Daily Archives: January 15, 2020

I wonder who also finds these common.

Dear PT’s,

Do you struggle to fill up your training slots and sell your services?

Many do.

Today I’m going to give you two common reasons this happens, at least from my experience and that of those I’ve worked with across the years.

It can be very frustrating to think you’re doing it all right and still make no headway.

However therein lies this issue, thinking you’re doing it all right and knowing you are, they’re two very different things.

The former will end up blaming the world and its dog.

The latter understands that the real issue is much much closer to home.

This leads us to the first reason many struggle to get the value of their services out to their target market.

It appeals only to them on a personal/emotional level.

A trap many fall in.

Since being told to follow their passion and immerse their business ethos in it, long with all of their products too.

Now not a terrible premise, yet it’s heavily bias towards other people (those you have available to you) also sharing your views, passions and valuing the same things, and this is the problem because many don’t. 

You see people want what they want for the reasons known only to them.

Do you know what those reasons are? 

In fact have you even asked, or did you simply assume and hope that everyone felt the same way you did about what you had to offer?

I’m willing to bet it’s the latter of thew two above because that was how it panned out for me and many others in the early day.

A lot of people who go self employed see their business as ‘their baby’ and this is foolish.
It’s a business and just like many others it needs to be run like one.

Know your clients needs/wants/values/perceptions/biases
Understand their problem & the solution you need to offer them

You see PT is s service industry, yet many PT’s offer a service that most don’t really want, or rather don’t need, and this is due to a lack of understanding.

It baffle me how many won’t ask clients what it is they want and how they want it to be delivered.

Now this doesn’t mean the client would be right in their thoughts, however it will give you the right language, motivations and marketing tools to appeal to said clients and get them onboard, then from hear you can educate and lead them down the righteous path of progress.

I know, that’s only the first common issue.

The second is a real ego killer.

Are you ready for it?

You’re not special.

You are one of many in the industry and don’t offer anything different, unique or appealing.

As a PT you need people way more than they need you and they know it.

Now that you know this, how can you apply it to hep you not simply be one of many and truly stand out?

Simple, tell people the TRUTH.

This is a nuanced approach, I won’t lie to you. It’s going to ruffle a lot of feathers and perhaps even put people backs up, yet the information you’d be giving people is true & useful.

Is it good information, well yes, however it may not make people feel good.

If you asked me if this was carrot or stick, I’d say it’s more a whip.

What you’d tell people would sting initially, then hurt long after because the truth often cuts deep and can cause some major discomfort and that is why many PT’s won’t dare speak it.

Knowing this though is what can separate you from the rest.

Say you speak to someone and start asking them ‘why’ they desire the goal they do, then proceed to ask them ‘so what’ (as in so what will it really do for you, and so what does that mean to you, etc), digging deeper and deeper until you find the emotional trigger and root cause, or rather their real driving force behind their desire to change.

This is the fire you need to fan until it’s a blazing inferno.

Yea it’s nice to tell people what they want to hear, yet when they don’t get results then the fault lies 100% with you because you pandered to them, as such the service you offer is lacklustre and see and something that doesn’t work.

Is this how you want to be seen as a PT?

Now with the above you wouldn’t tell people such things with malice or spite, you’d use tact, yet whatever you do say still needs to be the truth. 

An example:

Not optional – “Well, you’re fat, like really fat. I almost harpooned you when you waddled in.”

Optimal – “In truth do you feel it’s fair to say that you’re carrying more body fat than you’d like, and as a result of that it’s affected your confidence among other things?”

It’s often not what we say it’s how we say it.

Taking not of the above and aiming to apply them to the way you currently run your fitness business will yield results.

You simply have to have faith in the process and realise that it’s going to be quite the learning experience because you will find your flow with it all.

Start by asking yourself this:

Do I know what I need to do & am I willing to do it?

Enjoy,
Ross

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