Build A Client Base

by Ryan Halvorson (Communication Coach & Authour)

Obtaining a full client load is a crucial aspect of a personal trainer's job, but getting those clients can often seem the most laborious and difficult task of all. With a bit of grunt work, a dash of creativity and very little selling, a steadfast trainer can develop a full schedule in no time.

The "Ask the Trainer" Booth
Don Bahneman, fitness and spa director at John's Island Club, suggests getting customers to come to you. "Sometimes new trainers have a hard time walking up to members and introducing themselves," he says. "To get over that hurdle, set up an 'Ask the Trainer' booth and announce to members that you will be available to answer questions for the next half-hour." This method can be beneficial for a variety of reasons. For example, placing a table between the members and yourself provides a psychological "comfort zone" that can help ease tensions. In addition, members always have fitness-related questions, and allowing them the opportunity to speak with a professional adds value to their membership—and is an excellent way for you to gain visibility on the floor. "The more people you make contact with, the better your chances of building clientele." he says.

If you don't have access to a gym, partner with a local health-oriented grocery store or other heavily trafficked location and spend an hour answering questions. Take marketing materials, such as brochures and business cards, and offer to send supplemental information to those who provide an email address, so you can follow up and maintain contact.

The Teleseminar
Tom Terwilliger, co-owner and CEO of Terwilliger Fitness, says one of the most valuable yet underutilized methods of marketing available to trainers today is hosting teleseminars. "I have had tremendous success with this," he says. "The second-best thing to being in front of prospects is having them hear your voice."

Google "free teleconference lines" and hordes of available organisations will pop up. Then choose the one that best fits your needs, and you will be given a telephone number, an access code and appropriate instructions. Inform your contacts of the teleseminar via email or postcard and provide them the information needed to participate. Always let contacts know that they may invite a few friends or family members to join the presentation, so you continue to broaden your reach. "This is a great way to position yourself as an expert and to grow your list of contacts," he says. But resist the temptation to spend the 30 minutes dishing about your services and why you are better than the competition; make sure you keep the experience strictly educational. At the end of the seminar, offer something else of value, such as an outline of the presentation or further information on the subject. "All the listener has to do is send an email to receive it," he says. "And now you've got their contact information."