As a Health and Fitness Professional, you’re likely one of the best in the business when it comes to getting people into the best shape of their lives. There’s no doubt about it. However, unless you’ve spent additional time also learning how to get really good at Sales and Marketing, then you’re perhaps not so great at actually getting new leads and converting them into paying customers in a way that is reliable and scalable.
This is certainly a problem that many of our clients face when they first come to us.
So, in the blog post, we’re going to break down a simple and effective 3 step customer journey that you can take away and implement in your business right away. It will help you have a clearer insight into each area of your business and where you can make any necessary improvements.
The 3 steps are as follows:
Let’s get into it… 👇🏼
The first step in any customer journey is, of course, attracting potential customers. Most commonly, you’ll do this via your Social Media pages, however, you may also do this by Paid Advertising (Facebook or Google Ads), distributing leaflets, knocking door to door and so on.
(Although we may argue that the latter two methods are perhaps a bit outdated 👀)
Either way, this is the first step and it’s important that you spend some time in figuring out who your target audience is, what problems they have and how you can best solve those problems for them as part of a product or service.
Once you’ve got those details in place, you can really tailor the content you share, and the conversations you have with people, around your target audience and the main problem(s) that they face. Doing this will mean that you resonate a lot more with a select few members of your audience rather than simply getting lost amongst the many other Personal Trainers and Online Coaches seemingly doing the same thing as you.
Why should anyone work with you over the next guy or gal?
Answer: because you have a specific focus and expertise in working with a particular group of people with a particular set of problems. You’re the expert for the 1%, rather than the average joe for the 99%.
Once you have the attention of potential clients, you will then want to have some strategy behind successfully selling them your product or service.
Now, it’s important to note that you don’t want to sell for the sake of selling. Instead, you want to sell for the sake of problem solving. If what you’re selling doesn’t solve the problem for a particular individual, then that’s okay. Don’t force it. Instead, offer them something else that’s a better fit for them OR make recommendations for where they can find the solution they’re looking for.
Doing this will mean that you can focus a lot more on your chosen group of customers and really deliver a great experience and service. (which is step number three!)
When selling, you want to keep it simple. Aim to figure out the key problems and challenges that your prospective customer is facing, and be genuine in wanting to help figure out the best solution. If you ever find yourself in a situation where you are on the offense and they’re on the defence, then you’re doing it wrong. You want to be on the same side as your prospects and show that you care about finding the right solution, as well as also showing your ability in delivering that solution to a high standard, too.
The first thing you should always do when on the phone to a prospective customer is the LISTEN. You’ll want to ask questions that prompt in-depth answers. You want to really learn about their goals, what they’ve tried doing in the past, why that hasn’t worked (in their opinion) and what they think an ideal solution might look like. You want to listen to all of this and only ‘butt in’ with questions and comments that show understanding and intrigue.
Another great thing to do whilst on the phone to a prospective customer is simply to get them saying “Yes”. Why? Because “Yes” is a positive and affirmative response and will get you (or in this case, them) reacting positively to the things you’re saying when it comes to talking about your product or service. You can do this by asking questions that reaffirm things they’ve already said about their challenges and what they think an ideal solution would consist of.
Now you’ve got your new client signed up, it’s your time to shine. You’ll want to get them onboarded and ready to go as seamlessly as possible, before then delivering your service to a high standard.
As a Personal Trainer or Online Coach, you may think that your service is no different than the next PT or Coach, because it all consists of the same Training Plans and Meal Plans, right?
Of course, working with your clients on their training and nutrition is the bare bones of Personal Training and Online Coaching, so you’ll want to think about adding some meat to those bones with an improved customer experience, added support, exclusive content and bonus material of various different sorts.
Examples of this sort of stuff could include using a really great software to manage your clients and allow them to access their training and nutrition plans from a super convenient app on their phone, which they can view and track their progress whilst at the gym or eating a meal. Something like this would be far superior to needing to log into a spreadsheet or word document each time they want to check which exercise they should do next or what their macros are for the day.
Our recommendation for Personal Training Software is My PT Hub, and you can start a 30 day free trial here.
You could also consider setting up a private ‘Client Only” Facebook Group where you offer room for additional discussions and support around the usual 1-on-1 service that you provide. This would create a great sense of community between you are your clients.
Another idea would be to set up some kind of membership website where your clients can log in and access a library of additional material that covers topics such as Meal Prep, Exercise Tutorials, Mindset and so on. And, if you did this, you could even charge non-clients a small fee for the same access which would become a secondary stream of passive revenue for you.
If you’d like to chat to us about setting up a membership website, then you can schedule a call with us here.
Now we’ve gone through each of these three steps with you, you can go away and implement them in your own business and experiment with different styles of content, selling strategies and service delivery. You’ll want to find what works for you and your business and commit to do that really well.
And, of course, if you have any questions at all then you can always reach out to us by joining our Private Facebook Group, exclusively for growth-minded Fitness Professionals.