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A question I am frequently asked by fitness professionals new to the industry, is how to price their services even though they may not have significant experience. Pricing is an art form; so know that you need to always be expanding your knowledge and exposure to the sales process, watching what other businesses are doing right, or wrong (particularly service businesses, even outside of fitness) and tweaking and testing different service packages, price points and offerings to find your "secret sauce." 

When I first began my business as an at-home personal trainer, I initially referred to the most logical comparison to see where the market was in terms of personal training rates: big box gyms. But I saw an inherent flaw in their system that I knew wouldn't work for what I wanted out of my business: they sold personal training sessions in a set number of packages. Rather than being able to focus on serving the needs of the client, often times, fitness professionals were spending more energy on having to sell the same client over and over again. 

I knew that I wanted clients who valued my services long-term. What I found worked for my business (and ultimately, what was best for my clients) was selling a specific number of sessions per week and billing on a monthly basis. The assumption going into working with me was that this was not just for 'x number of sessions' but to create a working, sustainable routine that ensured they would see results. 

I just had to sell each client once. I billed them at the beginning of the month – so they prepaid for their upcoming month of sessions. I did offer a small per session rate discount if they committed to three times per week, say, than just a single session weekly. My rate per session initially was comparable to the big box gym. As I gained more experience, more knowledge and a busier book of clients, I raised my rates incrementally as I took on new clients. My retention rates were incredibly strong as a result because I could focus on delivering results and consistently giving each client a high-value experience, not on selling over and over again. 

I often hear new fitness professionals say things like, "I'm not sure I can charge that much since I don't have much experience." When it comes to pricing and more importantly, to selling, confidence is critical. So make the mindset switch that you are worth what you will charge. People can smell insecurity from a mile away, and if you're not confident in the dollar value that you've placed on your service, then they may take your insecurity as a reflection of your confidence in training as well. 

Remember you attract the energy you put out. If you're offering a deal you will likely get clients who are simply looking for that and probably won't value your education, expertise and the potential you have to offer as one of the most positive influences in their life. If you stand firm on a price you feel is fair and most importantly, deliver over and beyond what they expect; you will attract your ideal client who values you, refers you and is loyal to you.

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