I’m off to speak at the AFPA Spring Conference, but I wanted to be sure I told you about a conversation I had yesterday with one of my private coaching clients.
She’s a trainer who’s going from working in the industry part-time to full-time. So she’s really working on ramping up her ‘book’. Yesterday she explained to me that one of her clients, who she doesn’t think will be able to afford her services much longer, is a doorman. She lives in NYC, so you know a building that has a doorman has residents with disposable income. Talk about hitting the jackpot!
How so you ask?
Do you have any idea how many times those residents see their doorman? All the friggin’ time! This guy has a significant amount of fat to shed. And when he does you know full-well that all those wealthy people he’s holding the door open for are going to be wondering how he did it.
People in this position are called ‘sneezers’. As in, they spread the good word rapidly. They can help build your business almost overnight. So as we discussed during her coaching session she needs to keep this man as a client. She may have to reduce her rate. She may have to train him for next to nothing. But there is no better marketing than this. A walking, talking billboard that prospects who have the money to afford her see all the time. And I mean ALL THE TIME! That’s priceless!
Now there are other considerations, of course. He has to make the commitment and do the work necessary to succeed or the deal is off. And he also needs to be aware that this isn’t charity, this is a marketing expense for her. That means that the people he ‘sneezes’ to about her are told what her regular rates are.
So, who are the ‘sneezers’ in your area? Your situation might be different from her’s, but no matter where your fitness business marketing stands currently you can use this information. Are you looking:
- for more speaking engagements?
- more clients?
- corporate clients?
- to sell info-products?
Seriously, who should you be willing to work with for F R E E so that they do the same for you what this doorman is going to do for her? This is a bonafide marketing expense. You could be spending the dough on direct mail or flyers or your website or whatever. But walking, talking billboards will kick their a** every single time.
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