Hey Fitness Pros,
I hope you’ve survived the January rush and business is still flowing in. It’s been one month since many of our clients have set New Year’s Resolutions and of course, it’s our job to provide the guidance, support, education and kick in the butt that our clients need to keep them on track so they experience incredible results. Well, I think of this blog as the kick in the butt that many fitness pros need to ensure they enjoy a prosperous career. So I’d ask each of you the same questions that I’d ask my fitness clients. Are you on track for your 2011 business goals? If not, ask yourself what you need to start doing? What do you need to stop doing? What do you need to keep doing?
If I were to sum up everything you need to do to guarantee business success this year, it can be broken down into 5 critical steps:
1. Market and promote – If you provide a great service, it does you no good if no one knows about it. Be sure that you have solid internal and external marketing plans in place. Host aggressive word of mouth referral programs. Use social media to help spread your message.
2. Become masters of influencing someone to commit to their health and fitness – If you spend a ton of time and money marketing your business, if you and your team can’t sell what a waste!!! Know exactly what do say and what not to say in your initial interactions with clients. Learn how to connect and develop repertoire with clients so they trust your judgment and suggestions. Figure out how to help someone to take action and invest in your services.
3. Control expenses – Determine where you can cut costs while still providing the exceptional service your clients expect. Do your homework on cost cutting initiatives. Get 3 quotes for any services or work you are having done for your business. Fully understand critical budgeting percentages. For example, lease payments should be no more than 15% of your total revenues. Your marketing and advertising budget should be about 3-5% of your total yearly revenues. Payroll ideally should be no more than 40-50% of your total revenues.
4. Take care of your clients – Your clients are you and your team’s bosses. Conduct surveys every 3-4 months to ensure you are meeting needs. Listen to what your clients have to say. Get to know them. Show them how much you love and care about them. Host fun events and client appreciation get-togethers. If you provide an experience that your clients can’t get anywhere else, they won’t go anywhere else!
5. Take care of your team – Your trainers and your administrative support are your number one asset! So be sure to host team get-togethers, purchase small gifts for birthdays and company anniversaries, and provide lots of praise and recognition!
BONUS: Take care of you! You have to be the positive influence, the visionary, the director…You have to always be ‘up’ and the one to motivate others. So it’s easy to get burnt-out if you’re not taking care of yourself. Be sure to take time out to recharge yourself whether you go on vacation, get a massage, read, take a bubble bath or watch a funny movie. And it goes without saying, practice what you preach. Carve time out of your busy life to exercise and eat well!
Yours in health, fitness and business,
Sherri McMillan
ps. Valentine’s Day is 2 weeks away. You should be promoting gift certificates, hosting V-Day specials, offering special V-Day classes like Couples Bootcamp, Couples Yoga, hosting seminars on Partner Training and more fun seasonal events. Remember, if you are part of our Business of Personal Training Master Mind group, you will receive all of these templates and fliers in a timely fashion so it’s easier to execute. If you haven’t got anything planned yet, it’s hard to pull it together from scratch at this late date. Contact our Fitness Education Director, Kari Schunk, for all the details at kari@nwpersonaltraining.com
pps. SuperBowl is on Sunday. Are you hosting special SuperBowl workouts and/or a fun, friendly game of Flag Football before the big game? One of the keys for business success – point #4 above – is keeping it fun and exciting for your clients. Always keep it fresh and new!
