Personal Trainer Marketing Risk Reversal
If you want more clients you need to create personal trainer marketing messages that make it much easier for new clients to try you. Realize that there are a number of good reasons why trying your service is risky for a new client. These risks are called entry barriers.
Every time someone brand new considers getting using a personal trainer they are risking many things:
- They are risking that you will not be good.
- They are risking being uncomfortable.
- They are risking a sizable bit of money.
- They are risking feeling like a fool in front of their friends, family and co-workers.
- They risk sharing their insecurities with a stranger.
You see, they are risking a lot.
To them you’re a problem solver. Solve these problems for them with your fitness marketing strategy.
How? Reduce the entry barrier by reversing the risk in all of your marketing. You take on the risk for them as much as possible.
First, realize that it is harder to reverse the risk of personal training with people who don’t know you. So focusing on getting your clients through systems like referrals, leveraging your network and joint ventures automatically reduces many of these risks.
The next big way you can reduce a lot of the risk is to completely guarantee your service in your marketing. You let them know up front, “if you don’t get the results you want, you will get your money back.”
A guarantee is a very powerful form of risk reversal – use one openly in your marketing. You will get only a very rare person who takes advantage of it unfairly. This will easily be offset by the increase in business that the guarantee creates by lowering the entry barrier.
The big advantage for you of having a written guarantee in all of your marketing is that you will develop more confidence in your own work. It is very empowering to say to a client “Don’t worry, if you aren’t satisfied with the results you’ll get your money back”. You can’t help but get more confidence in yourself doing this. And it will also force you to make sure it is true, every single time.
Another big reason why you want to give guarantees in your personal trainer marketing is that you really don’t want someone paying for something they did not like. Negative word of mouth is devastating. People spread the word to others about a bad experience much more often than about a good one.
But most often if you offer a guarantee, people will appreciate you, and even say how professional you where when dealing with their concern. Then, even if they aren’t satisfied, they likely will not spread a bad word about you.
If someone is unhappy, do not judge their opinion. You may not agree, but this is not the time to show it. Thank them, and let them know you value their feedback to make your personal training business better.
To a limited extent, initial discounts also act as a risk reversal. It costs them less to try you. It makes it easier to try you.
Another risk reversal technique is to show your success. Use good client testimonials in your fitness advertising. Also, collect any news pieces about you, contributions you have made to publications or public talks, anything that shows you as an established expert in your field. Then prominently display these items in your client waiting area.
So always think of ways to reduce the risk in your personal trainer marketing. And put more efforts into areas where the entry barrier is lower, such as with referrals.
By the way, this is the main reason why it costs 6 times as much to get a new client as it does to get an existing client to come back more often. Your existing client has already broken through the entry barrier. And it is now very easy for them to say yes again, particularly if they had a great experience.
So do as much as you can to eliminate the risk in all of your personal trainer marketing efforts. You’ll instantly see a surge of new prospects coming into your business excited to see what you have to offer.