2 Easy Steps For Increasing Client Retention
Wouldn’t it be great not having to constantly worry about getting new clients? This is something that every trainer struggles with, but luckily there is a solution..
How about... never having to look for new clients in the first place!
Once you establish your current client base you should only ever have to replace the 1-2 clients that may leave per year due to moving location or budget cuts. If you have more clients than that leaving you, you may want to look at your retention strategies.
One aspect of the personal training business that causes so many trainers stress is the constant fear of losing clients and the effort to have to get new ones. Remember, it costs a business 7 x as much to get a new client than to keep an existing one! It would make our job dramatically easier if once we got a client they were ours for life. But, as we all know this is unrealistic and you have to have strategies in place to keep those clients for life!
Many trainers feel uncomfortable approaching the topic of a client renewing for the first time. In some cases, it can be even more awkward than the initial consultation. At first interaction, they are coming to you for help to reach their goal.
So...
Listen to their goals. Repeat back to them what they said they were looking for. Find out what their availability is. Then give a professional recommendation of what their plan of action should be.
Not too complicated. But, finding out if they plan on staying with you can sometimes be uncomfortable to address.
So, what is they best way to address it?
Well, as a personal trainer, one thing that you must never forget is that every client needs you. The reality is that if they could have reached their fitness goals on their own (without the expense of sessions) they would have already. The majority of clients have a budget and come to you for a service and your professional guidance. Remember, this is the major part in the decision making process, and if you find a solution for their enquiry, chances are you will have them as a client.
Respect your clients and respect their money.
With that being said, I’ll start by stating the obvious. Never take the session for granted . You must always portray a sentiment that you are excited to see them and you are at all times focused on them and their goal.
Many personal trainers fall into the same pattern. At first we promise to help them achieve their goals and find a solution for their pain. We get them excited about all that we can do for them. Maybe follow up with an occasional email too, and we give them a few directions on what to do on their own.
After that, many personal trainers drop the ball. Believe me, I fell into this trap too at the beginning. This is where trainers start to put less excitement into the session and the client may feel like there is less importance directed towards them. It is easy to take the client for granted and let them fall into that “Just Another Client” category.
There is nothing wrong with being busy and having a full schedule but every client deserves your attention and should not be taken for granted. It’s your job to help them keep the focus on their goal and stay committed. This may require a few follow up emails or homework for them to do on their own.
There are 2 things that you can do every session with a client that will dramatically help you increase your client retention.
Try adding these easy techniques to help them stay on track:
Technique 1:
When they come into meet you, take two minutes to have them review their days since last meeting with you . Ask them how their workouts and nutrition went. Find out what their roadblocks were and use it as an opportunity to coach them into making better decisions. Also ask about things they enjoy, like their pets, their hobbies and their family.
Technique 2:
At the end of the sessions re-set the focus until the next time you meet . Do not assume they know what it is that they should be doing until you see them again. Having them verbalize what their nutritional and/or workouts goals are is a powerful tool. It solidifies it. Saying it out loud will help them take ownership in the program. Also try to give them some NEW piece of information towards their training goals.. this shows them you are constantly learning too and are in touch with the latest trends and information.
For
most of our clients we are trying to change negative behaviours. Incorporating
these 2 easy techniques will help them to feel that you are right there every
step of the way. You want them to feel that you are just as invested in their
program as they are. You must make them feel that they are not just another
client and that you are not just taking them for granted.
So,
add these 2 steps as a standard part of your session and you’ll be amazed at
how this affects your client results and retention.
Stay tuned for my next blog where I talk about the importance of a Customer Care program.
Yours in Fitness Business Success,
Ben Dulhunty
