Posted by Steve Hochman on February 4, 2014 at 11:45 am
One-time clients aren’t going to help you continually grow your boot camp or personal training business. Sure it’s nice to see someone get results, but it’s not so nice when they leave to try and maintain their new-found results on their own. You’ve worked hard to get these clients into your program, but when they end up being one-timer- you’re left to fill the hole with a new client and that means hunting down a new one.
Knowing your client retention rate goes hand in hand with your marketing because if you aren’t keeping track of how long a client stays with you then you won’t be able to maximize your personal trainer marketing plan and its budget. Although there are lots of resources out there for free and low cost marketing strategies, but it’s still time consuming and requires some investment.
Losing a few clients here and there is only natural, especially if it’s because someone is moving out of the area or some type of emergency occurs. But if some of your members aren’t showing up on a consistent basis or they disappear altogether, then you’ve got to figure out why.
Get to Know Your Members
You may feel like this has nothing to do with marketing, but getting to know your members is a great way to build up your word of mouth reputation- and there’s not much advertising that can beat that.
From the very first client you sign on to the 100th client, you (and any staff that you hire) should be concentrating on building a solid relationship with them. By taking the time to get to know your members and showing an interest in them, they’re more likely to be upfront with you if they’re having any issues instead of just dropping off the face of the earth and avoiding your calls. If you’re noticing that a big percentage of your members aren’t renewing their agreement, then something is wrong and you need to know- and fast.
Start by constructing a short, but well-written questionnaire that includes a limited time coupon in a friendly email and send it to past clients who didn’t renew with you. Be sure to leave a space for them to leave comments and pay close attention to the answers you receive. This is where you can take major action, especially if their making the same complaint.
Listen to what they’re saying and offer what you can to get them back. Offer nutritional support if they’re not seeing the results they want, or change up the exercises if they’re finding them boring. Up the energy of the place if that’s what it takes. By giving members what they want increasing your client retention rate- you’ll build up your “word of mouth” and save tons on traditional fitness marketing.
Show Them Love
Be generous with your members, show them that you appreciate their business by incentivising their hard work from time to time. Host a silly costume contest or hold a theme day at your boot camp or gym and get everyone to dress up. It’s a lot of fun and it’s a great way to bring everyone together. Give the best dressed a gift card to their favorite restaurant or half off their monthly rate to show that it pays to participate. (more…)
Posted by Steve Hochman on January 17, 2014 at 3:12 pm
Being a personal trainer, no one really gives you the blueprint on how to sell your services when trying to get more clients to grow your business. Selling is important because if you’re not able to convert the people who are interested in training with you into paying customers then you’re never going to have a successful business. As personal trainers, we are the ones who change people’s lives for the better, but it’s impossible to do so without selling them the fitness packages they need to get results. The more people you help, the more money you’ll earn in return.
Okay, that may sound a little cheesy, but it’s important that you have a positive outlook on sales in order to be good at it. If you view it as an “unnecessary evil” in growing your business then you’ve got the wrong idea. Sales and personal training go hand in hand. You want to have a good relationship with your clients, right? Learn how to sell to them in a way that it doesn’t even feel like a sale, but more like a friend trying to help another lose weight and get in shape. Most personal training or boot camp business that fail do so because they lack the ability to convert leads into clients. Be open minded about sales, and try not to hate the process.
One of the best things you can do for yourself is to stop thinking of sales as a negative thing. Selling only feels negative because we all hate getting sold to insincerely, so if you have a better outlook on it then you’ll come across much more genuine and likeable.
2. Be Passionate.
Energy is contagious, and if you’re fired up about helping your potential clients lose weight and look great then that will show whenever you sit down to meet with them. Even if selling isn’t your strong point, being passionate about your services will help sell more than if you were unenthusiastic. No one wants to train with someone who lacks energy, so make sure that you’re excited and in a good mood during consultations.
Remind yourself of why you became a personal trainer in the first place. It’s not an easy job, and not an easy business to run if you’ve got one, but if you remind yourself that you’re in it to help people then you really can’t go wrong. You have to have a passion for changing lives and if you do, you’ll grow your business faster than you thought possible and achieve the type of freedom you want.
3. Figure Out the Reason Why.
People from all walks of life will come to you for help with weight loss, muscles building, strength training, or just to become healthier overall, and it’s your job to find out why. Why does the person you’re meeting with want/need your help? And why do they want/need it now? They may have been overweight for years, so what would finally drive them to seek help? (more…)
Posted by Steve Hochman on January 14, 2014 at 9:56 am
If you work hard as a personal trainer, it’s only natural to want to start up your own personal training business. Lots of successful fitness professionals started out on this path… working in a big box gym, slowly picking up clients here and there, then building up a big enough client base to venture out on their own.
But when it comes to growing a personal training business, and making it a huge success, a lot of personal trainers end up struggling because they lack the marketing experience they need to get people interested in their services. Marketing is vital for growing any business, whether it’s brand new or has been established for a while, but most new fitness business owners seem to gloss over this important step.
Marketing a personal training business doesn’t have to be that complicated or even that expensive if you have a few tricks up your sleeve. If you’re new to the biz, then don’t worry… there are plenty of resources out there to help you become a marketing master and business owner, a lot of which are right here on this blog.
If you don’t have an official Facebook page for your business, then now is the time to start one. And don’t just use your personal Facebook profile to get the word out, start a new page for your business only. You want your business page to be as professional as possible, so mixing your personal account with your business one is definitely a bad idea. The goal of your marketing plan should be to get as many people in your community talking about your personal training business as you can, so you’re allowed to be a bit controversial, but aim to engage people so that you can build up a little buzz around your services. Make it a point to answer any questions that come your way and to interact with your fans on a regular basis to get a feel for what people in your area want.
Once you build up a little following, you can use Facebook as a source for topics to use in your email marketing campaign. Always get permission if you’re using someone’s name or what have you, but you can use an interesting topic that comes up and incorporate them into your website or email blasts. Most people love to see that they sparked a conversation and will probably share your email/promotion/or story, which will help to increase your number of fans.
Social Media Marketing – YouTube
Youtube is a powerful marketing tool that a lot of personal trainers seem to shy away from. Whether you’re comfortable on camera or not, you should try to make videos about your personal training business and put them up on Youtube. Marketing this way is very effective and super easy, not to mention cheaper than buying radio or air time.
Get your videos to work for you by using Google’s free Keyword Tool to research what people are searching for in your area in terms of personal training or weight loss. Marketing a personal training business through sites like Youtube is a great way to get yourself in front of your local audience. There are over a million searches every month for things like “personal fitness training” and a lot of these are localized searches that you could be taking advantage of.
Take some of those keywords and use it to name your videos and for writing up your video description as well as in the headlines and content of articles that you’re writing (start a blog for your business if you haven’t already). You can then share this video all your friends and family, your current clients, you can post it on your website, and start using it as a tool to describe what you do. (more…)
Posted by Steve Hochman on December 12, 2013 at 9:17 am
I know you love it. I know you’re good at it. I know you live it, BUT, it ain’t always easy SELLING it. I am talking about fitness.
I mean, it’s easy to sell a pill that promises fat loss, or a simple easy to follow DVD that guarantees the viewer will get ripped just by watching the thing every day for 6 weeks, BUT… selling a program that (while it really works) requires getting some serious commitment from the client and that can be a tough thing indeed. I mean, we ALL have tons of things in our life that we see as priorities… kids, groceries, the mortgage, and certainly all of those are important, but one that ranks up there at ALL times is our health, and a quality fitness program can be the key factor that keeps us healthy and living longer. (And better able to earn money for all those other necessities that exist in life as well!)
So, how can you take someone from a somewhat interested prospect into a contract signing (and PAYING) client? Here’s some simple but EXTREMELY important tips to follow that will show you how to sell fitness so you can begin selling more programs today:
Ask questions, don’t just TALK
I would say hands down the number 1 mistake most sales professionals make is talking too much. The key to selling ANYTHING is to ask questions then SHUT UP. Let the prospect do the talking and they will tell you EVERYTHING you need to know. Here are some key questions you can ask while you are trying to sell fitness programs:
What exactly are your fat loss/fitness goals?
How do you feel about your current body condition?
What are the things you love most about working out?
What do you love least about working out?
What is the main obstacle standing between you and committing to a fitness program?
Look at the questions above closely… notice anything? Not ONE of them is a YES or NO question. If you ask YES or NO questions, then, once the answer, the conversation is over. You have to get them talking, expanding on what you asked and then talking some more. The more they talk, the more you can repeat back to them what they said, develop an understanding, and use the info they gave you to create a program that meets their needs exactly.
Ask questions where YES is the only answer
HEY, DIDN’T YOU JUST SAY NOT TO ASK YES OR NO QUESTIONS!?
I did, but follow me here. You see, the more YES responses you can get from a client, the more likely it is that they will say YES to your fitness program. BUT, you don’t want to ask questions that could result in a no. Here are a few examples where YES will be the only answer:
Getting into better shape so you have more energy and feel great would really add to your quality of life, wouldn’t you agree?
So, getting into those skinny jeans that haven’t fit in years is one of your goals, is that fair to say? (this one would come after a conversation about their fitting into smaller jeans or something similar)
If I can create a plan that will help you reach your fat loss and fitness goals while having fun that is within your budget, that would be something you are interested in, correct?
As you can see, the possibilities here are endless. These types of questions are good to pepper throughout your meeting with the prospect as well as adding a few back to back just before you ask for the sale.
When you DO talk, only talk about benefits
Along with talking too much comes with it the mistake of saying the wrong thing. When selling fitness better than any competitor, you need to only talk about what the client will get out of the fitness program (benefits) not just some aspects OF the program (features.) This can be a tricky area to navigate so to make it a little more simple, here are some examples to help you tailor your language as you meet with prospects:
Features (No-No’s!)
We have XXX certifications!
We have been in business for X number of years!
Our studio is newly painted! (Who gives a crap!)
The examples above, while nice, don’t tell the prospect anything about what THEY will get out of working with you, they only tell some aspects about the business. They use the words We or I instead of focusing the energy on the client. Here are some examples of BENEFITS that will go a long way in helping you land some clients:
You will have access to certified trainers 7 days per week via phone or email support
You will receive a personalized workout program that is customized to help you reach your goal
You will have access to multiple eating plans that will help you make better food decisions and speed your fat loss
Our in house trainers will monitor your progress weekly so you know exactly how much fat and inches you have lost
These examples are the kind that make prospects mouths water and they speak to EXACTLY what they are trying to achieve. The key is to use the language they used prior when you were in your questioning phase and repeat those things while telling them what they will receive by purchasing your fitness program. The bottom line is, people don’t eat cake because of the kind of sugar, flour, or eggs it was made with…they eat it because it tastes GOOD! Make your fitness program taste good to the prospect by letting them know it will help them get where they want to go.
Finally, ASK FOR THE SALE!
No matter how good your listening skills are, no matter how awesome your benefits conversation is, if at the end of the meeting you say something like “Well, let me know if we can ever help you!” then you won’t likely make much money. You have to be direct, you have to ASK for the sale! Whether it is selling cars or selling fitness, asking for the sale is the moment that you turn a prospect into a client. Be firm, be direct, reiterate your benefits, tell them the price, and ask them to commit. You see, prospects need our help in making buying decisions. If we leave it to them, they will often find a reason to say no or simply not commit, but if we ask them to go ahead and sign on the dotted line, oftentimes they will.
Selling fitness takes a little skill and a lot of patience. Listen to your prospects and provide them what they are looking for and you will do well. Practice your listening and selling skills whenever you get the chance. No matter how great of a trainer you are, without any clients, you are just a broke person with lots of skills…GOOD LUCK!
You need a marketing funnel to help you do just that.
What’s a marketing funnel?
A marketing funnel is a system that collects prospects and potential clients in one spot and then determines if those leads are ready to be turned from lookers into buyers. It is vitally important to your fitness business, but is often overlooked due most people not knowing how to go about developing one that actually works.
Your marketing funnel needs to be able to effectively bring in new leads and prospects on a consistent basis, teach your prospects about the products and services that you offer, and demonstrate how they’ll make your client’s life better so that those individuals will turn into customers who are more than happy to pay for your services.
A lot of the time, fitness trainers don’t really have a complete marketing funnel… they tend to have some parts there, but it’s not thought out well enough to pull in big enough profits. There’s just too many potential clients that fall into the cracks because their funnel isn't set up like it should be.
So, why do you need a marketing funnel? Because if you have any interest in growing your personal training business, then you're going to need a solid system that generates leads over the long term, which will help you to increase your profits.
Here's how your fitness marketing funnel should look:
1) Referrals should be your "go to" source of new clients when you're building your fitness marketing machine. However, unless you have enough clients to start with, it's kinda hard to build your business on referrals only.
2) Online traffic matters. Marketing on Facebook and sending traffic to a site that converts (opt in or low barrier offer) is one of the most reliable funnels right now.
Next is Google local, Yelp, and YouTube All three of these sites rank super high for local search results and can drive you a ton of FREE traffic in the form of very qualified leads and prospects.
3) Deal of the Day promotions are still one of the top fitness marketing tactics you can use to get new clients - IF and ONLY if you make the right offer and have a systematized processes for converting deal buyers into long term paying clients.
4) Offline advertising still performs. Networking with local "feeder" businesses is easy and reliable. Folks still get and read their mail. Direct mail letters and postcards to targeted homes, making the right offer is still performing really well.
In fact, just three weeks ago one of my coaching clients sent out a four page direct mail marketing piece for her fitness business. She out the letters to 500 homes within three miles of her studio.
The entire campaign cost her $1800 which included the addresses, postage, printing, and having each envelope hand addressed. So far shes' gotten $23,600 in new training clients.
Good' ol direct mail still works.
5) List building and email marketing keep clients on tap. Create an email promotion, mail it out to your list, and get clients.
It's easy, low cost, and if you have a good relationship with your list then your results will be awesome each time you mail out.
You can get all of my best client getting and business building resources for up to 50% off, but only for this weekend.
Posted by Steve Hochman on November 11, 2013 at 9:40 am
One of the things that makes me mad as hell is hearing a trainer complain that they have tried EVERYTHING and still can’t seem to land any clients.
“The economy sucks!”
“Everyone is doing P90x!”
“No one wants Personal Training (bootcamps, small group training, insert excuse here….”
The fact of the matter is, in the world of fitness, there is almost ALWAYS a sustainable market for what you do, unless you live 100 miles from nowhere in a town with a population of 10. Not everyone has tried every type of program and if you have any kind of personality at all, there are surely clients out there waiting to jump into your program and give you money! What you have to do is put your offer in front of their face.
While there are a ton of online methods to generate business these days, one type of personal trainer marketing that sometimes gets overlooked is the offline personal training marketing ideas that you can get up and running with right now! Here are 3 offline personal training marketing ideas to help get you off your butt and in front of clients ASAP!
1. Fliers - SO MANY people take fliers for granted. They are used to being handed one and then just throwing them away and assume everyone else does the same thing. Well, MANY will, but considering how cheaply you can print out a few hundred and put them directly in the hands of potential clients, it is still an incredibly valuable tool! Put together a simple but attractive flier with your offer on it, then hit neighborhoods! Knock, tell them who you are, hand them a flier and simply say “ If you are interested, I would love for you to check out our services, if not, I would love if you could pass this along to someone else who may be looking for a total transformation.” BOOM, here come the clients. It works.
2. Offering free personal training sessions - Nope, you don’t make any money when you offer free sessions, but you MAY make a bunch later on by doing them. Getting someone to TRY BEFORE THEY BUY is a great way to introduce you and what you do to a bunch of people. You can hit people in just about any location, a mall, grocery store, where every and hand them a card that is valued at X (could be a dollar amount, could be a number of free sessions or just one, whatever!) If they come to see you, chances are they are a good prospect and if you treat them well, they could be a client and more importantly, an ongoing referral source. Once you get people talking about you and having experienced what you do, it is much more likely they will use you and/or refer you. Personal trainer marketing by offering try before you buy is smart and is likely to make you loved AND get you clients. Do it. (more…)
Posted by Steve Hochman on October 30, 2013 at 11:42 am
You are NOT in the fitness business.
Whoa… what did I just say? You are not in the fitness business!? Probably the fact that you train clients day in and day out, helping them lose fat, build muscle, and basically change their lives makes you beg to differ. BUT, the fact is, even with all that considered, there is something that you have to be even better at and that is the REAL core of your business…and it is called fitness marketing.
I know, sales and marketing are probably the last thing you want to think about, BUT, if your marketing plan sucks and you can’t get people to check out your services, then it won’t matter how kick butt of a trainer you are, because you won’t have anyone to train! This is the area where many fitness business owners fail and oftentimes it is not because they are not doing enough, but because what they are doing is WRONG.
These marketing mistakes can be extremely costly overtime and have caused literally thousands of businesses just like yours to close their doors because of lack of interest and income. Well, I say SCREW THAT!
Tighten up your fitness marketing, do the right things, and get those bodies sweating! Here is a simple list of 5 mistakes that many fitness business owners make that you should avoid if you want a thriving fitness business filled with eager bodies ready to be changed!
Not knowing who you are targeting - This one’s a biggie. You see, in a rush to want to change the world, too many fitness business owners believe that their product is for EVERYONE. Now, while it may be true that as a trainer, you really CAN help people from all walks of life, unless a person feels like you are speaking directly to THEM, they probably won’t even give you a second look. This means you need to be specific about what audience you are trying to reach. These could be stay at home moms, busy professionals, super fit WARRIORS, or people over the age of 65 who have never exercised a day in their life. Be specific, get the ear of your target audience, and they will respond!
Not creating an email list - This one kills me. Fact is, email marketing for personal trainers works! If you personally collect someone’s email, tell them you will email them, and then actually DO email them, they will oftentimes be responsive. You need to grab the email of EVERYONE you come in contact with! All past clients, people you meet in public, people who phone you, AND those who opt in for your special offer on your website. (That is the subject of another lesson, but it is VITAL that you are doing this in your business!) Make CERTAIN you have their permission to email them and always include a way to OPT OUT of your emails so you can be in compliance with SPAM laws. (more…)
Posted by Steve Hochman on October 16, 2013 at 11:26 am
If you’ve already started a fitness boot camp, you may only have a few people attending and obviously, getting more people to join will increase how much you earn.
There are dozens of ways of marketing a fitness boot camp business as you probably know, but the best way to get a good response is to offer something free. Free is the most effective word in advertising, because it works.
Whether you want to run print ads, use your FaceBook Business page to attract leads, or use lead boxes, you can attract a lot of business by offering prizes and free sessions to get people in through the door.
As a bonus, by using any or all of these methods you can also grow your email list, so even if people aren’t ready to sign up today, you can keep reminding them of what they’re missing. Just make sure your limited time offers are what they say they are - limited. If people know they’re always going to get $100 off their first month’s boot camp membership, there’s no incentive - you have to create a sense of urgency.
Lead Boxes
Lead boxes are a quick and easy way to grow your client list; you’ve probably noticed them on local retailers’ counters. They’re simply little boxes that can advertise a business’s special offers. They have a slot in the top where you drop in a card, just like a ballot box. It could be a business card, but the best idea is to have a short tear-off questionnaire, that asks for a name, phone number and email address.
No savvy business owner is going to clutter up his sales counter with lead boxes if he doesn’t get something out of it. Make him an offer of a free personal training session, a free month’s boot camp, or a coupon – something valuable that benefits him.
The great thing about lead boxes is they’re extremely easy to monitor, because obviously you have to go back an empty them. For promoting a fitness boot camp, you have to figure out where the best places will be to leave your lead box, and that will be hair salons, barbershops, spas, health food stores, and yoghurt shops etc. It may take some trial an error to find the best locations, but lead boxes can be an incredibly good source of leads.
You have an awesome business, so think hard about the design of your lead box. It should be attractive, and tell people exactly and concisely what to expect if they do fill in a card.
A good graphic designer will help you create just the right lead box, one the business owner doesn’t hide under the counter as soon as you leave. The cost for a lead box can be just $20 each and in a high-traffic location, you may get 50 leads a week, with a conversion rate of maybe 1-5 sign ups, and of course, you get 50 email addresses that you can work on. The more compelling and valuable your offer, the more interest there will be.
If you only have 10 lead boxes, you can always drop in once every few days and buy a joghurt, shoot the breeze with the owner or get your hair trimmed and collect the cards. More than that and you’ll probably have to hire someone to do it for you.
FaceBook
FaceBook has changed a lot; it’s no longer just a social media site, it’s a great place to promote a business. You can run an ad on FaceBook offering free sessions or reduced rates to your exact target audience only, so if your bootcamps are popular with 25- to 35-year old businesswomen, only they will be see your ad.
To keep your costs down, don’t redirect prospects to your blog or website, send them to your FaceBook business page, and offer a free audio program or report in exchange it for their email address, because FaceBook prefers if you don’t redirect traffic away from their site.
Using Other Business Owner’s Email Lists
Building a rapport with other business owners is important because eventually you may be able to ask to use their email list. What you’ll do is send out a series of emails to their clients, containg a special offer. You can sweeten the pot by giving the business owner some gift cards, that he can use himself or give away, and you could reciprocate by offering to send a special offer for his business to your email list.
Build a Website or Blog
If you’re serious about marketing a fitness boot camp and cultivating a good following, but haven’t already built a blog or website it’s time to do so.
Learn about keywords, which are the words people use to search for relevant websites. Those words are how the search engines find your website too. Make your blog or website interesting, post regularly and link to information on other sites your visitors may find interesting and useful. Pay attention to comments and respond as quickly as possible, which easy these days thanks to smart phones. (more…)
Posted by Steve Hochman on October 3, 2013 at 11:00 am
You’ve worked hard, you look great and you know your biz. If you have a facility you may have even got yourself into some deep financial obligations to get the place full of the latest state-of –the-art equipment, but without knowing the best way of marketing a personal training business you’ll probably be DOA.
Marketing is essential for any business whether it’s newly established or has been around for a long time. Look at Coca-Cola. Just about everyone on this planet has heard of it, but the company still spends millions on advertising. Why? Because of competition. You have to keep reminding people that you’re there – and that you’re the best, or they may be tempted to try someone else’s services.
Marketing a Personal Training Business Doesn’t have to Cost a Boatload of Money
If you’re new to marketing then don’t panic, some of the best ways of marketing a fitness business don’t have to break the bank, in fact the best ways only take time, careful planning and/or a small financial investment.
Social Media - FaceBook
If you haven’t set up a FaceBook Page for your business, then it’s time you did. Don’t be tempted to mix your personal and business personas by adding your business to your personal FaceBook profile. Your aim is to look professional, and mixing personal training information with comments and pictures of your best buddy’s stag night probably won’t impress a potential client!
The whole idea of marketing is to get as many people talking about your personal training business as possible, so aim to be a bit controversial, engage people and get a buzz going. Make sure you answer questions and interact with your fans regularly, get discussions going and run polls and competitions. FaceBook is a great place to interact with people to find out what they need.
When you get some healthy discussions going, FaceBook is also a great source of ideas that you can use when you build your email marketing list. Get people’s permission to use their names and questions, and incorporate those into topics for your website or email blasts. People love to see their own names and pix on the internet. They’ll Tweet and contact all their Friends to show off, thereby increasing your list of fans.
Social Media – YouTube
If you know your way around a camera, do this. Check out Google’s free Keyword Tool and investigate what people are searching for in relation to losing weight and personal training.
Marketing a personal training business via YouTube is incredibly easy and effective. There are one and a half million searches punched into Google every month relating to personal fitness training and many of these are localized searches.
Use this keyword information to title articles for your website and use these keywords in the titles and descriptions of the videos you make. You can re-use your videos many times over; on your website and on all the other video sharing sites. Pick your keywords wisely and incorporate the name of your town and build a seriously popular channel of helpful videos that will be shared, Liked and Tweeted. Concentrate on content, video quality and sound quality – the latter is often overlooked, but is extremely important if you want to look professional. Aim to get your videos on the first page of the search engine results pages. With a few minutes’ research you’ll discover under-utilized keywords and you will cash in.
Email Marketing
If you haven’t got a list, you’re missing one of the cheapest ways of marketing your fitness business. Placing an opt-in form on a WordPress site is a piece of cake, and getting people to sign up isn’t rocket science. (more…)
This blog is about flooding your boot camps with new clients using the most POWERFUL, TESTED and PROVEN boot camp marketing formulas on the planet.
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