Tap Into Your Best Revenue Stream:
Your Clients By: Chere Lucett, NASM-CPT, PES, CES
If you are focusing on increasing sales, there is one common denominator amongst the best sales people you should know about– they explore and utilize their assets to the fullest. Some call it squeezing the lemons, I call it good sense. Fitness professionals do well when they are able to sell their services through examples whether it is before-and-after pictures or client referrals. I tend to prefer the latter. The best sales are those that are not sold by you, but from the results gained by your clients. Let’s face it, clients talk to their friends and family about their lives, a great restaurant they frequented and yes, they talk about you! If you are acting as a consummate professional and pushing them toward steadfast results, then you might not need to market or advertise your services outside your circle of clients. Chances are you have a bountiful client base just waiting to be contacted by you and as a bonus; they already know you can help them achieve results!
Before you head out onto the fitness floor and ask your clients for help – here’s a few dos and don’ts to think about.
1. Do – make a list of clients you think will be willing to refer you to their friends and family. Be honest with yourself. You know your clients well and not all of them will be willing to give you the names and numbers of their friends or family -and that’s okay. Choose clients who you know have gotten fabulous results and may have friends and family members that could use your services.
2. Don’t – pressure your clients into granting your request for referrals. When you ask your clients, you may mention it casually or offer them a program that rewards them for their referrals. But beware! Very few people enjoy high-pressure sales and since you work intimately with your clients, you might want to be careful that your relationship does not become strained. According to Jason Whitney, an NASM-CPT and Fitness Manager for 24Hour Fitness in Seattle, “this is not about high pressure sales. Ask politely and keep in mind that we are trying to assist people in making an educated decision on their health. Invite your client’s friends or family in to talk or undergo a free session, this alleviates pressure and helps us as professionals build value in what we do.”
3. Do – provide your clients the option to refer people at any time by providing them with your business card and information on promotions that may be happening at your facility or as a part of your own business. People love great deals, and they love to share them as well! Great “partner workout” promotions or bonus referral plans help nudge your clients in the right direction without putting a stress on them to deliver clients to you. Independent trainers like Jason Thompson, NASM-CPT and owner of Active Community Training in Gilbert, AZ, understands the value of client referrals. “Providing your clients incentives such as free training sessions pays off in the end. I would rather give away three sessions and gain a client who may buy twelve to twenty-four sessions, than spend money advertising to a crowd of less interested consumers. My clients can sell my services better than a piece of paper – so why not reward them? It’s a win-win situation for everyone!” 4. Don’t – worry if your clients say “no” to your request for a referral. As Whitney says, “we want to help people who desire to make a change in their lives, if your client says no, move forward and ask them to keep you in mind for the future.” Besides, a “no” may not mean that they aren’t happy with your services. It might simply be an indication that they are uncomfortable giving out information about their friends or family, or don’t know of anyone to refer. If their answer does alarm you, take the opportunity to ask politely if your services have met their needs. Without being too assertive, you may want to ask them to clarify their answer –do they feel uncomfortable with referrals or could you provide a better service for them? This might be a great time to investigate the satisfaction of your clients and improve upon your services. 5. Do – follow through with contacting your client’s referrals if they grant you them. They have trusted you with valuable information and they expect you to be professional. In fact, your clients have probably already let their friend or family member know you will be contacting them. In addition, make sure to send your clients a thank you note, letting them know how much you value them and their help. A little courtesy goes a long way!
6. Don’t – be afraid to ask. The worst thing that could happen is your client could say “no”. I understand rejection can feel hurtful and quite uncomfortable, but as I spoke of earlier, don’t jump to conclusions as to why they said no. Give yourself the benefit of the doubt and try not to take it personally. If you don’t ask for referrals – you might not tap into the best income stream available to you. Thompson finds success in optimizing client referrals. “If you build a strong rapport with your clients, they tend to be more than happy to help. There is an art to this profession; science and knowledge are important building blocks, but it is your ability to build relationships and adapt to the needs of your clients that will ultimately allow you to be successful. Building confidence in your clients through getting them results will allow you to feel confident in asking them to help you grow your business.” While marketing and advertising your services around the gym or the neighborhood may bring in a few prospects, use your assets – your clients – and cut your advertising budget in half. Your clients know you, your style and that you are getting them results. They are by far the best commercial in the business, so why not ask them for a little help? You will be glad you asked! Published: 2008-10-24
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发表于 2011-10-21 10:39:12
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