Your Target Market… The Quiet and Shy

One of the personal trainers that worked for me (at a multi-purpose club) was trying to build his business and wasn’t have much luck. I told him that he needed to get on the training floor, strike up conversations, and get to know the members.

Trainers need to find out what people are training for, if their current workout is giving them the results they were hoping for, and, if not, invite the member to sit and discuss what might be missing in their program. This opens up an opportunity to recommend personal training if appropriate.

Later, when I asked how the personal trainer was doing, he said he wasn’t having much luck. When I checked to see what the personal trainer was doing, I realized something important about the task I charged him with. It was too generic. He was talking to members, BUT, the members he was talking to were to the louder, gregarious members that were confident in themselves and their workouts. Sure, they’re easy to talk to, but they are less likely to use personal training services.

ShyThe real market, individuals that need the most support and assistance, are the members that are not engaging with others. They may be shy, introverted, and/or intimidated. They are quietly trying to figure it out themselves and may well be struggling and on the verge of quitting. Get to know them.

We, as personal trainers, need to help individuals feel comfortable, confident, and successful in their workouts. When you’re on the training floor, don’t just talk to people because they’re fun to talk to. Seek out the ones that look timid, unsure, and may be seeking help but are afraid to ask. They are the ones we can help the most.

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