1. Differentiate yourself.
To gain your competitive advantage in the PT industry it is imperative you create your own unique selling points (USP). A USP is something about you or your product offering that sets you aside from the competition. How do you establish your USP’s? Follow this simple process:
- You must first understand exactly what the competition offers. This means doing some competitor analysis.
- Gather some research from your existing clients. If you don’t have any existing clients speak to friends, family and colleagues to find out specifically what they would want from Personal Training. You will be surprised that not everyone thinks the same as you
- Decide in which area you can be different. Is it your pricing, the packages you offer, the service you offer, the location etc etc.
- Become a specialist. One PT that I recently worked with established that there was no other PT’s in the area offering training for the older adult market. He then developed his USP by attending a training course in this area, marketed and sold the package and now the referral business is booming.
2. Create a brand and an identity.
We are not talking about becoming a powerful, global brand such as Coca Cola and Nike, however having a particular message and ‘look and feel’ throughout your marketing materials, website, clothing etc will start to get your name known and recognised.
Start with designing a logo, company name and a strap line. Ensure there is synergy between every piece of communication you produce, e.g. your business card, leaflets, website etc. You can brand everything – yourself, your clients, your car, your house etc etc!!
3. Apply low cost marketing strategies.
You may have the greatest product in the world, but if people don’t know about it then how can they buy it! Rather than spend thousands on newspaper and magazine adverts and fancy brochures; simple, direct, targeted marketing is the solution. As a self employed personal trainer I think it is imperative to have a marketing toolkit to include:
- Business cards
- Car graphics
What you actually do with your toolkit is the difference between success and failure. For example you should always have a stash of business cards and leaflets to hand. Whenever you are in a restaurant, leave a business card when you pay the bill. When you go to the dentist, ask if you can leave some leaflets in the waiting room and so on. Next month we will start a Marketing Masterclass series of specific activities you can do to drive increased enquiries.
4. Convert enquiries into cash!
So you have generated the enquiry, now it’s time to turn it into a sale. There is a misconception that sales people are born, however everyone has the capability to sell. Adopt the belief that sales is simply the transference of information, emotion, energy and enthusiasm and sales will role in! There is a 5 stage sales model that we will explore in more detail in the new ‘Sales Masterclass’ in forthcoming newsletters. The model is:
- The professional greeting – you have to make a fantastic first impression and start to oil the wheels of rapport
- The needs analysis – before you can sell anything, you must first understand the prospect – their emotions, want, desires and key motivators before you attempt to sell
- The presentation – this is the point you start talking about your product, linking solutions to what they want, also littering the conversation with benefits specific for them and USP’s
- The price presentation – most people feel uncomfortable talking money – well now is the time for change! Get comfortable and confident to clearly discuss your rates. If you have done a great job earlier in the presentation the value should far outweigh the cost!
- Closing the sale – playing golf without putting would be pointless. Selling without closing is the same! Closing is simply asking for the business. You should have the confidence to close every time. ABC it’s as easy as 1,2,3 – Always Be Closing!
5. Be the finest ambassador for PT.
You must live and breath the industry and look the part. Have the highest standards in terms of your exercise and nutrition habits. When you work out be a walking advert for your business – what you wear and the exercise you do.