Fitness, Business, Fitness Business, & Achieving Life Goals

Last week I went see a orthopedic doctor, “the best shoulder guy in the state” according to most people. I had seen him three years back which resulted in a fairly advanced arthritis diagnosis. This time around, I went to see him about what I thought was going to be a torn rotator cuff in the same shoulder. When we finally sat down with x-rays and MRI at hand, he proceeded to lay out the situation. It appears I have a very large bone cyst in the head of the humerus (larger than he had ever seen) and a piece of the bone had broken and was pulled away by the rotator cuff. He said that wasn’t sure what could be done. He suspected that I would have to have a bone graft to create enough of a anchor to then replace the shoulder joint and went on to say that he wasn’t comfortable doing the repair. He then referred me to and set up the appointment with one of the best shoulder guys in Boston.

Let’s think about this. This Dr. just told me that my issues were out of his scope of abilities. He referred out. Sound familiar? I’ve heard many a Personal Trainer express their concern about turning people away by referrals to other professionals (Drs, PTs, RDs, or even other Trainers) and how that may make them seem less than capable.

Here’s the truth of it. The doctor talked to me, not at me, explained the situation fully, answered any questions I had, and in his caring, honest, sincere way, told me why he felt he needed to pass me on to someone else. How many surgeons (or Trainers) would think that this (something out of their scope of practice or ability) was an opportunity to try something new and give it a shot anyway? Why pass up the money? I trust, respect, and pledge my loyalty to this Dr. for his candor in this (his name is Donald P. Endrizzi, MD by the way) and will refer anyone I know that has a shoulder issue to him.

Being honest and sincere with people about what you can or can’t do and referring them to someone who’s specialty it is when you’re not as qualified, will only help to create greater trust in you. They will be more likely to come back to you when the issue is resolved, but even if they don’t, that impression that you’ve made on them by being selfless, will stick with them. They will talk about you and refer you. So don’t hesitate to refer out.

Note: We should always be building our network of professionals that we trust so we know who to refer to when something comes up that is out of our scope of practice or ability.

For many Personal Trainers and Health Club Membership staff, the act of “selling” is not a pleasant thing. It brings to mind used car salesmen and telemarketers and aren’t we above that? Even the business phrase that is so commonly used of “closing the sale” sounds like once you get “the sale” you close a door or slam a lid on the person that just purchased. Why should we have to degrade ourselves to beg for business? We’re good, and if someone wants us, they know we’re here, right? AAANNNGH! (loud buzzer noise) Wrong-o.

Now, some will approach us about our services, but that takes courage on their part. So many people are intimidated by health clubs, exercise classes, and Personal Trainers and will never be the one to initiate joining or taking part.

We need to shift our thinking about sales.

First, let’s forget about “closing the sale”. Instead we should be thinking about “opening a relationship”. Because, that’s what we’re doing. We are creating ongoing trust, understanding, and a joint effort to help them reach their goals.

Second, when you ask for a “sale”, what you’re really doing is, after having listened to their goals and issues, making a recommendation to the best course of action to reach their goals. “Based on what you said, this, this, and this, I recommend that you sign up for yada, yada package, because it will allow us to handle those issues and get you to your goal safer and faster. how does that sound to you?” Wait for them to reply. You have just offered them something wonderful, and if you didn’t ask would they be as likely to reach their goals. They would miss out on a chance to better the quality of their lives. Why would we not want to offer that?

Third, (back to the first) once they agree to the course of action that you recommended, you can begin a relationship that will help them through this journey.

That just makes me feel all warm inside.

Be Your Own CEO While Working for Others is a session I will be presenting at Club Industry East in Boston this year. The idea came from club employed Personal Trainer complaints that I’ve heard through the years. “The club is getting half of the money, so why should I work hard at selling Personal Training for them?” That kind of mindset limits their ability to build their business. Which isn’t good for them or the club.

I get it. You don’t want to work for “the man.” You want the money to be all yours. I can’t blame you. BUT, if that’s the case, then you had better be ready, willing, and able to go and start your own business. And, by the way, the money is never “all yours”. What about your facility overhead, taxes, insurance, etc. that is currently taken care of by the club you work for? Now, I still believe that most people should be working toward owning their own business, but know what it really takes to do that. Don’t just think it’s as simple as hanging a shingle. Read The E-Myth Revisited by Michael Gerber.

So, in the meantime what do you do…resign yourself to doing a half-a** job because you’re working for some else? Get over it! Your brand, your reputation, how smart you work, your business within the club, is in your control. Yes, the club takes it’s cut, but you get yours as well. Are you doing what it takes to make the most you can in the club. Ask yourself these questions(and there are more):

If there are Personal Trainer tiers, are you taking the steps necessary to move up to the top tier?

Are you always friendly, smiling, and approachable?

Do you always look and act as a professional?

Are you exceeding your existing clients’ expectations, constantly showing the value?

Are you asking them for referrals?

Are you spending time in the club and on the workout floor (on your own dime if necessary) connecting with members and seeking opportunities to sit down with them to problem solve and make a recommendation (if appropriate) to train?

Are you connecting with your club sales people and letting them know what you specialize in and what kind of members you work best with? You could even treat them to a session so they will know what they’re promoting in you.

Are you opening your schedule up to connect/integrate new members into the club.

Are you teaching group exercise classes for greater exposure as a fitness expert and to build rapport with a large group of people?

Are you doing small group trainings to maximize your $/hr earnings?

Are you creating an contact/email list to: re-connect with people, see how their program is going and if you can be of help to them, send e-newsletters, blog postings, links to articles of interest which helps to make you the go-to person for information?

Are you using/creating the tools to monitor your productivity? (i.e. a closing ratio spreadsheet)

This is not a complete list, by any means, but is a great start on taking control of your business within the club you work for. Good luck, make it happen, and if I can be of help to you, please email me at m a r k @ m a r k n u t t i n g . c o m.

Best wishes, Mark