By Yvette Nevrkla, author, speaker and founder of The PT Business Gym
The art of growing your PT business isn't an elusive mystery and yet it can certainly feel like it is when you're out there on your own, trying to make it all happen. I'm going to share 7 things to focus on if you want to see your business and your income grow this year.
Nobody can really predict what the economy will do this year, nor can you predict how the health and fitness industry will respond. However, in times like these the one thing that will make a difference to what happens to you and your business is the way you think. Thinking small rarely brings about great or inspiring results. I urge you to think bigger, make bigger plans and look beyond yourself and beyond what you know and do right now. This is one of the ways to get your creative juices flowing and of finding the motivation and the solutions to every obstacle that comes your way.
Build Your Team
If you usually work alone and try to do everything yourself not only do you make life more difficult for yourself but you miss out on opportunities to have a bigger impact. Start building your team, involve more people in your goals and dreams and open yourself up to the ideas, skills, knowledge, resources and energy that others bring to you and your business.
Increase Your Visibility
One of the best known marketing maxims is this: “People buy from people they know, like and trust”. How visible are you right now? What steps have you taken to really put yourself out there in front of the kind of people you really want to work with and serve? If you're not doing this already then you need to start doing it now, whether it's writing and publishing articles, public speaking, running workshops, networking, anything that will regularly put you in front of your ideal customers. You can't hide behind your website or your leaflets and expect to double your business. You've got to get out there and make yourself as visible to your clients as possible so they have the opportunity to get to know, like and trust that you are the best PT for them.
Develop a Powerful and Consistent Message
Do people really know what you do? Ask your friends and colleagues and you'll probably find that the answers they give are quite vague and not necessarily what you expect or want to hear. "He does PT", "She teaches fitness". If you don't hear the answer you're looking for and if the answer isn't clear, powerful and accurate, then you've nobody to blame but yourself. If you want to connect with your ideal customers and stand out from the crowd, you need to develop a message that will be heard and valued by the right people.
Plan your marketing campaigns
Whether you're selling a service, launching a product or trying to fill a programme you need to invest some time to plan your marketing campaigns. One off activities or random marketing actions won't get great results and certainly won't result in any significant growth. Not only plan your campaigns but implement them and follow them through.
Get better acquainted with the people in your target market
The most simple business plan in the world...find out what your customers want and give it to them. Now's the time to find out more about your ideal customers and exactly what they want from you. Just by asking the right questions and listening carefully to their answers, you will be in a position to create a solution and offer a programme that will meet their needs and deliver exactly the results that they want.
Develop a clear sales process
Your sales process is the process that takes someone from complete stranger to full paying client. It covers both marketing and selling. It’s a process that you can’t afford to leave to chance. Marketing makes up the first part of the process and this is essential if you're going to attract a steady stream of ideal customers who are interested in finding out more about how your business can help them. If your marketing process is successful, you end up in a sales conversation. Again most PTs wing it in these selling situations rather than developing a step by step process that consistently and reliably converts interested people into paying clients. The more you can formalise your sales process the more likely you are to increase your business in 2011.
Imagine what would happen in your PT business this year if you made changes and improvements in each of these 7 areas described here.
- Imagine if you started thinking bigger and discovered a new level of creativity and ability to find solutions?
- If you got more people involved in promoting and selling your programmes?
- If you increased the number of people who got to know about your business?
- If you successfully connected with more customers because your message was clear and powerful?
- If you developed thorough marketing campaigns that increased awareness and interest in your programmes?
- If you discovered up to date information about your customer's needs and wants and used this in your solutions and programmes?
- If you developed a sales process that not only increased interest in your services and programmes but increased your sales conversion rate?
What impact would this have on your business? Would you double your clients, double your income? Where could your business be this time next year?
The bottom line is that all of these things form the basis of your fitness business. They are the foundations upon which any successful business is built. If you're serious about growing your PT business in 2011 you need a plan. Don't leave it to chance.
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