One of the aspects of Personal Training that many are ill equipped for is the selling of sessions/programs. How good you are at it is reflected in closing/conversion ratios. Huh? You reply. It’s simple really. It essentially is the number of opportunities to sell that you had vs. the number of those that became clients. Or, to look at what % you are able to convert to clients, take the number of new clients divided by the number of opportunities and multiply by 100. i.e. 25 new clients divided by 75 opportunities x100 = 33.33% conversion ratio (you get 1 out of 3 prospects to become your clients). Depending on your work environment (club, PT studio, home training, etc.) that might be good. Who cares? Well… you should. For every person that does not become a client, that’s one more person that you were not able to convince that you could help them reach their goals. Too bad for them and too bad for you.

So what do you do? First, find out what your conversion ratio is. If it’s high, great! (though you should always ask yourself why you didn’t get more) If it’s low, you know that you need to get some specific help in that area. Role play with other Personal Trainers, friends, family, or even better, work with a sales coach.

I created a prospect tracking/conversion ratio/follow up sheet for my Trainers in Excel that I would be more than happy to share with you. Just me (mark @ marknutting . com) and I’ll send you the sheet and simple instructions. As with anything, first know what you’re doing before you attempt to change it.

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