Looking for information on how personal trainers can make sales without hard selling? Then you have come to the right place.
Most personal trainers actually want to get more clients.
However, they strongly dislike traditional marketing and hard selling. If you fall into this category, then the following strategy will serve you well.
In the personal training industry, most people look for clients using the one-step sales strategy. As such, they rely fully on plans to turn complete strangers into full paying clients in a single step.
Needless to say, this is a risky strategy because it results in tons of wasted time doing free sessions and consultations without necessarily converting these strangers into clients.
Additionally, for the strategy to work, you need to have superb sales skills – which most personal trainers don’t have.
To market and promote their online personal training services, most professionals print leaflets and business cards and hand them out to people who might be interested in working with you. Others use websites – which are effective but only focus on the trainer and not on the client. These two are a waste of your money and won’t lead to greater sales for your business.
So, how do you break the chain and learn how to make sales without hard selling?
To do this, you need a strategy that won’t keep you wasting time chasing clients. This strategy should also change the way you get people to sign up with you and ensure that you are fully book. Consider the following tips and tricks:
1. Introduce Yourself
Start by introducing yourself to your target market. Think about those places where you would typically find the kind of interested clients you most want to train. For instance, if you work in a gym, then you should find ways to introduce yourself to people who train in gyms.
Introducing yourself might be as easy as approaching members at the gym and talking to them about what you offer.
Alternatively, consider attending the events held by your gym/club and meeting and chatting with members.
You can also ask your current clients to refer you to their friends within the gym environment.
In the same way, if you operate outside a gym, then you have to get creative and be proactive.
Find out whether the market you are targeting has members who frequent specific events. Look for information about other professionals who work with these target clients. Similarly, know where they hang out.
Whatever you do, ensure you are fully informed about their traits and habits and you will have an easy time getting people who would make ideal clients.
2. Provide Value
The next step should see you giving all potential clients the valuable information they need to improve themselves and ultimately sign up with you. After introducing yourself, most of these clients will wait to see if you can tell them what you do, and how it will help them meet their fitness, weight loss, and overall wellness and health goals.
By providing valuable information, you will increase your authority and credibility as a professional personal trainer. Therefore, go over and beyond giving out leaflets and business cards. Instead, get creative and show them how signing up with you will prove useful and beneficial to them.
For instance, you can print out articles and reports addressing the typical challenges and issues your ideal client grapples with. A good example would be information about the best tips for losing weight and so on.
By providing this type of information, your clients will get an opportunity to interact with you, understand who you are a person and as a professional, and how you can help them achieve their goals. It will also raise your chances of getting hired by them.
In the same way, in case you have a personal trainer website, start directing all potential clients to it. Upload the free articles and reports on the website and ask them to go there to learn more about what you have to offer them. This way, you will progress from focusing on yourself to offering the valuable information these people need to consider working with you.
If you don’t have a website, getting them to follow you on social media is a great way to stay connected to them. It will also give you an opportunity to demonstrate how you can help them if you are sharing content around how you help your clients. If you want to give them more in-depth information, for example a 10 minute video rather than a 15 second one. You can upload the video to your AFLETE page and sell it or share it for free.
You can also ask them, on the website or on your social media posts, whether they liked the content. If they did, make it easy for them to sign up with you. Then, collect their contact details and start preparing to follow up until they join your personal training classes.
3. Follow Up
The most important thing you can do for your business is to follow up with clients you have introduced your services to. As you follow up, ensure you don’t do the hard selling that will put them off.
Instead, offer these potential clients more value and further information. Ask them how they found your content. Get their feedback and answer the questions that they might raise.
If you made a connection with these people during the introductory and the value phases, then they will want to talk to you.
At this point, you won’t even have to resort to giving free training session. Rather, you will get the opportunity to consult with interested clients, get to know them a bit better, learn more about their particular situations and understand the challenges they are facing.
Following up will naturally turn into a sales conversation.
As you will find out, most of these potential clients will be ready to think about buying personal training classes from you.
Where possible, give them an opportunity to experience what you have to offer. For instance, think about providing them with an initial consultation. Pitch this consultation as an opportunity for them to get you to answer their questions. The more serious among them will want to get started.
At this stage, the people will no longer be strangers. They will be more familiar with you as a person and want to learn more about how you work as a professional.
This is why you need to start conversations about how you would like to help them achieve their goals, and the benefits you have to offer them.
The great thing is that you won’t even have to go into hard selling. Since you already have an established relationship with the clients, you just need to inform them about what you have to offer, how your personal training programs look like, and the many options you have.
5. Decision Making
Last but not least, think about who you would like to work with. Be as specific as possible so that you gain a better understanding of your target market.
Consider the activities you would like to engage in, the services to offer, and who ought to be in your client list. The earlier you make this decision, the easier it will be you follow through with marketing your personal trainer business. You will also have a better understanding of the niche market to target.
Use the strategy above and follow the stages to the letter and, you will soon have so many clients that some of them will have to book you weeks or months in advance. To learn more about the theory behind this check out our article on marketing funnels.