I call January the Gold Mine month.
Why?
Because the number 1 new year’s resolution set by the most people is to lose weight and get into shape.
This is the month that millions and millions of dollars are spent on advertising by the health & fitness industry to get people to join gyms, purchase exercise equipment, trial out that new exercise DVD or join the latest celebrity diet that promises rapid weight loss.
Headlines like “Get Shredded by Friday” or “Fit into your Skinny Jeans by Monday” dominate the magazine shelve in your local Barns & Noble. Infomercials are running non-stop.
Now if you are a smart trainer you will formulate a strategic action plan to take advantage of the new year allowing yourself to have a continual stream of new clients throughout the year.
Which brings me to Secret #3 in my Special Article Series on 11 Profit Secrets to Make 2016 Your Best Year Ever.
Secret #3: Introduce 2 Step Lead Generation Into Your Marketing
The amateur personal trainer’s method of getting clients is to do some kind of flyer drop in their local neighborhood and pray someone calls to make an appointment. The single page flyer would display the price of a training session and list a few features.
The sophisticated personal trainer has a marketing system in place to acquire leads and convert interested Prospect into paying clients over time through what is commonly called a marketing funnel.
Read this article from Kissmetrics : How Marketing Funnels Work
To acquire new customers, the sophisticated trainer will be running a 2 step lead generation strategy aimed & targeted at a specific group of people who have a genuine interest in what they may have to offer.
They would run an ad offering some kind of free/low cost widget such as a weight loss report, online video series that will showcase past client testimonials, demonstrate their expertise & build trust. The aim of this would be to ATTRACT the right people who are genuinely interested in your services and who can afford it. You will be welcomed as a guest/consultant into their life’s rather than some annoying pest out to take their money.
Step 1 is doing whatever it takes to collect the contact address of your prospective client.
Step 2 is where the sophisticated trainer would then aim to build trust & rapport through providing value that would eventually lead to a prospective client calling you for a free consultation.
The prospective customer would already have been PRE-SOLD on your services and there would be almost zero resistance when it comes down to asking for the sale.
Secret #4:Niche Down And Start Creating Fitness Programs For Specific Niches in the Market Place
The fitness industry is one of the most highly competitive markets on the planet.
But you are in luck…because not everything appeals to everyone.
Weight watchers appeals to only a certain group of people. “P90x” or “Sean T’s Insanity” appeals to a whole other group of people.
Pilates attracts another group of people all together.
The Paleo diet and Atkin diet attract 2 different groups of people.
Not everyone likes this new Tabata Training Craze…
Some people hate going to the gym and would rather work out in the privacy of their own home. In 2005 We “Crushed it” in this market! Nobody was offering this kind of service in the New Zealand & Australian market. Nobody was offering training services to busy office workers & CEO’s who had no time to get to a gym. Nobody was offering services to overweight women who did not have the self-confidence to go to a gym.
After being in this industry for over 10 years let me share with you the secret to success for maximum profits online as well as offline.
In 2016 You need to create fitness programs for a specific target niche.
Let me repeat that…..You need to create a fitness program for a specific target niche of people. No point in marketing a weight loss program to a 55 year old baby boomer getting ready to retire.
They may be more interested in a program focused on health.
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Secret #5: Be On The Lookout For New Lead Generation Strategies That Are Affordable
In our fitness business we are continually advertising using both offline & online strategies.
Acquiring a new customer is one of the most expensive parts of our business.
A direct mail campaign we recently ran in the US resulted in a single lead costing $319US!
So I’m always on the lookout for new, efficient & affordable ways to generate qualified leads.
2 new strategies we are currently testing is Instagram & Linkedin.
I was initially skeptical with Instagram but over the last 4 months My wife Nalisha is currently crushing it. After beating her head against the wall through trial & error I think she has cracked the code. Right now she is gaining about 1000 new followers per week and generating on average 85 new subscribers into her email list per week! In little over 12 weeks she’s gained over 15000 followers on one of her pages.
And this is a totally FREE STRATEGEY!!! No Advertising expense. You could start using her strategy tomorrow in your business.
Coming up in part 3 of this special New Year’s Article Series:
Discover….
- Why most trainers will struggle financially in 2016 & what to do about it.
- The secret philosophy I used to grow the largest in-home personal training business in Australasia.
- The number 1 strategy to close 80% more personal training clients and make 2016 your best year ever!
- The one habit that you must do every month to 10X your fitness business profits in 2016
- How to dominate your market in 2016
- The fastest path to success!
Over to you! What is your strategy for making more profits this year? Leave a comment below!
