Proficiency in exercise science and practical training instruction are necessary to get results through client programs but they may not be enough to get the clients in the first place. Many personal training programs rely heavily on orientations and initial consultations to convert leads into new personal training clients. Although this is a certainly a good opportunity for new clients, never forget about the largest segment of the membership, which sadly is the group of members who use the club the least. These are ideal candidates to pursue for personal training. They obviously care enough about their health and well-being to join a gym, but like most members fall into the fitness attrition cycle because they do not see the results they expected within their preconceived timeframe. Personal trainers should go through the membership lists and identify those individuals who have stopped using the gym or those who have serious inconsistencies. Make a list and designate a period of time to call these leads and plan to make a conversion.
The key word above is PLAN. Simply calling someone and asking them to come back to the gym is one thing, but having a premeditated plan that identifies and demonstrates the key benefits personal training has to offer which leads to a new client is another. Before contacting prospective clients personal trainers should have a step-by-step plan to add a new client. People want results and they are willing to pay for the fastest way to get there. In the fitness facility the personal trainer is their best hope for success and therefore this should be the foundation of the process.
Step 1 – Listen and connect
The first step is to listen twice as much as you talk. Side with dialogue that shows interest in what they have to say but emphasizes client led conversation. Use structured questions to identify why they joined the gym and where they had difficulties once they were in the facility; ask them what they feel has limited their success and might help them succeed. Inquire about their specific goals and what motivates them as well as what they enjoy and dislike. Listen, show empathy, and engage them when appropriate. It is also important to collect the data as you interview the client as it will be needed later during the closing.
Step 2 – Use tangible proof
Everyone has doubts about their abilities particularly when they have tried and failed in the past. Using real clients who have found success through your program, or personal training in general, instills confidence that they too can succeed. Always find examples or success stories that fit the client’s profile. A 50 year old woman will not be able to relate to a 28 year old man who lost 50 lbs. even if she herself is 50 lbs. overweight. Focus on the positive, explain the process and show a plan for success, but be realistic. There is no benefit to sugar coating the details as there should be a reason a personal trainer’s motivational characteristics and instruction are valuable. The key is positivity. Losing weight and getting in shape means work, it means structure and people expect that, but the positive spin is what will make them believe they can accomplish it. Mrs. Smith, “Although we are starting here right now, with my instruction and your effort we can be here in as little as three or four weeks.” Or “You have a solid foundation which we can build on; this will help us accelerate results once we meet the first couple milestones.” Always identify your commitment and use terms that demonstrate this by using dedication words like “we” and “together.”
Step 3 – Explain the structure
Outlining the plan of attack makes the client feel like they are signing on a pre-planned success story. Outline key policies and explain the importance of commitment. Show confidence in your ability and theirs but never guarantee success. Rather, place the responsibility in their hands by explaining cause and effect relationships. For instance, “Clients who come three days a week and commit to a proper caloric intake see these results much faster.” Explain how adaptations work and approximate time frames for those results. Ask them how rapidly they want to change and then match the frequency needs to the session commitments or the packages. Also define additional services and how they integrate for optimal results if applicable. It is important to explain what accelerates the process and what limits it. Ask them what would be the best outcome for them and define a way to make it work.
Step 4 – Always direct the closure
A key to closure is reiterating their goals and using them to close the deal. Restate the reasons they listed and you recorded during the beginning of the interview. “Based on your needs this package is the best choice for your goals, when would you like to get started.” As part of this process it is imperative to have a scheduler readily available. Make openings seem like opportunities. “What time is the best for you?”, “Oh we’re lucky, I had a cancelation and can put you in.” Let them know you’re motivated to get started, show a level of excitement and attempt to schedule a couple of times immediately. “Let’s get you in for the week before I book up.” Demonstrate a sense of urgency.
During the closure there are some definite does and don’ts. The key things to focus on include:
Service – explain all the advantages and services and demonstrate above average customer attention and commitment
Results – reiterate the success stories and how you believe your prospect is on the winning track
Safety – explain how they are not only accelerating results but also reducing risk for injury. Emphasize expert training instruction and experience in working with his or her population
Individual attention – show enthusiasm for their specific success, be motivational and show your commitment to the “team” outcome. Be respectful of their interests and again listen.
Value – show how valuable your services are to health. Use statistics and have data regarding the benefits of the services.
Have the answers – address objections clearly and with premeditated answers. People use the same excuses such as time, money, and permission from a spouse. I should ask my spouse, “would your spouse object to any investment in your health and well-being?”
Equally important are the don’ts. If you want to convert a prospective lead into a personal training client it is vital to avoid the following:
Disorganization – being disorganized at the meeting suggests that’s how you do business. The perception must instill confidence in your ability and not having your “ducks in a row” is the number one error.
Not having answers – When people go to an expert they expect their questions to be answered with confidence and conciseness. Dancing around the subject or not providing rapid clear response will reduce consumer confidence in your product and service.
Not asking enough questions/not listening – thoroughness is a trait people expect when they hire a professional. Listening demonstrates interest in their issues and personal situation. Listening also provides the important data needed to convert maybes to yeses.
Not being motivated for them – How can they expect to succeed if their leader is not motivated for a positive outcome. People will believe in themselves if you show you believe in them. Not being excited to get started is a huge error in the conversion process.
Not having a solution – they come to you with their problems because you are the expert. If you do not have the answers or the solution in some way or another their interest will go elsewhere.
There are many people who are interested in personal training and just need a little support and motivation to commit to the program. Using members who have tried and failed is the first step. Even if it just gets them coming back to the gym on a regular basis, it is a win. The more people you come in contact with and the more professional you are when you interact with them the greater your opportunity for conversions and referrals. Establishing an efficient process and emphasizing service while avoiding common pitfalls will certainly improve the opportunity for greater success when interviewing prospective clients. Track each meeting and follow-up. Record the information and learn from the errors while repeating the things that caused the greatest success. Your closing technique should constantly improve as a new skill in your professional repertoire.
