Personal Trainer Gives 10 Key Lessons To Young Trainers
What gives me the right to write about the top ten things I have learned
? Does fifteen years of experience and a full client bank with a waiting list count?
I was a personal trainer before it all started in the UK really. Back then people in the gym game would tell me it couldn't work...not enough customers, American idea - won't work here... nobody can make this pay, blah blah.
My path began as an instructor at a city gym... I have actually been sacked for losing the Bosses Dad's flower baskets. That is a story for another day but suffice to say I was saved by the Boss himself, who I guess must have respected me and my work ethic. See number 6, befriending management and staff is a very good idea guys!
I realised then that I needed to turn the corner and be more independent, so I could support myself even if a gym chucked me out...
So here is my top 10 list of things I wish I had learned earlier as a trainer wishing to do well.
1) BE YOURSELF. Don't be too concerned with being 'professional', that's boring. The client buys you, not a professional cardboard cut-out.
I know for example, that as a 'professional', I am not meant to swear, but hey when I am in the middle of a high intensity session with a client then, shit yes, I do swear.
2) LISTEN. Be quiet and listen, keep advice to a minimum.
Ask concise questions to allow your client to think for themselves, these are the thoughts that lead to them actually taking action. Such as "What is it that you want to achieve with this?"
If you will do this one thing... listen up, I've had a great many clients start and stay only a few weeks - I am chatty, as you may realise after point one!
Then I read "Time to Think" by Nancy Kline, and everything changed, I realised that I wasn't listening to people, including my clients.
I discovered that good listening is an activity to be learned, not simply a space to get your next breath. Almost instantly my client retention was improved and so I was becoming more viable to stay in business and serve them...
My service now costs many times more and yet client retention is greatly improved.
3) DON'T CHASE PROSPECTIVE CLIENTS. Call them back, but don't pursue them, let them come to you.
Basically if they are not even motivated enough to track you down for a consultation, how motivated do you think they are going to be about the disciplines they will need to take on, like controlling what they eat and drink outside of the gym?
4) DIFFICULT VERSUS DEMANDING CLIENTS. After trying to be nice to these folks a wise client once said to me, "...If you have to make that much effort, just part company". I say, life is too short, sack them, or charge them more till they go away.
Demanding clients are subtly different to 'Difficult' clients, these demanding clients are useful and help us to grow as Trainers.
Early in my career I had a client demand that I do some PNF stretching with her, at the time I had no idea what 'PNF' was, so I bought a book, learned it, and practised on her for free!
From then on that became a crucial and much used skill for me. If you don't know what 'PNF' is, go look it up.
5) GET PAYMENT UPFRONT OR MONTHLY WHEN POSSIBLE. Firstly it helps client motivation, and it sure is good for your cash flow, and hence your survival as a Trainer.
Or else, you will be spending your summer holiday worrying as to where your next meal is coming from because your clients are all away!
Get some clients to pay monthly by direct debit or bank transfer and put prices up regularly to stay current as a premium service provider.
6) FIND A CLUB OR GYM AND BEFRIEND THE RECEPTION STAFF. There are multiple reasons why this is a good idea, the first of which is that they will be a significant source of new clients!
Who do you think the gym member will ask about personal trainers? That's right, the guys and girls at the front desk.
Apart from this, it's just common sense to have a pleasant atmosphere and relationship with people you run into most days isn't it?
7) BE GOOD TO YOUR CURRENT CLIENTS. This might mean many things to different trainers and different clients, but basically supply what the client needs; vitamins, supplements, support, whatever...
Help and improve your service to those already with you rather than chasing new business all the time. LISTEN again to what the client needs... my clients, its nutrition and accountability so I am working on those areas right now.
8) DO NOT MAKE HIGHER QUALIFICATIONS A PRIORITY OVER DOING THE WORK. This business is about people, not certificates, despite what the certificate companies and other vested interests would have you believe!
I don't possess the most expensive certification, and I know trainers who have spent a fortune, then bombed and had to give up on their dream business.
9) BE A RAY OF SUNSHINE. Be the cheery, say "hi" guy or girl, for clients and potential clients. So we are on the same page, just be nice! Yes, to everyone you meet!
Assume the best case scenario if people are watching you while you train others, they may actually want to try training with you, even if they are giggling!
I had a guy recently who kept staring at me and my clients, so I just said "hi". It turns out he wanted to do some martial arts with me as he had seen me doing that with a client.
When I first started out I would have assumed he had an issue with me or what I was doing, but over the years I have gradually realised that as PTs we are 'oddities' in a gym. Most people work out alone, so expect to be an attention grabber...that's OK!
And on this subject, don't worry about other PTs at the gym, be nice to them but do your own thing, in your own way.
10) DON'T DO FREE STUFF EXCEPT FOR CHARITY. Avoid giving upfront discounts to get new business as it dilutes your value for the new client, although I will give discount to reward long term clients for referring me to others.
When I first started out I thought discounting and free sample sessions would bring more business, and I tried cutting my price by 25% per session...
All this did was annoy the other senior personal trainer at the gym I operated in and got me zero new business!
The lesson is, start at a rate you are actually just uncomfortable with, because it will challenge you to grow into a trainer of at least that value
If no clients stay with you? Improve yourself to become that valuable to them. And see point 2 (listening).
If only I'd learned these ten things in my first month, my earnings and success would have been many times greater. Good luck, this work is a load of rewarding fun, just remember it is about the client and about relationships, not just about us or what we know!
by: Thor Holt
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