Personal Trainer Marketing: Take Your Emotions Out Of Your Business!!

In business, it doesn't matter what YOUR Wants and Needs are, all that matters is what your Potential Client's NEEDS, Wants, & Desires are!

And That's ALL THAT MATTERS!

Time in time again, I hear members that complain about their businesses and tell me that they can't find clients to work with or they keep hearing that client's can't afford their training.

Or I hear this,"I didn't get into personal training to become a salesperson!" As if it's a bad thing to sell a product or service. Guess what, EVERYONE SELLS SOMETHING.

From former presidents that SELL their time for speaking engagements, hollywood actors that sell skin care products or fitness equipment, to your kid's teacher that sells Mary Kay to supplement their income....

EVERYONE IS SELLING SOMETHING.!

To sit there as a business owner, or self-employed fitness professional and tell yourself, "I just don't wanna have to SELL my services!" As if you're unique and special from the rest of the world, is just plain crazy!!

To not spend time learning the skills needed to present your programs and sell your services is just shooting yourself in the foot and leading your toward business failure.
To become successful in your fitness business, you must spend as much time learning how to market and sell your services, as you did to become a personal trainer. Actually, you've must spend more time on learning these skills than any other aspect of your fitness business.

Remove the somewhat negative emotion with selling, and move on to learning what's necessary to sell your services and increase your bottom line. Be able to deliver on what you promise your clients, give an impecable service to your clients, and only sell what your clients wants and needs are.

That's a business model that will lead you to the success you desire!

Until next time,

Dr. James Roman

Your Personal Trainer Marketing Coach!

The Word,"Can't" And The FASTEST Path To Success!!

Today, we're going to focus one of the most detrimental words for fitness business owners, and how overcoming it can lead to your biggest successes in business and in your personal life.

When I was a new graduate of chiropractic college, there were several, and I mean several aspects of running a practice and business that I truly had no idea about. Actually, one of the reasons why the first few years in practice were so frustrating, was because I spent so much time and money in becoming a doctor, but I had NO EXPERIENCE in running a business.

I remember the first year in practice, constantly feeling as if I learned nothing the last 4 years of graduate school. And as a learned more about running a business, I quickly realized that it had so much more to it than just being able to fix some one's spine. There were several aspects to running a practice, and many areas of which I was severely weak at. And it took me a few years before I really worked hard at addressing those areas where I was weak in. But as I spent time and energy on improving those weak areas' such as reading books on marketing and management, listening to CD's, and going to seminars on marketing and promoting my business; I began to improve each one of those areas in business that I was extremely weak in.

And that led me to realize that, in business, as an owner and entrepreneur, we can never tell ourselves, "I Can't Improve That", or "I Can't Do That". You really must erase that word from your vocabulary.

And here's an example:

When I speak with fitness business owners on staying in close contact with their client base, THE First thing I tell them to do is:

MAIL A NEWSLETTER, Mail a WELCOME LETTER, MAIL A BIRTHDAY CARD, MAIL THANK YOU CARDS for referrals, and keep sending your clients something in the mail each month.

This creates client loyalty, and keeps them feeling that they are on your mind and in your thoughts, which is how most customers want to feel.

But, I hear this constantly from new members and consulting clients," But, I CAN'T AFFORD TO MAIL TO THEM!" With all the marketing information that your clients are bombarded with every day, you can't afford not to stay in constant contact with them.

I also hear this a lot too,"I can't afford to get a business coach!" I love hearing this one, because it's the surest way to guarantee yourself failure in any business. 90% of all businesses that open, close after the first year, and this has been proven to me, over and over. The number of businesses that have come and gone in my office complex since I have opened is laughable. I'm completely astonished by the number of people who open businesses and have NO IDEA WHAT THEY ARE DOING, and not only that, they NEVER attempt to learn the RIGHT WAY TO RUN THEIR BUSINESS.

Not having a business coach or mentor, is the surest way to make yourself feel like your on a deserted island, surrounded by sharks and left with nothing more than a coconut tree and no knife.
The reality is that WE ALL HAVE ACCESS to coaches and mentors in any profession and business. And in every business, no matter what category you choose, businesses run relatively the same. They are build on customer service, sales, marketing and promoting. That's it. But if you don't have the skills in each and every one of these categories, or even worse, NOT VIEW what you do as a business, it's going to be a very tough road for you.
So, anyone saying, "I can' afford it" to the tools, support, and direction that you need to achieve success in the fitness business, needs to look in the mirror, be honest with themselves and say, "I CHOOSE not to afford it!"

Until next time,

Dr. James Roman
Your personal trainer marketing coach

One Heaping Bowl Of Juicy Failure, Coming Right Up.....

You want to learn a quick and easy way to set yourself up for failure? It's pretty much a guarantee that if you do this ONE THING, you'll be closing your gym doors in no time. The sure-fire way to setting yourself up for bankcruptcy, debt and a heaping bowl of juicy failure is....

Listening to what other people tell you.

Now more than ever there is an abundance of negative information; from the media to just everyday people in your life, friends, family members and co-workers, that are spouting out how bad everything is and how impossible it is to get by now a days.

DON'T LISTEN TO THEM!

As a fitness business owner, you can't afford to let what others think, say or do, affect what decisions you make in your life. If you did that, then there would be no reason to open your business every day and sell your training services. Because in this financial climate, how could anyone afford to pay you for your training?

Sounds ridiculous doesn't it?

You must keep what enters in your headspace positive and productive and do not engage in any fears that will affect what you do. And if you find yourself limiting yourself or engaging in any behavior that doesn't produce positive results, stop it at once and start filling your headspace with positive information.

Shut the TV off and stop watching any news channels like MSNBC or FOX news. 15 minutes of these channels will leave you wanting to stay in bed all day with the covers pulled up over your head.

Start reading books on success and implementation. A great book for entreprenuers and business owners is Ayn Rand's Book, ATLAS SHRUGGED. A couple of pages of that book will really change your headspace.

Stay in touch with other fitness professionals who ARE doing well and running successful businesses. Stay in contact with a network of others who are doing what you are doing and having massive amounts of success. Surround yourself with friends who are successful and achieving what THEY want in their lives. You know which friends these are, and stay away from the friends who are ALWAYS Struggling. Always coming up with excuses for why life is not going their way. Surround yourself with success and give yourself every oppurtunity to grow and improve your skills.

And if you've not signed up for membership in CORE CLIENT ATTRACTION, sign up today!

With Platinum Membership, each month I mail you a marketing newsletter covering tips and strategies on Marketing, Managing, and Selling your services. In addition, you'll receive an Audio CD on marketing or selling your fitness services as well.

This is designed to fill your headspace with positive success strategies and get you the right frame of mind to run your business and sell what you do.

Until next time,

Dr. James Roman

Core Client Attraction

How To Create A MIND BLOWING Experience That Keeps Your Clients STAYING, PAYING & REFERRING!!

If you want price to become a NON-ISSUE when clients enter your fitness business, then you must create a DYNAMITE, MIND-BLOWING, "WHAT PLANET DID I JUST LAND ON", CUSTOMER SERVICE EXPERIENCE that they'll never find anywhere else!!

As personal traininers and fitness business owners, it's easy to think that your training is enough. That, just because clients are paying you for your services and that "You're giving them what they paid for", is enough.

This is the same as the restaurant owner, who thinks that, "His FOOD is enough", to keep customers coming back, and the hair dresser, who thinks "the haircut is enough", to keep clients coming back. RARELY is this the case.

No more than any other time in recent history, YOU CLIENTS WANT BETTER SERVICE for what they are paying. THEY WANT & EXPECT MORE for their money.

If you cannot prove to them, why YOU'RE the best use of their money, and give them consistant reasons for this, THEY WILL GO ELSEWHERE!!

So how do you do this? How do you give them more!! Well, it's simple....

GO ABOVE & BEYOND THEIR EXPECTATIONS!

How do you do this? Start with the following:



1. Mail them a New Client Welcome Letter

2. Give them a New Client Welcome Package

3. Call them after the First Workout

4. Mail them a Client Monthly Client Newsletter

5. Mail them birthday cards, holiday cards & thank you cards for referrals.

6. Gift them if they refer a friend or co-worker to your business.

7. If they purchase a large package of training, gift them with a dinner gift certificate or FREE massage.

8. Throw Client Appreciation Days in your gym

9. Mail them reassessment letters on the 2nd -3rd Reassessments

10. Mail them special promotions each month

11. E-mail weekly inspirational messages

12. Pick a CLIENT OF THE MONTH, every month and gift them with a dinner gift cert. or a FREE massage.

13. Offer them bottled water before each workout. The average cost is a dollar, if they're paying 30-70$ a session with you, you can afford to offer this to them.

Create such a mind-blowing customer service for you clients that money never enters the conversation in their head, because THEY will have an abundance of proof for why they should keep spending money in your business!!

Until next time,

Dr. James Roman

PS: If you're not sending out a client newsletter, register here for a "done for you", 4 page client newsletter with a cover letter and special promotional piece every month.

Not Sure How To Market & Promote Your Fitness Business? Watch This FREE Marketing Report & Learn How To Promote A SIX FIGURE FITNESS BUSINESS!!

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Who We Associate With......

Whether we want to admit it or not, our friends and the people we spend time with say a lot about us and have an influence on our success.

Being a business owner, if you let yourself spend time with other business owners who are less successful, or who complain about the economy or recession and blame others for their business failures, it pulls you down to their level.

When I was in chiropractic college, I kept hearing the same advice from doctors who were already in the field, and their advice was this; when you graduate, make sure you work with an office that is already successful. They said, "Do Not Work With A Slow Office or a Struggling Office."

So when I graduated, I found an office that was already successful, and already busy, and was geared toward success. And what this created in my mind was that it was possible to make a great living in my field. Success was possible.

But had I worked for another chiropractor who wasn't doing well and was struggling, my entire mindset would have changed and I would have viewed what I did differently and probably would still be struggling today.

And it makes sense. A lot of times we think we can turn a struggling business around and change it from the inside, this rarely, ever happens.

Fitness businesses that are slow and on life support are usually that way for a reason. The mentality of the owner and every employee in the gym is geared toward failing, and no amount of work on your part as a contractor is going to change that.

And if you are the fitness business owner who is struggling, then you need to seek out and find other gym owners and businesses THAT ARE SUCCESSFUL. You need to spend time learning what makes them different. You need to take them out to lunch, shadow them for a day, whatever it takes to spend time LEARNING WHAT THEY DO THAT MAKES THEM SUCCESSFUL.

You must become aware of the people who you spend time with and make sure they have a positive and uplifting affect on your head space.

Stop spending time with people or business owners who you are better than to feed your ego and start spending time with business owners who are more successful and run better businesses.

This will motivate you to become a better personal trainer or gym owner.

Until Next time,

Dr. James Roman

Your Fitness Marketing Coach