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 6 Tips To Make Your Personal Training Business INSTANTLY More Profitable    
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Pat Rigsby

 

6 Tips To Make Your Personal Training Business INSTANTLY More Profitable

Employing these few simple strategies can help you boost your personal training income almost immediately.

By Pat Rigsby

1. Create a Marketing and Sales System.

To develop a really successful personal training business, I think your system should have these components:

A. Lead Generation System

B. Consistent Sales Process

C. Immediate Systematic Up Sell

D. Systematic Back End Sales Approach

E. Systematic Referral and Retention System

Here is an example of how this type of approach might work.
money can be made in personal training
Employing these few simple strategies can help you boost your personal training income almost immediately.
Lead Generation - By combining direct mail, PPC ads and outreach into the community through public speaking, a training business could generate a steady stream of qualified prospects each and every month. These leads would then be directed to a complimentary goal assessment and personal training session.

Consistent Sales Process - The goal assessment and personal training session serves as the sales process. The trainer would discover the prospective client's "pain" and then help the prospect understand how utilizing their services would alleviate that "pain." The session would conclude with a sales presentation.

Immediate Systematic Up Sell - The best time to get a client to make a purchase is when they are already making a purchase. Thus, the trainer would have standard up sells depending on the purchase that the client made. If the client purchased personal training, the trainer might offer them a discounted rate on their weight management program. If they purchased weight management, the trainer might offer them a pre-designed package of supplements at a discount.

Systematic Back End Sales Approach - The real money is in maximizing the lifetime value of each client, so after the initial sale the trainer would enroll the client in a supplement autoship program as well as make them some sort of "special offer" each month. These offers would only be available to clients and would not be advertised.

Systematic Referral and Retention System - Since referrals are the preferred type of prospect, the trainer would ask his clients for referrals on a regular basis (point of sale, assessment, re-sign, etc.) and reward them for the referrals by giving them a gift of some sort. The foundation of the trainer's retention strategy is getting results for their clients and overdelivering on everything from their newsletters to remembering birthdays. One unique thing the trainer might do would be to send periodic greeting cards showing appreciation of their clients' choice to do business with them. This serves to both enhance retention and provides an opportunity to ask for referrals.

This is just one way a trainer could integrate these systems into their business.

2. Raise Your Prices.

This is the most simple, yet overlooked strategy for increasing your income. If you perform 30 sessions per week and raise your prices by just five dollars per session, you've increased your yearly income by $7800. Not a bad improvement considering that you didn't have to do anything else differently. Most of your clients won't even bat an eye at this increase and the ones that have a problem with a small price increase will almost always be your "headache clients." Simply move on and you'll soon replace them (if there are any) with a new client happy to pay your fee.

3. Have a "back-end."

The lifetime value of a client is the total amount of money that a client spends with you during the duration of the time you do business together. Most trainers limit this number to the amount that each client spends on personal training sessions. Your clients undoubtedly view you as their fitness resource, so don't make them look elsewhere when they need to purchase supplements, foam rollers, nutritional coaching or anything else that would be complementary to your personal training services. You're helping your clients achieve better results, ensuring that they make the right choices when making fitness-related purchases and you're increasing your profits as well.

4. Practice "takeaway selling."

Most personal trainers' approach to sales is to tell the prospective client how much they (the trainers) can do for them and then close by almost begging the prospect to become a client. Unfortunately, this approach de-values the trainers' services and gives the prospect all the power. Simply turn the table on the prospect. Tell the prospect that you are only accepting a very limited number of clients and then proceed to tell the prospect what will be expected of them should they be "fortunate" enough to be accepted as a client. Explain that they will have to be a "walking billboard" for your business and they will be expected to refer people who fit the mold of the client that you want to work with. You'll be amazed by how many prospects literally beg you to take them on as clients.

5. The power of leverage.

This is probably my favorite strategy. You can leverage other trainers by hiring them to train clients for you or "farming out" some of the clients you acquire and charging a "finder's fee." You can leverage your time by providing only semi-private training instead of the traditional one-on-one that forces you to trade your time for one client's money. You can leverage your knowledge by creating an information product that you can sell to your client or online. You can leverage your clients by having the "back end" I previously mentioned. Remember, you don't always have to trade your time for one client's money.

6. Institute an automated payment system.

It works in health clubs, why not in personal training? Simply set your clients up on 4, 6 or 12 month automated payment plans that are directly drafted from their checking account or credit card. This lets prospects know that you are only interested in taking on clients that are committed (that "takeaway selling" approach again) to getting results, and it prevents you from being a bill collector. You'll also get great piece of mind knowing what your receivables base is for the next few months. These are just six of many strategies that you can use to make your personal training business more profitable. Go back through them and think of ways that you can implement at least a couple of these strategies into your business. Remember, if you continue to do what you've always done, you'll continue to get what you've always gotten.


About Pat Rigsby


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