Are you struggling to find clients in these uncertain times?
Even if you’ve spent years developing your skills, knowledge base, marketing expertise, and every other aspect of running a successful personal training business, it might seem like you can’t get the attention of anyone today.
But what is the problem? Many fitness professionals have thrived during the pandemic, so what is stopping you?
One word: perception.
Let’s see what that is and what it means for your business.
The Importance of Perception
You might offer a world-class service or product. But if potential clients don’t see it that way, you will struggle.
The truth is, people have tons of opportunities to work with fitness professionals. And sadly, most of the transactions today aren’t based on actual value but on perceived value. In other words, your competitors do a great job of displaying what potential value the client will get if they work with them.
How true that is, is something the client sees after working with the fitness professional.
As you can imagine, developing yourself as a trainer is essential. But you also need to work on creating the right perception with potential clients.
Create The Right Perception Of Your Business
Okay, create perception. But how do you do that? One of the best ways is to build rapport with potential clients by asking the right questions. Too many professionals today rush to explain what the potential client needs and how they can help them.
“Okay, you’re in this situation, which must mean you need this solution, and I’m here to give it to you.”
Sure, this is one way to go about it, but we can’t forget that our potential clients are also people with unique worries, frustrations, and limiting beliefs. The only way to get to their internal struggles is to build a meaningful connection by asking them.
Sure, rapport might seem like a time-wasting activity, but it isn’t. Even if you don’t have much time, you can always streamline the process with questions like:
“How are things going?”
This question shows potential clients that you’re not only a person who can help them, but you’re also willing to listen to them. Depending on their response, you can follow up with other questions that stir thoughts and emotions:
- What are you struggling with most right now?
- What would you like to achieve this upcoming year?
- What would you say is stopping you from making meaningful progress?
- Are you getting any of the desired results?
It might be tempting to skip questions and go straight to the pitch. But this often makes you appear desperate in the eyes of your clients. Instead of seeing you as the professional who is going to help them reach their goals, they end up thinking, “Why is this person pushing so hard?”
Once a prospect asks this question, the probability of hiring you becomes non-existent because other thoughts pop into their head:
“If they are pushing as hard, they are probably behind because they aren’t as good and don’t have much work.”
Instead, shift the perception. Project yourself as someone of high value. For example, appear busy. If you have many successful clients, you don’t have time to waste and every minute of your day goes toward something that pushes your clients forward or elevates your intrinsic value. For instance, building rapport wouldn’t be endless chats about the weather or who should win the next NFL title. Instead, everything is to a point, similar to the questions from above.
The moment potential clients see you as someone with limited availability, they begin to perceive you as a valuable professional. If you’re booked up, it must mean that you deliver results.
The best part? You don’t have to fake any of it. If you happen to have holes in your schedule, fill them up with productive things. Learn how to market yourself better, research new scientific findings, and aim to become more valuable to your clients. For example, learn how to use meal planning software to serve your clients better.
Every interaction you have with prospects can potentially lead to a sale. The more value you provide, the less you have to push to close. It’s an opportunity to position yourself as the leader and the one who can help your clients achieve their goals.