How To Overdeliver To Keep Clients Coming Back For More

By Chris Fernandez   |  Comments 1

(Read Time: 10 Minutes)

(Today I wanted to pass along a fitness marketing guest post from my good friend Fit Jerk…ok, that’s not his real name, but he’s developed a bit of a cult following online through his blog, his training style and philosophies, and his incredible personality.

I will warn you ahead of time: Mr. Jerk can be exactly that…a bit of a jerk! So reader beware.

But I thought it was important to show you how he keeps his clients happy in his personal training business, supplements his income through his fitness blog, and generally speaking, lives a kick-ass lifestyle being a fitness entrepreneur!

I am proud to have Mr. Jerk in the System 5 Inner Circle as he fully represents what is possible when you bring together your passion for working out and health and fitness, while discovering your niche and catering to it. Enjoy!)

How To Overdeliver To Keep Clients Coming Back For More

By: FitJerk

If you’re a personal trainer in these so called hard economic times, then today is your lucky day.

Post after post on fitness forums are filled with run of the mill trainers whining and shaking in their boots about how their clients are leaving their asses behind. When asked how much they are charging for the type of service they offer, it all becomes very clear.

It’s like duh! You deserved to be dumped dude.

They over-charge and under deliver, and to top it off have nothing special about what they offer.

The times of just delivering results is over.

Delivering results is like getting a CD player when you buy a car as standard equipment.

You gotta go above and beyond that.

In this post, I’ll be revealing how I do things and maybe, just maybe, a few of you will be able to increase your bottom line and stop the insanity that is client loss.

1. Unique Skill-Set

Sure, just like everyone else I could have chosen the traditional personal training course in college but I’m not like everyone else.

Instead I did something that a) love and b) that which separated me from the competition.

I studied sport physiology with a specialization in gymnastics.

So now I have a level 2 nationally recognized certification which also includes an extra side certification for trampoline and I attended all the same courses as the personal training students did.

The difference was that my abs took shape inside a gymnastics gym with elite athletes and not a weight room.

What does this mean?

This means I don’t train clients in a traditional gym (I’ll get to how I manage that in a second).

I train them in a gymnastics gym where I’m the director of my own program. I charge what I want, when I want and pay the gym a minor fee.

To top it off, my “stick ratio” is through the roof because not many people have had their abs blasted on an Olympic size trampoline for 15 minutes straight. It’s an experience no trainer in the traditional gym next-door can deliver.

Oh, and you can bet your ass they are pissed when I suck the clients from them. If you’re angry right now then you should be. It’s a competitive world if you don’t feel like competing then this is the wrong career for you. Go vegetate yourself inside a cubicle and get outta my way.

And it doesn’t stop there. Not only am I certified to coach this stuff but I was a competitive power tumbler myself.

This means I can put on a 1 min demo for the client to show what they can actually accomplish. Want to learn how to do a back flip after you lose those 5lbs? No problem, here’s what it looks like and here’s how were gonna do it.

Then I have my Black Belt in Karate, which means I can now compile a kick ass (literally) cardio routine together instead of throwing them on a treadmill and making them run on the same spot like a lil hamster. There are so many options even I haven’t exploited them all.

Now think about this for a second: after going through this crazy-fun experience, do you think that this particular client will return? You bet your ass they will!

2. I Embrace Technology

Let me be straight with you for a second: If you aren’t using social media to expand your business, make connections and find great partners then you’re a complete fool.

Quit now because you’ve already lost. Let me give you an example, I run my own fitness blog which you can see here: http://www.fitjerk.com

This blog has allowed me to tap a market that I couldn’t previously.

You see, I can’t train you in a traditional weight lifting gym in-person because I don’t have that piece of paper. It would be legally wrong. Now you might be thinking “FJ, why don’t you just go get it?”.

Well I could, but right now I have so much stuff going on that I don’t need to.

While I can’t technically train you, I CAN consult you because the body I have is a result of proper resistance training.

And to top it off, you can’t be a gymnastics coach without a seriously in-depth knowledge of body weighted training and conditioning. Go look at the body of an elite level gymnast or coach — we know what the heck we’re doing, thank you very much!

So getting back to my point, how do I deal with clients who want to lift weights? Simple, I E-Train them.

Here is my simple E-Training web page: http://flawlessfitnessbook.com/e-training-sales.html

I have plenty of clients that pay me monthly to come up with a workout, meal and supplement plan for them and all of them see results.

Through technology (video, audio, text) I am able to correct their technique, recommend proper training guidelines and have constant contact with my clients. If they ever have a question, I’m just an email away. If they aren’t doing what they are supposed to, then THEY’RE only an email away. Failure isn’t an option if you’re paying me to deliver then I’ll be on your ass to get it done. It’s a 2 way street, and it works.

Now a lot of people say but E-Training can’t substitute real training because you aren’t THERE with them so it can’t work!

First of all it CAN and DOES work because I have results to prove it, but the problem is that most people would most likely be too greedy to SCREEN potential clients.

Mind you, I don’t just let anyone E-Train with me.

Just because they have some disposable income doesn’t mean I’ll train them. They need to meet certain requirements.

For example: I wont take on complete newbies or people with serious medical and/or health conditions because they really DO need the personal one-on-one attention.

But those intermediate souls who just can’t seem to get to the next level? They can train with me and see seriously effective results for a price that just cannot be beat.

The value I offer for the price I ask is almost ridiculous but there is a method to my madness. The bottom line is that you need to embrace technology. There is no reason why it can’t be one of your alternate revenue streams.

3. Value For Money

This one is simple I offer value through the roof.

I educate, motivate, yell and shove people into results. Whatever it takes, I do that plus more.

It’s a simple philosophy – offer more than you are actually charging and oddly enough you can increase your rates as time passes.

I’m ALWAYS trying to find ways to add value to my programs, and when I feel that I’ve added a lot, I’ll up the price and the process will start all over again.

This way the client never feels cheated (it’s all justified) and you aren’t living on scraps.

4. Social Proof

Another simple concept.

My inner circle of friends knows what I’m about and what the hell it is I do.

If they have fitness questions, they come to me.

If they need advice, they come to me.

And if someone else needs advice, they send them to me.

Do WHATEVER it takes to build up your reputation. If it means giving away free sessions, do it. If it means bending over once or twice, do it, it’s an investment, not a sacrifice. The benefits of a solid reputation far outweighs the initial price you have to pay. Just get it done, no excuses.

P.S. On a side note, do WHATEVER it takes to protect your reputation once it’s built. There are sore-losers out there that will try and throw rocks at the castle you poured a massive amount of sweat into building don’t let these jerk-offs chip away at your accomplishment. Be bold and defend what’s rightfully yours.

5. I Stay Up To Date

I am constantly educating myself on new methods and techniques.

Hell, I’m even trying to innovate every now and then just to see what type of results I’ll get.

I plan on taking further courses such as PICP and Biosignature Modulation created by the legend Charles Poliquin.

I plan on taking courses from this crazy dude named Paul Chek who believes that if you’re a personal trainer, you should be in great shape and be able to coach in your undies. Truth be told, I actually agree with this. I’ve read so many fitness books from so many killer authors that your eyes would bleed and I plan on reading hundreds more.

And you know why? Because it’s all worth it.

A Clarification: Now when I say I stay up to date I don’t mean I put every one of my clients on stupid bosu balls, recommend the newest diet pill and have them spewing out the latest diet jargon. Screw that crap.

I’m talking about quality info. Forget fads. They are called fads because they come and pass.

And while you can make some extra cash if you spice up your normal routines with them, I wouldn’t recommend making them your bread and butter system which real people rely on to deliver results for a healthier lifestyle.

Know what I’m sayin? Good.

Bottom Line:

So there you have it.

5 ways I differentiate myself from the huge crowd of personal trainers.

I’m not out to make a million and one FJ’s here, so don’t do exactly what I do.

Chances are you’ll fail miserably.

But DO take inspiration and start becoming creative.

Recession doesn’t mean the world is getting poor — get real. It means money is shifting, you just need to be awesome enough to shift the tide in your favor.

Cheers.

- FitJerk

Author Bio: While he has a passion for writing and oozes the entrepreneurial spirit, FJ is a Fitness Expert first, and focuses on impeccably accurate advice that is delivered in a straight forward, No-BS style. Check out his popular Fitness Blog and E-Training program!

(Chris here again…well, there you have it! What can I say…he’s a bit of a jerk, but I still like the guy!

He’s proven over and over that just being who he is, being real, and not trying to please everyone has really worked well for him…while he isn’t appealing to everyone, the people that like him don’t just like him, they LOVE him.

That’s what you want as a personal trainer and fitness entrepreneur.

You want a small, viral, almost cult-like following of people that love you and will stick with you through thick and thin.

Cater to them, serve them and always be true to yourself and your personal training roots, and you will create a successful and thriving fitness business!)

May 19, 2010