In the process of building a client base, all personal trainers have experienced conversion and commitment issues from would-be clients as well as client attrition related to timing. In most cases, the client was seemingly ready to start a program but something kept coming up that impeded the process of routine service use – it wasn’t the right time for the commitment. Personal trainers often find a possible client never makes it passed the position of qualified prospect, whereas other individuals became clients and for one reason or another left the service. With the New Year right around the corner now is an opportune time to revisit the possibility of getting those former clients back while at the same time getting potential clients converted into paying customers.

For most people money is tight right now so rather than spending money on marketing to generate a new leads list, revisit the previously generated lists of clients and prospects to identify the best opportunities. Review all potential leads and qualify them as hot, warm, cold, or dead. In many cases, these people already know you and have shown an interest in your services. Since people are most comfortable with people and environments they know, if there is any interest in personal training it is likely to be directed your way. For individuals who work in a club but do not have a personal leads list, request one from your supervisor. Ask your manager for a member list for leads generation. This list should include all the people who never participated in their club orientation or did not take advantage of start-up programs offered by the personal trainer department. Add to that list anyone who used a trainer in the past and is still a current member but not using a personal trainer currently. If that is not a long enough leads list, collect the names of anyone who has recently signed up for the club but is not using the facility regularly.

It is best to have a benefit or service for them to provide a reason for contacting them. This is a more passive approach than direct lead hunting and lowers defensive barriers to spending. Special program packages, offerings or incentives can all be used to create a benefit and a reason for the call. Remember, do not make anything “free” but rather valued with a special twist. Do not say “free training sessions” as this suggests your time is not of value. Rather rephrase it to be free to them, but someone else is picking up the tab. “The club is willing to pay for three sessions with a 10 session package.” The other way is to provide more for less. “It is client appreciation month, for a limited time, prior clients get a 1 hour session at 30 minute pricing.” Provide Holiday gift cards to former clients (from you). You may want to stipulate they use them by a certain time or they can use the gift for themselves or as a gift to a family member. On the holiday gift card write a value. This can be done a number of ways – $120.00 off a six training pack, three gift sessions $165.00 value, $100 towards a complete start-up package, or give out a five pack of $20 dollar gift cards towards any purchase/anytime when used within three months (coupons cannot be combined). The last example is based on actual value, but the value does not equal the cost of any single service so they always pay – nothing is ever free. An important component to these gift cards is an expiration date. People will respond to the potential loss of value if not used in time.

Another idea is to create a holiday smart guide. Collect a group of reduced calorie recipes for common holiday foods, place in tips for preventing holiday weight gain, list popular holiday foods by calorie per serving size and explain strategies to navigate overeating at parties and family gatherings, create an at home exercise program to do before going out, etc… The guide can be printed at a local business center or created and distributed digitally at a lower cost. If the prospect’s addresses are known the guide can be distributed to the leads list and follow-up calls can be made, or the phone call can be used to get updated contact information for this valuable (free) guide and initiate the dialogue. Regardless of the means, the dialogue is the most important part. Mailings and emails are ice breakers and should not be used as the end all to get new clients. Pick up the phone, more can be done in less time. Additionally, emails and texts are very none committal whereas a verbal conversation is passively confrontational because it requires a response or action.

The sooner these recommendations are followed the better the likely outcome. The time of year provides for improved consumer interest in fitness even if it has been a while since the last contact. People are already thinking about the New Year as a time for commitment. Since most people contemplate action for a while before acting on it, take advantage of timing and be the first to capture their attention.