Answers to the Most Important Questions

It begins on Day 1 

Your clients are a representation of your skill set.  What do they do for fun? What motivates them to be the best? Begin building community from the minute you being your training session or teaching a class. Plus identifying and learning networking strategies will go a long way.   

Go above and beyond – it’s all about the experience! 

For example, let those you train or teach know that every week at a designated time you will workout together! This time will provide you an opportunity to share ideas and for friendly competition.

Be Present and Pay Attention 

A quick compliment goes a long way, and keeps people engaged. Designate a few key classes to do meet and greets before and after class. This is a great way to get new clients as well and to get to know the instructor. 

Survey Your Clients

The survey should generate follow-up points that your survey collectors are trained to respond to. The goal here is not to survey clients as quickly as possible; leverage the conversation starter to have a lengthy, meaningful discussion.

Don’t Sell Them Anything  

The concept of “selling” implies that you are forcing, tricking, or otherwise coercing someone to purchase something he or she really doesn’t want.  Remove that thought from your head.  You are providing a valuable service to your community and ALL valuable services have a price. 

They Already Know

You may be a fitness professional today, like it or not, you’re also a business owner. And even if you’re training inside a health club – sales is the name of the game.  But that’s not a problem because your potential clients already know what they’re paying for, you need to show them the value.   

Sales Is Easy – Compared to Marketing

Once the potential customer is in front of you the sale will come a lot easier than the task of getting the potential client to that point. Listen to what the client wants and then find ways to accommodate.

Know Your ‘Pitch’

When you present your value proposition in a clear, understandable, direct manner, the process will go smoothly.  In order for that to occur, you need to be able to identify the right time and then easily move the conversation exactly where your customer expects you to go.

Deliver Results

Nothing sells better than results, so the key to retention is delivering on this promise.  Once you’ve established yourself as the trainer who delivers, many of the other challenges will diminish, if not disappear entirely. 

Thank You Very Much

Everybody loves to be recognized.  Everybody likes to be rewarded. Similarly, you can create rewards, challenges, small gifts, outings, and other recognition items to send the message that your client is special.

Know Your Clients

The fitness industry is home to plenty of people who equate punishing their bodies to fun. If you misread the objectives of your client you’ve just thrown retention out the window.

Work Your Community

The more interaction that you can foster between your community members, the better the chances of them making new friends, feeling that great feeling of camaraderie, and generally “buying in” to their membership in your community.

I deliberately focus on listening and understanding where my clients are coming from. From there I can develop a thorough understanding about the way my clients’ think about their health, fitness and realizing positive change in their lives.

Cris Dobrosieski, President and Head Coach, Monumental Results

Professionalism is Key - Be Who You Say You Are 

If there’s an undercurrent in the fitness industry that’s going to come back to bite us, it’s non-credentialed fitness professionals. Maintain your CEC/CEUs, showcase your education and spotlight how you’re different.

You Are On Stage

When you’re training, you’re on stage.  Always.  You’re actually auditioning in front of dozens of “directors.”  Like it or not, they’re judging you.  “Would I want her to train me?” is being asked countless times every day.

Full Attention  

Full attention means always.  No phone calls, texting, no “I’ll be right back,” no interruptions.  This is the client’s time.  He or she has purchased your time.  Focus on the client and ensure that you are delivering what you’ve promised.

R-E-S-P-E-C-T

Start with punctuality – always, always be on time.  Your overall demeanor/body language is key – be happy, lively, excited about working with this client.  Your language is appropriate, your manner is supportive and inspiring. 

Take it from Mike Robinson, AFS member and 2015 IDEA Trainer of the Year. "What differentiates my fitness business is: 1. Customer Service and making sure that no other fitness business can compare. 2. Hiring the right team of passionate people and making sure that everyone understands their roles. 3. Making sure that every single encounter that our clients have with MZR Fitness is consistently superb. 4. I even created a board of directors consumed of only MZR Fitness clients to help stay in touch with their needs & expectations."

Mike Robinson, Owner, MZR Fitness

Keep your Relationships Strong

It will take a while to create and there’s plenty of nourishing necessary, but the bottom line is that you have to become a strong, important person in your client’s life.  By being supportive, inspiring, and stimulating, you will create a bond that will enhance the relationship and put “leaving you” out of your client’s mind.

Get your Clients to Buy In

You’re special and you make your clients feel special.  Or do you?  That, of course, is the question.  The most effective strategy to secure client buy-in, is to communicate before, during, and after workouts.  Make sure your clients understand the program, and why you’re having them do certain things. 

Results Are the End Game

Nothing is more personal than that compliment your client receives from family or friends about how he or she “looks better,” or “seems to have more energy.”  So for all the building of community, personalization, and other strategies for interaction, the bottom line is – make sure your client is making progress toward their goals.

It’s Always About the Client

You may be the expert, but without clients you have no business.  Keeping clients means keeping clients happy and feeling good about their experience with you.  This means, no phone, no wandering eyes, no divided attention.  This period of time is all about the client – nobody else.