Client Development

6 keys to client development

1. You must get in front of prospective clientele
2. Be understanding and empathic to wants and needs of your target market
3. Speak to your prospective and current clientele in benefit-orientated language.
4. Present yourself and/or your business as the answer to the wants/needs of yours clientele.
5. Be adaptable
6. Follow Up

You must get in front of prospective clientele

The business of personal training is ‘Personal,’ and to that extent it means becoming more personal.  The best known way to get personal with someone is to physically get in front of them.  Please don’t misunderstand: all the ways to market your business are important, but the bottom line is that all that internet marketing and social networking is designed to get the prospective client to have direct contact with you. 

There are many ways to get in front of prospective clientele: one-on-one, in a group setting, through word of mouth referrals, and by replicating yourself.  Just get off your butt and meet your target market!!!

Be understanding of and empathic toward the wants and needs of your target market.

Being able to grasp the struggles and concerns of your target market will allow you to communicate directly to the prospect, either through your marketing materials or in any personal situation.  Knowing the emotional buttons to push to help lead your prospect where they want to go is vital to the success of your business.  This is by NO means a harsh sales tactic. The truth is, if the prospect is willing to read and/or listen to the information you present, they are viewing you or your business as a means to an end. 

Speak to your prospective and current clientele in benefit-orientated language.

Don’t waste your time going through all your credentials and latest and greatest exercises.  Those are just features.  Talk to them in terms of what you can do for them.  Talk to them about the results they can expect if they take action with you.  Keep the conversation focused on their wants and needs.

Present yourself and/or your business as the answer to the wants/needs of your clientele.

Once you have established an understanding of the needs and wants of your prospect and have spoken to them in benefit-orientated language, you can begin to present yourself, your business or your program as a means to an end.  Show them how they will achieve the results they most desire by adhering to your guidance and direction.

Be adaptable.

Be able to match the services and programs you offer to the needs and wants of your clientele.   Not all clients’ goals are 100% the same – there is always a little variation.  So be able to adapt to those situations.

Follow Up.

Follow up is huge.  This is how you keep your client accountable to their commitment to you and how you keep accountable to your client.  This also follows under the realm of ‘Say what you’re going to do, and do what you said you would.’  This applies to current clients, prospective clients and life.   This is the critical step that allows you to solidify your position as a professional.

Hiring Trainers

When it comes to growing your personal training business it is important to create additional revenue streams. Amoungst the traditional revenue streams that come to mind such as, product/equipment sales, supplements, etc. Although somehow most trainers who own their own business fail to recognize that hiring trainers is in itself a means of adding additional income to their business. For those who have hired trainers I have no doubt that you have your share of stories to share both good and bad. Today I would like to share some tidbits for trainers seeking either their first job in the industry or looking to move on to a different facility. Here are top 3 things you need to have:

1. A plan. During my own personal experiencing conducting interviews I should have termed this "get a clue". But to get back on point I strongly encourage you to have a plan in mind about how you are going to pick up a client base and what you have to offer to a future employer. It doesn't matter if you are a independent contractor or an employee if you come to the table with a plan that is marketable you will truly stand out.
2. Know the Company. Spend some time prior to your interview or for that even before you apply and learn about the company. Know if the company is going to be a good fit for you. Does the company provide the opportunities your are seeking? Ask questions during the interview and recruiting process that generally show interest in the company.
3. Qualifications. Please be sure all qualifications are current. This would include: certifications, CPR, & liability insurance.

Make no doubt this is not a complete list, but if you are looking to get a leg up during the interviewing process make sure you have to above items covered and you will be at the top of the pack for landing your firs or next personal training position.