Chapter 20Developing a Successful

Personal Training Business

Objectives

– Describe the qualities and characteristics of uncompromising customer service.

– Describe strategies for finding an ideal workplace.

– Understand the process for writing a resume.– Understand the four Ps of marketing.– Understand basic membership sales

techniques, including strategies for solicitation of new sales and how to close sales.

The Personal Training Business

• Running a successful personal training business, whether as an independent business owner, as an independent contractor, or an employee in a health club setting, is no different than running a successful Fortune 500 business; the motto is always “the customer always comes first!”

The Importance of education

– IHRSA recommends earning a certification from an organization that has either received accreditation or is in the process of receiving accreditation of their programs from an accrediting body such as the (NCCA)

– NASM is accredited by NCCA and is considered the most elite certification in the fitness field.

Where to work

– It is important to facilitate the skills learned during the certification course in a pleasant atmosphere where one can make modifications in presentation skills, rapport building, and acquire observational skills. Some example facilities include:

– YMCA– Jewish Community Centers (JCC)– Local Town Recreation & Park Services– Women only facilities– Commercial fitness clubs

Working for yourself

– An independent contractor can be a person, business, or corporation that provides goods or services to another entity under terms specified in a contract or within a verbal agreement.

• An independent contractor is in control of his/her own schedule, marketing and business practices*

– Some personal trainers also elect to work with clientele in their homes.

• This option requires the fitness professional to travel and use portable equipment.

• Clients receive services in the convenience of their own homes, and the fitness professional gains notoriety in the community.

Owning a facility

– Owning a facility or studio can be an advantageous endeavor simply because the demand for service can be appealing to the fitness professional and the bottom line.

– Marketing and networking is done at the discretion of the fitness professional and the target population is usually what the fitness professional specializes in working with.

– Involves overhead costs, hiring and firing staff, community networking, facility ordinances, taxes, insurance, and preserving a continuous stream of clientele for business.

Resume Writing

– The most effective resumes clearly focus on a specific job title (e.g., Personal Trainer, Group Exercise Instructor, General Manager) and address the employer’s stated requirements for the position.

– Knowing about the duties and skills required for a specific position helps aspiring applicants organize and tailor their resume around these points to get noticed and be successful.

Resume Writing Tips

• State a clear objective• List all education (schools, certifications,

internships)• List all relevant experience especially if knew to

the field, emphasize personal experience• List references separately• Don’t use family as references• Avoid spelling, grammar errors

Marketing Mix

– Product: The specific product or service offered to customers.

– Price: The amount charged for a product or service, including volume discounts, seasonal pricing, and bundle packages.

– Place: Channels a product or service will go through to reach the customer.

– Promotion: The communication of information about a product or service with the goal of generating a positive customer response.

Uncompromising Customer Service

• Success depends greatly on your reputation

• Consistently add value to each member and client

• Keep client information confidential unless the client gives you consent to use their information or pictures as advertising*

Who Is the Customer?

• In the very near future…– Personal training will move from a luxury to a

necessity– Health care may play a pivotal role in the

success and growth of the health and fitness industry

– This means greater opportunity for health and fitness professionals

The Customer

• In the past decade, technology has replaced movement

• The result is:– Increased obesity– Increased dysfunction– Increased need for greater energy, mental

acuity, and self-efficacy

• The Customer will make their purchase based off emotion.*

Approaching Potential Clients

• Nothing in your career or in the life of a prospective client happens until you take the initiative to do something!– Say “Hello!” to every member while working each shift.

– Offer members a towel or water, if the club has it available.

– Roam the floor, clean up equipment, and make sure that the workout floor is clean and tidy.

– Do not hide behind the fitness desk, a computer, or a newspaper.

– Be sure to get out there and greet people, at the very least.

Approaching Potential Clients

• During your first encounter with a member:– Introduce yourself by name and ask for his or

her name as well.

– Let the member know that you are there to enrich the club experience by attending to any needs. Then, do it!

– Resist the temptation to educate• First interaction is professional, pleasant and, most

important, nonthreatening.

Approaching Potential Clients

• During your next encounter, having already built rapport, you will be in a better position to offer assistance by:– Identifying the goals and desires of the

member– Conducting a movement assessment– Correlating the solutions provided by the

OPTTM model with their goals

Approaching Potential Clients

• Avoid approaches that members may perceive to challenge their beliefs, judgments, and competency, such as:– May I make a suggestion?– Can I recommend a better way of doing that?– Can I show you a different technique?– Let me show you the right way.– Can I help you with that?– What’s your goal for that exercise?

Creating Value

• Just because someone has a need or desire does not mean he or she will take action.

• Your perceived value must outweigh the cost of investment.– Price– Time and effort– Commitment

• Fear of failure is a major deterrent.

• Relentlessly create, display, and educate your clients on the value that your services can offer them.

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• Rapport – building rapport will help the client get to know you and feel comfortable with your help.

• Empathy – relate to your client and match their emotions

• Assessment – assess client needs to understand how you can help them. – During the assessment paraphrase what the client is saying to

show an understanding of the client’s needs*

• Development – develop them to learn what methods will best help them achieve their goal.

Directive and Non-Directive Questions

• Directive questions can help lead your client to a decision. – Are you going to use a personal Trainer?– When was the last time you exercised?

• Non-Directive questions are open for your clients to discuss their feelings or opinion.– What would you like to achieve?*

Asking for the Sale

• It is not through manipulation but concern and professionalism that sales are created.

• Professionals who are not fanatical about selling are also not fanatical about increasing:– Performance

– Health

– Self-esteem

– Quality of life by using the OPTTM tools and systems

• Until a sale is made, none of the above are possible!

Ten Steps to Success

• Developing a clientele depends to a large degree on how well you are able to work the floor.

• Don’t make the mistake of relying on orientations scheduled by sales consultants.

Ten Steps to Success

• Set up a plan based on a desired annual income goal.

• Use the 10 steps to success and corresponding questions to direct the design of that plan.

Step 1

• What is the desired annual income?– An annual income goal is the achievable

desired sum total of monthly earnings over 12 months.

Step 2

• How much must be earned per week to achieve the annual goal?– Divide the desired annual income by 50 to

figure out what will need to be earned on a weekly basis.

• Instead of dividing by the 52 weeks in a year, use the number 50 to allow for 2 weeks of vacation.

Step 3

• To earn the weekly goal, how many sessions need to be performed?*– Take the weekly goal and divide it by the

amount earned per session.

• Also take the current average number of paid sessions performed weekly and divide it by the number of clients currently signed up.

Step 4

• What is the closing percentage?– Determined by the total number of people

helped on the floor, compared with how many of them purchased training packages.

Step 5

• In what time frame will new clients be acquired?– Unrealistic time frames lead to frustration and

disappointment. However, if a time frame is set too far in the future, it will not create the sense of urgency necessary to maximize performance.

Step 6

• How many potential clients need to be interacted with overall, to gain clients within the time frame?– Take the desired number of new clients and

divide that number by the closing percentage.

Step 6

• Break down the number of members that need to be interacted with overall into weekly increments to make the process more manageable.

Step 7

• How many potential clients need to be contacted each day?– Further break down the number of members

that need to be interacted with on a weekly basis into daily increments to create concrete goals for each work day.

Step 8

• How many potential clients need to be contacted each hour of the day?– Once more, break down the number of

members that need to be contacted on a daily basis into hourly increments to form easy, solid plans for each hour on the floor.

Step 8

• For each contact in that hour, provide measurable, personalized assistance that is related to the goal of the person being approached. – These contacts, even if they do not develop

into sales, add to a valuable future prospect base.

Step 9

• Ask each member spoken to for his or her contact information.– If a good level of rapport has been built with a

member, don’t be afraid to ask him or her for contact information.

– Offer to develop a few exercises to help him or her achieve the goals discussed.

– Contact the member and arrange a time to assist him or her in implementing the new exercises during his or her next visit to the club.

Step 10

• Follow Up– Every exercise is an assessment.

• Write and keep detailed notes on each member.

– Within 24 hours, mail the member a hand-written thank-you card for the time he or she spent in the club.

Step 10

• Give the card 2–3 days to arrive, then call the member. During the call, work toward the following goals:– Make sure the member got the card.– Thank him or her personally for his or her time.– Let the member know that you have thought about his or

her goals and would like to go over some exercises that will be helpful.

– Be clear that it will only take about 10 minutes the next time he or she is in the club.

– Determine the next time he or she is coming to the club.– Schedule an informal appointment during his or her next

visit.

Step 10

• When you see the member again, be sure to:– Implement a couple of the exercises on the floor

and explain how they relate to the member’s goal.

– Offer the member a more thorough assessment, an individualized program design, and a single training session to maximize the results he or she is currently seeing.

– Directly ask the member to sign up for a package of sessions.

Asking for the Sale

• Most sales are lost because they’re not asked for.

• Four reasons for not closing a sale:– Not enough value built into the sale.– Insufficient level of rapport makes the

potential client hesitant to go ahead.– The fitness professional did not affirmatively

ask for the sale.– The potential client legitimately does not have

the ability to pay.

Asking for the Sale

• When you ask for the sale, about 9 of 10 will say no.

• Even with a 10% closing ratio, you will be able to build a very successful clientele.

• The key is understanding what to do in either situation.

Asking for the Sale

• If a client says “Yes”:– Process the payment.– Schedule the client’s first appointment as

soon as possible.– Send a thank-you card immediately.– Call to confirm before the first appointment.– Review the client’s goals and briefly reiterate

how he or she will achieve those goals.– Congratulate the client and acknowledge him

or her for taking the first step in achieving his or her goals.

Asking for the Sale

• If a client says “No”:– Remain professional and helpful.– Thank the potential client for participating in

the session.– Make sure to have the potential client’s

contact information.– Ask to call him or her in a couple of weeks to

check on program status.– Send a thank-you card immediately.

Asking for the Sale

• Schedule a follow-up call in 14 days.

• Every 30 days, send information that pertains to the potential client’s goals (such as pertinent points from article clippings, trade journals, fitness Web sites).

• Follow through on all tasks.

• Keep a record of all points of contact.

Keys to Remember

• You must obtain 2 CEU’s every 2 years to maintain your NASM certification.*

• C3– Consistent – Contact – Consciousness

Summary

• Fitness professionals must work the floor and greet members to develop rapport, build relationships, and eventually close sales.

• Use the 10-step plan to work toward an overall goal.