Fitness, Business, Fitness Business, & Achieving Life Goals

#3 Successful Personal Trainers Love to Sell.

It’s interesting how many Personal Trainers hate to “sell”. When talking about sales, what typically comes to mind is the sleazy car salesman who will say anything to get a sale. I, myself, as a club manager in the early ’80s, went through a sales training program that emphasized selling multi- year membership contracts and hoping that they wouldn’t show up. There were club salespeople that would sell memberships for classes that we didn’t even offer. Needless to say, I resigned shortly thereafter with a stong dislike for anything to do with sales. It wasn’t until years later when a friend pointed out to me that I was the biggest salesperson around, that I was able to re-define my ideas of what “selling” really was. My “selling”, that my friend pointed out, was my enthusiasm for fitness and my belief that I could help make others’ lives better. In essence, that’s what selling is for us.

When we sit down with a potential client, we use our motivational interviewing techniques to uncover what their needs, wants, and what obstacles they have. Then, not unlike a doctor or physical therapist, we make an honest recommendation as to what we believe is the best course of action for them to reach their goals safely and effectively. The financial aspect, at this point, shouldn’t come into play. This recommendation is our best case scenario for them. It may sound something like this, “Based on what you’ve told me, that you’ve had difficulty sticking with a program, become easily bored, and tend to get injured when working out on your own, I recommend that we work together ___ times per week. That way we can build your initial program, gradually ramp up the intensity while constantly monitoring your form for safety, and change it up before you get bored. It’ll keep you accountable and help you stick with the program, not to mention get you the results you want faster. Does that sound like something you’d be interested in?”

That’s the idea. Specifically address their situation, make an honest recommendation, relate specifically how your recommendation will address their issues and get them to their goal, and ask if they’d like to have your help in changing their health/fitness.

Successful Personal Trainers love “selling” because it is offering the potential client their best chance at success. Wouldn’t you love giving everyone that chance? Embrace that moment and make them the offer that can change their lives.

Check out the full series.

Top 10 Traits of Successful Personal Trainers (Series)

Top 10 Traits of Successful Personal Trainers #1

Top 10 Traits of Successful Personal Trainers #2

P.S. Also, follow my Business of Personal Training page on Facebook.

Personal Trainers tend to make their living session-to-session. Sessions with clients, opportunities to help others achieve their goals, is what we live for. I can’t imagine a day when I’m not doing at least some personal training. But, from a financial standpoint, is that all there is for us? How can we make enough of an income to live the life we wish?

1) Increase income per session: by this I don’t simply mean charge more (unless you’re undercharging, a topic for another time), but offer different packages that allow you to make more per hour.

     a) Train small groups -generally 2-6 people. A great option for clients because it can be more social, have more accountability, and a lower price than one-on-one training. Greater income for you because they typically pay 60% or more of the one-on-one price (>=120%/hr)

     b) Run Boot Camps and other group classes – Another group option for clients. Even though it has less personal attention, it’s still more social, has great accountability, and with a group exercise kind of price. Because of the numbers in a class setting, Personal Trainers can potentially make their highest per hour income here.

     c) Train 1/2 hr sessions (or less) – they should be roughly 60% or more of the hourly (=120%+/hr)

     d) Run specialty programs – you can charge more when highly specialized i.e. healthy back program

2) Selling products

     a) Equipment – You may choose to offer small equipment to clients (i.e. tubing, bands, medballs, etc.), but I find it hard to sell these with anything more than the slightest markup. Your clients can easily get them on the internet and I’d rather not have to stock them. A better plan is to become an affiliate of equipment providers. i.e. I’m an affiliate of http://perfombetter.com First, I really love the company (that’s very important to me) I can give my client a link, they can order what they want, and I get a nominal kickback. I’m not making much with this, but with minimal effort, a little money better than nothing.

     b) Supplements – Again, how much stock do you want to handle and how much of a markup will you be able set? There are affiliate programs here as well, or you can seek out wholesale vendors and purchase in bulk. If you choose to stock supplements, stick with a few select products that you believe in. I would go with the immediate consumption type: energy, meal replacement, and recovery bars and pre-prepared drinks.

     c) Informational – Ah, here’s where I think the real opportunity lies. This includes writing books, educational and exercise dvds, recorded teleseminars/webinars, etc. Anytime you do a presentation, record it and it becomes a future product for you (just make sure it’s OK with the venue organizer). Once these products are created, they are a great way to supplement your income.

I’m sure I’m missing a couple of things. Please feel free to add to the list. The point is, there are many ways we can enhance our income while still being able to do what we love, help our clients reach their goals.

Best wishes, Mark