Most personal trainers know how to train clients. But first, you have to get new prospects in the door. Many common practices surround interrupting people's workouts or bothering strangers who have zero want or need for your services. Follow these tips to get better results and convert more prospective clients to active ones!
The most typical personal trainer sales blunder is not having a strategy in place. You'll need to know how you'll come up with leads and what your follow-up procedure will be. This should be written down so that you can track your progress and ensure that you are constantly improving your personal training firm.
Problem #1: Cold-Calling
Personal trainers are often taught to cold-call as their primary means of generating leads. This is a flawed method for many reasons, not the least of which is that it's extremely time-consuming and difficult to scale. You're much more likely to get better results by identifying your ideal client and targeting them specifically.
Problem #2: Pestering Current Clients
Current clients are a personal trainer's best source of new business. However, many trainers make the mistake of pestering them incessantly for referrals rather than providing great service and value. The key is to provide so much value that your current clients will be happy to refer you to others.
Problem #3: The Price Point
When personal trainers set their rates too high, they often find themselves struggling to attract new clients. It's important to remember that you're not just selling a service, but an experience. Try testing out different price points and see what works best for you.
Problem #4: Lack of Preparation
One of the biggest mistakes personal trainers make is not being prepared for their initial consultations. This can lead to lost opportunities and a negative first impression. Make sure you have a solid pitch ready to go and be prepared to answer any questions your prospect may have.
Problem #5: Focusing on Features Rather Than Benefits
When personal trainers focus too much on the features of their services, they often lose sight of the benefits. This can be a major turn-off for potential clients, who are looking for solutions to their specific problems. Make sure you know what your prospect's needs and wants are, and communicate how your services can address them.
If you want to be successful in sales, it’s important to remember a few key things. First, don’t cold call prospects - they won’t appreciate it. Second, respect your clients and understand their needs. Price your product well so that both you and the client come away happy. Finally, focus on features rather than benefits when pitching your product.
And most importantly, take the time to learn about consultative selling skills by taking this great course, The Art of the Fitness Consult!