3 game-changing mind-set shifts for PTs
Paul Swainson, Head of the School of Personal Training, gives three key pieces of advice that every Personal Trainer should take note of.
You're not selling your time, you're selling the result the client wants
Sometimes summed up as 'sell the sizzle not the sausage', this concept applies to any industry - people don't really want the actual product or service you provide, they want the benefit it gives them. And it goes deeper than ' flatter abs', 'healthy blood pressure', or 'more muscle'. They really want better self-esteem, more confidence, and improved wellbeing amongst other emotional pluses.
Your real competition isn't other PTs, it's whatever else your potential clients would rather be doing than working with you
Many trainers place too much focus on other trainers, worrying about what they're offering, how they do it and what they're charging. But in reality potential clients aren't at the stage of choosing between you or the next PT; they don't understand or are not even aware of what personal training can do for them. Instead their motivation (and often their money) is directed towards whatever else gives them pleasure - going to the pub, watching TV, looking at Facebook. Even if they say they want changes to their health and fitness, their current lifestyle is - in their mind - more rewarding in some way. This links back to the previous mind set shift - show someone how you can help them get what they want and they are much more likely to want to work with you than if you simply lower your prices or tell them how great you are compared to everyone else
Paying for help doesn't cost you money, it makes you money
This one's best explained with a simple example.
You charge £40 per hour as a PT.
Your house needs cleaning which takes you 2 hours once a week.
A cleaner charges £20 an hour.
Paying the cleaner £40 to clean your house means you can spend an extra 2 hours training clients each week, leaving you £40 up.
You can extend this principle elsewhere - doing your food shopping online in 30 minutes and paying £5 for delivery means you don't have to find an hour to go to the supermarket and can spend the time training a client, which will earn you way more than £5.
There may also be business administration and marketing tasks (website management, bookkeeping, social media, etc.) that you could outsource to someone for a cheaper rate than you charge for your services, all of which free up more time for you to do what you do best and earn more money.
These 3 simple changes to your thinking could make a huge different to the way you run your fitness business and how successful you become. Tell us how you've taken action for each one on Facebook or Twitter.