As personal trainers and fitness business owners/managers it is important to be able to answer the question most potential clients will ask:
Why should I hire YOU?
The first step is being able to easily explain how hiring a personal trainer can help your potential new client reach his/her goals:
- You will provide efficiency and effectiveness so they are not wasting any time in the gym and achieving the results they desire.
- You will design a safe program to minimize injury.
- You will provide inspiration and accountability.
- You will regularly introduce variety and constant progression.
- Your programs will be fun and interesting.
- You will help to develop self-worth and confidence in your clients.
- You will regularly teach them new and interesting exercises using various exercise tools.
- You will educate them.
- You will foster a social environment.
These are all important benefits that you will want to be able to eloquently discuss with clients however, even more importantly is being able to speak the language of the client. One study from IDEA shows the following to be the top reasons clients consult with a Personal Trainer:
- 84% want to improve their muscle tone and body shape
- 78% want to manage their weight
- 72% want to improve their exercise adherence
- 70% want to develop their muscular strength and flexibility
- 65% want to improve their overall lifestyle
- 37% want to recover from an injury or illness
- 32% want to satisfy social needs
One of my favorite pieces of marketing advice comes from this quote:
“If you see through the clients’ eyes, you can sell what the client buys.”
So keep your clients goals, dreams and motivating factors in mind when explaining why they should hire you!
These are all really important pieces to explaining why a potential client should hire a personal trainer, but that potential client also needs to know why he/she should hire YOU specifically! Although you don’t want to focus on yourself when marketing your services, potential clients do want to know that you are a top-notch trainer so you must be able to confidently and eloquently verbalize the distinguishing characteristics you possess that set you apart from other trainers. Learn more about finding your niche and knowing your strengths in this previous blog post Foundation For Fitness Marketing Success: Know Yourself!
Yours in health, fitness & business,
Sherri McMillan
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