“How do I get more clients?”

It’s a question I’m baffled by. Everytime I’m asked the question I get annoyed, not because I don’t know the answer. No. I get angry that people still have to ask it.

A full-time personal trainer needs 15-20 clients to work 30-40 hours/wk considering that the average clients trains 2-3 times a week. What other business do you know that only needs 15-20 customers to be considered successful?

SO WHY ARE YOU FAILING?

When I ask trainers this question I usually get a similar response:

My gym doesn’t support me

Sorry but this is a tough love post.

Personal trainers don’t work for anyone whether you’re an employee or not. You are your own business with your own clientele, and your own brand. You’re responsible for the success of your business. You are your own product and nobody believes in it more than you so market the heck out of yourself. Stop blaming your gym for not giving you clients. They’re not the problem — you are.

All the marketing you’ll ever have to do

After the marketing section I have a special surprise for you. It’s my super secret and never before seen surefire method to get more dedicated clients RIGHT AWAY. Make sure you scroll down to the bottom of this post so you don’t miss it. Seriously — It’s awesome and something you never thought about before. Ok — Enjoy the marketing tips. See you there…

1. Start a blog. Write recipes or workout tips. Write about stuff you know well and use it as a way to organize your research. If you’re reading a book about low back health then blog about your take home points from each chapter. You study and research anyway. Why not use a blog as a platform to organize your thoughts while marketing yourself at the same time? Some posts will get little response. Others will trigger a lightbulb in the readers head who will rush to send the info onto a loved one. You can’t beat that kind of lead. Send it to your existing clients, friends, family, and manager.

• Your clients will share the info because a) They want to support you and b) they want to show off to their friends and family that they have the best trainer in the world. If you write a post about low back pain they’ll jump at the opportunity to send it to a friend who complains of low back pain. Boom — Lead!
• Your friends and family will read the posts to support you. Have a call to action at the bottom asking the reader to send the article onto anybody that may benefit from the info. Boom — Lead!
• Your manager will be ecstatic that you’re doing the marketing on your own. I speak at length about managing your manager in my upcoming book but I’ll let you in on a secret here. “Managers are human beings too. They want to look good to their superiors. Anything you can do to make them look good will come back ten-fold.”

2. Facebook marketing. The easiest way to get new clients fast is through Facebook. Your first job is to make your account professional. You’re an adult — nobody cares about the drinking games you played over the weekend anymore. Next up is to add your clients to your professional page. (Note that I have two pages. One is personal and one is professional). Finally, congratulate your clients publically on Facebook for an achievement in their workout. Snap a photo and upload it (with their permission) and tag them in it. If they’re coming in that day for a workout then tag them in a post saying that you’re looking forward to their workout. (Note: If you’re not already friends with me on Facebook please add me. I love meeting new trainers and my wall has turned into a great forum.)

I have 3 clients right now who’s profile pictures are them working out in the gym. I can’t ask for better advertising.

My clients profile pic — Which has 31 comments. i.e. 31 leads

The final piece of the puzzle is to contact anybody who comments and congratulates your client on their achievement. If somebody writes “Wow! I wish I could lift weights like that” under the picture you better believe I’m going to send that person a private message offering up a comp session. Boom – Lead!

I also want to stress the importance of professionalism. Don’t have a shirtless pic of you as your profile picture. If you need to show off your abs to sell your services then learn how to build better relationships with your clients. For more info on this check out my article called Should All Personal Trainers Have Six Pack Abs.

3. Lead boxes. Ask your manager if you can give away a bunch of week memberships as prizes. When they say yes design and build your lead box (here’s a great website for ordering them). It will cost a bit of money to build the box. Probably half of one sessions salary. So if the box brings in one client for half a session you’ve made it pay. The big prize you give away is 6 free sessions with a personal trainer (you).

Next up is to walk around your block and place your 10-15 lead boxes in local coffee shops, doctors offices, restaurants etc. All you do is ask for the manager of the establishment, introduce yourself, ask them if they would mind you leaving the box. They may say no. No harm done — move on to the next place. When they say yes offer the manager a free session as a thank you. Who knows, you might just start training them. Managers at local stores are also the mavens in the neighborhood. Malcom Gladwell in his must read book The Tipping Point says that if you get the mavens on your side you’re unstoppable. I agree. (Note: Real estate agents are also great mavens but not a good place to leave drop boxes as there isn’t enough traffic in their offices).

After a week go back to all of the stores and collect your lead boxes. Pick randomly one winner for the 6 month membership and call all of the other leads with a consolation prize… A FREE SESSION and week membership.

Doing this will fill your schedule within a week. Consider the fact that every lead from this box is interested in fitness and wants to work with a trainer.

Imagine how much your manager will love you when your lead boxes that you set up on your own prerogative are bringing in quality leads for other trainers once you’re chalked full. That’s what Seth Godin describes as a Linchpin in his book Linchpin: Are You Indispensable? and it’s how you truly become successful. Boom – Leadssssss!

 My 2 Secrets to Success

There are two things and two things only that have made me successful. They were passed down to me from a mentor and it’s an honor to pass them down to you. These two things are:

1. Do a great job

2. Make sure everybody knows about it

So how do you do a great job? You get results with your clients, you network, you research, you get better everyday, and you sign up for the PTDC newsletter by entering your info in the form at the bottom right of this page (shameless…)

Making sure everybody knows about it is the hard part. Lots of people do a great job. My suggestion is to celebrate your client successes. Congratulate them on your blog and through Facebook when they succeed and don’t ever forget to be a Linchpin. Be proactive and think outside the box. Don’t wait for clients to come to you.

Bonus!!! My super secret and never before seen surefire method to get more dedicated clients RIGHT AWAY

ASK! I’ll say it again to make it really sink in — ASK YOUR CLIENTS FOR REFERRALS. A kitten dies every time a trainer misses this paramount step.

When a trainer comes to me complaining that they can’t get any new clients I always follow the same dialogue:

Me: “How are your clients doing right now with their training? What successes are they having?”

Trainer: Starts telling me about their successes. Probably focuses on 1-2 clients in particular

Me: “Are they happy with the service you’re providing them?”

Trainer: “Yes”

Me: “Why?”

Trainer: “Because of X, Y, and Z”

Me: “Have you asked them if they know anybody that would be interested in training with you?”

Trainer: “Uhhh .. .umm … no”

The biggest objection I get from trainers during this conversation is when they say that they don’t want to hurt the relationship with their client by speaking about business. Always remember that your clients love you and want to support you. 

I realized early on that my clients didn’t understand how the business worked. That’s why they weren’t sending me referrals. Once I told them that my success is dependent on referrals they jumped at the opportunity to bring me new clients. Yet a lot of trainers feel awkward asking so I’m providing you a script:

How to ask for referrals

Note: Do this at the end of the session. If you stretch your clients then it’s a perfect time to bring up the topic.

Me: “Thanks again for your great work today! You really smashed those deadlifts. There’s something I’d love to have a quick chat with you about.” (Make the compliment specific)

Client: “Of course.”

Me: “I’ve noticed that I’m going to have some gaps in my schedule coming up due to some personal issues with a couple other clients. I’m asking my clients first if they know anybody who might be interested in training. I want to make sure I keep the spots open to look after my clients friends and family first before marketing to the outside world. Do you know of anybody who might be interested in training?”

Client: “Actually yes. My sister was talking about working out but is afraid because she’s had an old shoulder injury, I think it’s tendinitis.”

Me: “Great! I have a lot of experience working with should injuries and am happy to get in touch with her physio to get all the details. Do you mind asking her permission for me to call her?”

Client: “Not at all. I’ll ask her tonight.”

Me: “Thanks. I appreciate that. Here’s a card for a free session and week membership that you can give to her.”

Always have printed material with your phone number and email for a free session ready to hand out. On the card write down an expiry date (maybe a month from today). An expiry date gives the client a sense of urgency and instills value to the deal.

Most clients will forget to follow up with their friend or family member so here’s what you do. Without telling them you’re going to send it find a great article on whatever condition was mentioned and how to rehab it. Send it to your client asking them to pass it along to their friend later that night or the next day.

It gives the client a great way to open the conversation and immediately shows the new client that you’re different and willing to research the problem. In the email ask the client if their friend will give you permission to call (because they probably won’t call you). When you get the ok make the call and arrange a time to meet. Boom — Lead!

All it takes is some foresight

Every 2 weeks take a look over your schedule. Take note of any possible holes that may open and plan ahead. Be proactive. Start generating leads in advance and always have a couple potential clients in the pipeline. Never get complacent and never be afraid to ASK.

How do you get new clients? Comment below and, as always, please share