A review of Getting NAKED

A Business Fable….about shedding the three fears that sabotage client loyalty.

Written by: Patrick Lencioni

I love to read and my two favorite subjects are fitness and business. So my library is full of both types of books. When I like an author I usually buy all of their books. I feel like I get to know the author that way and their ideas. Patrick Lencioni has been one of my favorites for a long time. His latest book entitled Getting Naked is a true delight. Like all his other books he tells the reader a tale to illustrate his points. At the end of the book he summarizes the lessons and they have always proven to be enlightening and useful.

Getting Naked is about allowing yourself to be vulnerable and by doing so you can overcome some common fears that unknowingly sabotage your ability to build trust and loyalty with your clients.

The fears Patrick addresses are;

1)      Fear of losing the business

I’m sure many personal trainers can identify with the first fear. We can get so wrapped up in trying to get a client to sign up for sessions that we may not take the time to ensure a proper fit. Or we push too hard to close the sale and the client feels put-off. When you do what’s right for the client which may include referring business to someone else, this demonstrates that you are acting in their best interest and establishes trust. Don’t be afraid to lose business. Do the right thing for the client and you will develop a kind of loyalty that will last.

2)      Fear of being embarrassed

We all make mistakes and that’s natural. When you make a mistake instead of trying to cover it up, be straight with people and you’ll earn their trust and respect. We also can’t know everything so don’t worry about asking your client questions if you don’t understand something they’re saying or even admitting that you don’t know something. It’s okay. People will understand that you’re not a walking encyclopedia and respect you more for just being honest.

3)      Fear of feeling inferior

We all want to feel important. Some of us have really big egos and like the idea that we know more than our clients. Some even like to flaunt that a bit. However, keep in mind that you are in a service industry and it’s all about the client. In reality there’s nothing you shouldn’t want to provide help to a client.

Patrick shares a few tips for shedding the three fears.

• Always consult instead of sell
• Give away the business
• Tell the kind truth
• Enter the danger
• Ask dumb questions
• Make dumb suggestions
• Celebrate your mistakes
• Take a bullet for the client
• Make everything about the client
• Honor the client’s work
• Do the dirty work
• Admit your weaknesses and limitations

 To find out more about each of these tips I suggest you pick up a copy of his book. It’s a very short read and full in insight. I believe it will make offering your services as a personal trainer a lot easier for some of you once you realize that you don’t have to do the hard sell to get people to train with you. For more information on how you can improve your customer service and client retention check out Go Forth and Serve – Creating the “WOW” factor for service excellence.