Trainers should focus less on client acquisition and more on client retention. When you’re good at what you do, you won’t have to look for business. It’ll come looking for you.
As Greg McKeown (author of Essentialism) puts it, “When you focus on what you lack, you lose what you have. When you focus on what you have, you get what you lack.”
Rather than focusing on what you lack (i.e. more clients), focus on doing an amazing job with the clients you already have.
Here are twelve ways to retain your clients and build a bulletproof business.
- SHOW GENUINE INTEREST
You’ll stand out from other trainers almost immediately by showing that you genuinely care about your clients’ success and have their best interests at heart.
- BE NICE
As Mike Boyle says, become a CNP (Certified Nice Person).
No one wants to train with a jerk. Make your clients’ session the best part of their day and you’ll always be busy.
- SET GOALS AND KEEP THEM ACCOUNTABLE
Goals are directions. Without them, you’re lost.
Ask your clients what they specifically want to accomplish by working with you and have them set SMART goals (Specific, Measurable, Achievable, Relevant, Timebound).
- TRACK THEIR PROGRESS
Everyone’s their own worst critic. Your clients may not see the progress you know they’ve made because they’re looking at themselves through a subjective lens.
Keep track of your clients’ progress with clear, objective data. It’s indisputable and showcases your ability as a trainer.
Read my full article on how to track your clients’ progress for the best results HERE.
- HAVE A PLAN
You know the trainers who never use a clipboard or tablet? Those are the ones winging it. Because of this, their clients aren’t seeing progress and their business is suffering. See how these two things correlate?
Not every client needs elaborate periodization, but they do need a plan.
Having a plan shows that you put in the time and effort to help your clients reach their goals. And it won’t go unnoticed.
- SHOW UNDIVIDED ATTENTION EVERY SINGLE SESSION
Don’t text your partner or strike up conversations with other people in the gym.
Give your clients the attention they deserve (and paid for).
- GO ABOVE AND BEYOND THEIR EXPECTATIONS
Send them articles you wrote or found online you think they’d find useful. Offer a complimentary session just because. Put their birthdays in your calendar and send them a handwritten card. Give them personalized homework to do in between sessions.
When you do more than what you’re paid to do, you’ll eventually be paid more for what you do.
- LEARN AND TALK ABOUT THEIR INTERESTS
People like talking about what they like. Not about how much it’s rained the past week.
Scrap the dull weather conversation and find out what your clients are really interested in.
- BE PROFESSIONAL AND PERSONABLE
Wear clean clothes, smile, say their name, make eye contact, show up on time (or earlier).
You know, the stuff you learned in kindergarten.
- ALWAYS BE ON TIME AND READY TO GO
I have two pet peeves: tardiness and people who don’t say thank you for holding the door open (it drives me frigging crazy).
Don’t stroll in late to the session. You’re telling the other person that your time is more valuable than theirs. It’s not.
Show up a few minutes early to get equipment ready and put on some good music (in other words, not Taylor Swift). Your clients will be walking into an upbeat, motivating environment from the start.
- STAY IN CONTACT AND CHECK IN REGULARLY
Check in once a week or so to see how things are going. Remind your clients you’re there with them along the way and are on their team.
- ASK FOR FEEDBACK
The best businesses in the world constantly seek feedback from their customers.
The PTDC has a great article on the subject HERE.
Want to learn more about how to leverage TrueCoach for your business? Talk to our team!
Doing an amazing job with the clients you already have is your most powerful marketing tool. Use it wisely and do it consistently.
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