| How
to velvet rope your fitness business |
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The most important part of the
client/trainer relationship is, in fact, the
relationship. Just because it is a business
relationship does not mean the two-way street
that exists in any relationship is eliminated.
While that may seem obvious to some it is grossly
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misunderstood in the world
of personal trainers. For far too long fitness
professionals have felt the need to coddle their clients
for fear of being of losing one of their sources of income.
Many trainers aren’t seeing the long-term ramifications
to their business that come with non-compliant clients
failing to see results because of their own failure to
hold up their end of the relationship. That’s all
about to change. Well, at least for the fitness professionals
who are worth the rates they charge.
Let’s start at the beginning. The relationship
begins as prospect/trainer. Meaning, someone is not
a client until they pay you money or exchange value
with you in some other way. Until that happens someone
is merely a potential client or prospect. It is at this
time the ground rules for the relationship are established.
And yes, YOU make the rules. You are the expert. You
are the one who can deliver the results the prospect
seeks. They have come to you for help. When the rules
of the client/trainer relationship are established at
ground zero there will be no confusion as to what each
of your roles is in your mutual success.
Yes, mutual success. Again, this is a relationship
where you are exchanging value for value. Do not be
fooled by the absurd and outdated notion that the customer
is always right. There’s a technical term I use
for that idea – it’s a bunch of crap. And
just because someone pays money for something doesn’t
mean they are in control of the relationship.
Let’s look at what value you each receive to
shed some light on the matter. The client receives your
guidance, motivation and expertise which in turn provide
them the health and fitness benefits they wish to receive.
They will likely achieve certain short-term goals.
For example, they may reduce their body fat % by 5
points with your assistance. Now take a moment and think
about the long-term value their body receives by them
hiring you. Can you put a dollar figure on long-term
health and well-being? Can you put a dollar value on
living a dynamic, pain-free existence? They are receiving
value beyond measure.
What are you receiving? Well, you had better make it
perfectly clear when you begin the relationship what
they are truly receiving. And you had better make it
clear you expect a return in value far greater than
the few bucks they are doling out to hire you. That’s
just the start of this relationship. Your prospect needs
to fully understand the impact they have on everyone
they come in contact with and how that reflects either
positively or negatively on your business. They need
to be made aware they are truly walking, talking billboards.
And as a living marketing piece, and by far and away
the most valuable marketing method in your arsenal,
you simply cannot have non-compliant clients because
the ramifications to your long-term revenues will be
disastrous.
It’s ok to turn away business. It’s ok
to tell a prospect no if you don’t think they
would make a great client. It’s called putting
a Velvet Rope around your business. Not everyone can
get in. And not letting everyone in means you are only
taking on clients who truly understand the value for
value exchange that occurs in the client/trainer relationship.
Will you have fewer clients? Potentially. But wouldn’t
you rather charge more money and work with fewer people?
Additionally, wouldn’t you rather only work with
the types of clients you want to work with? It’s
easy when you put a Velvet Rope around your fitness
business!
Jim Labadie is a fitness entrepreneur,
speaker and the author of the new e-book: 63 Must-Have
Sales Tips for Personal Trainers. To download your FREE
copy please visit:http://www.ptsalestips.com
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