Let’s face it; there are a lot of options for people to choose from when it comes to fitness.
Gyms, yoga studios, personal training studios, spin studios, Pilates studios, CrossFit…
It can be very overwhelming to the average person.
What is it that we can do as fitness professionals to help them make the best decision for their health and fitness? The answer is this: we must wow them!
Wowing them simple means we show them that we care about their success by consistently over-delivering.
Here are five things we must do to separate ourselves from the competition and ensure that our clients remain with us for a very long time.
1. Virtual Presence
You cannot compete in our arena without a social media presence. Everyone is on the web today, including our grandparents.
At the minimum, I recommend you have a website, Facebook business or fan page and at least Twitter, Instagram, or Snapchat. Potential clients are usually signing up to work with us either through referral or our virtual presence.
Your social media pages and website must be professionally done. Don’t waste your time trying to do it yourself. I recommend you invest in a website that is going to generate you your specific demographic leads each month. Pay for speed and expertise as the look and feel of your online presence can either make or break you.
2. Formal Presentation
Once they find you through your virtual presence, you need to make sure your communication to them is top notch. I suggest you have a formal plan in place for this.
For example, I have a script I use every time I talk to a prospective client. The script does not change. I also have a formal PowerPoint presentation that every prospective client will hear once we set up the consultation.
The formal presentation consists of information about me, my business, the important steps of achieving better health and fitness, client testimonials and pricing.
3. The “Bomb” Onboarding Process
Once your prospect becomes a client, what are you doing to continue to impress them? What are you doing to ensure that they’ve made the best decision in their life to work with you?
Once again, I have a formal process for this and it looks something like this:
- The day they signed up for my program: text message and email welcoming them to Move Well Fitness.
- 1st or 2nd session: t-shirt, water bottle and backpack all branded with Move Well logo.
- 3rd or 4th session: hand written note mailed to their home address thanking them for joining Move Well and saying I look forward to building a great relationship with them.
- Two-Four weeks later: hand written note for some milestone that they’ve achieved since working with us. (i.e. 5 lbs. lost, two weeks of exercise, etc.)
- Day 30: survey asking for feedback (i.e. what can we do better) & referrals.
4. Incentivize Them to Be Your Cheerleader
Simply put, this is your formal referral program. As I mentioned earlier, most of our clients will come from social media or referral, so we want to have a great referral program in place.
Referrals usually don’t happen on their own; we have to explain to our clients that we build our business on referrals. Educate them on how to refer you. For example, you could say:
“Mary, we are so happy that you have been working with for the past month. You’ve gotten great results because you’ve followed our recommendations. You’ve made the time in your schedule to be consistent with your exercise, nutrition, and supplementation. We build our business off helping people just like you. Do you know anyone like you who could also benefit from the same level of service and results that you’ve received?
As an incentive to you and your referral, I’d like to include $100 off your next month’s bill & $100 off your referral’s first month bill. How does that sound? Well, before you leave your session today, we have our referral sign up sheet at the front desk, please stop by and fill out as many names (and contact info) as possible. We sure appreciate it!”
I recommend Eric Ruth's: The Referral Challenge, for how to run an evergreen successful referral program.
5. Don’t Forget About Them
Well, now you have them as clients and they have become your raving fans. Please don’t forget this. Don’t think that they aren’t being bombarded with offers to work out with someone else.
I recommend you form a special committee of loyal clients to be your advisory board. Include them on decisions such as new equipment, redecorating the studio, new client onboarding process, etc. The purpose is we want to make them feel special all the time.
We must consistently wow our clients. Simply put, if we don’t, someone else will. Wowing our clients starts with our virtual presence and continues for the life of the relationship with that client. When you follow the five steps I discussed, your clients will be wowed and shouting your name and business from the rooftops!
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