THE ART OF PROSPECTING FOR NEW CLIENTS, PART 1: IN-HOUSE

The Art of Prospecting on the Training Floor
While the point of sale (when an individual buys a club membership) is one place that personal training can be sold, it is not where the greatest potential for acquiring new clients is. One of the best places to engage these members is on the Training Floor.

Personal-Training
There are two main methods of gaining new clients on the Training Floor. Both options should take place within the time that you wish to gain clients (if they’re in the club when you are willing to work, your time schedules will likely mesh).
Walking the Floor in Uniform is a great opportunity to establish your presence as a personal trainer. Make an effort to introduce yourself and meet everyone on the floor.

Approach those performing exercises correctly. Introduce yourself. Complement them on their form and effort. You may ask where they learned the exercise. Then ask what their heath/fitness goals are and if they feel that they are achieving them. If they are, congratulate them and let them know that if they have any questions, that you are more than happy to be of service. If they are not achieving their goals, ask what they think may be holding them back. Listen to their response then let them know that you’d love to help and that you could schedule a half hour to sit down and have a more in-depth conversation after which you could offer more personalized suggestions.

Approach those that you believe are performing exercises in poor form. Introduce yourself. Positively note their effort, ask what they are trying to accomplish with that exercise, then, if appropriate* offer a correction to make the exercise more effective or offer a different exercise entirely. (*sometimes, hearing what they are trying to accomplish may justify the form they are using). Then proceed as with those performing exercises correctly, (sorry for the repetition, but this part is important.) ask what their heath/fitness goals are and if they feel that they are achieving them. If they are, congratulate them and let them know that if they have any questions, that you are more than happy to be of service. If they are not achieving their goals, ask what they think may be holding them back. Listen to their response then let them know that you’d love to help and that you could schedule a half hour to sit down and have a more in-depth conversation after which you could offer more personalized suggestions.

When helping members on the floor, a trainer should limit his/her time with each member. If the trainer is locked in conversation with one person, he/she can be perceived as inaccessible to other members. You can come back to that member after walking around, putting equipment back in place, and interacting with other members. Keep in mind, having extended, exclusive time with a trainer is why people purchase personal training.

Working out on the Training Floor creates a casual opportunity for members to approach you and you should capitalize on it. While the conversations on the floor may slow your workout down, trainers must weigh that with increasing the chance of gaining new clients. (Never wear headphones while working out. It sends the message that you are unavailable.) The conversations can proceed in the same progression as with Walking the Floor in Uniform. Note: I just picked up a new client this morning by being accessible while I was working out.

The members of your club are your greatest potential for new clients. Don’t let the opportunities slip by you.

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2 thoughts on “THE ART OF PROSPECTING FOR NEW CLIENTS, PART 1: IN-HOUSE

  1. This method of trainer prospecting is exactly where relationships are built. About 3 years ago I did an information survey with over 100 members of an upscale sports resort asking them a simple question….Have you ever thought of asking a Trainer for help/question while you’re in the club? Over 80% stated that they were uncomfortable speaking to a Trainer because they felt they would be infringing on the Trainers time and be taking advantage of what they get paid for. I then asked my Trainers if they ever thought of offering free tips or engaging a member while they are in the club? Over 80% stated they were uncomfortable speaking to a member because they felt it would be interfering with their workout. We set up a fitness desk in the middle of the workout floor and simultaneously encouraged members to “Ask Us” for help or tips anytime. This commitment to floor engagement improved our training sales by 20% in a little over 6 months.

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    • That’s a great example of why trainers need to initiate contact and create relationships. And, even if the people the trainers talk to want to continue to work on their own, they may have friends or family members that use the guidance of a trainer. Who do you think they will recommend??? The trainer they know and trust.
      Thanks for sharing.

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