6 Ways to Turn Curious Prospects into Committed Clients
Now that you have more leads, how do you convert them to loyal satisfied members and training clients? Here are the most effective ways, and I even put it in list form for you to keep it simple..
Your prospects will engage with you based on the following criteria. If you fail in one, it could be the end of the relationship before it even begins..
1. Their experiences with you
Your studio prospects will judge your worthiness based on how you make them feel. This includes how well you communicate. Your prospects will also be more likely to engage in “conversations” with you when you allow them to interact in ways they prefer (i.e some may resonate with a blog post while others are more engaged by an event or program held at the gym). Ensure you are offering multiple variations of communication to secure a wider audience.
2. The benefits you can provide
There are two basic reasons why people purchase anything – to increase pleasure (e.g. glowing health, freedom, longevity) or decrease pain (e.g. stress, lack of time with family, poor health). Therefore, focus on your most compelling benefits as you communicate with your target audience – then, make sure you deliver on your promises. Be specific.
3. Your trustworthiness and reputation
Protect your good name and do everything in your power to ensure that your customers, prospects, friends, employees, and colleagues view you as a person of value. Keep in mind that your credibility, plausibility, and truthfulness will also win you far more customers than exaggerated claims and over-the-top promises. Think of things like Google & Facebook reviews as well as testimonials to boost your credibility and reputation, leaving them with no choice but to engage woth you!
4. The value they receive.
Although it may seem with all the low cost gyms out there most consumers are price-conscious, studies still show the vast majority do not consider price alone when making their buying decisions. Rather, they consider value: the difference between what memberships costs and its worth to them. So, again, show them enough VALUE along with your SOLUTION to their pain and frustrations, and you'll have them for years to come.
5. Make transactions easy, safe, and secure.
People are more likely to hand over their money when they perceive the risk as minimal. It's best to reassure potential customers with robust guarantees, a solid privacy policy, and secure payment procedures if selling online. Also assure the prospect you are not a 'fly by night' trainer, and will around to see out their contract. They may have been burnt before by shady trainers and could be reluctant to commit on the back of this. Show them your current clients (by introduction or testimonials, and hammer home how long you've been in the location for) Prospects will be more willing to hand over their hard earned money if they feel it is protected and safe.
6. How well you articulate their most pressing concerns.
To market effectively you must get into your prospects' heads and be relatable to their situation. Listen to your target audiences' expressed opinions and feelings – particularly as they relate to health and fitness – and be sure to address them directly. Research the marketplace to discover new trends and golden opportunities that you can leverage to benefit your fitness business.
At our studio, we know all enquiries are qualified. Meaning, the prospect has a very clear idea of how we can assist them and they are ready to begin. It starts with our niche marketing, and flows into our online forms they fill out. So,by the time they're in front of us, we have collected enough information (in the way of a questionnaire) to asses their direct needs. In this coversation, we ask lots of leading questions to understand their motivation and to direct them towards the BEST possible solution we have.
Yours in Fitness Business Success,
Ben Dulhunty
