially, I had invalidated the client. I didn’t do this intentionally, but I did do it – and guess what? It cost me dearly. I would miss valuable pieces of information that could have directed me into a much more effective programme design. My eagerness or ego – however you label it – meant that this person was about to receive a programme that I enjoyed and maybe not what they needed! Have you ever done that? Another scenario that regularly occurred was due to my sporting career. Many years of strength conditioning at a semiprofessional level in a traditional manner (isolated, single plane, conscious, and repetitive) meant I was intent on taking all of my clients into “functional” training. My experience (traditional strength training) had left me scarred with injuries, rehabilitation and disappointment – all of which I didn’t want my clients to experience. I also found these exercises very monotonous because of the repetitious nature, so I didn’t prescribe them, because I wanted my clients to enjoy their sessions.
But was this right? Was this the best decision for my client? My intention was perfect – I was looking out for their well-being and longevity. But if my client had their mind made up that they wanted to perform a chest press exercise – and I didn’t deliver – I had made the wrong decision. I had made the session about me, not them. Thankfully, many years later and having developed my listening and observational skills, not only are my programmes far more effective, but my client retention is outstanding. I now have the tools that allow me to feed intelligent information/movements into my programmes, which the client enjoys. It doesn’t matter if it’s something I may not like to do myself, as they are the ones paying for the session. In times of financial struggle and global change my business has become more successful – purely because I can deliver what my clients need and want. If you only take away two things from this page: 1.
We have one mouth and two ears – there is a reason for that.
2.
Ask for feedback regularly, and make sure you act on it. fn
IAN O'DWYER WWW.FITPRO.COM
Ian O’Dwyer is founder of OD on Movement and has delivered over 250 trainer workshops across the globe. You can see him present at the FitPro Spring Convention 2011.
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PROFESSIONAL DEVELOPMENT JUNE JULY 2010
S
o, you’ve just qualified as a personal trainer.
You’re feeling excited about starting your career but you’re new. You haven’t got any clients yet. Nobody knows you or what you can do. You have no reputation preceding you; no track record. You’ve got to start getting clients and you have to find ways of building your credibility. It’s very common for personal trainers to focus on acquiring more and more qualifications in the belief that this will increase their credibility and, in turn, make them more successful. Just take a look at personal trainer websites and leaflets. Nine times out of 10, one of the most prominent features is a long list of qualifications that the trainer has acquired which translates into a list of services offered.
BUILDING
CREDIBILITY
It takes more than credentials to be a credible trainer. PT busines guru Yvetter Nevrkla explains.
I want to be very clear here. Qualifications and ongoing training are essential for every PT. Maintaining your place on the exercise register demonstrates your commitment to keeping your knowledge and skills up to date. Qualifications don’t just build credibility in the eyes of potential employers and other industry professionals; they increase your ability to deliver extraordinary service to your clients. I am not saying that qualifications don’t matter. I’m saying that, when it comes to building up your PT business and getting those all essential clients, there’s more involved. Credibility is definitely important to your clients but that credibility is not achieved by simply advertising your qualifications. Adding to your qualifications might build your confidence as a PT, which is useful. However, the thing that really builds a PT’s confidence is the ability to attract and keep great clients.
Question: How important are qualifications to your clients?
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How often will you get asked about your qualifications by your clients? The odds are never. For your clients, it’s a given. They expect that from you. All of the qualifications and the professional memberships are about your personal and professional integrity. In order for you to call yourself a personal trainer, and to be an effective and competent professional, there are skills and knowledge you must have and those will always require updating and developing. Any good personal trainer will, as a matter of course, ensure that they’re qualified and that they maintain and develop their expertise. FITPRO NETWORK | JUNE JULY 2010
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When it comes to gaining credibility in the eyes of future clients, credentials in the form of qualifications are not the most important quality you need. Consider your own decision to work with a professional. It isn’t based purely on their qualifications, is it? It’s based on whether you believe they can help you. It’s based on likeability and rapport. It’s based on whether you think they have the solutions to your specific problems or the skills to help you get the specific It’s very results you want. This isn’t common proved by a piece of paper. f o r persona l It’s proved by what you train to focus on acquers do. You demonstrate your iring more an credibility and your ability to qualifica d more be of service by consistently t belief th ions in the delivering valuable a increaset this will information and service for your clients. cred their
ibility
Five ways to develop the credibility factor 1. Specialise Few, if any, of the best marketing strategies work unless they are tailored to a specific audience. Yet, what you do in your marketing will have an impact on your credibility as a PT. You will never appeal to everyone and, in order to become truly client focused, you need to know exactly who your clients are going to be. If you can specialise by becoming an expert PT in a specific area or for a specific group of people, or both, you’ll be in the best position to build your credibility quickly. Why? Because you can get to know your market really well. When you know and understand your market, you can develop your expertise, your services and your marketing so that it meets your clients’ needs. This builds credibility and you’ll become the “go to” professional for them.
2. Start writing Writing provides the opportunity to deliver great value to your clients. At the same time, you build your authority and become more believable in your clients’ eyes. It could be articles, reports, an e-book or a published book, contributing to existing newsletters or magazines, or creating your own.
3. Start speaking
4. Offer your expertise Find opportunities to be the resident expert on a particular subject and answer people’s questions. Whether written or spoken, you will certainly raise your profile and credibility among your target audience. You could do this for your local paper, for a magazine or radio station. If you can get a regular slot, then all the better. You could get involved in relevant online forums, answering the questions that people in your target market ask. Just make sure that the opportunity is relevant to your kind of clients.
5. Get other people to sell you Make sure you get testimonials from all of your clients, as this builds confidence among prospective clients that you can do the job and that you can help them get the results they want, too. A glowing testimonial from an existing client achieving what your prospects want, or overcoming the same challenges they have, is very powerful – more powerful than anything you can say. And you don’t have to wait until a client is leaving you to get a testimonial either. If your clients are happy with what you are doing for them, they’ll be happy to write one at any time. Credentials in the form of qualifications have their place. They might help to get you a job and they might build your confidence as a personal trainer but they aren’t the key to attracting that essential stream of clients. To achieve that, you must develop and demonstrate the credibility factor that your clients are looking for. That means putting yourself out there in ways that consistently demonstrate and deliver real value. Action: Think about the clients you want to work with and list three things you are willing to do now to increase your credibility in their eyes. Then do them. fn Yvette Nevrkla is an accomplished business coach, author of the book, The PT Business Gym, and founder of The PT Business Gym, which offers business coaching and mentoring support and resources specifically for personal trainers. You can download a free chapter of The PT Business Gym book at her website, www.theptbusinessgym.com
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Any opportunity to speak to your target clients can help to build your reputation and help them to get to know, like and trust you. It gives you the opportunity to demonstrate your skills, your knowledge and the value you have to offer your clients. It helps you to stand out from the rest
and is an important part of the process of getting your ideal clients to choose you over your PT colleagues. Offer to speak at relevant conferences and events or set up your own introductory seminars or workshops.
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PROFESSIONAL DEVELOPMENT
THE CONSUMER BUYING PROCESS Salesmen spend years learning how to get people to part with their cash, yet you’re supposed to be able to do it like it’s easy. There is an art to the sales process but, with a little time and effort, you can make it work for you, as Chevy Kelly explains.
D
o you want more clients? Does your gym need more members? When it comes to that critical moment of asking for money, do you always hesitate? Fear not, all these problems can easily be overcome if all the pieces of the sales jigsaw are in place. In fact, if you follow the five stages of sales, bringing in new business won’t seem like a chore at all.
1. Awareness How well known are you? This stage is all about the repetition and the frequency of your marketing. The more you can get your name out and about in the area you are servicing, the more business you will get. Flyers, news items in the local paper, posters and sponsoring local events will all help.
2. Choices Who is your competition? Convenience is the most important factor for people when they are thinking of exercising, so have a look at a map of your local area and pinpoint what choices they are faced with when choosing a gym. Then work out where you stand in that market.
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This way you can work out your unique selling point (to use in sales pitches) and see where the “combat zones” are with the competition. The non-combat zones should be all yours – go get ‘em!
OK. So your name is out there and people are interested – now you need to clinch the sale.
CASE STUDY
io n
Ind
4. Induce action
ices Cho
Evalua te d
ec isi
o
A limited offer such as a discounted rate is the most obvious and effective way. Support the offer visually – a good idea is to only offer a certain amount of discounted rates and show this in pictures. A wall chart is good but helium balloons are better. Place the balloons 3. Evoke emotion in a prominent place to represent the number There is a reason why Tag Heuer uses Tiger of discounts available. Every time Woods to promote its watches. 1 someone takes the offer, burst a The tired businessman who is Awareness balloon. under pressure to get results n 5. Evaluate admires Woods’ ability decision to stay cool and win 5 2 when stressed. They It is common for The consumer want to be like Woods customers to experience buying process and so they purchase the concerns after making watch. People like people a purchase decision. they can identify with. Therefore, don’t forget uc t o ea em ctio You probably can’t afford to that attracting people to ke 3 n 4 Evo get Tiger Woods to promote your business is only half the your business but there are still story. Make sure your service is ways to get an emotional link with potential up to the job to deliver what you promise. business: using testimonials on promotional Chevy Kelly is the UK and Ireland business literature, email signatures and your website development manager for Creative Fitness is a key tactic. Marketing (CFM). CFM specialises in capturing the hard to reach de-conditioned market by incorporating innovative guerrilla marketing techniques alongside traditional advertising mediums. www.creativefitness.net
follow up leads and deal with our “refer a friend” scheme. Every 12 months we use CMF, a marketing company, and have an intense campaign over 4-6 weeks. They use focused direct mail, telemarketing and on-site sales to boost our membership numbers.
The brand
Bodytech operates four health clubs in Shrewsbury, Market Drayton, Chester and Whitchurch. The Whitchurch branch was a new-build development two years ago. There are plans to grow further via three routes – acquiring failing gyms, building new gyms and franchising. www.bodytechhealthclubs.co.uk
The tactics Frequent flyer Every six weeks, we distribute 10,000 flyers around the local area. In Whitchurch, for example, we will try to hit every home in that time and also deliver to the outlaying towns a little less frequently. All the staff at our clubs will get involved in deliveries from the manager downwards.
It’s good to talk
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We have four permanent sales staff based in Shrewsbury who do our telemarketing. They
Competitions We get 50 to 60 leads generated every time we run a “join us” competition. In the past, we have offered the chance to win a mountain bike and champagne. This process is ongoing in every gym and supports our “refer a friend” scheme.
All publicity is good publicity We do as much as possible to keep our name in the public eye. We have a stand every week in a local supermarket, we put on displays, such as spinning, in the centre of town, and we employ a PR man who gets news about us into the local newspapers.
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PROFESSIONAL DEVELOPMENT
HOW TO... DESIGN A FLYER
Flyers have never gone out of fashion and there is a reason for that. They work. Attracting new business is a numbers game and flyers can penetrate a large area fairly easily and for a relatively small cost.
C
onveying the correct image on a flyer can improve the image of your business, bring in more trade and create more respect for you among clients and peers. Get it wrong, however, and you’ll look unprofessional, amateurish and untrustworthy. You probably haven’t spent years at college learning the art of design but by remembering some simple rules you should be able to produce a decent looking advert. Here are three easy tips to remember to keep you on the right track.
1. Spend time on wording Make the words on your flyer snappy and exciting but avoid cliché; “Fit as a Fiddle” isn’t as good as “Feel Fantastic Today”. This is harder than you think so spend time on it. Also, a little imagination can turn a potential negative into a positive. So, for example, if you’re competing against a massive, well known chain club in your area, call your service “a more personal, one-on-one experience”. Remember people have short attention spans so don’t write reams – “less is more” in advertising.
2. Avoid design errors You need to look professional so people will feel confident in what you are offering. You don’t necessarily need to look “corporate” but there are certain rules that you will be wise following. These include: only use one or two fonts, never use unusual fonts for key information and don’t “clutter” your design by putting large logos all over it.
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3. You can't proof too many times Make sure several people have read your text before you go to print – especially the price, phone number and address. You won’t believe how easy it is to miss obvious mistakes and when you’re sending something to print it’s very costly to have to start again. fn
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PROFESSIONAL DEVELOPMENT
HOW TO... GET MORE WEBSITE VISITORS
You can have the best looking, most practical website in the world but, if no one is viewing it, what’s the point? Here are 10 ways to drive people to your website from blogger Jenny Bai. 1.
If you have money to spend, then consider pay per click. The big search engines like Google, Yahoo and Microsoft provide schemes where websites will display your advert. You pay the host every time someone clicks through to your site. 2. Use e-zines. Make your own that relate to your website and form a regular reminder each issue for people to visit your website. Submit to all the free e-zine directories on the internet. 3. Participate on message boards and forums. Post answers to other people's questions, ask questions
and post appropriate information. Include your signature file containing your website's URL at the end of all your postings. 4.
Start your own online discussion community. It could be an online message board, email discussion list or chat room. When people get involved in your community, they will regularly return to communicate with others.
5.
Offer free, original and high-quality content on your site, such as videos and articles.
6.
Avoid poor spelling and grammar, as it reflects badly on the services and information being provided.
7.
Avoid content generators. Putting your own team's creativity online is what is useful and develops a personality to your business.
8.
Exchange links. Trading links with other websites that are closely related to the subject of your website can bring you more website traffic. Don’t link to low-quality websites, which can threaten the credibility of yours. Only link to sites that are relevant to the topic and truly help your visitors. You could also trade banner ads, half page ads, classified ads, etc.
9.
Improve your search engine ranking by focusing your content on keywords related to your topic. This is called search engine optimisation and will help people find your website when they're searching the web.
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10. Never copy and paste from another website. Google, Yahoo, MSN and other search engines are too smart for this nowadays and will detect copied and unoriginal content, sending you to the bottom of the results pile. fn Janny Bai is managing director of the Chinese branch of Girls in Tech, an organisation focused on women's innovative and entrepreneurial achievements in technology.
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PROFESSIONAL DEVELOPMENT APRIL MAY 2010
See this session at FitPro Spring Convention, 10 April 2010, 15:30-16:30
THE BUSINESS IS OUTDOORS
www.fitpro.com/convention10
Build your business around outdoor personal training sessions for a rewarding, exciting and profitable business, says Gill Cummings-Bell.
H
ave you noticed the array of people of all shapes and sizes who are exercising outdoors? It seems that people are doing everything from press-ups on park benches and mud crawls along the ground to boot camps by the beach and pushing the baby in the buggy. Current statistics for exercise participation show that the size of the industry is growing, but not in the way that we’ve known it to in the past. When I first started working in the fitness industry, the percentage of people exercising in health clubs was around 8%, and 11% if you included leisure centres. Guess what? That figure has never changed. It’s still the same amount of people regularly exercising. The difference is that much of this exercising is now outdoors. Don’t panic if you actually work in a health club – you can still increase your business by reaching out and combining outdoor programmes together with indoor membership. Why not promote an outdoor workout with Pilates or stretch in a nice warm environment? For many years, health clubs have been involved in organising running or walking clubs and combining that with gym membership, so why not include new trends such as boot camps?
How?
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There are a number of types of programmes which you can set up outdoors. Firstly, you have to ensure you have a qualification for use outdoors that ensures you are health and safety and risk assessment trained. This is really
important because you’ll be working in surroundings which are far more variable than the relative safety of indoors. You must assess the terrain fully and minimise the risks to clients. Secondly, you need to check your rights to use the area to run fitness classes or walking groups. This can easily be done with your local council or landowner. Sometimes they will ask you to pay a licence fee, which is often an annual fee and can range from £300 to £1,000 for the year. Some landowners or councils may charge you a by-session fee.
Where? The ideal places to look for are parks, public footpath routes, rugby or football clubs, walkways, picnic areas, playgrounds and woods. Any environment works, and it’s functional and green too.
Who? Outdoor fitness can be offered to individual clients but is perfect for the ever-growing trend of small group personal training. Clients love it because for them it means a lower cost and it is more social. The benefits of training your clients outdoors for you are not just financial. It can be a soul-reviving experience with the trees, the blue skies, fresh air and your enthusiastic clients. The opportunity for you to make more money and grow your business, of course, is key to your business plan but with outdoor programmes you will have more fun and diversify your fitness career at the same time. Research shows that purposefully
designed outdoor programmes lead to enhanced behaviour change and aid selfesteem. They also give a sense of purpose to life and exercise. More clients who take up outdoor exercise programmes keep up their participation level and therefore find it easier to maintain an active lifestyle. If you think of this in terms of success rates with your clients then your reputation will grow, as will your client base.
What sort of programmes can I do? What you can do is only limited by your imagination. Start with a simple military style boot camp using benches, trees and playground equipment to create resistance. Add variation to your programme by introducing equipment such as ViPR, TRX, Nordic Walking Poles, and easily portable equipment such as medicine balls. Attract a variety of clients by offering diverse programmes such as cross training, sports conditioning and weight management programmes. Vary the terrain and move about your environment to keep the programme interesting and lively. fn Gill Cummings-Bell is an education consultant to FitPro and director of Drummond Education, provider of the FitPro advanced instructor modules. Gill is head of sports science at Brooklands College. The business IS outdoors FitPro Convention, 10 April 2010, 15:30-16:30. Discover how to build an outdoor business which is different, challenging and profitable using the latest equipment and ideas from around the world.
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PROFESSIONAL DEVELOPMENT
CASE STUDY 1 Norah Greatrix recently started boot camps in Berkshire. Sessions take place in a local park, where the clients relish the benefits of fresh air and freedom, and run all year round. Bad weather doesn’t have to stop play; running in the rain is often more enjoyable than in the sun. Norah’s clients are taught that everything they learn in the workout can be taken and used anywhere from on holiday to around the house.
CASE STUDY 2 Janey Halliday is director of Fit for a Princess. Outdoor workouts and boot camps have totally revolutionised her business as it has meant she can work fewer hours, make more money and her clients “work out more and pay a fraction of the price”. Her business has boomed during the recession because “people are swapping expensive oneon-one personal training and annual contracted gym membership for a twoweek intensive boot camp.” She charges around £100 for a term pass (they operate during school hours) which works out at around £12.50 a week for unlimited classes. She still offers traditional one-on-one sessions and this is an important point to remember – don’t throw the baby out with the bath water, as they say.
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PROFESSIONAL DEVELOPMENT
HOW TO... GET A GOOD DEAL ON YOUR ADVERTISING
ask if you can trial an advert at a special rate to see if you get a good response.
Always:
T
he world of advertising can seem daunting if you’re not a huge brand with a million pound budget at your disposal. However, armed with a little insider knowledge you can get yourself a great deal. Prices for advertising are never set in stone and if there is inflexibility on price then there are always some added extras you can get thrown into the mix. Here’s how.
Prices for radio are more negotiable because the amount of space available is fixed. If there is competition for those minutes, the price goes up, but at the moment advertising is slow and you might find space available cheaper –
Make sure you speak to the correct person. An editor will be happy to organise some coverage in their magazine or website and then put you in touch with the salesperson.
•
Ask for a forward planning (sometimes also called forward features or future planning) document which will outline what the media organisation is covering over the year. Find the areas where your own product/service can naturally fit in and ask if you can have coverage as part of the advertising deal.
•
Ask yourself what type (age, gender, fitness level) of person you are trying to attract. Then ask the sales rep: "does your medium deliver the audience I want to reach?"
•
Avoid your own biases. Don't buy a space in a certain newspaper just because you read it. Do your potential customers read it? And don't not advertise in a certain place just because you dislike its content.
•
Glean verifiable information from your sales reps. Audience size, share and website visits are usually the key ones. Beware of any statistic described as estimated – ask about the source. Use the data to negotiate a better deal. For example, you could say: “Your competitor has more visitors to their website; unless you can lower your price for a banner advert I’ll have to go with them.”
•
Remember the person you are negotiating with is a salesperson. Do not allow them to make your decisions for you. Highpressure sales techniques are common so rely on these people for information, but do your own calculations, and make the decisions that are right for you. fn
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Factor negotiations around what additional services they can offer you. In print this could be obtaining a right hand side page, free colour or inclusion in a special supplement. Or how about they also write a product review or give you a one-time mailing to their subscriber list? On a website it could be a banner advert on a related article as well as any email communications.
•
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PROFESSIONAL DEVELOPMENT FEBRUARY MARCH 2010
INCREASE YOUR RATES –
FIND YOUR NICHE
More on growing your business at the FitPro Spring Convention. Saturday 10 April 2010 with Nic Jarvis. www.fitpro.com/convention10
Are you charging enough for your training services? Chris Fernandez explains why charging too little is actually a costly game that will inevitably undermine your personal training business.
I
bet you aren’t charging nearly enough for your personal training services. How do I know this? It’s simple. The reason lies in the "wisdom of crowds". This is a book of the same name by James Surowiecki which advocates that group forces are useful when making certain types of decisions and predictions, and that it is better than individuals deciding alone. For personal trainers this means it dictates the ‘going rate’ in your area. Unfortunately, where personal training is concerned, you don’t want any such standard entering in the equation. Setting personal training rates at average or area-specific levels will only allow you to attract the same types of clients as your competitors. This prevents your business from achieving its highest possible success.
Clients want to pay you higher rates – really! The business landscape is littered with countless examples of high-priced wares that continue to sell and retain their value because of the brand name gracing their cover. The same holds true for personal training. Perceived value is as high in this industry as any other. When a client is searching for a personal trainer that understands their exact needs and they find them, the price becomes inconsequential.
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You are selling your services, your expertise and passion short when you simply match the rates of the local market. You completely miss the point that your services are unique, varied and in high demand to your target customer.
Those searching for Gucci handbags, Apple computers or BMWs don’t care about the price, only the results, prestige and feeling they get from owning those items. Ultimately what personal training boils down to is how your client feels about themselves, their body, their outlook, their experience and the services you offer. Your training is merely a conduit for those emotions. Therefore potential clients looking for a specialist to help them with their fitness goals don’t care about the price, only that you can take them to where they want to be – both emotionally and physically; that you can offer something that is unique and tailored to them, and create an environment where they feel appreciated and cared for.
Overcoming barriers to charging higher rates I can already feel your consternation. I used to think the same way, until I learned about market psychology and how I needed to value my own specialised services or else no one else would either. For example, when a concert that is perceived to be in high demand goes on sale and you want to secure a ticket, what do you do? You either have to make a monumental effort to be one of the first to get a ticket or you buy one at a ridiculously inflated rate from a tout. Money is no object and scarcity becomes a draw. Aside from overcoming what were previously limiting beliefs as to my worth as a personal trainer and the value and service that I provided for my clients, I also had to learn how to properly market and position
my services as elite, in demand and scarce. I now charge £3,000 per client, per month to train with me. And they will do this because of the perceived benefits they get from using my brand. From an execution perspective there are several factors that you need to master in order to increase your bottom line.
These factors include: •
Marketing
•
Positioning
•
Scarcity
•
Perceived value (yours and your clients')
•
Limiting beliefs
•
Expectations (yours and your clients')
•
Mindset
•
Strategy
To get to where you want to be, a comprehensive plan is necessary to create a thriving and sustainable business. For instance, if you have the proper marketing strategy in place but still have limiting beliefs as to your worth as a personal trainer and the services that you offer, it will come across when speaking to potential clients on the phone, in your marketing, or in your everyday dealings. It will permeate through your business and lead to frustration and less than desirable results.
Dominate your niche and propel your business to the next level At the very top of the list of things to do to be able to charge higher rates is to
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PROFESSIONAL DEVELOPMENT specialise and dominate your niche. You’re not going to get by simply training anyone and everyone that wants to lose weight. It’s not nearly specific enough to separate you from the crowd and create clients that swear by your doctrines to the point of paying top rates because they feel that you are specifically designed with them in mind. Therefore, in order to charge higher rates the first thing you need to do is position your services as elite. Every personal trainer does something that is elite, is of a higher perceived value or possesses some skill or attribute that allows you to charge much higher rates. Think about what you’re good at, what you trained in and what you enjoy. Your background or hobby may also help. Here are some examples of ways you can draw out your skills and create a niche:
But it isn’t just about what you know or what specialised skill you have. It’s also about how those services are delivered. If you can provide your clients with such an amazing experience your rates are completely justifiable to you, and most importantly of all, your potential client. Here are some examples of a unique service that along with your training niche can propel your business to an entirely new level: •
You specialise in late night or early morning training
•
You are able to travel with your clients, or travel to them
•
Your personality type is desirable
•
You have a private facility that clients can come to
•
You give massages or cook for your clients
Speed training
•
Sport-specific training (football etc.)
•
You offer quick sessions
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CrossFit, Navy Seal training, kettlebells
•
•
Rehab/injury specialist
You are good with a certain demographic such as kids
•
Older adult fitness
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Pre/Post natal
•
Distance or triathlon training
•
Bodybuilding, fitness, figure competition experience
•
Chef, nutritionist/dietician
£
£
•
Combine the two lists and you can push yourself towards new clients and better money. For example, if you’re a personal trainer who has played football since he was a kid and can work unsocial hours, maybe a local football team would hire you? The final question is do you think that any of these skill sets or possible service combinations separates your personal training business from the rest of the pack? Do you believe that those services appealing to a certain niche and demographic are worth more than just the average training experience at a chain gym?
Bottom line By not following the "wisdom" of crowds and realising that you should be charging much higher rates than you are now, your personal training business will thrive as a result of putting together a complete personal training experience that builds from your passion for helping others wrapped in the proper balance of niche appeal and service offerings. fn
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Chris Fernandez has been an author, speaker and celebrity personal trainer for over 12 years. He founded the System 5 program which teaches anyone working in the health and fitness industry how to market and position their business to attract more clients, increase cash flow immediately and become financially independent. Visit Chris’ blog (PTFitnessMarketing.com) for valuable insight about mindset, marketing, positioning and how to make more money as a personal trainer.
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COMMENT AUGUST SEPTEMBER 2010
A GOLDEN OPPORTUNITY Target specific groups and stop your business becoming a “commodity”, says Paul Wright. aving been involved in the health and fitness industry for many years, I continue to be amazed at the number of business opportunities that are not fully explored by health professionals. One such opportunity is in the area of special populations and the impact that targeting these groups can have on improving the success of your business.
h
The term “special populations” has been used in the health and fitness industry for many years, and essentially refers to the various groups of people that have some special requirement or condition that requires more complex training, education or care. Common examples of special populations that we come across in health and fitness settings include people with chronic low back pain, diabetes, osteoarthritis, pregnancy, hypertension, cardiac issues and orthopaedic problems. We can also look at specific orthopaedic populations such as post ACL reconstruction or post knee replacement as examples of groups with specific needs and requirements. I firmly believe that the majority of health professionals make the mistake of being too generalised in their businesses and present themselves as a “one stop shop“, which ultimately leads them to be branded as a “commodity”, where the only thing that differentiates them from their competition is the price.
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Are you a commodity? Do your business cards have a range of target groups on them, such as weight loss, rehabilitation, post pregnancy, work injuries and sports conditioning? The more generalised you are, the less of an expert you seem to your potential new client or referrer.
I saw a sign on the back of a personal trainer’s car the other day that said “XYZ Personal Training and Wedding Make-Up”. Now I don’t know about you but I would not be racing to that trainer for my new fitness programme – let alone my wedding make-up. These are the issues that are created when you become too generalised. A good place to start working out which special population to target is to think about your own business and ask yourself the following questions: •
Do I present myself as an expert in a specific area or condition – and if so, is there a market for this service in my area?
•
Am I well known for my knowledge and expertise with a specific group or target market?
•
Do I attract a specific type of client that I have great success with?
•
Is there an area or special population group that I am highly interested in and I am passionate about?
•
When I go to conferences and educational events is there a specific topic area that I gravitate towards?
Based on the answers to these questions, I believe most health professionals will begin to identify a more specific target market – or special population. There are many benefits to being very specific in your target marketing to special populations, including: •
The more specialised your skill set, the higher fees you can charge – people will pay much more to be seen by the expert than by a general all-rounder (look at the fees specialists charge compared to general practitioners in the medical model.)
•
You can develop specific programmes that tailor to your target market – people will pay more for a specifically defined programme or course of action rather than session by session. Their compliance and your success rate is also higher.
•
Your marketing becomes easier as you can target your special population more easily – for example, as an expert in post pregnancy you can target mother groups and obstetricians, or set up joint ventures with local baby shops.
•
You can sell a specific line of products to your target market that solves a key frustration – the various jogging prams and pregnancy belts are classic examples of these product lines.
The area of special populations is a potential goldmine for health professionals with specific skills in these areas – so identify your passion and your expertise and get your targeted message out there now. fn FREE Paul Wright MP3 for all FitPro members: Download Pauls latest MP3 “How to Increase Profits from Your Health Business” at www.healthbusinessprofits.com/freecd
PAUL WRIGHT Paul Wright is the owner of three Get Active Physiotherapy clinics in Australia, has lectured over 20,000 health professionals worldwide, and has produced at least 15 injury prevention, rehabilitation and business development DVDs.
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COMMENT OCTOBER NOVEMBER 2010
42 FITPRO NETWORK | OCTOBER NOVEMBER 2010
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COMMENT
INTERACTION – WHY SOFT SKILLS COUNT
Lifestyle and behaviour change expert Matthew Hussey answers questions from personal trainer Graeme Marsh on how to build effective one-to-one relationships. What goes through an individual’s mind when they make the decision to buy personal training? Most of them want a PT for one of three reasons: 1.
A road map – They want to reach a destination but don’t know how to get there. They need someone who does.
2.
Accountability – This is so important. When making a commitment, it becomes even more powerful when someone knows about our goal. The possibility of failure is reduced when there is someone who’s going to check up on us.
3.
Motivation and support – When training alone, there’s always that moment when we feel we can’t do another rep to save our lives. Having someone to demand “give me three more” is why a lot of people choose personal training.
It is said that you never get a second chance to make a first impression – what is the best way for we trainers to go about it?
Don't be afraid to close the sale. If you believe in what you do and the effect it has on people’s lives, then tell them what they need to do next. As the trainer, you are the authority. The client is asking you for advice, so lead.
Gyms can be intimidating places for people new to fitness, so what can new trainers do to gain those precious first clients?
People like comfort and simplicity. Introduce them, have fun and stress how friendly the atmosphere is. Avoid talking in jargon, as it just makes everything seem too difficult. Tell your client how simple it will be to get their desired result once they are doing the right things.
In most cases, a PT’s biggest challenge is to change their client’s behaviour. Do you have any tips?
Behaviours are just patterns. To change them you need to break the client’s normal patterns and associations. Many people associate the gym with pain. Find creative ways to get your client to associate training with pleasure. When you stop relying on willpower, which is rarely sustainable, the change will happen naturally. One way is to get them to celebrate every small success – make them feel overwhelmingly great when
they reach their first target. This kind of constant positive reinforcement makes them enjoy the fact that they performed and want to do it again.
How should we deal with the main challenge of keeping a client committed to their end goal, particularly those who lack confidence and belief? Make the client see that their results are showing, no matter how small: it's all about giving people that momentum. When it comes to clients with a negative self-image, it's about building their core confidence. Show them why they should feel confident and stress to them that people with far greater limitations have achieved on extraordinary levels. Sometimes people need to introduce a little perspective into their lives. fn
GRAEME MARSH Graeme Marsh is a personal trainer and nutritionist, who also organises educational lectures for other PTs. www.londontrainernetwork.com
MATTHEW HUSSEY Matthew Hussey is an expert in lifestyle and behaviour change and has worked with millionaire entrepreneurs and major corporate organisations.
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Three things that make a huge impact are passion, empathy and certainty: we all want someone who talks passionately about their subject, that’s what brings it alive. Show you understand the client’s issues and their reasons for wanting to train – this is essential for building rapport. Lastly, be certain you can get them the result. The client is allowed to have their doubts but the trainer is not.
Most PTs are not natural born sales people - any advice on chasing new clients?
www.matthewhussey.com
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PROFESSIONAL DEVELOPMENT JUNE JULY 2010
HOW TO ... WIN SALES AND
Notes: Sprin Conventg ion 2010
Smart PTs follow a sales process. Not only does this get the client’s goals clear in their own head, but it also removes any concerns they may have about buying well before the close. 1. Initial contact
Prepare a brief list of questions on a professional, branded A5 Self Talk Card for the potential client: this will get them thinking about the true physical and emotional reasons for embarking on personal training. •
What goals would you like to achieve?
•
How do you want to feel and by when?
Let them know how valuable these answers are to them and their own insights, and make sure you take time to review this information. Asking questions about their answers will help to build trust and rapport which, in turn, will help the potential client to feel at ease with you. Remember: If you can’t open a sale properly, you can’t close it.
2. Investigate
An important part of the sales process is to truly understand emotional reasons for achieving goals. “Was there ever a time in the past when you were in better shape? What were you doing differently then? How did you look? How did you feel? Would you like to look and feel that way again? What personal actions will you take to get back to that place? What help, support and advice do you need from me?” Once they explain what they need from you, they have sold themselves on how you are the answer to their problems. Creatively remove any concerns they may have to starting personal training. Time is one of the biggest barriers to committing to training, so ensure the solutions come from the client. “How many times a week can you commit to exercise? What time of day is best? What days of the week suit? Is that for half an hour at a time or an hour?”
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When you remove barriers to getting started, you are less likely to get any objections after you have presented your prices. Remember: Without questions, you have no answers; without answers, you have no sales.
3. Solutions
Most PTs find this part of the sales process easy. It’s a chance for you to tailor solutions to help them achieve success by working with you. At this stage, you may want to embark on their introductory session with you, and this will enable them to experience and feel some of the benefits of your tailored solutions (e.g., “It seems as though continuing to strengthen your lower back muscles is of prime importance. That is something we will be able to concentrate on together in the future. Wouldn’t it be great not to have to worry about lower back pain anymore?”). Remember: If you don’t find out what they want, why they want it and when they want it, how can you demonstrate that you can help them?
4. Price presentation and close
Ideally, you will make your presentation on the back of the A5 Self Talk Card. Give your packages attractive names (e.g., Success Package or Ultimate Success Package). Here’s an example of what you might say: “To achieve your aims of [link in their personal goals] by working together four times per week for 30 minutes per session, I propose the Success Package, which is 15 x 30-minute sessions at just X amount. Alternatively, the Ultimate Success Package is 25 x 30-minute sessions at only X amount, which is a massive saving of X
amount and includes a FREE nutritional diary worth X amount.” Now close. “Which package is the best option for you?” Hopefully, if you’ve followed the sales process, you’ve done your job well and the potential client will see real value in getting started with you … and they will choose a package. Remember: Closing the sale is a tiny part of the sales process but vital to making the sale.
TOP TIP Whenever you meet a potential client, offer and agree a date and time for an introductory session.
5. Referrals On closing, your new client is at the peak of the gratitude curve. Now’s the time to ask them, “Who from your friends, family or work colleagues can I also help?” Collect contact details and ask if your client will pass on your business card and the offer of an introductory session. Follow up by contacting the referrals to introduce yourself and start the sales process all over again. Remember: Everyone you meet is a potential client and will know of someone who would benefit from working with you. fn Lesley Aitken has enjoyed a successful career in sales and service for over 20 years and has gained a wealth of experience up to group sales management level. She works internationally with dedicated and non-dedicated sales people in both the private and local authority sector.
An important part of the sales process is to truly understand the emotional reasons for achieving goals FITPRO NETWORK | JUNE JULY 2010
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ADVERTORIAL
WHY SELL
ONLINE?
If you’ve been following our series on developing your business online, you may already be considering selling your PT services through your website. Nick Lawrence discusses why money flows easier online.
Personal training has developed significantly over the last decade. There are myriad educational courses, equipment and training facilities that have come to market to offer trainers a more thorough product and service to present to clients. The same cannot be said of online services. While the majority of businesses have made the most of the online opportunities, the selling of personal training online is virtually non-existent. There are several small registers that market trainers’ profiles but, to date, no one has been successful in convincing the personal training fraternity to use their website to sell their product. Personal training is still very much a cash-inhand service, with most trainers only taking cash or cheque as a method of payment and few providing a written receipt. This has drawn comparisons to other cash-in-hand only services, which often get labelled as cowboy-ish – and this may well be one of the last barriers to PT becoming a reputable trade. Selling online has a number of advantages over selling by conventional methods, including: •
Reaching a wider audience, thereby increasing sales opportunities
•
Speeding up payment transaction and being able to trade 24 hours a day, seven days a week
•
Improving offerings using the data gathered by tracking customer purchases
These tools can mean a significant improvement in profit and productivity.
Payment collection
Cheques are the slowest form of payment and can take a while to get banked.
Credit cards: Clients are likely to spend, on average, 30-40% more if they use their credit card. Trainers can also offer incentives to buy more sessions when paying by credit card and even a small online discount of up to 5% can make a client buy in bulk to make a saving. While you may feel this is giving money away, by taking advanced payments trainers can enforce their cancellation policy and clients are less likely to cancel. Less than 50% of trainers are actually able to enforce cancellation policies if they have not taken an advance payment. With some trainers experiencing two to three cancellations every week, this can result in large monthly losses in revenue. With credit cards, clients also have a “buy now – pay later” opportunity, with the option of buying large blocks of sessions and paying the balance off over several months (in many cases, interest free). Purchases made by credit card are also insured. Clients are not stupid; they understand why many trainers insist on “cash only” and this can make some feel nervous about parting with large sums with no receipt or security. Some may be put off by the 1-3% booking fee that credit card companies take from online payments but, for the average trainer, they will find that their losses from cancellations and unpaid sessions amounts to two to three times the cost that they would spend on booking fees. This means that trainers can make a significant saving by moving their payments to an online system.
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Cash is most trainers’ preferred method of payment but it is harder to take bulk payments, as clients do not like to carry large sums to the gym and they can only use funds in their personal account rather than put it on a credit card.
It is recommended that trainers wait until cheques clear before confirming a session, as it is not uncommon for cheques to bounce. There are many incidences of trainers losing money from clients who pay in this fashion. The average number of sessions that go unpaid each year is three to six.
If you would like to find out more about selling your PT services online, visit www.club-training.com
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PROFESSIONAL DEVELOPMENT
INSURANCE MATTERS Insurance provides more than peace of mind – it protects both yourself and your clients and is vital for your business to function properly. Here’s how to get it right. The most common claims against instructors and personal trainers are accidents that occur as a result of objects on the floor of the gym or studio, such as handouts, equipment or speaker cables. And around 30% of claims are from people slipping on liquid spilt from drinks bottles. It is therefore the trainer’s responsibility to make sure that the area that they are using is clear of such hazards. Similarly, it is important that the instructor ensures clients are properly warmed up, as those who arrive late would be more susceptible to injury, and therefore more likely to make a claim. Under health and safety legislation, a risk assessment must also be keep for three years in the event of a claim, together with an accident report. If the claim is dealing with a junior – which is anyone under the age of 18 – a risk assessment must then be kept for three years after the claimant reaches the age of 18.
Which cover?
Since its inception, FitPro insurance has been designed specifically for the members of FitPro, and is the most comprehensive liability policy available for fitness professionals according to the Fitness Industry Association. This can cover advice you give to your clients on exercise and nutrition, older clients, outdoor training or even large-scale classes organised for charity, providing you are teaching within your qualifications. Another advantage is that if you are taking group training, the policy also includes claims for injury to one member of your class against another.
Moving outside
A risk assessment also applies to any equipment used outdoors. As long as reasonable care is taken to ensure there are no obvious hazards, such as broken fixtures or splinters on a park bench for example, the trainer would not be liable. This also applies to unforeseen circumstances, which would not hold the trainer liable for a claim to be made against them. Cooper also points out that they should take care to use suitable equipment, which is preferably designed for outdoor training – and that their clients follow suit. “From our point of view, if clients don’t have suitable footwear they should not be allowed to take part in the session. People do turn up in work shoes, and that’s an accident waiting to happen. One of the dangers where we have seen an increase in claims, is where they use Swiss balls outside and because the people have been wearing shoes and they pick up grit, this has caused a couple of the balls to burst. And the reason is that they’re not designed for outdoor use or outdoor shoes.” fn If you are unsure if your class is covered or have any queries, CMC Insurance Consultants run a free consultation service for fitness professionals. Contact them on 01794 516740.
Cyril Cooper of CMC Insurance, who designed the policy, said: “The FitPro policy covers virtually everything to do with a fitness professional. I wrote the policy on the basis that it was exhaustive and would take whatever was thrown at it in the fitness industry – and so far it’s succeeded.” Not only is this one of the only policies to allow for full worldwide cover, it is also still written on a “claims occurrence” basis. “We made a conscious decision we would not use ‘claims made’ measures, which would mean you would have to be insured at the time the incident happened as well as when the claim is made against the instructor which could be some years later. The difference with a claims occurrence policy, is that you only have to be insured at the time of the incident that results in a claim. Then the claim will be dealt with even though this could come in some time, possibly years after the policy has been cancelled and you have left the industry,” says Cooper.
Flexibility
The flexibility of FitPro Insurance also means that while the indemnity limit of a standard policy has recently increased from £2m to £5m, there are increased indemnity limits available of £10m or £20m for covering the cost of the claim. When taking clients outdoors, standard FitPro Liability Insurance would cover these sessions without any changes to the policy or premium, as most claims tend to result from accidents indoors. WWW.FITPRO.COM
When taking clients outdoors, a risk assessment must be made of the area you will be using, which involves walking the area and pointing out any risks involved, such as uneven terrain or lowhanging branches. Other hazards to look for in these areas would be sharp objects, such as broken glass or even needles – in this case instructors would be liable to pay for any treatment needed as a result of a client becoming injured or infected.
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PEAK PERFORMANCE
the next step APRIL MAY 2011
Your client has just achieved the fitness goal you set them. What happens next? Mike Heatlie looks at how you can ensure clients stay with you after they’ve achieved their goal.
R
eigniting a client’s motivation after they achieve a specific target, such as a marathon run, can be challenging, even for the most experienced personal trainer. It is at this stage when other skills are tested – on training and education courses much is taught about the importance of exercise technique, planning, selection, and programming. It isn’t too often that educators test a trainer’s communication skills and goal-setting competency. A personal trainer’s communication skills are the most important facet in their make-up. One can have a vast amount of knowledge in all aspects of exercising, but if you cannot communicate that knowledge correctly it will not be as effective. Communication skills also act as a significant retention tool. If we communicate well and develop a positive personal (albeit business) relationship, then our clients will be more inclined to retain our services. It is very easy for clients to discontinue personal training sessions, but far more difficult for them to lose someone they can confide in and who listens intently to their life’s challenges. After the success of reaching an exercise landmark, it is imperative to arrange a consultation with the client to, firstly, offer honest and
sincere congratulations and appreciation for their efforts. This is very important and should not be underplayed. We all strive for recognition for our efforts and our clients are no different, so reward them sincerely. Another technique to use is to have the client complete a self-evaluation form where they score their physical attributes from 0-10. The client lists all aspects important to them and then scores themselves. Attributes listed could be strength, cardiovascular condition, flexibility, weight and body fat percentage etc. The trainer could then discuss with the client areas they feel they need to work on. If a client had just completed a marathon then cardiovascular conditioning would not be an area of concern, but strength and toning of the arms and chest might be. It is important for trainers to always be selling fitness and every physical aspect that encompasses our services. After a marathon, a trainer could sell (and thus motivate) their client on a 12-week strength and tone programme designed to greatly improve their physique and core condition, based upon the client’s self-evaluated weaknesses. The trainer would, in communication with the client, set new targets
in order to promote motivation. Baseline strength testing and taking pictures could be implemented every four weeks to push the client on. Fuelling a client’s motivation and enthusiasm after achieving a significant physical goal can be challenging for a trainer. It brings to the fore other personal trainer skills that are, at times, understated. The trainer’s ability to communicate with their client is tested. Quality communication, coupled with tools such as self-evaluation and further goal setting, can reignite a client’s desire for further physical improvement and subsequently ensure the trainer retains their client. fn
MIKE HEATLIE Mike is one of the leading personal trainers worldwide. He holds a 1st class Bachelors degree in Sport and Exercise Science and two masters degrees in Medicine and Science in Sport and Exercise and Strength and Conditioning. mikeheatliepersonaltraining.com
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BUSINESS DEVELOPMENT
DELIVERING MORE
It’s not enough to simply satisfy customers – your sessions must blow them away. Charlotte Ord, 2010’s Personal Trainer of the year, highlights some key ways PTs can make themselves an essential part of their clients’ lives.
W
hen it comes to customer service it’s important to remember that, while customer satisfaction is valuable, customer loyalty is priceless. Deliver enough of the wow factor and your clients will not only stay with you, they’ll also persuade their friends and colleagues that they should be training with you too.
Read, study, shadow other coaches, experiment – do whatever you need to do to constantly get better
The same rules apply regardless of whatever industry you’re in, so studying successful businesses in other fields is a great way of discovering new ways to stand out and surpass your clients’ expectations. A good example of this is the Ritz Carlton Hotel. Their motto of ‘We are ladies and gentlemen serving ladies and gentlemen’ is visible in every aspect of every staff member’s professional conduct. Anticipating clients’ needs, making the buying experience the best it can be, viewing all employees as customer service agents and holding customer value as a primary motivation are all hallmarks of a successful business.
morning. While it’s imperative you deliver outstanding service, you are entitled to set hours, so create a working schedule and then be as flexible as you can within these parameters. Of course, personal training is about the individual touch but you are running a business, so make it clear that appointments cancelled within 24 hours will be chargeable. This way, clients will be more inclined to make their sessions, train more consistently and will consequently achieve better results.
Above all, deliver the results your clients are paying you for. Personal training isn’t cheap, so if you’ve made a claim that you can help someone get back in shape, you need to make sure that’s exactly what you do for them. Read, study, shadow other coaches, experiment – do whatever you need to do to constantly get better and improve the results you deliver. It’s the number one key to success in this industry and there’s a huge market for people who can genuinely and consistently make people look better and feel better. Don’t be afraid to use other professionals in your area if you feel they will help your clients achieve better results. Often a holistic approach can work wonders, plus it will help you establish a strong referral network for years to come. It’s important to recognise when a client has issues beyond your scope or experience. Remember that, rather than losing them, your client will respect your professionalism in finding the right therapist for them at that point in time. Rest assured they will be back when they are ready to train again. No matter how big your business grows, ensure you retain the personal touch. A thank you card for signing up for training, a free session for their birthday or a simple well done email after accomplishing a goal will all reiterate the fact you care about your clients and appreciate their custom. fn
CHARLOTTE ORD Charlotte is director of Phoenix Pro Fitness, Surrey, and was named Personal Trainer of the Year 2010. She trains a wide variety of clients, from those challenged by obesity to ultra marathon runners, and also runs a mentorship programme for fitness professionals. phoenixprofitness.com
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In the PT industry, it can sometimes be difficult to deliver the wow factor without burning yourself out, particularly if you work on your own. Offering flexibility is an important aspect of personal training, but not at the expense of your own well-being. It is not productive to work extremely unsociable hours to satisfy one client if it means you are exhausted and not bringing your best for clients the following
Another way to deliver outstanding customer service is to ensure training when clients are away from home is as easy as possible. Many a good training programme has fallen by the wayside thanks to foreign travel, so plan ahead. Check the menus of restaurants local to where your client is staying and give them a list of meal suggestions to help them stay on track nutritionally. Find out where their nearest gym will be and call to see if someone there will welcome your client and, if necessary, help them. Email your client at least every other day with motivational and
educational advice. Do not underestimate how big a difference gestures like these make.
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BUSINESS DEVELOPMENT APRIL MAY 2011
Location , Location Location ,
Whether you’re new to the industry and exploring your options or an experienced trainer looking for a change, where you train with clients impacts on how much you can charge, the activities you do and the clientele you will attract. Personal trainer Graeme Marsh evaluates the options available.
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J
ust as sporting events occur in different environments such as grass and clay, so too do personal training sessions. Be it in a health club, outside in a park or at a client’s home, the different locations all pose unique challenges and opportunities. Which environment you end up choosing depends on your own personality, that of the client and what they are trying to achieve.
Training in health clubs Pros: A captive audience and a readymade gym are the major selling points. You’ll have access to potential clients on a daily basis, your own membership thrown in, and someone else to worry about the cost of running the business. A busy club means you will always have a colleague or member to talk to and swap knowledge with. For new trainers to the industry, being part of a team can be a great way to learn and develop.
HEALTH CLUB PT INSTRUCTOR “I have a captive audience of hundreds every day, although competition for space at peak hours has meant adapting my programming to cope. The rental is a big cost to my business and means I lose money even just taking a holiday. With large amounts of trainers in the health clubs it can seem like a cattle market, but a quality trainer can really thrive. As a specialist in body composition I have found other locations to be restrictive in terms of eliciting the physiological response I’m after and impossible for teaching activities like Olympic lifting.”
Steve Timmins is based in Moorgate in the city of London at LA Fitness and has been a PT for 10 years. stevetimminsfitness.com
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BUSINESS DEVELOPMENT Cons: The monthly rent charges can be crippling when business isn’t going well and very few places offer reductions for sickness or holiday. Monthly rents mean it can be tempting for clubs to load-up on trainers, often driving down prices as trainers undercut each other and work longer hours. Large teams can make it hard to differentiate your services from all the others and clubs can also be very busy at peak times, which can mean the bestprepared programmes have to be thrown out of the window.
whim of traffic or public transport to avoid missing appointments. It is a small niche so, with clients harder to come by, you’ll need to be resourceful, patient, and a savvy marketer to get new clients and then stay busy. Top tip: You will need to be hugely proactive when it comes to finding clients. A good website, visible marketing, and a solid referral scheme should all be in place from the outset. Look to develop relationships with other businesses that may work with your target market.
THE HOME TRAINER “Patience is the key; it takes time to build a client base so plan for a slow first six months financially. The travel is the only thing that leads to my blood pressure rising, but it is worth it for the more intimate relationship that you can develop, which in turn leads to better commitment and motivation. You can get all sorts of clients, from business types to busy mums, and also enjoy great freedom and independence as a trainer to develop your business and career.”
Top tip: Take the time to develop a good relationship with the reception and sales staff: they will often be a great source of referrals and leads for you. Differentiate yourself by specialising – whether that is in boxing or working with back pain.
Training in clients’ homes Pros: You will develop a more intimate relationship when invited into someone’s home and session compliance tends to be higher. Clients expect to pay for the convenience of someone coming to them, so hourly rates are typically higher. Health clubs aren’t for everyone, so you’ll be able to access that niche of those who don’t enjoy them or simply don’t have time to get to them. You will be very much your own boss with freedom to work wherever you like, with minimal overheads outside of your travel costs.
THE OUTDOORS PT “Unless your client is worried about the weather, there really are no disadvantages to being outside. Being outdoors in the fresh air is motivating, de-stressing, and gives a feeling of well-being you don’t get from going to a health club. The changing environment helps train everything from the cardiovascular system to the ankles, with great crossover to life. Travelling to sessions needs to be factored into your costs as you can’t get as much done in a day, but it is free and it’s flexible.” Kathryn Freeland is Director of Absolute Fitness. absolutefitness.co.uk
Amelia Watts is director of home training specialists Benefit Personal Training. benefitpersonaltraining.co.uk
Training outdoors Pros: This is the ultimate in flexible working, giving you a wide range of options for just about any type of training from boxing to parkour, and the freedom to travel at will. You won’t be stuck under artificial light in a basement for hours on end either. The type of client prepared to go outdoors is typically quite hardy and committed to their training. Cons: As with home training, serious resistance and strength work will be tricky and (especially here in England) the weather means that only the most earnest of clients will keep up their
Top tip: Creativity and high energy are the buzzwords here. You’ll need this to keep the sessions fun and interesting. Look to use the environment to add variety to sessions. High-visibility marketing on your clothing and car will help get you seen. fn
GRAEME MARSH Graeme has been a personal trainer for over 10 years in the city of London. He is co-director of Foundry Studios Ltd, The Training Shop and London Trainer Network.
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Cons: Very few clients will have the range of equipment that you could find in a health club, so you’ll need to be creative and be able to improvise, although serious strength and power work is unlikely to be an option. Travelling to sessions is all unpaid time and you’ll be at the
training during the winter. Competition is intense from the group-based boot-camp offerings and you’ll need to factor in time and cost of travel when planning your schedule. High levels of motivation and energy are required, as well as the ability to be innovative to differentiate yourself and, of course, an ability to keep clients from staying in bed on those dark mornings.
trainingshoplondon.co.uk londontrainernetwork.com
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BUSINESS DEVELOPMENT
ANNETTE LA
FEBRUARY MARCH 2011
BUILDING A
BRAND
WILL BE AT F NG SPRING CONV ITPRO ENTION 2011
WWW.FITPRO .COM/CO TO REGISTER NVENTION
Trainers that ensure their speech, appearance and marketing tools are consistent can establish a personal brand, explains Annette Lang.
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hen I was working as a full-time personal trainer in a club in New York, it didn’t take me long to realise that the male bodybuilders weren’t coming to me for advice. I certainly had the expertise to help them, but that didn’t matter – I didn’t look the part. What I did look like was someone who had good legs (helpful genetics combined with lots of running and cycling), and women wanted that. I began to understand what my personal brand should be. I started wearing more form-fitting clothes and made sure people saw my bike helmet, reinforcing the brand I wanted to be – active and fun. This also helped me attract male clients who were more athletic and sports minded; the ones who specifically did not want body-builder trainers. When a new member of a health club walks in and casts a critical eye over the personal trainers, what do they see? Do they see trainers who appear very clinical; wearing shoes instead of trainers and carrying clip boards? Or do they see trainers who look like they do sports-style workouts or functional routines? And what is the difference in how these trainers act? The opinion this new member forms will determine whom they hire. You can develop and enhance your personal brand wherever you work. Start by asking yourself some honest questions: Who do you want to be as a personal trainer? Do you want to be seen as a clinical trainer or as a sports professional working with athletes? Or do you want to work with senior clients? How about women’s only programmes or with children? Now, would this person be seen as serious, funny, loud, a boot camp-style trainer or something completely different?
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Once you have identified what kind of trainer you want to be, focus in on the specifics. What education do you require in order to be that kind of trainer? What FITPRO NETWORK | FEBRUARY MARCH 2011
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should you look like? Seeing a PT in trainers, athletic clothes and a whistle around their neck portrays a very specific picture, one that is quite different from someone with tattoos and huge muscles. If you have to wear a uniform then figure out how to use subtle accessories to make your brand noticeable. How you deliver your training programmes and the terminology used should also be a reflection of your brand. For instance, a trainer targeting first-time gym users will describe the mechanics of weight-lifting in a very different (and simpler) way to a trainer whose brand is based around their weightlifting competency.
“Developing and perfecting your brand means ridding yourself of any attribute that distracts from it” After these components have been determined you need to work on consistency. Developing and perfecting your brand means ridding yourself of any attribute that distracts from it – stay away from any action that takes your valuable time and energy away from that which you should be focusing on to enhance your identity. All trainers should determine their brand, be very specific about what exactly that is, who that looks like, how that person sounds and be consistent with all of their actions. fn
ANNETTE LANG Annette Lang has worked in sales, management and education in the fitness industry. She has a Master’s in health education and provides personal training in New York. For more information visit www.annettelang.com
JANEY HOLIDAY The founder of Fit for a Princess, on how she ensures her brand stands out in the market
“
I decided I wanted to specialise in female-only training and provide a really friendly environment for women of all ages and abilities. I love pink (when you build up a business you will spend your life around your brand colours – so choose wisely) and I had looked at various names when one day I had a eureka moment; I said, ‘I want something fit for a princess’ and I stopped, and realised I had it. From the outset I have ensured that all marketing, training equipment, folders and email sign offs have always been pink to ensure consistency in the brand. Part of the brand is being friendly and approachable so at the start I make it my business to know every person’s name that I meet. We are famous for our unique and highend marketing materials and we have an amazing designer who helps put my ideas onto paper. Although we change the themes of our fliers every couple of months, they have a very similar look and feel. Consistency and knowing your brand is essential. We have had numerous designers say, ‘it’s too pink’ but there is no such sentence in the Fit for a Princess world. When you have a brand you need to stick to it and trust your instinct. All PTs should have a consistent brand, but they can change what is within the brand. We have added different workouts and boot camps but our packaging, standards and experience always stays the same.
”
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BUSINESS DEVELOPMENT
SINGLE STEPS TO
RAPPORT BUILDING Creating meaningful relationships with clients is vital. That’s why trainer and author Kris Tynan has put together this quick seven-point guide – could your people skills be improved?
In any client and trainer interaction the relationship should be one of mutual trust and respect. Given the time constraints that appointments involve it is vital to establish a professional rapport as quickly as possible. The following rapport-building fundamentals will help you to do just that: When you first sit down with your client be aware of the desk or table barrier. Have them sit at 45° to you so that you are still able to write or use a keyboard but the actual desk or table is not physically between you.
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Check that your own body language cannot be interpreted as unapproachable, defensive or dominating. Classic examples here are arms crossed (defensive and again a barrier), hands on hips (aggressive), or leaning back with hands behind your head (superior).
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Eliminate any distracting mannerisms you may have. These include things such as pen clicking, hair twiddling, fiddling with jewellery or foot swinging or tapping. You may need to ask for help on this as they are often behaviours you are totally unaware of exhibiting.
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Give your client your full attention. This involves looking at them as they speak and nodding or making appropriate approval noises to show you are listening.
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You are probably well aware that asking “open” questions will elicit more information than closed questions that merely require a yes or no answer. Asking whether they have used a gym or had a personal trainer before is good to start with, but follow this up with a more "open" query such as, “Can you tell me about your previous experiences using a personal trainer?” This will allow your client to answer in a more complete and personal way.
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To gain rapport once they have answered these questions and to let them know that not only have they been heard but they have been understood, get into the habit of paraphrasing or summarising what your client tells you. fn
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A fast track to rapport building is to physically match and mirror your client’s body language. Focus on the big stuff, like their posture or the position
of their arms and legs – if they have crossed their legs then cross yours also. If you are new to this you may be concerned that your client will spot what you are doing and be offended. In reality, if it is done subtly, the other person will be totally unaware that you have adopted similar body language. Matching and mirroring helps build rapport on a subconscious level because it makes the other person feel that you are similar in some way, and we feel connected to people who we feel are like ourselves.
Kris Tynan is the author of the book The Interactive Instructor. For a chance to win a free copy of the book please see page 15.
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BUSINESS DEVELOPMENT APRIL MAY 2011
TARGETING BABY BOOMERS
The older generation are the largest market for fitness professionals – so why aren’t we doing more to entice them? Robert Cappuccio investigates.
I
magine it’s your first day of training on your new job. Nervous with anticipation, you walk into a room not knowing what to expect. You’re handed a pair of glasses with Vaseline smudged on the lenses and lateral blinders protruding from the front of the frames, blinding you peripherally in order to simulate age-related impaired vision. Next you’re given a handful of popcorn pieces to place in your shoes to create a feeling of discomfort coupled with muscle imbalance and your knuckles are taped to represent arthritis. You spend the entire day like this to get a sense of what some of the aging population goes through daily. These exercises are critical because those born in the aftermath of the Second World War (informally referred to as baby
BARBARA BALOGH Owner of Baby Boomer Fitness Solutions "There are two big concerns for this generation concerning personal training: is the trainer experienced with training this generation, and will they really listen to their worries and concerns. Boomers are much more active than their parents and expect themselves to be able to do more, regardless of their age. While they don't want to hurt themselves with exercise and want to move past their current physical pains, they look for answers to make the most of where they are physically. I teach my boomer clientele Pilates, yoga, t'ai chi, flexibility, core and strengthening exercises. There are times when all of these exercises need to be modified. As with all populations, personal trainers need to consider the sensitivity of their conversation. When an older trainer works with a younger person, the trainer needs to be both polite and considerate of the language spoken. Likewise, younger trainers need to really listen and repeat back what they hear from their boomer clientele."
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boomers) are the fitness industry’s largest market. Yet while exercises such as the one highlighted might seem like common sense in our profession it didn’t take place in the fitness industry. It is a practice used by Marc Hottenroth, industrial design leader at GE, a finance and media company. In a recent edition of Fast Company magazine, Stephanie Schomer reported on organisations that asked themselves a question that, oddly enough, many of us in the health and fitness industry haven’t: given that baby boomers have the greatest discretionary spending power of any group of people on earth, “How can we re-design our businesses to represent greater value for them?” Questions such as this are critical if our businesses are to survive, let alone thrive. There are 20 million baby boomers in the UK and they control 80% of the nation’s wealth. What this highly successful, independent generation fears is the prospect of becoming dependent, unproductive and physically and mentally impaired. But is the fitness industry doing enough to entice and then keep this demographic? Think of a local health club chain that’s filled with attractive young members. How comfortable does our typical baby boomer feel walking through the front door? Now ask yourself whether or not that experience is compounded when Mrs Jones, a highly intelligent and capable woman, is lectured by a fitness professional young enough to be her child. To attract this generation it is vital we listen to their needs, the emotional driver behind the goal and focus on benefits, not features or gimmicks. As with any programme for any client, it must be designed specifically around an individual’s goals, needs and abilities. While the programme must of course cater for any restrictions age places on exercise, the most important thing is that it is geared to them as an individual. Given the physical and mental demands of our lives today, coupled with the epidemic
DR JOHN SEARLE OBE Chief medical officer of the FIA "There are two main barriers to baby boomers using a PT. First, the image of the PT – young, fit, toned and muscled – can be intimidating. How a PT dresses and behaves are crucial in gaining an older person’s confidence. Secondly, there is the anxiety that ‘I won’t be able to do the exercises as they will be too demanding’ or ‘I will look silly.’ Some PTs have a reputation for driving their clients to the limit. What we need is a reputation for enabling people to progress in their fitness. According to the British Association of Sports and Exercise Science, older people need to do 150 minutes of moderately intensive or 75 minutes of vigorously intensive aerobic exercise a week, two resistance sessions of eight to ten exercises and regular flexibility work and motor skills training. Older people expect respect, good manners and to be asked rather than told what to do. PTs can become a sort of confidant – just listening (really listening) is an important part of what we do." rise in lifestyle-related illness and obesity, the situation we are in at the moment could be analogous to selling water to people stranded in a barren desert. If we are not willing to re-design our offering in ways that make our businesses work then, quite simply, we’re idiots. fn
ROBERT CAPPUCCIO Bobby is one of the leading international presenters in the fitness industry. He has designed and implemented sales, customer relations, management and personal training systems for leading organisations. He is the founder of PTA Global (www.ptaglobal.com), an international personal trainer education company.
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BUSINESS DEVELOPMENT
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