getting clients

Like the muscles in a body builder's arms, a business that is not growing is in trouble. A growing business is a healthy business for all involved. It starts by identifying the kind of growth and the income you want to earn.

A typical PT works in the business delivering sessions (heads down - immediate work) as well as having to run the business in terms of looking after marketing and finance (heads up future goals work). If we simplify the process, to create a growing business there are only 3 steps to follow:

1. Get clients in front of you (generate leads)
2. Convert these leads into sales (have a sales process)
3. Retain these clients (keep them coming back)

If you analyse what your business needs the most - it's usually lead generation. This is not unique to personal training. I recently presented at a corporate function for RE/MAX Real Estate and Nick Thiele (RE/Max Australia Director) identified lead generation as most important area for growing a business. As a director of one of the world's fastest growing real estate businesses I took note.

Generating leads is getting more difficult for all businesses. Our potential customers are in hiding from being bombarded by the world of advertising. Low value advertising will not be noticed in a world that is bursting at the seams with ads in every direction that you look.

The key is become a valuable source of information and get to know your customers.

Consumers crave valuable information. To ensure that you have a community of customers that can help to build your business stay in touch by using these 3 tips:

1. Having a database - an obvious one that starts the momentum rolling. A database is your best business asset
2. Educate the database. Send regular articles/newsletters that contain valuable information. Understanding it is the information age people require more information than ever before so provide 80% content and 20% advertising. Build respect from your database by providing excellent information and advice
3. Get to know your clients by regularly keeping in contact with personal calls/emails. Business is about relationships. Look to turn your database list into a relationship list by getting to know your potential customers. Take the 'cold' out of cold calling by warming people up to who you are and what you do. Being consistent is king

Getting clients in front of you is an important step in growing your business. Backing this up with good systems, sales processes, and keeping existing clients is a great platform to launch your fitness career. The business builder course in Christchurch (June 12) or Auckland (June 19) is an event you'll want to be at to learn how to build your fitness career. This course only has 20 places available. Enrol now to secure your place by emailing newzealand@ptplus.com.au

Dave Liow