In this topic, we focus on the importance of development and implementation of effective marketing strategies. You will learn:
- Marketing methods
- Generating leads
- Personal training sales process.
Terminology and vocabulary reference guide
As an allied health professional, you need to be familiar with terms associated with basic exercise principles and use the terms correctly (and confidently) with clients, your colleagues, and other allied health professionals. You will be introduced to many terms and definitions. Add any unfamiliar terms to your own vocabulary reference guide.
Activities
There are practical activities in the topic. These are not part of your assessment but will provide practical experience that will help you in your work and help you prepare for your formal assessment.
Once a brand is created, the next step is to brainstorm methods to market the business and its’ products. Starting by firstly making a list of the target markets and creating a set of strategies to draw clients’ in and furthermore, retain their business. For instance, to increase young people's awareness of your business, some marketing methods might include the use of online social media, posting regular updates and photos, offering discounts and/or advertising services that will help increase the awareness of the brand. Ultimately, the marketing of a brand aims to generate sales for the business.
In the fitness industry, one of the greatest challenges an exercise professional will face is generating leads along with then closing a sale. Let us start by looking closely at lead generation.
There are a number of ways a potential client can be reached, their interest peaked and then converted into a sale. Methods that may increase the chances of generating a lead include:
Word of mouth
members can inform others of current services and can encourage friends, family and even other gym members to partake in personal training, team training sessions. Having a social area at the gym such as a lounge area can help in sparking up these conversations amongst existing members.
New gym members
new members which sign up for the gym are often offered a trial personal training session or a gym induction session, this provides an opportunity to introduce yourself and explain your purpose and how you may be able to help them achieve their goals. At least, this will increase their awareness of your presence and begin to build a connection, increasing their comfort levels in the gym supporting regular attendance, further increasing your chances to convert a sale.
Service standards
an exquisite gym might initially attract and help sell memberships, however, it is even more so as important to understand that it is the service, in the end, that will keep them. An average service may not cut it these days, service for clients’ needs to be of high standards.
Floor walking
staff-to-member is another approach that can be taken to generate leads and it is essential to build many professional rapports with members, particularly for new trainers to the industry. Floor Walking is a term used to quite literally, walk the floor, and approach members directly.
Survey system
when walking the floor, try the Survey system. This is a trick of the trade, where rather than just randomly approaching members on the floor offering free sessions, which can be awkward and be perceived as slightly desperate, the survey system gives a clear purpose. Here is how this method can be used. Have a clipboard, lots of surveys and a pen. Approach a member and advise them that you are conducting a survey on behalf of the gym and it will only take two minutes. Let them know that they could win a 6-pack of PT sessions valued at over $300. Ask the following questions:
- What was your main goal when you first joined the gym?
- Have you achieved this goal yet?
- If not, why do you think you have not?
Follow up later advising them if they have won the grand prize, if not let them know they have won a consultation prize of one free session. And just like that, you have managed to break the ice and commence building a rapport with the member and also one step closer to finalising a sale by giving them a teaser of your services.
Realistically, much like any new business, it will typically start slowly. There may be few clients to commence with, and typically, the gym will only provide a small percentage of these. A major part of the role of an exercise professional is making sales, this skill set is different and separate from generating leads, this involved closing sales and converting leads into an income. Sales and marketing skills need to be taken just as seriously as other key skills you have ascertained through this course such as exercise plans and prescription.
Here are a few words for the wise, never show you are worried about making a sale, even if you are, that worry would flow right down to your members. Always present as positive and enthusiastic, even in tough circumstances.
Personal training sales process
Close the sale
Once you have built trust and rapport with your client, advise them of your services and how you may be able to assist. Give them all the information and allow time for them to ask questions. Be prepared for some objections and respond with a solution that will, in the end, benefit them. Finally, be confident, clear and direct by simply asking if they are interested in getting started with you by booking their first session? Be sure to practice your sales techniques, analyse your methods and improve on them each time. Consider offering a free session to begin with as one free session which leads to a client is better than no client and no sessions, and of course, no income. Most importantly, believe in what you are selling!
In this topic, we focused on the importance of the development and implementation of effective marketing strategies. You have learnt:
- Marketing methods
- Generating leads
- Personal training sales process.
