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Complete Marketing + Business System
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Business Secrets and Marketing Tips for the Serious Personal Trainer by
Jesse Cannone CFT, CPRS Personal training
can be a very rewarding career and for many trainers including
myself, it’s more than just putting clients through workouts. For
me, the feelings of appreciation after helping someone achieve their
fitness goals, is what drives me. The trouble is, many personal
trainers switch careers because they find they just can’t make it. I know personally
how hard it can be. I’m a father of five and know that raising a
family can be very challenging, especially financially. What
disturbs me is that many of the trainers leaving the field may have
been able to stick it out if they had a better understanding of the
business side of being a personal trainer. I’ve been a
personal trainer since 1996 and have found that one of the biggest
problems is the lack of focus on teaching trainers not just exercise
science but basic business principles. So what happens is many
individuals go out and get certified and are led to believe that if
you’re a good trainer you’ll get clients. Plus, How many times
have you seen trainers who may lack knowledge, experience, or even
certification that are busier than others? The problem is
prospective clients don’t know the difference between an ACE
certification or an NSCA, nor do
they really care! What they care about is results – what benefits
they’ll receive. You might think that’s common sense, right?
WRONG! If it were common sense, all of the personal training
certifications and courses would teach it. I know of few
trainers who know this and even fewer who implement this into their
business. There’s a lot of talk in the personal training field
right now about professionalism, and while I agree it is important,
it doesn’t matter one bit if you don’t have clients! Plus, you
can be the most educated, certified, qualified, and professional
trainer out there and still struggle to stay busy. Prospective
clients are more concerned with whether or not your going to help
them, not how many certifications you have. The good news is there
are a few simple and basic business and marketing strategies that
can make all the difference in the world. My goal as a personal
trainer and business consultant is to help you understand what your
“ideal” client wants and give it to them. So here we go… Business
Secret #1 – Know your “ideal” client It’s critical
that you know who they are, what they do in their spare time, where
they eat, etc. The more you know the better off you are and the
easier you can get your marketing message across. Business
Secret #2 – Become an expert No, I don’t
mean just know your stuff (which you should), but you should
position yourself as an expert in a specific category. For example,
you might work with busy business executives – you can position
yourself as the expert at getting busy corporate execs into shape
fast. Business
Secret #3 – Use multi-step marketing This is where so
many trainers make a huge mistake. If you get a lead or prospect and
they don’t sign up what do you do? Forget about them? I hope not,
because that’s what most trainers do. Leads are not easy to come
by, nor are they cheap, so why give up on them? You should add them
to your mailing list and send them informative articles or your
newsletter – you never know when they might be ready to sign up.
Plus, many people feel uncomfortable doing business with someone
they don’t know. Let them get to know you, your company, and your
services. Business
Secret #4 – Get some help Just like your
clients need your help, don’t be afraid to get help in the area of
business and marketing. I remember about 3 or 4 years ago I was
struggling to keep a steady flow of clients and was burning myself
out in the process. So I got the help of a successful business coach
and it made a world of difference. After that I read every business
and marketing book I could get my hands on. In the past few years my business has nearly tripled and I’ve helped dozens of other personal trainers learn and master the principles of effective business and marketing.
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