#personal training sales

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Should my gym use contracts? In this video, I’m going to discuss should your gym or personal training business be using contracts? Learn more to join the challenge:https://scalechallenge.moregymmembers.com/landing-page

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Personal trainers are nationally certified fitness professionals with advanced knowledge of human physiology and exercise science. They have the ability to create and lead individual and group exercises that are tailor-made for the gym needs of their clients.

Gym contracts are similar to any other form of contract and do constitute a legally binding document that both gym parties must agree to. However, private gyms will sometimes try to slip certain terms and conditions into the contract that the member is unsure of.

Personal trainers work with clients who need instruction and coaching in the areas of exercise physiology, fitness assessment, exercise programming, sports conditioning, flexibility techniques and more.

Most private gyms will make new members sign a contract and pay a fee to use their facilities. Within the contract will be a number of terms and conditions that gym members must abide by as part of their membership agreement. In the past, health clubs have had membership contracts that were biased in favor of the health club.

There is a list of terms and conditions in a gym contract that layout exactly the requirements of both the gym and the member. If any of these conditions are broken then a member can be banned from the gym and have their membership revoked.

You may have been committed to getting your body in shape just after the festive period but many people join a gym and then give up after a few months. Gym contracts will usually have terms on how long you are committed to the membership.

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Assuming

My high school baseball coach used to say "when you assume, you make an ass out of u and me." While this held true on the baseball field, I'm here to tell you that the one place that this saying is out of line is in the sales biz!

Assuming in a sales consultation in a service industry, particularly personal training, is perhaps the strongest sales technique out there. There are many reasons for this, but first and foremost is getting the idea of commitment ingrained in the prospective clients' head! I cringe every time I hear a trainer say "if you train with me..." This comes across as wishy washy, you are selling yourself as a successful trainer who's time is valuable, and there is no place for wishy washy. A better alternative is "after a few weeks we will switch up your training style to blah blah blah." Point is, no wishy washiness there, just a matter of fact statement about what the prospect can expect WHEN they start training with you.

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Trainer Nation's Founder Edward L. Gober discusses his controversial maximum client load strategy used to drive training frequency and expedite renewal revenue with health club owners and fitness management.

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Trainer Nation's Edward L. Gober discusses part time personal trainers as well as "selling the program" to combat client attrition when personal trainers are released from your program. 

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How I sold $15,000 of Personal Training in 5 hours

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Mirror Mirror

The foundation for profitability and sustainable growth is built on self awareness.

Pomposity, baseless confidence, and the inability to take ownership of or downplay poor grades in key performance metrics has lead many a health club down the path to extinction. Start your mirror test with two of the most important questions....

What is your competitive advantage? - Think for a moment about your differentiation strategy. Do you have a clearly defined answer? 

The growth of your business is determined by your ability to out perform your competitors. 

If you believe in the above statement and would like to enjoy that advantage:

- Adopt a defined, measurable, and repeatable sales process for your ancillary services that can interconnect all profit centers. 

- Have members, clients, and guests more loyal to you than competitors based on personal relationships. When profit centers unite and service on all fronts member retention and personal training revenues increase dramatically.

- Recruit and invest in leaders, not employees. Leaders bleed your brand and take pride in capturing market share for you. Leaders influence the behavior of prospects and turn them into disciples for your brand. 

Do the club level leaders, as well as your key members and clients, believe that the advantages you claim truly differentiate you from your competitors?

Take a hard look. Do your competitive advantages exist or are they a biased viewpoint, again, based on over confidence? The differentiation strategies you hold onto as a company have to be felt so deeply by your staff that it is preached to your current clients as well as your prospective ones continually.

People want to be a part of something different. Are you providing them the opportunity?

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Fitness (Aptitude) Evaluation

Every successful fitness manager must seek feedback on their performance from their personal trainers. Receiving constructive criticism from your team can be a first step in professional development. 

There is no time for lead generation or revenue production to slow down due to a clouded view of your professional skill set.

When prospects are turning into clients and agreements are adding up to considerable cash flow you may never think to review your performance. Conversely, when attrition is high and new business revenue seems a distant memory you may be less inclined to want what may turn out to be less than satisfactory opinion.

So when will you turn to those personal trainers you serve to get an honest appraisal of your work as a manager? Ground yourself in reality by calling a meeting with your personal training team this week and follow this simple and invaluable lesson.

Ask each personal trainers to write down answers to the following three questions, with no more than two bullet point examples. Review the answers with your team after completion. 

1.) Are there any initiatives that you feel I should undertake to better serve you as well as the personal training department? 

- Why does your staff believe these new initiatives will benefit them?

- How will you measure the success of these new proposals?

- Do you feel capable of launching these new strategies? If not, are you comfortable enough to admit you need help?

2.) Do you feel as though there are actions that I need to discontinue so that we may move forward as a group?

- Are the actions that your staff is asking you to discontinue ones that you feel are positives in your skill set? Is your view of your skill set reality or a biased illusion?

- Do you immediately dismiss your team's observations as misguided?

- If you took the advice of your team, what would your new course of action look like?

3.) Which of my current actions do you find beneficial to your professional growth?

- Do you enjoy the tasks that your team relies on? If your interest is wavering, how will you inspire yourself to serve your team?

- Could the actions that your team finds rewarding be done more frequently? 

- How does your view of what is beneficial to your staff match up with what they are telling you they need?

Performance evaluations are a critical function of any high performance company. Best you receive this evaluation from your team before your superior. 

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Brand Comprehension

Last week, I received a call from a COO of a multi unit health club organization. The call was to bring the Trainer Nation Evolution sales seminar to the personal training teams within his five health clubs. 

"I appreciate your call. Can you speak to me about your brand?"

A considerable percentage of the answers to my initial question revolve around the company's name, logo design, the origin of their signature emblem, and even the demographics of the target market, believe it or not. 

Your brand encompasses more than your logo and the demographic you serve.

Your brand is your engagement strategy - Do you take a consultative approach to selling the service of personal training? Are you still using feature and benefits tactics? How do you introduce and integrate prospective clients to your ancillary revenue stream? If your prospect's first impression of your health club and it's services are hard selling antiquated sales techniques, that is your brand...

Your brand is how you inspire followers - Do you run the same unimaginative promotions month by month? Are you selling based on price? Are your advertising and marketing campaigns textbook and underwhelming? If so, yes, that is your brand...

Your brand are those who represent you - Do a mirror test on your hiring practices. How would you grade yourself as a company? What is your current recruitment strategy? What does your interview process entail? Do you have high employee turnover in your management and personal trainer roles? If you can not retain employees, that is your brand...

Your brand is your message and how it is delivered - What is your company's mantra? Does your staff live up to that statement of purpose? Most importantly, how is it delivered to your prospective clients? You may have an outstanding personal training service, but how is that information presented to your prospects by your front desk operators, membership consultants, management, and fitness staff? If you are an A+ service with uninspired messengers, an F rating may very well be your brand...

Your Brand is your moral make up - Does the sale really end tomorrow? Is this the price everyone receives or are you using some consumer based pricing tactic? If your pricing is suspect, best believe that is your brand...

Your brand is the way your service your customers - Does your entire staff have an understanding of the personal training service? Do the employees responsible for the sale of personal training have adequate product knowledge? If a prospect calls your personal training office will they get the voicemail? If that same prospect sends an email, how long will it take to receive a response? Are your personal trainers on time, presentable in appearance, and able to effectively manage their schedules to avoid any no show or double booking mishaps? If you or your staff can not handle these elementary responsibilities, to the prospective buyer, that is your brand...

Without question, branding is about the effort you put into every aspect of your business. It is each encounter you and your staff have with prospects as well as members and guests. It is the authenticity shown by your willingness to serve current and prospective clients. It is the prevailing mantra you live by and the vision of where your business is headed. 

Today's consumer is highly perceptive. The options to pursue fitness are endless. No imaginative logo or elaborate design will conceal a flawed brand.