10 Deadly Sins Fitness Professionals Make
1. Not Stressing Uniqueness. The most successful trainers are built around a USP, or “Unique Selling Proposition.” Think about what it is that sets you apart from your competitors, and then make that “USP” the engine that drives all of your marketing and advertising efforts.
2. Failing to Test. If you don’t test systems, sales presentations, prices and advertising copy you won’t know what the market wants, or what it will pay. You’re just guessing – which can be disastrous. You might find a new approach that out performs an old one by 25% - 50% without changing much at all.
3. Not Having Back-End Sales. The back end is vital to any successful training business. If you can induce new clients to buy a complimentary product or service from you within the first 6 weeks, you double the value of the client.
4. Failing to Address Clients Needs. By communicating with your clients, find out what it is that they need/want most – and then make sure you satisfy that need. If you don’t genuinely fill the needs you purport to fill, your clients will soon abandon you.
5. Failing to Educate. Your clients and prospects won’t understand or appreciate how unique what you do is or what benefit you provide unless you point it out to them.
6. Making Clients Work Too Hard. How easy is it to do business with you? How helpful is your staff when a client or prospect calls.
7. Failing to Explain Why. Whenever you make an offer, ask for a sale, run a marketing campaign or offer your service at a specific price, always explain why. The more believable and plausible your reasons, the more compelled prospects will be to do business with you.
8. Failing To Market At All. We’ve found that most fitness professionals don’t market at all or only market when their business is slow. You should be marketing 52 weeks a year.
9. Forgetting Who Your Client Is. Always market to the people who are your primary prospects. If you want to reach women 35-60, for example, your ads and materials should specifically address them.
10. Having a Niche - You can't be everything to everyone, so pick a target market and be THE RESOURCE for them.
2. Failing to Test. If you don’t test systems, sales presentations, prices and advertising copy you won’t know what the market wants, or what it will pay. You’re just guessing – which can be disastrous. You might find a new approach that out performs an old one by 25% - 50% without changing much at all.
3. Not Having Back-End Sales. The back end is vital to any successful training business. If you can induce new clients to buy a complimentary product or service from you within the first 6 weeks, you double the value of the client.
4. Failing to Address Clients Needs. By communicating with your clients, find out what it is that they need/want most – and then make sure you satisfy that need. If you don’t genuinely fill the needs you purport to fill, your clients will soon abandon you.
5. Failing to Educate. Your clients and prospects won’t understand or appreciate how unique what you do is or what benefit you provide unless you point it out to them.
6. Making Clients Work Too Hard. How easy is it to do business with you? How helpful is your staff when a client or prospect calls.
7. Failing to Explain Why. Whenever you make an offer, ask for a sale, run a marketing campaign or offer your service at a specific price, always explain why. The more believable and plausible your reasons, the more compelled prospects will be to do business with you.
8. Failing To Market At All. We’ve found that most fitness professionals don’t market at all or only market when their business is slow. You should be marketing 52 weeks a year.
9. Forgetting Who Your Client Is. Always market to the people who are your primary prospects. If you want to reach women 35-60, for example, your ads and materials should specifically address them.
10. Having a Niche - You can't be everything to everyone, so pick a target market and be THE RESOURCE for them.
posted by Pat Rigsby at 5:27 AM
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