Are these your Unique Selling Points?
When selling yourself as a Personal Trainer, how do you position yourself to potential clients? In such a competitive industry, understanding both your own strengths (no pun intended!) and the needs of your clients are key to achieving success for your business.
Gone are the days of using a Personal Trainer simply because we have no willpower and need a good kick into shape. If you’re any good, you’ll offer a range of benefits that will attract and engage a broad range of clients, whatever their reason for needing your help.
We outline below some of the top reasons gym-goers opt to use a Personal Trainer – many of which you’ll be familiar with from working with your own clients. The rest – key areas that may become missed opportunities for your personal training business.
The idea? The more you understand what a potential new client is looking for, the more likely you are to obtain their business…
Many gym-goers opt to work with a personal trainer owing to a lack of motivation in sticking to a consistent exercise program. Certified personal trainers can provide structure, motivation and support in achieving their goals via an easy to maintain the regime.
Tip: Find out what makes your clients tick! And reward them with the idea of it!
Those with chronic health conditions or injuries may choose to work with a Personal Trainer to plan a safe but effective program that takes into account their condition. Some people have specific training goals (running a marathon, climbing Everest, achieving a goal weight… ) which require a Personal Training program designed with these in mind.
Tip: Ask your clients about their ambitions, and work with them to reach that goal!
Personal Trainers help clients focus on results and therefore prevent wasting valuable time in doing inefficient workouts. As a personal trainer, your job is to plan how they will achieve maximum results in minimum time.
Tip: Manage your clients’ expectations. If they have illusions of meeting a large goal in little time, encourage them, but be realistic.
Improve technical skills
Some clients may not choose to use a Personal Trainer for the usual workout program and nutritional advice. Many may play a particular sport and want to develop their skills in this area. A good personal trainer will help them to improve their skill by showing them new training techniques specific to that sport. You may incorporate skills training into their program, improving not only their strength and endurance but agility and mental focus too.
Tip: Get to know your clients – find out their hobbies and interests! A keen cyclist may be much more interested in developing their cycle technique than toning exercises. Relevance!
For absolute beginners, a personal trainer is a fitness coach, personal trainer, agony aunt and best friend! A good trainer will introduce clients to a very simple, effective routine and build on it efficiently, offering advice on lifestyle, nutrition and other areas for development. They will encourage and motivate newbies without scaring them into submission!
Tip: Don’t assume every client understands what’s on offer. If they’re new, be clear, explain and demonstrate. If you want their return business, they have to have faith that you’ll deliver!
Breaking the Plateaus
Some clients are already in decent shape but have been so for years, unable to take it to the next level. If a client is stuck in the same routine and wants to break out of the rut, a personal trainer is a perfect solution. In this instance, a good personal trainer will push a client to new levels and get them out of a plateau.
Tip: Do your homework. Find out what your client is used to, what they enjoy, what challenges them and what is now a Walk in the Park. Then ramp it up!
Going It Alone
Some clients want to learn all the golden nuggets of designing their own routines so eventually, they won’t need to use a personal trainer. In a consultancy type role, you can then advise and teach the basics of building and maintaining a fitness program to achieve maximum results.
Tip: Offer advice and support as a consultant. And give some pearls of wisdom away for free! You’ll find it attracts clients to come back to you.
As a qualified Personal Trainer, you’re in a great position to offer a variety of services to a whole range of different potential clients. Unless you tell people what you can do for them, they won’t know. And if they don’t know, they won’t pay for it!
Sell yourself! There’s a clear need for what’s on offer!