This is always going to be a hot topic, because Personal Trainers are always going to want new clients.
There are a lot of things you could do and should do, but what is the QUICKEST way to get a new client?
The first thing to consider is the number of steps that are involved in the traditional way to get a new client. It might typically look something like this:
See the basic content marketing strategy below. Or download the PDF.
That’s quite a lengthy chain of events. Some people short cut it, by searching Google for a PT and making an inquiry straight away, but that's a topic for another day!
So now consider that we can shortcut this series of events…
If there are less steps involved, we will get a client QUICKER (and easier).
So how do you shortcut the steps?
You pick up the people who fell out of the sequence half way through.
Scott Oldford from Go Infinitus teaches a method for understanding and obtaining leads called the SSF Method. SSF stands for Sidewalk, Slow Lane, Fast Lane and it's designed to help a marketer understand the psychology of a lead depending on where they are in your funnel so that you can speak to each lead more effectively.
For the purposes of this blog (and to provoke a reaction from Scott Oldford) we're going to not only plagiarise the crap out of the SSF method but also ruin it with a... Bike Lane!
(in that order).
These are going to be your hottest to buy prospects, because they have ALREADY ESTABLISHED THEIR INTEREST.
These are what we call warm leads.
How to Convert Warm Leads to Clients
I’ll give you 3 strategies that you can swipe and implement in your business right away.
All of these will have a turnaround time of under 1 week, from you sending it out, to you having a new client.
1. Make a different offer to people who didn’t buy:
Simply go back to the people who said ‘no’ and make them a different offer.
It helps if you know why they didn’t buy (the real reason, not the excuse they tell you) but just send out the below email.
Subject: Are You Still Looking to [Lose Weight/whatever your service is]?
I have a new program I’m putting together that I thought would be perfect for you.
If you’re interested just reply with “YES”.
When they reply, you can have a conversation about a different program. I don’t know what services you offer, so I can’t advise exactly what program to offer but it could be an upsell or a downsell.
E.g. if someone was interested in PT, offer your group training and vice-versa.
Just because someone didn’t buy before doesn’t mean they won’t buy something else, even if it’s more expensive. Situations change.
2. Make a limited time offer to people who responded to an offer, but didn’t make it to a consultation:
These people were interested but something got in the way. Maybe it was a crazy work situation or personal disaster, or maybe they just got scared and had cold feet about doing training.
Send the following email:
I wanted to reach out and let you know that I/we have a special program running this week only.
Here’s the deal;
If you’re still [main pain points; e.g. sick and tired of looking in the mirror and hating what you see. Fed up of not wearing your favourite outfits because you’re ‘hanging over’ in all the wrong places] then this will be perfect for you.
For this week only you can come into my [name of your package/offer] and save 50% on the first month.
If you want to find out more just complete this short 2-minute form for me and I’ll give you a call to discuss.
LINK TO FORM
I am limiting this to just 3 spaces and it closes on Friday, so if you’re interested complete the form now to be sure you don’t miss out.
3. Start a 1 to 1 conversation with your list:
To your whole list you can start a conversation, which is in effect asking people to put their hand up and indicate that they’re interested in getting some help.
Send the following email:
Subj; Quick Question
Just wondered what your single BIGGEST struggle is right now with your [health/fitness/weight loss]?
Reply back and let me know.
When people respond, just carry the conversation on.
Ask for more detail in the first email back, and then offer to jump on a call and see if you can help them out as appropriate.
Help them out and transition into a sales conversation if they’re interested (almost everyone who responds will be, but don’t just hard sell them. Do actually do what you say you’re going to and help them).
Scaling This Long Term
This is a simple way to get a new client, but what if you didn’t have to wait until your back was against the wall and you had to scramble around trying to find someone?
Why not implement this as a permanent SBSF Method <--you saw it here first ;) system in to your business.
Pick up the overflow from each stage of your process and send automated emails out to them at set times. Now you can take what you’ve created once and use it for a steady flow of leads being picked up and reignited every single month.
Simply take the emails, put them in to your autoresponder service and whenever someone falls out of the chain of events, put them in to the appropriate email sequence.
For maybe 1-hour of work up front, you can have a client getting system that generates new business with zero additional effort for years to come.