PROSPECTING

The Secret Life of a Business Card

/ Mark A Nutting / Leave a comment

This last December, I was asked to present at the NSCA Japan conference. Prior to the trip, I was coached on some cultural differences that I should be aware of. One of the differences that was stressed, was how the Japanese people treat the exchange of business cards. The giver holds the top 2 corners as he/she hands the card and the receiver then grasps the card by the bottom 2 corners. Upon receipt, the receiver then takes a moment, reads the card, looks up and thanks the giver and then may place the card in a place of respect (breast pocket, wallet, etc.). Don’t just take it and shove it in your back pocket. The business card is a representation of the giver and, as with the person themselves, should be treated with respect.

China business cardsThis was an interesting lesson for me and the kickoff for a point that I want to make about how most business people (this includes personal trainers) misuse the business card.

When starting with a new company or starting your own business, most people will run out and get their new business cards, because, if you have business cards, you must be in business. There’s nothing wrong with this. The business card, as in Japan, is a representation of you and your business and should be here as well. If only we would treat it as such. We don’t, of course. We will order 500-1000 cards and hand them out like they are flyers. I’ve even seen presenters at conferences walk around the venue before their session and put a business card on each of the seats. Most attendees didn’t even pick them up. They just sat on them. They were not given with respect and were not received with respect.

My own view on the use of a business card is that your focus, when looking to build your business and not simply using it as a way to stay in touch with an acquaintance or associate, should be to receive them not give them. When someone gives you their business card they are giving you the permission to contact them. With a potential client, this means that you have the permission to call and talk with them and, hopefully, set up a time to meet with them. Then, after receiving their card, you can present your card to them should they like to initiate a conversation or change an existing appointment. This way of using your business card, empowers you. Whereas, if you are just handing your cards out, all you can do is sit back and hope that someone calls you.

Business cards are not meant to be flyers. They are meant to be treated with respect and given more selectively. Remember that getting someone else’s contact information is far more beneficial than giving yours out.

 

 

THE ART OF PROSPECTING FOR NEW CLIENTS, PART 2: IN YOUR COMMUNITY

/ Mark A Nutting / Leave a comment

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.)

relationships

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.

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

/ Mark A Nutting / 2 Comments

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.