Great personal trainers tend to work with the same clients for long periods of time. This is not surprising. If customers are happy with the service you're providing, they'll be happy to stick around.
Still, the time will come when you need to find new business. Customers come and go for a variety of reasons, many of which are out of your control. Having a steady stream of new clients is important for stabilizing cash flow and growing your business.
The good news is, acquiring new business doesn't need to take a tremendous amount of effort. These surefire tactics will help you maintain a continuous stream of new leads while focusing on the part of your business that matters most: your existing clients.
Incentives For Your Existing Clients
Your existing clients can be one of your best sources of new business. We’re more likely to buy from people we trust. This trust also extends to people our friends trust. When our friends make a recommendation, we would rather take their advice than try to make the right decision on our own.
Set up systems so that not only is it easy for your customers to refer their friends, but it’s to their benefit too. Got a new client that’s nervous about their first session? Invite them to bring a friend along with them. They’re feel more comfortable and their friend might become a customer too. For your more loyal clients, let them know that every time they refer a friend you’ll give them a new session.
Talk About What You Do
The people you interact with every day are all potential leads. Your barista, your dentist, or even the girl you meet at a party could all be looking for a personal trainer. When you talk about you do, there’s an opportunity for a great connection to be made.
I’m not talking about pitching everyone you meet. When you love what you do, these types of things just come out naturally in conversation. Remember how we’re more likely to buy from people we know and trust? That holds weight here too. The people you interact and build relationships with are more likely to want to work with you than a stranger. So make sure they know what you do!
Get to the Top of Google
Options one and two are great for finding leads within your existing network, but how do you find leads outside of that network? It’s important to reach beyond the people you and your clients interact with in person. If you don’t have a friend to ask, where else do you typically go looking for answers? Most of us turn to Google.
There are hundreds of thousands of people looking for personal trainers online every month, and at least some of those people are looking in your area. If you don’t already have a website, it’s time to set one up and invest in a search engine optimization expert to get to the top of Google search results. The good news about this is that it's not that expensive either. This strategy allows you to get in front of the exact people who are looking for a personal trainer—all while you're busy at the gym helping someone hit a new personal record.
It’s time to take your personal training business to the next level. Use one or all of the tactics to start generating new leads on a regular basis. You’ll be glad you did!
Author: Lucas Taylor is a recovering finance industry veteran who blogs about all things personal finance. Read more by Lucas on Finance Informer.
Tristan Hill, Masters of Sports Coaching, author of Lifting the Bar and mentor to Personal Trainers.