Secrets of Highly Successful Personal Trainers
A Post on How To Be a Successful Trainer By Pat Rigsby
I’ll be hit-and-miss over the next couple of weeks as I’m going to Florida to hang out with my wife for 3 days and then next week I’m off to the Ryan Lee Bootcamp (hopefully you are too.) So today I’m going to give you some “secrets” that seem to separate the best in the industry from the average.
Secret #1 Highly Successful Personal Trainers Don’t Sell Training.
No, I haven’t been drinking. A big secret of successful personal trainers is that they don’t sell training. Instead, they focus on selling the benefits they offer, the value they provide, and the results their clients achieve.
People don’t want to see pictures of you on your site’s homepage oiled up and posing. Some of them don’t even care if you’re certified. They’d happily sit on the couch if it would produce the results they want.
When it comes to doing business with a you or any other company, people only care about what’s in it for them.
They have a problem and they are asking you, “Do you have a solution?” Your services are simply the process you use to solve problems and achieve the results.
Don’t sell the process – sell the results and focus on the benefits.
Secret #2 Highly Successful Personal Trainers Spend More on Marketing.
I personally believe this is a distinguishing factor between financially successful personal trainers and unsuccessful ones because of 3 reasons:
1. Spending money on your business demonstrates a level of commitment. It says, “I’m here and I’m serious about growing my business.”
2. Consistently investing in marketing displays that you have a financial plan – a budget for growing your business.
3. Investing in marketing is a premeditated action designed to provide a return on investment. As I’ve mentioned before – success starts with action.
Fitness Together studios typically outperform independents…often by a large margin. I believe that this is based on soley on a commitment to marketing.
Secret #3 Top Trainers Use Business Coaching.
Jim Labadie and Ryan Lee both used Debbie Cohen to improve their businesses. I gather that Craig Ballantyne had / has a business coach as well.
Will it guarantee your success?
Can you be financially successful without hiring a coach?
People can lose fat without a trainer. Would they do even better with one.
Having a plan, accountability, motivation and an objective perspective can go a long way. If you can’t use a coach right now – at least invest in information products and seminars. You’ll more than recover your investment.
Secret #4 Highly Successful Coaches Leverage Their Knowledge.
Being seen as a fitness resource or “fitness-guru” is increasingly valuable in our society and one of the best ways to do this is to leverage your knowledge — actively find ways to package and sell your expertise through printed books, how-to manuals, CDs, membership sites, CD-ROMs, e-books and videos.
Virtually every top trainer has created multiple products because they recognize creating products leads to several major benefits including:
Enhances their credibility
Creates opportunities for multiple streams of revenue
Opens up doors for speaking engagements and seminars
It can be sold on-line 24/7 and can be sold anywhere in the world at any time
The amount of money you collect is not directly tied to your time
People thirst for information and they are going to get it somewhere. Hell, there are over 4000 diet books currently in print alone. Why not take advantage of this huge opportunity.
Disclaimer – If you have not established yourself as a trainer that can consistently deliver results – don’t start writing e-books and making videos. Master your craft and then start creating products. The world needs another shitty fitness product about as much as it needs another reality show.
Secret #5 Highly Successful Personal Trainers Do More Than Just 1-on-1 Training.
They spend some of their time conducting training or holding seminars.
They offer multiple products and services to clients.
They work with small groups.
They see 1-on-1 training as one of the services they offer to people, not the only service. They also use each of their services to cross-sell and up sell their other services.
Rarely are great professionals a “one-trick pony.” They almost always have more than one revenue stream and more than one way to deliver their expertise.
Have a great weekend!