What’s Getting One More Client Worth?

I’ve known many personal trainers through the years who “couldn’t afford” to pay for further education, mentorships, networking groups, and/or services that could help them build their business. It’s interesting that the inability for those trainers to see the value is not so different from how some individuals looking for health and fitness results balk at paying for personal training. It’s about finding the value.

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Now, not all programs or products are worth it and that’s why you want to rate each offering individually for its value.

As personal trainers, one of the basic questions is, “Will this get me more clients, and, if so, how many?” When you look at the value of a new client, you are also not simply looking at one session, or a week’s worth of sessions, but what the lifetime value of gaining this client.

To figure out the lifetime value of a client, look at how much you receive for the average personal training session (your income, not the fee they pay), multiply by the average number of times per week that you meet with clients, times the number of weeks you train clients each year (hint: it’s never 52), and finally multiply that by the average number of years that clients stay with you.

In example:

  • Average income/client session = $35
  • Average sessions/week = 2
  • Typical weeks/year = 46
  • Lifetime of client = 7 years

$35 x 2 = $70, x 46 = $3220, x 7 years = $22,540

Yeah… that’s right. The lifetime value of one new client could easily be $22,540!

So, back to the question. Is spending $500 (or more or less) on a program, conference, or… whatever, worth it? If it will get you one or more clients that you wouldn’t get otherwise, the answer really is easy. Yes. How can you afford not to?

Invest in the future of your business.

Create a Business Referral Network

A huge part of building your business is getting referrals from your existing clients and/or members. Referrals don’t stop there, though. You should be creating a network of other professionals that you can refer your clients to.

referral boardThe reasons for this are twofold. First, when you refer a client to another professional that can further enhance your client’s health and/or wellness, they get even better results and will appreciate you all the more.

Second, when another professional receives a referral from you, they will feel compelled to reciprocate (as long as you are good at what you do). These professional referrals are a low-cost way to get qualified (someone that’s already interested) leads.

Start by finding other professionals that don’t offer what you do, but complement it. Look for them in the areas of health (medical doctors, physical therapists), fitness (maybe yoga or a swim coach), nutrition (RDs, personal chefs), bodywork (chiropractors, massage therapists), beauty (hair, nails), etc. Meet with them and explain what you do and that you are looking for other professionals that you can refer your clients to. Ask about their qualifications, philosophies, and references to make sure you feel confident in referring to them.

Refer your clients when appropriate and review their experience afterward. Their experience will either support your use of this professional or let you know to look for someone else. The right professional referral network will benefit everyone involved.