In The Art of Prospecting for New Clients, Part 1, I discussed the most immediate return for invested time, individuals that are already at your facility trying to change their fitness level.
In this post we’ll address how you go about getting prospective clients into your facility. For the sake of brevity, I’m going keep this about-face to face meetings.
If you’re working at a personal training studio, do in-home training, or simply want to reach a greater audience than your club, you need to go to where your target market is. (determining who your target market is, is a topic for another time.)
Find out where they are. In example, if you’re seeking to connect with seniors you may want to go check out the senior center, senior college, local churches, or other groups for the older population. Get involved with these groups. You don’t need to be a senior. Volunteer. This could be your service as a presenter of health and fitness information or simply to help out with their day-to-day needs. The key is to become someone they know and trust. Note: Do not come to the group with your marketing guns a blazin’ or they will reject you. It’s not about you, it’s about them. Work on building relationships. Once people trust you, they will ask you, give you permission, to tell them more about how they might become more fit.
When you are asked, and this is true for any time you are asked (like at a party when someone finds our you are a trainer and they want to know how to lose “this” area.) proceed mindfully. Making recommendations without knowing all the important details is reckless and probably won’t get you the client. Your goal is to get them to come to your office or club so that you can sit down with them to find out all relevant information. This will allow you to make your best recommendation as to how to proceed from there.
1) Listen to what they are saying and acknowledge their concerns.
2) If you believe you can help them, tell them so.
3) Explain that in order to make a valid recommendation, you need to have time to sit down and learn more about them. (medical health history, lifestyle questionnaire, etc.)
4) If you can make an appointment now, do it. Then take their number so you can call and confirm. Give them yours in case they need to change times/days.
5) If you can’t make an appointment now, get an idea of what times and days are good for them. Then take their number so you can schedule the appointment. Give them yours in case they need to change times/days.
Remember to get out and meet your prospective clients where they spend time. Take time and build a relationship with them. Then, when they ask or you see an opportunity to help, invite them to sit and talk. Getting them to come in is the best way to be able to help them by gaining them as a client.
What groups do you connect with to find prospective clients? Please post them in the comments. I’d love to hear about it.