We've been selling Personal Training wrong.
Or perhaps it would be more accurate to say, only selling it half right.
See, the prospect client has TWO major pain points that MUST be addressed before they will start working with a PT...
We've been selling Personal Training wrong. Or perhaps it would be more accurate to say, only selling it half right. See, the prospect client has TWO major pain points that MUST be addressed before they will start working with a PT... Nowadays everybody has a personal training website. The competition is stiff and you need to make sure that your website stands out to maximize the amount of leads and ultimately clients that come through from your website, into your business. If there was one thing, and one thing only that you could do to build your business, what is it? There’s a really great book that I recommend everyone reads by Gary Keller, called 'The One Thing'. The premise is this; there is one thing that you can and should be doing, in whatever area of your life, that will have the single greatest effect on results. This one thing will be exponentially more useful than an entire collection of other, less effective things. Good fitness packages will not only help your clients get better results and be happy to pay you, but you'll also be able to charge an amount that enables your business to grow. Properyl designed fitness packages will encourage clients to stay for longer and you will not be stressing out about whether they are going to renew and get more sessions. You know that feeling of dread, knowing that your pain in the @55 (<-- that's cool speak for "ass") client is next in your diary? The energy sappers and complainers who never do what you ask them, and then blame you when they don't see results? Yeh, it sucks and we've all had clients like them. I could have quite easily called this blog post “Why Most Personal Trainers Fail” because I’m aware that Threat Headlines get a lot more clicks than Gain Headlines. But we're all about positivity here at My Personal Trainer Website and we have black belt ninja fitness marketing strategy so we’re not too worried about clicks. I’m also going to just tell you how to really succeed as a personal trainer straight away, rather than bounce in and out of the subject throughout the blog and then reveal it to you at the end with a big Call To Action so you can buy our stuff. So, how do you really succeed as a personal trainer? Easy… As I was planning out a bi-weekly collection of emails and social media posts that personal trainers like you can send out to your subscribers and followers (that are guaranteed to get people in front of you for consultations and taster sessions) I noticed something...
All of these different strategies are based around something called ‘conversation marketing’. Conversation marketing, when done right, can literally be the difference between a successful fitness marketing strategy and one that isn't. Here's how to do it in 5 steps! Being a Personal Trainer is an awesome and rewarding job, which allows us to make a living from one of our passions. That said, it is not always roses. Unfortunately, sometimes we are sold the dream of being self-employed and ‘just training people’ all day. Overlooking the fact that you are running a business and the realities that come with that. One of the biggest and most challenging being; business generation and fitness marketing. See, it’s something that a lot of Personal Trainers, and small business owners in general don’t know how to answer… You could answer based on how much money you’re making… How many clients you have… How many hours of training you’re doing… While these might be indicative of the success of your marketing, they are not the right answers. A multitude of factors will affect all of these things; such as how much you charge, how many new clients you have versus recurring, how many referrals you get and much more. What is this counter intuitive secret formula?
Asking your audience. Most personal trainers and health club owners operate their business and fitness marketing with a ‘stab in the dark’ strategy. They create a product, write marketing and sales material, and then try to sell it to the public. This is by no means just personal trainers either. Many businesses, even huge, successful companies do this. This week I’ve been talking to some awesome personal trainers from all over the world. One in particular, Keith from Singapore, brought up a problem that comes up time and time again. This is the story of why I think you should call yourself a personal trainer and not things like “life coach” and “movement specialist” because you want to be different. I’ll be telling you how I doubled my face to face personal trainer consultation sign ups, about the mistakes I made so you don’t make them and you’ll learn the very very simple strategy I used to increase sales. There are a few glaring personal trainer marketing faux pas that crop up everywhere, over and over again. But what can seem like a small fitness marketing offense to you could actually be costing your personal trainer business loads of new clients — a price most early-stage startup PT's can't afford to pay. To find out which marketing mistakes are truly embarrassing, I asked a panel of personal trainers, the My PT Website Facebook Group (feel free to join us) for major marketing don'ts. Their top 5 answers are below:
Pricing your personal training services is hard, right? I've spoken to hundreds of personal trainers about the best way to price their fitness packages and other personal trainer services and one thing is clear; it's not the same for everyone. Each personal trainer has their own business structure, their own packages and different things they want to offer. With that said, we should all be pricing our personal trainer services differently. Here are 5 personal trainer pricing ideas and how to list your prices on your personal trainer website. Some of which might surprise you. Before signing up for your programme, your clients have already been through a process of first KNOWING, then LIKING, and ultimately TRUSTING you enough to spend their hard earned cash on your services.
But to get long term loyalty, to get them really committed and raving about you to all of their friends, you need to get them past knowing, liking and trusting. You need them to fall in love with you. The new domain extensions are here. Gone are the days of the simple .com .co.uk and .au domain names for your personal trainer website. You've probably seen them being advertised having been re targeted on Facebook after visiting a domain registrar like 1and1 (who we use), Crazy Domains and GoDaddy. We've had a few questions recently like; should I get a .PT domain for my new site; should I transfer to a .PT domain or; how will a .PT domain effect my search engine optimization. I'm not usually too bothered by the odd Facebook post about Herbalife, Juice Plus or any other MLM products. In fact, I can actually foresee that some of these products might actually be the nudge clients need to live a healthier, happier life. Unfortunately, last night one of my Facebook acquaintances, let's call him "Facebook User" as I'm sure that's how he'll appear on my message feed after he blocks me, put up a generic post inviting users to find out more about Juice Plus. No big deal, right? Right. As I'm skim reading through the comments I see this response to an interested party comment about PT's not recommending Juice Plus: Getting your website listed in a personal trainer directory probably won't get you loads of new clients, massively increase your exposure to the whole world or even your local client.
Although the promise of new clients and increased exposure that most personal trainer directories shout about isn't true, there's one major benefit of listing your personal trainer website in one of these directories. If you have been trying to figure out how to choose a domain name for your personal trainer business then look no further. We get asked on an almost weekly basis to help people and fitness businesses choose a domain name for their website, business, blog and personal page. Here’s a step by step guide on how to choose the perfect domain name for your personal trainer business. Here’s something that’s rarely admitted online: Successful personal trainers don't work alone and are usually the product of more than one person. I’ve been seeing a lot of PT’s fighting over web space lately and I think it's lame! Some of the shoddy tactics some personal trainers use to devalue the service or reputation of another PT is downright disgusting. It really pi**es me off. A good competitor knows that there is more than enough money and customers to go around. I’m not going to go in to detail about who says what and what your mum would think. Instead, I’m going to give you a few pointer on how to work WITH other experts in your niche, not against them. The hardest thing about personal training is getting new clients. A lot of personal trainers can often spend a substantial amount of time fixated on the acquisition of new clients when really, they should be looking to improve the experience for their existing clients to get referrals. |
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