Personal Trainers: A Cheap Way to Get Clients Fast

Before I started my marketing company, I ran an in-home personal fitness service. Knowing what I know now about prospecting, marketing, sales presentations, and referrals here's how I would get clients as a personal fitness trainer offering in-home exercise services to affluent executives and professionals.

1. Purchase a Prospect List - Send Them Letters

Call a list broker and purchase a list of 300-500 prospects. Ask to run the following 'selects' if available - this is your ideal client who is willing, ready and able to buy personal training.

-Local Geographic Area
-Homeowner
-Single
-Divorced
-Gym Member
-$250,000+ Income
-Fitness Magazine Subscriber
-Buys Weight Loss Products
-Affinity Credit Card (Health/Fitness)
-Little Debt / High Net Worth
-Sales/Broadcasting Profession (in front of people, appearance important for career)

Action Step: Write them a one page letter about your services that includes:

1. Benefit: Lose Weight and Exercise Privately
2. Feature: In-Home Personal Fitness Training
3. USP: I Come To Your Home - Save Time
4. Testimonial: "I highly recommend trainer x"
5. Special Offer: 1 FREE In-Home Training Session
6. Act Now: Expires Soon
7. Guarantee: Lose 10lbs in 30 Days for Your Money Back
8. Call To Action: Call Me Now for Your Free Consultation

*Include your picture and as many testimonials as possible.

Recommended Reading: The Ultimate Sales Letter: Attract New Customers. Boost Your Sales

2. Build Your Center of Influence - Ask for Indirect Referrals

Build a list of everyone who will pay attention to you - friends, family, co-workers, classmates, etc. If pressed, the average person can build a 'center of influence' list of about 200 people. These people are NOT your prospects;  they simply know, like, and trust you. Most importantly they will introduce you to ideal prospects they personally know, saving you the time and hassle of mailing them.

Action Steps: Reach out to each person on Facebook, by email, or phone. Tell them you now offer in-home personal training, clearly identify who your ideal prospect is, and ask for a referral.

"Hi Jane, it's been a while - how are you? I'm now offering in-home personal training. Do you know anyone who's really into fitness who can afford to work with me? Can you introduce me to them? Thanks! Let's be sure to say in touch." 

Recommended Reading: The Referral Engine: Teaching Your Business to Market Itself

3. Create Your Sales Presentation

You get appointments with qualified prospects by marketing (sending ideal prospects a letter then they call you) and prospecting (asking for an introduction from someone you know). Once you have the ideal prospect on the phone or you're meeting face to face, identify their N.E.A.D.S and give them a reason to hire you now.

Here's how to structure your new client presentation:

What are you doing for fitness now?
What do you enjoy about it?
What would you alter about it?
Who else is involved in a decision to start?
Let me show you my in-home exercise solution.
If you start today - I'll throw this in. What do you say?

*Note: Few people care about your certifications and degrees - tell them the benefits they will receive and how fast they will see them (look great, lose weight, feel better, sleep better, less stress, etc). Craft your entire presentation around the answers your prospects give you in the beginning - you're guaranteed to get the sale.

Recommended Reading:  How to Master the Art of Selling

4. Follow Up With Educational Value

If you don't win the sale - it's because you did not have an answer to these statements:

I need to think it over.
I'm not quite ready yet.
Let me exercise on my own first.

These people want to hire you. However, it's just not the right time for them. They are in the information and research stage before they make a final decision. So you must provide them with information to make the right decision!

Send a monthly fitness newsletter, video, or email with a client success story and special offer to nurture these prospects into decision makers. That's it - keep it simple.

Action step: Go write 5-8 articles no more than 700 words long about the following topics.

How to Eat on The Run
Getting Started In The Gym
The Best In-Home Fitness Equipment
Supplements: Fact or Fiction
Business Travel & Weight Loss
etc....


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