Should I offer a free personal training session?
October 29th, 2009 · No Comments
Should I offer a free personal training session to new prospects or is it just a waste of time? Watch the video to find out more.
What do you say when the subject of price comes up?
October 17th, 2009 · No Comments
Do you feel sick to your stomach? Do you stutter, hem and haw not knowing the right thing to say. Or worse, do you blurt out your rates and then start trying to justify why you charge what you do? Just the thought of having to talk about prices sends some trainers into a tail spin. But it doesn’t have to be this way. To make you feel more comfortable and in control when the subject to price comes up all you need to do is prepare. Just like a good actor needs to know her lines, practice the many ways in which you can answer the, how much do you charge question.
Before I dive into some scripts on the subject, there are a few details I would like to highlight.
1) First, be comfortable with what you charge. Lots of trainers aren’t comfortable saying they charge $65.00 an hour. They don’t feel like they are worth it especially new trainers. You are worth the money based on your certifications, education and experience. It’s not a matter of feeling worthy of this rate. It’s a matter of what the going rates are for personal training.
2) Understand that the service you provide has a much greater value then the money people will pay you. We help people achieve a healthier and more balanced lifestyle which can add years to their life. The money you receive is just a transaction for services you perform and form of payment you need in order to do your job. That’s it.
3) Lastly, clients don’t expect you to be free. Enough said.
Here are two scenarios to help you practice what to say when the subject of price comes up. While reading scenarios is a good learning tool, it’s even better when you can role play them. I know, it’s awkward to role play and you may not like it. But trust me, the more you practice the more comfortable you feel when you are in the situation for real. Think of it as rehearsal.
Scenario One – “I’m just shopping around”
Phone rings and you answer: XYZ Personal Training, Lynn speaking how can I help you?
Prospect: Hi, I’m just wondering what you charge for personal training?
Lynn: Hi, I’m glad you called. Sorry I didn’t catch your name?
Prospect: Sheila.
Lynn: Hi Sheila, how did you hear about XYZ Personal Training?
Sheila: I saw a flyer at the community centre. What are do you charge?
Lynn: Oh I’m glad those flyers are getting noticed. Do you mind if I ask you a few questions about your goals? It will help me identify which packages or programs might best suit your needs.
Sheila: Uh, okay.
Lynn: What goals do you have for your fitness?
At this point I will stop the dialogue to point out that the trainer just didn’t launch into giving the prices. She gently moved the conversation to a point where she can learn more about the client before quoting the rates. In this scenario the prospect wasn’t aggressive in wanting to hear the rates but was willing to engage in the conversation. They won’t all be like that. So let’s tweak this scenario and make Sheila a bit more forward in wanting to know the rates.
Scenario Two – “I’m just shopping around”
Phone rings and you answer: XYZ Personal Training, Lynn speaking how can I help you?
Prospect: Hi, I’m just wondering what you charge for personal training?
Lynn: Hi, I’m glad you called. Sorry I didn’t catch your name?
Prospect: I just want to know what you charge for personal training.
Lynn: Okay, sounds like you’re shopping around, is that right?
Prospect: Yes that’s right and I don’t have a lot of time. What do you charge?
Lynn: Sorry, I didn’t catch your name.
Prospect: Uh, Sheila
Lynn: Well Sheila, I would prefer to learn a bit more about your and goals so that I can recommend what best suits your needs but I understand you are pressed for time so let me cover the basics. Would that be okay?
Prospect: Sure
Lynn: I customize all my programs for my clients and depending your goals you have the option of coming to see me several times a week to once every so often for updates. I offer packages and programs that range in investment from $250-$1250 depending on your availability and budget.
Before I continue I just want to let you know that when phoning around to compare prices you might want to ask about the qualifications of the trainer and if they carry insurance. Sheila, in BC we have a provincial standard through the BC Parks and Recreation Association so you want to ask if the trainer is registered through this organization. It might be a good idea to ask how many years experience they have. The going rate for personal training in this area is between $65.00-$75.00/hr so this gives you an idea of what established trainers are charging.
Prospect: Wow, I really appreciate you sharing this information with me. I didn’t know that. I was hoping to lose some weight before my wedding. I’ve gained twenty pounds and I have four months to lose it.
Okay we can stop here. The trainer did a good job of providing the information the prospect wanted and getting her name and using it which is important. The trainer also took the time to educate the prospect on what questions she should be asking instead of launching into the prices. This helps to establish the relationship and build trust. The trainer also planted the seed about the clients schedule and budget. Basically saying there’s an option available that addresses both these needs and concerns.
If a prospect is really pushy and only wants your prices and doesn’t want to engage in conversation, then give them your rates and thank them for the call. They may not be the right client for you anyway if they are that price sensitive.
Do you want to read and learn more about the topic of what to do when price comes up? If so, then you can book a 30 minutes role playing session with me to create and practice your scripts. To learn more about how you can book this session contact me at edgefit@shaw.ca.
Discover how to build a profitable personal training business
October 15th, 2009 · No Comments
Building a business is hard work but having the right plan can make things a lot easier. It’s more then just earning your personal training certification and then saying you are open for business. But unfortunately many trainers do just that. While some see initial success it’s difficult to grow a business and start making some really money without a plan. Money isn’t the only objective but it’s what pays the bills and secures your future so it’s an important aspect of any business. After all, who wants to run a business that isn’t profitable?
There are five elements to building a profitable personal training business. Cover all five and you will set yourself on the right course.
1) Define the essence of your business
2) Create the culture
3) Formulate the plan
4) Offer extraordinary service
5) Get the word out through marketing
Define the essence of your business
What is the essence of your business? To understand what I mean about the essence, think about what it is that only you can provide. What sets you apart from all the other trainers? You are starting with the most difficult question. It may take some time to think about how you are different. This is a perfect brainstorming activity. Take out a sheet of paper and for fifteen minutes write without editing. List all the things that you believe make you different from everyone else. Tying being a little outrageous if you find you are getting stuck. We all have quirky qualities about our personalities. Write some of those things down. They may not appear in your marketing but you will at least understand how you are a bit different from others.
For more information on how to differentiate yourself read the article I wrote entitled Differentiate or Die!
Create the culture
One of the strongest cultures we can create is a sense of community. For those of you that remember the television program Cheers, you know exactly what I mean. When Norm walks into the bar everyone calls out his name. There’s a sense of family and a place where people want to go and hang out. This is an example of creating culture.
The culture at Twist Conditioning located in North Vancouver is all about working hard and giving your top performance. Everyone who comes to workout in that environment gives 110% of themselves. The studio is plastered with inspirational words to encourage, inspire and motivate.
At Equal Balance Fitness in North Vancouver, the spirit of this business centers around family. Run by owners Cathy and Kelly, they have created a friendly atmosphere in their boot camp programs. I dropped into to one of their classes and it was obvious that everyone felt very comfortable in the group and as newbie I was welcomed with open arms.
Creating a culture is creating the spirit of your business. Think about your business and what type of feel or culture you wish to build. How would you like people to talk about your business? Answer this question and you are on your way to creating your culture.
Formulate the Plan
I could write volumes on the subject of planning. If you are interested in finding out more on how to plan for the future of your business then join me for a free seminar on November 12th (click here for more information).
What is the plan for your business over the next twelve months? Are you looking to increase your revenues, develop a marketing campaign, attract more clients and the list goes on. Once you know what your objectives are you need to put a plan into action on how you intend to achieve those objectives. This is where most trainers become confused. They have all these goals but don’t know how to go about achieving them. It’s hard sometimes when you get caught up in the day to day grind of training to find the time to build the business. Some of you would rather train then think about the business side. Perhaps that’s because you’re uncomfortable with your skills in the area of business, whatever the reason you won’t get anywhere without a plan and then executing it.
If you are really stuck then get some help. This last year I’ve assisted many personal training and other fitness related businesses get on track. As a business coach, I help you set the direction for your business, create the plan and then ensure you are taking action towards achieving your goals.
Here are five steps to planning and some examples.
- State what you want – $300,000 in 36 months
- Indentify what steps and actions you need to take to get there – offer programs, classes, private training, establish partnerships.
- Work on activities that yield the most value and cut out the rest – cancel classes, change instructors
- Take action – it’s action that gets things moving not a perfect plan.
- Re-evaluate – every month, three month or quarter see how you are doing
Offer Extraordinary Service
This above all can make or break a business. You now what I mean because you are a customer too. How often do you receive extraordinary service where you are so wowed that you have to tell everyone about your experience? I bet not often.
I am a real stickler for creating exceptional customer service and it’s really easy to do. I created a course on how to put the Sparkle, Pop, Kapow into serving customers. It’s all about creating magical moments and experiences for people. Here is a small excerpt from that course;
Seven steps to successful service.
- Keep commitments
- Stay sharp
- Respond right away
- Be positive
- Recover quickly
- Take pride on what you do
- Display professionalism
Write these seven steps down somewhere where you will see them everyday and use them as part of your customer service code of ethics.
Get the word out through marketing
How many of you have spent money on advertising and saw very little return? Or hung flyers around your neighbourhood and nada? Sound familiar, well it is. Unless you have oodles of cash to throw around in print advertising and the ability to launch a marketing assault and sustain it, most small businesses can’t go this route when it comes to marketing. They have to take a more subtle approach which means covering a lot of bases and doing the little things everyday that will make the biggest difference down the road.
I spend about ninety percent of my time coaching clients on how to market their business. Marketing is all about creating a message to the right audience, being consistent in your efforts and knowing the right things to do. You can start the process by reading the article I posted on the 12 pillars of marketing. I’ve expanded the article into a mini course which covers the twelve strategies in detail with activities for you to work through.
As you can see there’s a lot to making a business profitable and sustainable over the long haul. The five elements are just to get you started. Print off a copy of this article and read it often. Read the other articles mentioned and start to learn what you need to do to build a profitable business. Invest in some of the courses I’ve mentioned and perhaps a few business coaching sessions so that you do things right.
What will you do differently in your personal training business in 2010?
October 14th, 2009 · No Comments
November is approaching fast which means the holidays are just around the corner. It’s the time of year when people start to slow down in preparation for the seasons’ festivities. It’s also a good time to start thinking about planning for 2010 and what you intend to do differently in your business.
It’s around November that I start thinking about the direction for my business in the year to come. I set my budget and overall goals for the next twelve months. I reflect on the previous year and the things I could have done better and the things that worked out well. It’s a time for planning and setting the course for how I want my business to move and grow.
I learned how to plan from my years working as a Personal Training Director and then as a Weight Room Program Coordinator for the District of West Vancouver. It was around this time of year when we had to plan for the leisure guide and review our budgets. It was a great skill to learn and one I wish to pass along to you.
To begin planning for 2010 think about what goals you want to achieve. Do you want to attract more clients, increase revenue, hire trainers, open a studio, plan a vacation, pay- down some debt and so on. How about your educational goals? Instead of panicking when your certification comes due and taking any ol’ course, structure your education throughout the year by focussing on an area you would like to learn more about. This could be anything from learning more on internet marketing, using the TRX suspension unit, working with special populations or creating advanced programs. Whatever the topic, become more informed and make it your focus for the year. At the beginning of 2009 I decided that this year would be my year of performance. I’m taking acting classes and workshops all with the theme of performance. I’m doing this because I want to become a better speaker and story teller. It was an effective strategy because I knew where to spend my money and because I focussed I learned a lot and developed better skills.
To start planning ask yourself the following questions;
1) What do I want to achieve in my business for 2010?
2) What goals do I want to meet?
3) What areas of strengths do I wish to continue to develop?
4) What areas do I find challenging and what do I need to do in order to turn them into a strength?
5) By the end of 2010 what do I hope to have accomplished?
6) How much money do I need and want to make for 2010?
7) What services or products do I need to offer to make this revenue?
8) What will my marketing look like throughout the year?
There are many more questions to ask yourself before you start the planning process but these will get you started. All good plans start with good questions as any great trainer knows. You can’t just jump into program design without understand the direction the client wishes to take and the results they want to achieve.
Once you answer these questions, preferably on paper you can start to plan for the next year and how you intend on achieving your goals. If you have very lofty goals you may not know where to begin. That’s okay. For now you don’t have to figure out every detail. You can ask more questions later and then start to slowly find the answers. Once you are armed with more information you can set the plan.
Now if you are a Type A personality, and I’ve said this before, you are going to try and create the perfect plan. Well, the perfect plan doesn’t exist, so let it go. You would be better off creating an imperfect plan but taking action on it and tweaking it as you go. You see, many people create plans or lists and then never take action. A plan without action is just a waste of time.
To assist you in the planning process I’ve put together a little soiree. The soiree takes place November 12th, 2009 from 6:00-8:45pm at the Lynn Valley Library at 1277 Lynn Valley Road in North Vancouver. There is no charge and we will be focussing on creating a plan for your business for 2010. You can decide which aspect of your plan you wish to work on. Perhaps you just need help with marketing or budgeting or just setting the direction for your business. Whatever area of planning for 2010 you want to work on we will do this during this workshop. BCRPA is providing 2.5 credits for the soiree.
If you are interested in attending the 2010 planning session, RSVP your attendance by November 6th to edgefit@shaw.ca . Take the time and invest in a plan because it’s your future you are looking to build and there’s nothing more important then that. If you do make the commitment to attend then please do so as space is limited.
3 mistakes personal trainers make when it comes to selling
October 13th, 2009 · No Comments
Selling may not the biggest thrill you get in your day but it’s what pays the bills and keeps you in business. Learning how to avoid some common mistakes will help you build your clientele and feel more comfortable in a sales role. Here are just three mistakes you should avoid when offering your services to prospective clients.
Not building trust
Before you leap into the benefits, values and price for your service establish trust. People buy from people they know and trust. They don’t want to be misled. They want fair value and results. Build trust between and you will have an easier time when it comes time to talk about your services.
Tip: Build trust by actively listening to your prospect and only recommend the training package you think they need instead of trying to sell them what they don’t need.
Not establishing fit before fee
Not qualifying the prospect first is a big mistake I see most trainers make. Not everyone is your client. You must be clear who your target audience is and then spend time speaking and attracting those people. If you train seniors then don’t waste your time marketing or trying to sell to the youth market. Once you understand that the whole world is not your customer it makes it easier to sell your services.
Tip: Create a profile of your perfect client and use it as a blueprint to quality if a new prospect fits that profile. You can develop specific questions that you ask each prospect to qualify them first.
Being afraid of rejection
People are going to say no to you, I guarantee it. But if you build trust, establish the right fit and understand that no just means no not now then you won’t take it personally. Just because someone isn’t ready to begin working with you now doesn’t mean they won’t think about it in the future. The no you receive is not about you personally. There may be many reasons why a prospect doesn’t want to start training. But for every no there is a yes. Move on, learn from the no and how you can improve your skills and just keep going.
Tip: Role play past scenarios where people have told you no and what they said. Then try and turn those no’s around and see if there was a way you could have gotten to yes.
There’s only one way to improve your sales technique and start feeling more comfortable about doing it and that’s to practice. Any good athlete knows, you don’t win medals by sitting on the bench, watching others or reading books. You have to get in the game and do the work. So know it’s your turn to get in the game. Assess whether you fell victim to these common pitfalls and if you have then turn it around and start working to improve your skills. Perhaps a little business coaching and role playing is all you need to start feel competent in this area.
Customer Service On Steroids – Strategies to pump up your service
October 11th, 2009 · No Comments
There’s no denying or getting around it. Today’s customer wants service and not just the same service as before. They want exceptional service and if they don’t get it they are more vocal about it and take their business elsewhere. With so many competitors in the market, customers know they are in a power position and they are taking full advantage of it. The savvy personal trainer takes this information and creates a customer service plan unlike no other. Here some strategies to help you put your plan on steroids so that you can supersize, maximize and plump up your profits.
Let’s take a look at some ordinary customer service strategies and put them on steroids.
Ordinary: Call people back within 24 hours of initial contact. Steroids: Call people back within an hour of initial contact. Ordinary: Send a thank you card for renewing sessions. Steroids: Send a thank you hand written card with a gift certificate to their favourite restaurant. Ordinary: Offer a free session for referring a client. Steroids: Book a limo and have your client driven to and from work as a thank you for referring a client. Ordinary: Send a thank you email to a client for a testimonial you received from them. Steroids: Send a thank you fruit bouquet for their testimonial with a copy of a book they mentioned they wanted to read. Ordinary: Your client talks about how busy they are and how hard it is to find time to get their nails done. Steroids: You book a mobile spa to come and do their nails after a session.Some of these customer service strategies that went from ordinary to being on steroids might seem a little out there to you. But that’s the point. Take your service to a whole new stratosphere. Think differently about what you can do to make your customers happy because it’s the small things that make the most difference. That’s what you are looking to provide.
I think you would agree that this type of customer service goes beyond the basics and into the world of WOW. If you can get your clients to say wow, then you know you’ve done something extraordinary for them. They will be sure to tell others of their experience which is the effect you want in order to take your business viral. You will create loyalty amongst your clients and they will stay with you. You won’t have to be concerned about them renewing sessions or re-signing for programs because they are thrilled with the service and the results they see when training with you.
I suggest you start actively listening to your clients. Most clients express wants, needs and desires at some point during their session. It’s this information that will help you formulate your customer service steroid plan. The client who doesn’t have time to get her nails done is a good example. You would have had to know this before offering this little perk to her. She would not only be surprised by this generous gift but impressed that you listened so closely and personalized it just for her.
What you are truly creating with this type of service plan are memories and experiences. When you do something that is exceptional like this, your clients won’t soon forget. The trick is to keep things spontaneous so that the initiative stays fresh. If you do it too often they will come to expect it and then the wow effect wears off.
Although some of these ideas are really different they would create an impression with your client. Now it’s up to you to use your creativity and come up with your own customer service plan on steroids. Have some fun with it. List some ordinary customer service strategies that you are currently using and see if you can put them on steroids. For more information on how to build a customer service plan on steroids you can contact me for a free 30 minute fitness business coaching session.
On The Edge
Fitness Educators (OTE) offers a complete range of services to help you grow your business.
We offer:
