1. Build a database. My opinion is that the health of your business is directly proportional to the size of your database. In fact Ryan Lee who was one of the pioneers of Internet marketing in the fitness industry has been quoted as saying words to the effect that 'you could take my millions (of dollars) away from me tomorrow - just leave me my database and I would create financial independence again in no time'. Your database should include your current clients, past clients, people who you would like to be your clients, potential joint venture partners, family, friends - anyone who has even the slightest interest in health and fitness or seeing you succeed. Once you have established a database then communicate with them regularly via a monthly newsletter, weekly health tip and/or special offers.
2. Personalise your service. This tip is all about adding value to current or potential clients whenever you can. It involves following up meetings or sessions with a personalised email with an article attached. It could be sending a gift to a client's place of work. The imagination is the limit with this tip.
3. Lead boxes. This lead generation tool has been around for a long time, however sometimes some of the old school methods are the best. Approach other business who service your ideal client such as health food stores, hairdressers, beauty therapists etc. The most effective way of forming a relationship with owners of these businesses is to offer to train them and/or their partner for free as well as to feature their services in your newsletter. If you go in with an attitude of 'what can I do for you' rather than the other way around then you give this strategy its best chance of success.
4. Referrals. IHRSA which is the largest Health Club membership body in the world suggest that 46% of new fitness business clients come from word of mouth referrals. Now obviously doing a great job with your clients will drive a percentage of referral business, however to put this on steroids you will want to start driving traffic more directly. One idea that I love is giving cash to clients who refer, eg/ you might give clients who refer a client who signs up for one of your packages $100 cash. If you know the lifetime value of your clients then you will know how much you can afford. Eg/ if your average client spends $200 per month with you and on average stays with you for 12 months then there lifetime value if $2400. Now that you are armed with this information it is a no brainer to offer $100 at the point of sale to receive $2400 in return.
5. Have a social element to your business. Having things such as client appreciation days will increase client loyalty which equates to more dollars for you. In addition social events can be a great lead in for inviting friends of clients to come along which is another obvious lead generation tactic.
6. Join an existing community. This could mean joining your local Business Networking International (BNI) Group, becoming involved with a local sporting club etc. The more exposure you have within your local community the greater your chances of attracting new clients.
7. Have an online presence. It is the year 2010 and if you don't have a website than I don't believe that you are serious about having a business! You really want to have your online presence optimised so that when a potential client searches Personal Trainers in your suburb that you appear on the first page in the search engines. In addition having a blog is a great tool to engage with existing or potential clients.
8. The power of 5. This is PT Plus speak for having joint partners. Ideally we believe you should have at least 5 other businesses that service your ideal client refer clients to you and vice versa. Typical businesses include allied health professionals such as Physio's, GPs, Massage Therapists, as well as other businesses like health food stores, beauty therapists, sport stores etc.
9. Meetings. A key performance indicator I use for Private Mentoring clients is to have 10 new business meetings per month. These meetings could be a no obligation health chat, through to a meeting with a potential Power of 5 joint venture partnership. As mentioned above under the 'personalise your service' tip follow up each of these meetings with an email and an article or download. This follow up will add credibility and differentiate you from other Personal Trainers.
10. Talk to 5 people every day. This strategy is one of the most powerful things you can do for your business. You can draw these people from your existing database, gym floor, potential power of 5 partner etc. The more you talk to people about your business the more it will grow. Try this tactic for 3 months and you will be blown away by the results.
11. Public speaking. This is one of the fastest ways of growing your business. Health and Fitness is very topical and there are many community groups and work places that would love to have someone come and give them good quality information. Once you have completed your presentation make sure you have a special offer for your services as well as the ability to capture the contact details of all attendees who will go onto your database for ongoing communication - see tip 1.
Aaron Whear
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