Mastering Your Personal Training Client Conversion Strategy
One complaint many personal trainers looking to get more clients have is about the quality of their leads. They are either ‘tire kickers’ or they have a million excuses to not show up.
What if the problem wasn’t with the leads?
There’s a simple solution to converting more leads into prospects and it lies in your sales pipeline. A clear follow up process with defined stages and actions will empower you to take control of the conversion process and stop relying on your leads to figure out if you are a good fit for them.
Let’s face it, if your potential new clients could make great decisions about their fitness and nutrition on their own they wouldn’t need you! They are self conscious, a little intimidated and probably have some negative head trash surrounding their ability to actually accomplish results. One of the easiest ways to overcome all that is to manage your sales pipeline and be relentless with your follow up.
And I know, I know, you’re probably thinking that you only want highly qualified leads and the people that really want to make changes in your business.
But, if all you take is the easy ones then you’re going to have a hard time growing your business. The really successful businesses are able to use their marketing and sales skills to convert more of the leads that aren’t quite ready to jump on right away or that need a little help seeing how impactful your services can be.
Imagine if you increase your conversion rate from lead to client by a measly 10%. If you get 20 leads a month that would result in 2 EXTRA new clients. At a couple hundred bucks a month that would have a huge impact on your top line by the end of the year.
The steps to get at least 10% more from your leads are easy:
- Create your pipeline
- Manage that pipeline
- Follow the process all the time, every time
That’s it! 3 simple steps to more leads.
Here’s what your pipeline should look like:
Leads include anyone that you have information for including name, email and phone number but may not be ready to inquire about your programs or start an FEO at this time. They will require some nurturing.
Prospects are those leads who have indicated they are ready to take the next step through an application for FEO, inquiry form on your site or calling in to ask about your programs.
The 1st Commitment stage is where you qualify your prospects via a discovery call and then schedule them for a Success Session to place them in the correct program.
The Front End Offer stage will indicate a client who is in your entry level program or test drive program such as a trial, challenge or jump start. These clients require follow up to convert to your Core Offer.
The Core Offer stage indicates someone who has joined your regular training services, the Core Offer, in your business. These clients need to be onboarded and followed up with to ensure they stay and refer.
Each of these stages have key actions steps to move on to the next level or disqualify themselves. There is also a timeline for each stage so that you aren’t disqualifying too quickly or leaving an opportunity in a stage too long.
Here’s what that looks like:
Putting your pipeline together, complete with clear follow up steps that include phone, email and text to convert a lead to prospect, prospect to 1st commitment, and 1st commitment to FEO or CO will enhance your current marketing.
Could Your Sales & Marketing Use A Boost?
It’s always helpful to get a second pair of eyes on your sales and marketing processes. There’s a good chance that you’re leaving money on the table with your current plan and our team here at FR is ready to help you uncover that hidden opportunity in your business.
Schedule a free Discovery Call with a member of our team to learn how we can help you get more from your business.
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