I am often confided in by personal trainers who tell me they are comfortable training all kinds of people, but not selling their services. Make no mistake, if you are not able to acquire new personal training clients, you won’t be a personal trainer for very long.
Getting a new client lead as a personal trainer NYC is a big deal. When you only need 25-30 regular clients to keep a full schedule, each one is a significant building block in your business. That is why when you get a lead, it is not only important to come across as knowledgeable, but also professional. With each new client lead, you only get one chance to make a first impression. Over the past two years, trainers have shared with me the ways in which they respond to people inquiring about their services. Some of the responses just need a little tweaking, while others need a serious overhaul. Here are a few tips on how to start off on the right foot when someone inquires about your services.
The first thing you need to do is respond promptly. As an independent NYC personal trainer and sole proprietor of your business, it is important to check your emails andvoicemails at least once a day. A 24-hour response window should be the goal. Of course, the sooner the better as you want to seem as responsive as possible, nor do you want to give that person time or reason to find another trainer. By them sending you a message, they are expressing to you a high level of readiness. If they have left a phone number and an email address, always respond by calling.
Next, comes your actual response. It is a good idea to have a general script or even specific script ready to be executed. Most importantly, start off by thanking them for contacting you. This is so important, because it is an acknowledgement that they could have contacted anyone, but they chose tocontact you and you appreciate it. Again, they could have reached out to other trainers, but something they saw, read, or heard about your personal training services made them contact you. Ask them, ‘please tell me what did you see, read, or hear that made you contact me today?’ This is a fair and great question to ask, because if you want to know how you can help them, this is the starting point for them to open up to you.
Too often, trainers respond to an inquiry about their rates, by simply emailing back rates. In these situations you can usually expect not to hear back from them if you just email them rates. Rates tells a person nothing about you, your services, your experience, or any other pertinent information. Rates will allow them to put a price tag on what they think personal training is, not what your personal training services are about. You will never know what their goals are, what their challenges are, and what made you stand out above all others.
Next, listen and take notes. It is important to give this potential client a platform to speak. Remember, they may be opening up to someone about this for the first time. Even though a person is clearly in need of losing weight, this may be their moment to finally tell someone about how being overweight makes them feel and how they want to make a change. There will be plenty of time for you to give your feedback after they have told you what they want you to know and what you need to know.
Finally, discuss following up and next steps. Some people may be ready to schedule some sessions right away, but more often than not they may need time to process what you have talked about. It is best to tell them you need that same time. Let them know that you will take a few days or so to review your conversation before providing a plan of action. Also convey to them that if they choose to move forward it is necessary to for them to fill out a health questionnaire, schedule a fitness assessment, and schedule your first few sessions.
It is important that your newest clients knows what to expect. They know there is some hard work ahead, but at least there are no surprises. Ultimately, obtaining new personal training clients does not have to be about “selling”. What it is about is communication, professionalism, commitment, and your passion for fitness.