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.

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 12^th (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.

1. State what you want – $300,000 in 36 months
2. Indentify what steps and actions you need to take to get there – offer programs, classes, private training, establish partnerships.
3. Work on activities that yield the most value and cut out the rest – cancel classes, change instructors
4. Take action – it’s action that gets things moving not a perfect plan.
5. 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.

1. Keep commitments
2. Stay sharp
3. Respond right away
4. Be positive
5. Recover quickly
6. Take pride on what you do
7. 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.

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.

Here are three steps to get your started.

Clearly define your target market

I’m confident that to be successful you must clearly define your target market. If you concentrate your efforts on serving a particular target market instead of being a generalist, it makes it much easier to do your marketing. People like to work with experts. Become an expert in an area and you will drive more traffic to your business.

Create a plan and then stick to it

I talk a lot about the importance of having a plan because it’s important to your success. If you have no goals then it’s like shooting darts without a target. You can aim all you want but what are you aiming for? Your plan helps shape your dreams and if you can dream it then it can become your reality. But first you must strategize on how you intend to get there.

Ask for assistance

Yes that’s right. Be brave and ask for help. If you don’t know how to do something then own up to it and get help. We could all use some help time to time. Building a business takes a lot of effort and time. It can be as rewarding as it is draining. When you have people willing to help you, it makes tasks seem much easier to accomplish.

As a fitness business coach I help emerging and veteran fitness professionals by teaching them how to create business momentum, drive more people to their businesses and really enjoy the process of being an entrepreneur. As a coach I’m here to help make the road to business success a little less bumpy so that when you build it, they will come. I’ve designed a special Kick Start Program to help you jump start your business and put you on the road to success. Now all you have to do is take the first step.

The surest way to do this is to stop thinking about what you’re going to do, think you should do and then never do. No, No this is a vicious cycle that sets you on the long path to getting no where.  Create a list of things you must do instead of a list of things to do. There’s a difference. Everytime you write something on your MUST DO list you commit to yourself that you must do it. Think carefully about what you put on this list because it’s like making a promise to yourself that you are going to do it no matter what. To maintain integrity with yourself, you must execute every task on this list.

A must do list is very different from a to do list. A to do list is more passive. They are typically tasks that you would like to see accomplished. You keep adding to a do list without much thought. Some of you outthere like your to do lists so much that you have several of them and they are long. Isn’t it true that there’s items on your to do list that never get done? Well that’s not a must do list. Done right this list is far shorter and you have no choice but to do it.

As a fitness business coach I see many trainers in their businesses who suffer from thinking about it symdrome and not getting to it. What happens is that they have the desire to grow their business, make more profits, market or attract more clients but lack the disclipine of execution. Running a business takes time, effort and a lot of work, especially when doing it on your own. It takes even more time, effort and work to grow it to another level. As a trainer you know the work it takes a client to move from general fitness into sport performance. There’s a daily commitment to training, eating right, getting enough sleep, keeping the mental game going. Let me ask you, do you think there’s a difference in the sport of business growth? No, there isn’t. Do you have what it takes? Before you answer, what would you tell a client who asks you the same question? Would you say, “if you follow the plan, stay on track and commit to it  anything is possible”. Yes, I believe you would. Good, now tell yourself exactly the same thing and then get to it.

Watch this video for more on how to get going!

So here they are and you would be wise to follow them and avoid finding yourself falling into the same trap.

1) Start your business with a solid plan.

Starting a business without a plan is like starting to train for a sport without a workout program. It just doesn’t work if you want to achieve a goal. Most trainers leave the safety of part-time or full-time employment to strike out on their own and start a small independent business. You are the sole trainer, building your schedule to meet your income needs. But is that your goal? Is that the plan for your business, to be the sole trainer? Or are you looking to hire other trainers or sometime down the road open your own studio? If you have these type of goals then you need a plan in place on how you intend to achieve those objectives.

This plan can’t just be in your head. It needs to be written down with clear steps and objectives that are defined. We ask our clients to use the SMART principle of goal setting for their lifestyle and fitness goals. Now it’s time to apply this same principle to your business and follow it. The plan shall set you free because it is a blueprint of what you need to follow in order to be successful in your attempt to build your business.

2) Pick a lane and choose a target market.

I wished I had done this early in my personal training career instead of being such a generalist. If only someone would have told me that it would be easier to target a specific market then to try and be everything to everyone. Once I chose to become a fitness business coach, my business has exploded. All of my years of training and running businesses, (yes eventually very successfully) has led me to this niche market. It’s made marketing so much simplier and easier.

You may be worried that picking a niche will limit your client pool. I disagree. It will actually open up a market because you will position yourself as an expert in that market. If you aren’t clear who you wish to train, start compiling a list of clients or markets you aren’t interested in pursuing and this will help narrow your focus.

3) Watch your revenues and expenses closely.

This is the biggest business mistake I made and I made it three times. I get it now and I’m passing this along to you. If your personal finances are a mess, don’t expect your business finances to be any different. Create a budget and stick to it. If you are terrible at managing your credit cards then only have a $500 limit and only one card. Don’t spend money you don’t have. If you can’t afford to pay cash for it then think twice whether you really need it or not for the business.

Track your expenses and revenues closely. Monitor them weekly. Adjust your targets and projections so there are no surprises. If you’ve never learned how to prepare a proper business budget then I suggest you ask for help. You can consult with an accountant who can set up your business finances, take a course at a local community college or purchase a soft-ware program to help you keep track. Whatever you decide just make sure you have a handle on this because you can quickly find yourself out of business if you don’t control your finances. It’s a common mistake.

4) Ask for help right away.

Let’s face it, you can’t know everything so it’s best to accept this and ask for help. Yes you may have to spend a little to get it but in the end it will save you time and costly mistakes. For example, if running a business is new to you and there’s more you don’t know then know my suggestion would be to invest in a business coach. I’ve worked with many start-up businesses and I spend a lot of my time teaching the basics of how to run a successful business. Skills that are needed if an independent trainer is going to make it past their first year let alone grow a business.

Whatever the issue, if you aren’t sure how to proceed, ask for help.

5) Create exceptional service value for your customers.

I never made this mistake but I’ve seen other trainers make it and it costs them clients. Since clients are not easy to come by you can’t afford to lose them due to poor service quality. In order to stand out in business you need to create a culture of service excellence. I personally have service standards that are written out and I follow them in every customer interaction.

Work to create a “wow” experience for your customers and deliver exceptional value. I created a workshop called The “WOW” Factor for Service Excellence in response to trainers needing to meet this need.

Those are the five tips to starting a personal training business that I know will help you be successful. Are there more? Sure, but like anything you have to start somewhere.

We’ve all faced a similar situation at some point in our careers or may have yet to face it. I can’t tell you how many times I’ve stood around and listened to trainers re-count their stories of a client that drained their energy. They desperately would like to change the situation or end the relationship but don’t know how or what to say. To get out of this sticky situation, they usually feign a busy schedule, stop calling the client or provide terrible customer service just so the client won’t renew.  So what do you do when you come across a client like this? Is there a way to prevent the situation from ever happening in the first place and if it does, how can you change it or get out of it?

Before going any further, it’s important to understand that everyone is unique. It’s not up to us to pass judgment on people. There’s probably a good reason why your client is feeling they way they are feeling and has nothing to do with you. We all struggle in our lives at some point and go through periods where we aren’t the most optimistic. It’s in those times that we need understanding people around us. So a little understanding on your part goes a long way. Having said this, if you still want to end the business relationship then that is your prerogative. Just make sure you do so in a professional and honest manner. Here are a few strategies that may alleviate the situation from ever occurring in the first place.

Qualify your prospect. Before you accept a client, create a profile of who your ideal client would be. For example, my ideal client is a man or woman who is already fit, likes to run and push hard. They are self-motivated and have a high commitment level and a consistent schedule. Before I consider taking a new client I look for those qualifiers. If I meet someone who I think would be a good fit then I take them on. If I don’t sense a good fit, I refer them to someone else.

Spell out expectations. When performing your initial consultation let the client know your expectations up-front. This includes arriving on time and being prepared to workout. If your client has any physical, emotional or nutritional concerns then let them know you work with a team of professionals and would be happy to refer them should any issues surface. By setting up the expectations ahead of time you can easily circumvent many uncomfortable situations.

Nip it in the bud. If the session starts to become too socially oriented quickly correct the situation by talking about it with your client. While you may be interested in learning more about them I’m sure you’re more interested in ensuring that they have a good workout and get what they paid for. Save the catch-up time for the stretch or between intense exercises when they need to catch their breath. This has the added advantage in that it keeps the client focused and they are less likely to start telling you their problems.

Re-direct negative self-talk immediately. We are all guilty of engaging in negative self-talk at some point or another, however there are those clients that do this more then others.  If you have a client that constantly speaks negatively come back immediately with a positive. For example, if a client feels that they aren’t seeing any results then point out the progress they have made so far. If they complain about a flabby tummy or thighs, mention how exercise and proper nutrition can help them reduce those problem areas. If the negative talk seems excessive then you might want to point it out. The client may not even be aware that they are speaking negatively. I’ve had several clients who after I pointed out their negative self-talk where shocked to discover just how often they did this. Remind them that what you think is what you become so why not talk and think positively.

Be professional. If you start to become too casual with your clients then it will be almost impossible to go back. Remember you are entering into a business relationship not a friendship. If things get too personal and then issues start to surface it will not only ruin the business relationship but also the personal relationship. I’ve had two or three clients over the years that I really liked and wanted to be friends with. Once we both realized that we were becoming friends it became a mutual decision to end the training relationship and grow the friendship with no strings attached.

If you have done all these steps and still wish to let the client go then you need to think about your exit strategy. First, call the client and ask to set-up a meeting. Tell them that you wish to discuss their training and goals. Choose a private and quiet location to talk. State your concerns using “I” statements instead of saying “you”.

I suggest before you go live and talk to your clients about changing behaviors or letting them go you role play what you are going to say. Connect with other trainers and get their honest feedback about the approach you are taking. This is no time to use the sandwich technique when providing feedback. Let the trainer know you need direct and to the point feedback on the impact of your words and approach when working through these situations.

In the end, it’s in the best interest of the client to let them go if you don’t feel you are giving it your best. You can’t like or get along with everyone and it’s natural to want to work with people that add to your energy and not drain it. Trust me your clients would feel the same way about you if you were being negative and difficult to work with. The main difference being, your customer would not think twice about leaving you if they weren’t happy with the service.

1. Decide what type of boot camp class you wish to offer. Will you cater to beginners, intermediate or advanced exercisers? I’ve seen mom and baby boot camps, baby-boomer boot camps and cardio-junkie boot camps just to name a few. With all these choices, you need to decide which market you are going to target. Do some research in the area you intend to offer the classes and see which market niche is not currently being serviced or which market still has room for growth. Then consider which user group you would be most passionate about training.
2. Find a location. Most boot camp classes are offered outside. However, I’ve seen some classes done indoors or a combination of indoors and outdoors. Keep in mind that if your boot camp class is strictly outside you will have the weather to contend with. It’s wise to have an indoor back-up just in case the weather causes any safety concerns. If you decide to take your group to the park, ensure that you have the necessary permits. Call your local City Hall to find out what type of permits you need before you take your group on public property. Otherwise you run the risk of a by-laws officer kicking you out of the park or issuing you a fine.
3. Check your insurance policy. Contact your insurance provider and ensure that you are covered for outdoor fitness classes. It’s better to be safe then sorry so don’t skip this step or skimp on your insurance.
4. Prepare for emergencies. This includes carrying a first aid kit, collecting emergency contact information for every participant in your group and developing a contingency plan should someone get injured.
5. Set the fee. Do your homework and research other boot camp classes in your area before setting your fees. You will probably find that the range for boot camp classes is anywhere from $8.00-$12.00 a class and is dependent on the size of the group size, number of weeks the sessions are being offered and the frequency of sessions per week.  People typically register anywhere from 6-12 weeks and attend 1-3x a week.
6. Design the class format. Design the format of the class based on the location you intend to offer the sessions, the equipment you want to bring and the fitness level of the group. If you have a fixed location such as in a park then it’s easier to bring equipment with you. You could bring bands, mats, medicine balls, BOSU’s and fitness balls. Setting up a circuit style class is probably the easiest format to teach in a group setting. It also lends itself well to varying fitness levels because you can simply progress or regress an exercise based on experience level. As an instructor a circuit class is the easiest format to monitor everyone for safety and technique. Consider a ratio of one instructor per every 10 participants.
7. Market the class. Once you decide on your target market and prepared the format, you are ready to begin marketing the program. Place an ad in your local newspaper. Put up flyers around the neighborhood or in coffee shops. Network with fitness related businesses such as running rooms, clothing and shoes stores to get the word out about your class.
8. Create the experience. Think about the different ways you can create a positive experience for people attending the program. On the first day consider bringing a water bottle, energy bar and a towel for everyone in the group. Make the workouts fun by incorporating partner activities. Encourage social time during the stretch so participants can get to know each other forming a bond. Keep the session highly interactive so that people will look forward to coming back for more.
9. Evaluate the class. After about the third class distribute evaluation forms. You want to make sure that you are providing the service participants expected and signed up for. If there are any shortfalls in the program, take swift action to correct them. If you receive positive feedback use the information for testimonials in your blog on your website and in any future marketing material.

Creating a boot camp class is a great way to get more people involved in fitness. Plus it nets you more revenue per hour then one-on-one training. It’s also fun to work with a group of people and create a community. Follow these nine steps to starting a boot camp class and you will be well on your way to increased profits.

1. Failing to choose a market niche
   Trainers often become confused especially early in their careers, choosing to work with the masses instead of honing in and developing a particular niche. I believe this can be attributed to lack of experience and the novelty associated with being a new trainer. Determining at an early stage what your primary market is going to be will greatly assist you in developing a marketing plan. For example, if your target market is runners, think how much easier it would be to create a marketing piece focused around services you could offer to runners. Programs such as how to run injury free, stretching for runners, program design to run your fastest 10KM ever. By choosing a market niche early on you will avoid this mistake and establish yourself as the expert in that area.
2. Creating a job not a business
   You’ve earned your certifications and are ready to open your doors for business and many trainers do so without setting themselves up as a business. Even if you decide to work for someone else, you can still take this action. After all, you may not work for them forever and if do decide to go it alone then you will be ready for the transition. There are many tax benefits associated with operating a business that you will probably want to take advantage of. However, you need to be legit in order to do so.  Avoid this mistake by contacting your local small business bureau and asking for help on how to set-up a business.
3. Managing your money inappropriately
   You’ve just received $1200 from a client who has purchased 12 sessions. Are you aware that your $1200 is classified as unearned revenue until you have actually provided the service?  Managing your money appropriately means you need to understand proper accounting practices.  You need to be able to keep track of your revenues, rein in your expenses and know how much in taxes you will have to pay. You can purchase a simple accounting software package to assist you or consult with an accountant who for a small fee will set-up your books and provide much needed expertise. Avoid this mistake by taking charge of your business finances before they take charge of you.
4. Trying to do it all yourself
   Running a small business means that you will be wearing a lot of hats. Not only will you be providing the training services but you will also spend time on marketing, advertising, networking and administration. It is not uncommon for small business owners to work 10-12 hours, six days a week. There will be aspects of your business that you will feel comfortable negotiating and other parts where you may struggle. In areas where you feel you lack expertise consider hiring a professional to help you out.  By out-sourcing parts of your business that you find difficult, you will save yourself the time and stress of doing everything yourself.
5. Neglecting to make continuing education an ongoing commitment
   If you are not continuing to learn and grow in this industry you will quickly become irrelevant to current practices. Worst of all you will be left in the dust by others who are more creative and innovative. Although earning your credits to maintain your professional status is important you need to put much more into it then just that. Your continued growth, knowledge and expertise keep you on the cutting-edge and ahead of your growing competition. Subscribe to journals, attend conferences and network with other industry professionals on a regular basis. By making continuing education a top priority you will stay on the leading edge of the industry.
6. Business has no apparent strategic direction
   Creating a document such as a business plan and/or marketing plan can have people running for the hills. However, without a solid road map you will have no direction as to where you are planning on taking your business.  As trainers we assist clients in setting goals and help them meet their objectives in pursuit of optimal health. Doing the same for your business is just as important. Create a basic plan for you to follow in order to succeed by design rather then chance.
7. A lack of a client centered approach to customer service
   A potential client leaves you a message inquiring about your services. You call them back three days later between client sessions and have only 5 minutes to chat. If this scenario sounds familiar then you had better work on your customer service skills. There is not much to differentiate yourself from other trainers except the customer service that you provide. Trainers all perform similar functions. In order to stand out amongst the crowd you will need to WOW your clients with out-of-this-world customer service. Develop and implement a sustainable customer service plan that makes each client feel special.
8. System for meeting new people has not been established
   If you are not spending at least 10% of your time at some sort of networking event meeting new people then you are really missing the boat. Clients come and go and you will need to maintain a good flow of contacts and referrals in order to keep your practice flourishing. Get involved with local networking groups. Face to face interactions are preferred over internet options as they offer a richer source of personal contact.
9. Lacking a clear understanding the personal training business cycle
   Getting started in a business can be one of the most difficult challenges. Especially in personal training where your income throughout the year will ebb and flow based on client retention and attrition. While some months will be extremely profitable others will be slower than average. Understanding the cycle of business is paramount to keeping your income steady and predictable throughout the year. It is usually necessary for trainers to supplement their income through other sources while getting the business up and running. Set up a realistic financial plan on how to manage your finances to coincide with the personal training business cycle and avoid this mistake.
10. Being apprehensive with the sales aspect of the business
    Of all the issues faced by trainers, this one is by far the most challenging. Most trainers do not see themselves as sales people. Some may cower from the very thought of sales and thus significantly reducing their earning potential. Keep in mind you are selling health, vitality and even longevity. You are not pushing drugs or some gizmo du jour. What you have to offer is expertise. Avoid this common mistake by getting a grip on yourself and realize how important you are in the lives of the people you serve. At the very least seek out some expertise that can help you overcome your issues with some sales training and make the process more comfortable for you.

Now that I’ve highlighted of some of the most common business challenges you may face you can take action and make haste in dodging these business bullets.