Use Personalization Over Pricing to Acquire Your Ideal Customers
Many fitness entrepreneurs have major fear factor when it comes to closing the sale with new clients, often believing that a new client’s purchase decision is wrapped around offering them a low price or package that meets their budget needs. Yes, it is important for a fitness business owner to competitively price their services based on their market and offering, however, most of your ideal clients’ purchase decisions will occur LONG before you get around to showing them your pricing list.
In the fitness industry, our clients are looking for trainers that genuinely want to listen to their story, understand their needs, and become a trusted partner and coach in helping them reach their goals. From your voice in your website personal bio, to your first email communication with them, leading to an in-person consultation meeting, it is imperative that you form an immediate personal connection with your clients in order to to turn a potential customer into a longterm client.
Below are five proven tips for successfully communicating the deeper purpose behind your fitness practice, in order to show new clients that you truly care about their goals and to form a trusted bond with them from day one.
1. IT STARTS WITH YOUR BRAND
Throughout all of the TEXT content for your website, social media and marketing, use a voice that will connect well for your ideal client. Use vibrant, descriptive language that is relatable, enjoyable and inspiring for them. If writing is not your strength, then work with someone to help you out. For the PHOTOS on your website and social media, you MUST include images of you connecting with your ideal clients. Many fitness professionals make the mistake of only showing pictures of them working out solo or with clients, and therefore missing the opportunity to show them engaging, talking, ‘high-fiving’, and maybe even hugging their clients. Be sure to thoroughly express who you are as a person to your potential clients, so that they can well understand what to expect from you as their coach and mentor.
2. PERSONALIZE ALL INITIAL CONTACT
Don’t make the mistake of sending a ‘cut and paste’ email response as your first contact with a new client. I definitely recommend using a Gmail Canned Response for the bulk of the email (i.e. your contact info and details on your process), but make sure you include at least one section that speaks directly to the specific needs, goals, and health history of the client.
3. THE INTAKE – SIMPLE, CONCISE, ORGANIZED, HELPFUL
I recently read a survey stating that ‘convenience’ is the leading reason why clients choose a gym, so your goal is to make sure that ‘Getting Started’ with you is as simple and convenient as possible. Do not include too many forms or questions for new clients to fill out, making sure that every form you do use is concise, organized and gathers only necessary information for building a safe and effective program for them. Be sure to provide links to maps and directions, as well as a complete list of ‘what to wear and expect’ during their first session with you. Remember, they are looking for an ideal guide to lead them throughout their journey ahead.
4. THE CLIENT IS THE STAR OF YOUR CONSULT MEETING
Your consult meeting is NOT the time to tell new clients all about how amazing you are as an athlete or how ‘bad-ass’ your gym is, it is a time for you to LISTEN to their needs, challenges and fears. Whether your initial consultation meeting is over the phone or in person, your number one goal is to genuinely show that you care about their story, their goals and their success. Once you understand what led them to this point and why they are looking to hire you, then use this opportunity to explain how you can assist them with improving their fitness and achieving their goals. Remember, they are the CELEBRITY here and you are the talk show host.
5. AN ENCOURAGING ASSESSMENT
After a new client has decided to hire you, your first session with them should always be a thorough assessment of their mobility and movement skills. This session can often feel unpleasant for a client, as you look for ‘what is wrong’ with them. In order to guarantee that you do not scare them away on day one, be sure to offer consistent positive feedback and reinforcement during your new client’s assessment session. Then, at the completion of your assessment, present the client with all of the ‘possibility’ and ‘opportunity’ you see ahead for improving their strength, health and fitness skills.
