| The biggest challenge that most personal training gyms face is not a matter of prospecting, lead generation or marketing -- rather, they face a problem of retention. Client retention boils down to two simple factors: 1. The results you deliver. 2. The experience they get. Now it goes without saying that as a trainer you know your stuff and can deliver as promised. But where many personal training gyms fall short is in the "experience department." Like it or not, your clients and members expect more than just fitness and fat loss results. The experience you deliver makes all the difference when it comes to retention and referral generation. By experience, I mean making each and every client feel appreciated. Keep their workouts fun and engaging. Delivering service that goes above and beyond their expectations. The truth is people can workout anywhere. They have plenty of options when it comes to burning fat. It's the EXPERIENCE they get with you that will keep them deeply committed to your program. Believe it or not the experience you deliver is one of the most potent marketing strategies you can deploy, plus it's highly appreciated by your clients. A simple handwritten thank you card mailed to a client's home can go a long way. Just reaching out to your client on Facebook and giving them recognition for a job well done during their workout session will leave a lasting impression. As humans we have several basic primal needs and wants. For most people the higher needs such as food and shelter are non-issues and part of everyday life. However, tops on the list of basic human needs are recognition and appreciation. In a nutshell, if you can deliver the "wow" factor in addition to results, you will have a client for life. A random phone call, email, or even a text message can go a long way if it's genuine and truly unexpected. Now before you start thinking about automating these things let me stop you. If you're going to congratulate a client, don't text them through a mass texting service. If you're going to email them a note of appreciation, don't use a mass email program. Those things are fine to market with, but nothing beats the real deal. Nothing beats a personal text message, phone call or email. In fact, Dr. Robert Cialdini, the author of Influence, says an unexpected and meaningful gift is of the highest value to a client or customer. I can tell you from first-hand experience that nothing could be truer. |
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March 1 2012
