How to Attract Customers As a Personal Trainer
The ability to attract customers is the foundation of your success as a personal trainer. The best certifications and programs are not enough to attract clients and build a successful fitness business. Fortunately, reaching your market becomes easier as you develop a presence in your community, build a good reputation with existing clients, and focus on maintaining mutually satisfying business relationships. Three fitness marketing experts share proven strategies that you can use to attract customers as a personal trainer.
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Instructions
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Develop a presence. Fitness marketing expert Eric Ruth suggests maintaining a website and investing in radio or newspapers advertising in your community. Generate awareness of your services by supplying articles to your local newspapers, which helps position you as an expert in your field as well as getting your name out to the public.
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Establish good relationships. Personal trainer Sal Marinello, a 20-year veteran of the fitness industry, says that relationships start from the moment a prospect walks into your facility. Marinello's staff is trained to make eye contact and greet visitors with genuine warmth. Begin building the relationship first by learning what the prospective client needs before attempting to talk business.
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Begin a referral program. Marinello believes the most successful personal training businesses are built through local connections. "People who want to hire a top-level professional...depend on referrals," Marinello said. Satisfied clients are familiar with your service and confident in your ability to deliver.
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Offer an incentive. Business strategy specialist Casey Kaldal recommends offering something of value at no additional charge. A time-limited, free introductory session, for example, gives potential clients a reason to make an appointment and encourages them to do so within a specific time frame. "Free incentives tend to be underestimated," Kaldal said, "but smart personal trainers know that attracting and retaining loyal clients occurs when you demonstrate a sincere passion for their happiness."
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Develop your network. Offer free seminars on an aspect of your specialty that holds wide appeal, such as how to start a fitness routine, or easy ways to improve one's diet. Make sure the seminars provide more useful information than sales pitch, and be available to answer questions one-on-one after the presentation. Some people will make appointments on the spot. Others may take your handouts with them in order to contact you later. Those who are impressed with your knowledge will be likely to refer others to you.
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Tips & Warnings
Use a combination of methods to publicize your business and attract new customers, rather than relying on one channel alone. Develop a system for tracking the response you receive from each marketing strategy you use. This will allow you to tailor your efforts over time for a maximum return on your investment.
