I received an email today from a struggling trainer asking me how
he could find more clients for his PT business which, by his own
admission, is struggling badly at the moment.
As his mail was the subject of a section of the seminar I'm running
with Craig Ballantyne next month I thought I'd take the time to
answer him personally and did so by asking the question I ask EVERY
trainer I coach.
"Who's your IDEAL client?"
The answer I got back, almost immediately, was, to say the least,
vague.
This fella simply didn't have a clue about who he should be
marketing to and had set the simple criteria of 'anyone with a
wallet and a pulse'.
Big mistake!
(Being a subscriber to this newsletter, you know this already,
right?)
What this trainer was lacking was an affirmative answer, a yes, to
the following 3 qualifying questions that ALL marketing is hinged
upon.
A 'No' to any one of them spells a death sentence to your efforts
to find, get or keep a client.
Question 1: Do your clients (or the people you're trying to attract as clients) actually WANT your product or service?
Too obvious right? But far, far too often overlooked.
Personal training clients DON'T want personal training. They want fat loss, weight loss, sixpack abs, buns of steel, to lose the baby fat, to banish the back pain. They want specific.
If you're giving them 'general' fitness, if you're giving them postural correction and they want fat loss (no matter how much you think they need it) then they won't want what you're selling.
They either won't sign up in the first place, or they will but pretty soon quit.
Lesson: Match your marketing (and your training) to the clients you want and who in turn want you.
Question 2: Do they have the ability to pay for your product or service?
Simple question again, but ignored nearly always.
If you only sell your programs in package format that requires a large initial outlay and your prospective client lives week to week from their paycheque then you're onto a loser.
If you're a 'high end' coach (like me) who charges well beyond the average fees then advertising in your local rag 'because it's cheap' is wasting your money because your ideal client won't be reading it.
If you love training kids but their parents don't love paying for the priviledge then...
Lesson: If you're truly running a BUSINESS rather than building a job position, you have to, HAVE TO know that your clients and prospects have the ability to pay. If they don't you don't get to be, do and have the things that you want from your business.
Question Three: Do they have the AUTHORITY to pay for your product or services?
Strange as it may sounds, many people aren't authorised to buy your services (even if they have the money).
Wives or husbands who have to ask 'the other half' are an example. If they can't make the decision by themselves then they're not authorised.
Kids too.
But it doesn't stop there. Corporate sectors are renown for getting up the hopes of trainers with tales of bootcamp contracts, seminar bookings, weight management courses etc only to cancel them later when the boss finds out what they've agreed to.
Lesson: Make sure that when you're promoting the product or service that you address the authority issue by asking if they are 'allowed' to go ahead and commit. If they're not, don't waste your time or effort.
Not rocket science, but apply the three questions to your next marketing efforts and watch your marketing efforts multiply massively in next to no time.
To your success!
Dax Moy
www.personaltrainersuccessacademy.com
P.S - For a more in-depth look at how to apply the three questions and a heck of a lot more to your Personal Training Business check out www.personaltrainersuccessacademy.com/cbdax.htm and find out how Craig Ballantyne and I will be teaching a select group of hand picked trainers how to earn more from their fitness businesses.
Showing posts with label fitness marketing dax moy personal trainer success academy craig ballantyne pat rigsby jim labadie eric ruth phil kaplan. Show all posts
Showing posts with label fitness marketing dax moy personal trainer success academy craig ballantyne pat rigsby jim labadie eric ruth phil kaplan. Show all posts
Tuesday, 9 September 2008
Sunday, 7 September 2008
Dax Moy and Craig Ballantyne's Six Months In 1 Day Bootcamp In London
You know, despite what you've been told there are only 2 ways to
grow your fitness business.
Just 2.
1. The Slow Way - This is where you take the 'steady' or 'organic'
approach building your business day by day, week by week and year
by year in the hope that 'one day' (whenever that may be) you'll
achieve the success you hope for.
2. The Fast Way - This is where the effect of every step you take
in your business is multiplied many times over producing results far
in excess of the the time, effort, energy and money invested in it,
showing you consistent results day in day out even when you're not
working.
Now, tell me, which one do you prefer?
If it's the first way then you're in luck. There's absolutely
nothing for you to do. Just keep on doing what you've always done
the way you've always done it.
If it's the second then you need to get on over to
http://www.personaltrainersuccessacademy.com/cbdax.htm
and find out how Craig Ballantyne and I are going to help a select
hand-picked group of just 35 fitness entrepreneurs rocket launch
their income with our fitness business blueprints and allowing them
to easily earn over six months worth of income from a 1 day
bootcamp.
Visit http://www.personaltrainersuccessacademy.com/cbdax.htm right
now to see if you qualify to attend... many won't!
See you there!
Dax Moy
www.personaltrainersuccessacademy.com
grow your fitness business.
Just 2.
1. The Slow Way - This is where you take the 'steady' or 'organic'
approach building your business day by day, week by week and year
by year in the hope that 'one day' (whenever that may be) you'll
achieve the success you hope for.
2. The Fast Way - This is where the effect of every step you take
in your business is multiplied many times over producing results far
in excess of the the time, effort, energy and money invested in it,
showing you consistent results day in day out even when you're not
working.
Now, tell me, which one do you prefer?
If it's the first way then you're in luck. There's absolutely
nothing for you to do. Just keep on doing what you've always done
the way you've always done it.
If it's the second then you need to get on over to
http://www.personaltrainersuccessacademy.com/cbdax.htm
and find out how Craig Ballantyne and I are going to help a select
hand-picked group of just 35 fitness entrepreneurs rocket launch
their income with our fitness business blueprints and allowing them
to easily earn over six months worth of income from a 1 day
bootcamp.
Visit http://www.personaltrainersuccessacademy.com/cbdax.htm right
now to see if you qualify to attend... many won't!
See you there!
Dax Moy
www.personaltrainersuccessacademy.com
Friday, 5 September 2008
The ESSENTIAL Action You Must Take For Personal Training Success
I've literally just finished my friday team meeting with the coaches in my Islington studios in London where we spent 2 hours talking about how we can improve on the performance of the company.
This is a weekly ritual where we conduct a no-B.S 'autopsy' of the past week figure out what worked, what didn't and what needs to be improved upon. This is the most valuable 2 hours of the entire week, I can tell you.
Well, this week was no exception. In fact, I'd say it was one of the most important team meetings we've had in a long time because it contained a message that my team REALLY needed to hear and, in all likelihood, what most of my readers need to hear too.
The message was a reminder, an urging, no, a DEMAND that each and every member of my company remember what our business is about.
A little background...
Over the last few weeks since I returned from my vacation I've been studying my team and how they conduct business.
They're all great coaches, very passionate, dedicated and hard working so I'm very fortunate in that they actually WANT to be great coaches.
Unfortunately, in my absence they picked up a habit that was harming not only them, but my business as well.
They started equating the time that they spent at work with how valuable their work was to the business. For example, whilst they all complete a 40 hour week of time AT work, much of that time was spent on activities that had zero effect on the growth and success of the company.
For example, lets say they performed 18 PT appointments and 5 hours of marketing activity. That's 23 hours. Add to that 4 hours of staff training and the team meeting and we're up to 27 hours of productive work.
That leaves 13 hours of non earning, non learning and non-productive time each and every week where they're reading emails, scouring the web, waiting for clients, chatting with colleagues and, to be blunt, wasting time.
13 hours.
That almost a third of a working week where they're failing to take action on the core imperative of business...
To find, acquire and keep clients.
In other words, to engage in the activities that add to the bottom line value of both the company and their own bank accounts.
This is the most essential activity for success, not just in personal training but in all business.
It's the only reason for the existance of ANY business.
In fact, if you're not actively seeking, finding and keeping clients then you don't have a business at all. You have a part time job and one that can dry up at any time.
The thing is, most of us don't realise that we've substituted the important for the less important.
We confuse busy-ness with business and, in doing so, ruin any real chance of success.
Maybe YOU'RE doing this too? Believing that because
you've been busy all day that you've been productive?
That you're adding to the net worth of your company?
If you are... stop it!
I mean it, stop it right away.
Get in the habit of stopping several times a day and asking yourself this simple, yet powerful question:
'Is what I'm doing either part of seeking, acquiring or keeping a client?'
If the answer is no, then quit it immediately (no matter how much importance you've attached to redesigning that workout template) and get to working on something that is.
Hardly rocket science, I know, but who said success has to be complicated, right?
Spend the next 7 days asking yourself the question and see for yourself what impact it makes on your business.
You'll be amazed!
To your success
Dax Moy
www.personaltrainersuccessacademy.com
P.S - If you need help in finding and acquiring clients for your PT
business then check out my Scientific Advertising For The Fitness
Professional and apply it to your business right away for immediate
results. You can get it by visiting http://www.personaltrainersuccessacademy.com/scientific-advertising.asp
This is a weekly ritual where we conduct a no-B.S 'autopsy' of the past week figure out what worked, what didn't and what needs to be improved upon. This is the most valuable 2 hours of the entire week, I can tell you.
Well, this week was no exception. In fact, I'd say it was one of the most important team meetings we've had in a long time because it contained a message that my team REALLY needed to hear and, in all likelihood, what most of my readers need to hear too.
The message was a reminder, an urging, no, a DEMAND that each and every member of my company remember what our business is about.
A little background...
Over the last few weeks since I returned from my vacation I've been studying my team and how they conduct business.
They're all great coaches, very passionate, dedicated and hard working so I'm very fortunate in that they actually WANT to be great coaches.
Unfortunately, in my absence they picked up a habit that was harming not only them, but my business as well.
They started equating the time that they spent at work with how valuable their work was to the business. For example, whilst they all complete a 40 hour week of time AT work, much of that time was spent on activities that had zero effect on the growth and success of the company.
For example, lets say they performed 18 PT appointments and 5 hours of marketing activity. That's 23 hours. Add to that 4 hours of staff training and the team meeting and we're up to 27 hours of productive work.
That leaves 13 hours of non earning, non learning and non-productive time each and every week where they're reading emails, scouring the web, waiting for clients, chatting with colleagues and, to be blunt, wasting time.
13 hours.
That almost a third of a working week where they're failing to take action on the core imperative of business...
To find, acquire and keep clients.
In other words, to engage in the activities that add to the bottom line value of both the company and their own bank accounts.
This is the most essential activity for success, not just in personal training but in all business.
It's the only reason for the existance of ANY business.
In fact, if you're not actively seeking, finding and keeping clients then you don't have a business at all. You have a part time job and one that can dry up at any time.
The thing is, most of us don't realise that we've substituted the important for the less important.
We confuse busy-ness with business and, in doing so, ruin any real chance of success.
Maybe YOU'RE doing this too? Believing that because
you've been busy all day that you've been productive?
That you're adding to the net worth of your company?
If you are... stop it!
I mean it, stop it right away.
Get in the habit of stopping several times a day and asking yourself this simple, yet powerful question:
'Is what I'm doing either part of seeking, acquiring or keeping a client?'
If the answer is no, then quit it immediately (no matter how much importance you've attached to redesigning that workout template) and get to working on something that is.
Hardly rocket science, I know, but who said success has to be complicated, right?
Spend the next 7 days asking yourself the question and see for yourself what impact it makes on your business.
You'll be amazed!
To your success
Dax Moy
www.personaltrainersuccessacademy.com
P.S - If you need help in finding and acquiring clients for your PT
business then check out my Scientific Advertising For The Fitness
Professional and apply it to your business right away for immediate
results. You can get it by visiting http://www.personaltrainersuccessacademy.com/scientific-advertising.asp
Tuesday, 17 June 2008
Thomas Edison's Success Formula For Personal Trainers
I used to think that in order to become successful that I had to create unique ideas that no-one, not another soul on the planet had had and then do my best to market them before others had their own 'unique' ideas that were the same as mine (think about that for a second)
I used to think that if someone took one of my ideas and used it to make money then they were somehow stealing something from me and weakening my position so that my own success would falter and that if I did the same with theirs that this somehow made ME a thief.
I used to think "I can't do that, it's already been done... I've missed the boat on this" and quit projects that I'd been passionate about because someone 'beat' me to bringing it to market.
I used to.
But not anymore.
Now I realise that no idea is truly unique but that each of us has a unique way of applying (or failing to apply) our ideas to our lives. Because of this, there is more than enough room for
EVERY idea any of us ever have.
If this wan't the case then there would only ever be one of any type of commodity or item in the world.
One type of car.
One type of TV.
One type of washing machine.
One type of [Insert what YOU do here]
But there's not is there?
There are hundreds, if not thousands of each of these things.
Why not one more?
Now I realise that every person who came before me and everyone who follows gets an equal share of all the information and ideas of all the generations who precede them. It doesn't make sense NOT to use it.
You wouldn't dismiss reading because someone else 'invented' it would you?
You wouldn't rid your home of electricity because someone else beat you to it?
You wouldn't pass up medical help because you had no hand in the founding of medical knowledge, right?
So what if what you want to do is already in existence? If you want to do it, and do it your way then do it!
Life isn't school.
There's no teacher who's going to mark you down for copying the kid next to you.
Copy all you want.... then improve.
Now I realise that Thomas Edison's formula for success is the fastest, surest way to guarantee that you get what you want from life.
"...start where the last man left off."
See, you really don't have to re-invent the wheel. In fact, that's just not smart. It's wasteful.
But...
You CAN paint the wheel the colour your want it.
You CAN use different materials.
You CAN make it bigger or smaller, wider or narrower.
You CAN.
So, if it feels like success has been eluding you and that your 'unique' ideas never seem to go anywhere or that others 'beat you to it' before you get the rewards, then try Edison's approach.
Start where the last person left off and add your signature to an existing success.
Try it today!
P.S - It's always easier to improve on someone elses idea than start from scratch. That doesn't mean that the improvement isn't just as valuable (or more so) than the 'original' idea. The idea you improve upon may change millions of lives whilst the one you insist upon being original may never see the light of day... worth thinking about!
My MAGIC Hundred, Look Great Naked Challenge, Scientific Advertising, Kinetic Chain Assessement Course and even my Mentoring programs are ALL ideas that came from the work of those before me and have made me pretty wealthy by most people's standards whilst at the same time improving the lives of everyone who uses them...
Thursday, 5 June 2008
Why You're Still Struggling In Your Fitness Business
This is nothing new.
You've heard this before.
You've heard 'guru' after guru tell you that you should do this one thing in order to reach that elusive six figures.
You listened, you nodded in all the right places and then you went right back to doing the things you've always done and, surprise, surprise, continued to get the results you've always gotten...
...and you wonder why things aren't getting better!
What am I talking about?
I'm talking about making the transition from technician to leader.
I'm talking about going from trainer to entrepreneur.
I'm talking about being responsible for earning all your income yourself to having other people and other things earn money FOR you.
The trouble is, whilst many people are talking about this in a general kind of way very few are telling trainers EXACTLY what they mean by going from technician to leader... and those that do are charging a lot of money to share the 'secret' that makes this transition possible.
Let's put an end to that today shall we?
Let's look at a few MUST HAVE's necessary in making your transition...
1. Telephone script - Unless you have a 'company way' of answering the telephone and taking enquiries you don't have a reproducable business.
2. Consultation script - Unless you have a 'company way' of running a consultation then you don't have a business.
3. Sales script - Unless you have a 'company way' of making the sales process reproduceable then you don't have a business.
4. Assessment script - Unless you have a 'company way' of assessing new clients you don't have a business
5. Programming script - Unless you have a 'company way' of programming your clients then you don't have a business
6. Nutrition script - Unless you have a 'company way' of advising on nutrition and diet then you don't have a business
7. Coaching script - Unless you have a 'company way' setting goals and targets with your clients then you don't have a business
8. Training Script - Unless you have a 'company way' of running each session from how you warm up to how you stretch to how you apply resistance and cardio training then you don't have a business
But that's not all!
Do you have a script for answering email enquiries, a script for how you and your staff should dress, how they should be paid?
Do you have a script for your marketing targeting the various media, how often you should advertise, how often you should press release, how often you should distribute flyers? Do you know IN ADVANCE which ads you're going to run and when?
Chances are, as you read through the list above you'll have none or very few of the items checked off.
THAT'S why you don't have a six-figure fitness business and that's why six figures are eluding you!
See, you can have the best certifications, the best knowledge base, the best 1 on 1 working relationships with your clients but if you don't have AT LEAST the list above (and there's a bunch more) running well then you don't have a business at all.
You have a job that is 100% dependent upon your physical presence and is unlikely to ever turn into anything more than a personal income.
So please, if you're even slightly serious about making a difference to your clients, your business, your income and you life, then dedicate 1 hour a day for the next 2 weeks and make a commitment to creating your scripts.
Put 'em all in a three ring binder and before you know it, you'll have a company operations manual and the START of a great business.
On the flip side, don't do it and you're stuck in the exact same spot you are right now.
Your choice!
Dax Moy
www.personaltrainersuccessacademy.com
P.S - I don't know ANYONE who's doing really well for themselves who doesn't have scripts for running their business... I know lots of struggling people who don't though!
You've heard this before.
You've heard 'guru' after guru tell you that you should do this one thing in order to reach that elusive six figures.
You listened, you nodded in all the right places and then you went right back to doing the things you've always done and, surprise, surprise, continued to get the results you've always gotten...
...and you wonder why things aren't getting better!
What am I talking about?
I'm talking about making the transition from technician to leader.
I'm talking about going from trainer to entrepreneur.
I'm talking about being responsible for earning all your income yourself to having other people and other things earn money FOR you.
The trouble is, whilst many people are talking about this in a general kind of way very few are telling trainers EXACTLY what they mean by going from technician to leader... and those that do are charging a lot of money to share the 'secret' that makes this transition possible.
Let's put an end to that today shall we?
Let's look at a few MUST HAVE's necessary in making your transition...
1. Telephone script - Unless you have a 'company way' of answering the telephone and taking enquiries you don't have a reproducable business.
2. Consultation script - Unless you have a 'company way' of running a consultation then you don't have a business.
3. Sales script - Unless you have a 'company way' of making the sales process reproduceable then you don't have a business.
4. Assessment script - Unless you have a 'company way' of assessing new clients you don't have a business
5. Programming script - Unless you have a 'company way' of programming your clients then you don't have a business
6. Nutrition script - Unless you have a 'company way' of advising on nutrition and diet then you don't have a business
7. Coaching script - Unless you have a 'company way' setting goals and targets with your clients then you don't have a business
8. Training Script - Unless you have a 'company way' of running each session from how you warm up to how you stretch to how you apply resistance and cardio training then you don't have a business
But that's not all!
Do you have a script for answering email enquiries, a script for how you and your staff should dress, how they should be paid?
Do you have a script for your marketing targeting the various media, how often you should advertise, how often you should press release, how often you should distribute flyers? Do you know IN ADVANCE which ads you're going to run and when?
Chances are, as you read through the list above you'll have none or very few of the items checked off.
THAT'S why you don't have a six-figure fitness business and that's why six figures are eluding you!
See, you can have the best certifications, the best knowledge base, the best 1 on 1 working relationships with your clients but if you don't have AT LEAST the list above (and there's a bunch more) running well then you don't have a business at all.
You have a job that is 100% dependent upon your physical presence and is unlikely to ever turn into anything more than a personal income.
So please, if you're even slightly serious about making a difference to your clients, your business, your income and you life, then dedicate 1 hour a day for the next 2 weeks and make a commitment to creating your scripts.
Put 'em all in a three ring binder and before you know it, you'll have a company operations manual and the START of a great business.
On the flip side, don't do it and you're stuck in the exact same spot you are right now.
Your choice!
Dax Moy
www.personaltrainersuccessacademy.com
P.S - I don't know ANYONE who's doing really well for themselves who doesn't have scripts for running their business... I know lots of struggling people who don't though!
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