I was a personal trainer when it was still virtually unheard of in the UK. Back then people in the gym game would tell me it couldn’t work…not enough clients, American concept – won’t work here… you won’t make it pay.
See number 6, befriending management and staff is a very good idea guys! I realised then that I needed to turn the corner and be more independent, so I could support myself even if a gym chucked me out… So here’s the top ten things I should have known at the start as a young naive personal trainer wanting to succeed.
I know for example, that as a ‘professional’, I am not meant to swear, but hey when I am in the middle of a high intensity session with a client then, shit yes, I do swear.
Ask concise questions to allow your client to think for themselves, these are the thoughts that lead to them actually taking action.
Such as “What is it that you want to achieve with this?” If you will do this one thing… listen up, I’ve had a great many clients start and stay only a few weeks – I am chatty, as you may realise after point one! Then I read “Time to Think” by Nancy Kline, and everything changed, I realised that I wasn’t listening to people, including my clients.
Almost instantly my client retention was improved and so I was becoming more viable to stay in business and serve them… My service now costs many times more and yet client retention is greatly improved.
3) DON’T CHASE PROSPECTIVE CLIENTS. Call them back, but don’t pursue them, let them come to you.
Basically if they are not even motivated enough to track you down for a consultation, how motivated do you think they are going to be about the disciplines they will need to take on, like controlling what they eat and drink outside of the gym? 4) DIFFICULT VERSUS DEMANDING CLIENTS. After trying to be nice to these folks a wise client once said to me, “…If you have to make that much effort, just part company”.
Demanding clients are subtly different to ‘Difficult’ clients, these demanding clients are useful and help us to grow as Trainers.
Early in my career I had a client demand that I do some PNF stretching with her, at the time I had no idea what ‘PNF’ was, so I bought a book, learned it, and practised on her for free! From then on that became a crucial and much used skill for me.
5) GET PAYMENT UPFRONT OR MONTHLY WHEN POSSIBLE. Crucially, it helps clients to stay the course, and it is good for business cash flow, which gives you the ability to keep helping people.
Or else, you will be spending your summer holiday worrying as to where your next meal is coming from because your clients are all away! Get some clients to pay monthly by direct debit or bank transfer and put prices up regularly to stay current as a premium service provider.
Apart from this, it’s just common sense to have a pleasant atmosphere and relationship with people you run into most days isn’t it? 7) BE GOOD TO YOUR CURRENT CLIENTS. This might mean many things to different trainers and different clients, but basically supply what the client needs; vitamins, supplements, support, whatever… Help and improve your service to those already with you rather than chasing new business all the time.
Listen once more to what your clients are really needing… my clients, its nutrition and accountability so I am working on those areas right now.
So we are on the same page, just be nice! Yes, to everyone you meet! Assume the best case scenario if people are watching you while you train others, they may actually want to try training with you, even if they are giggling! There was this young chap recently, just looking repeatedly at my client and I, so I said “Hi”.
It turns out he wanted to do some martial arts with me as he had seen me doing that with a client.
Most people work out alone, so expect to be an attention grabber…that’s OK! Also, do not be paranoid about what the other PTs in your gym or area think, just be nice to them and do not criticise them to your clients or anyone else…as that will come back to bite you.
10) DON’T DO FREE STUFF EXCEPT FOR CHARITY. Avoid giving upfront discounts to get new business as it dilutes your value for the new client, although I will give discount to reward long term clients for referring me to others.
When I first started out I thought discounting and free sample sessions would bring more business, and I tried cutting my price by 25% per session… All this did was annoy the other senior personal trainer at the gym I operated in and got me zero new business! The lesson is, start at a rate you are actually just uncomfortable with, because it will challenge you to grow into a trainer of at least that value… If no clients stay with you? Improve yourself to become that valuable to them.
Good luck, this work is a load of rewarding fun, just remember it is about the client and about relationships, not just about us or what we know!
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