I found this picture as humorous as I did upsetting when someone sent me this on facebook a couple of days ago. Our business has a image built by a handful of idiots and terrible business people that Six Figure Fit Pros have to embrace and overcome.
A lot of times it is how we are perceived in relation to how the public views our profession that determines how we market to our target audience.
I run an indoor bootcamp and every week I have a walk in ask me if this is military style and if I yell in their face. I’m sure someone is doing it with success but that is not what we are about but Bootcamp STILL has that view to a lot of the public.
Knowing this allows me to tackle this objection early in the sales funnel and overcome in advance.
READ THAT AGAIN!!! IN ADVANCE!!!
I also do this when it comes to the “I am your therapist” issue that we all deal with. I let everyone know that we will be pushed to your capability and that while we are here for your questions the gym is a place of work and not of talk.
There is also a lot to be said on how you interact with your clients. Everyone seems to have a story about either themselves or someone they and a trainer being inappropriate. It is really sad to be honest with you.
I actually have a bootcamper in my evening class that her husband comes to every class “just by chance”. I dont know the situation and there has never been anything wrong happen but it comes a lot from the perception in our industry.
This is not a professional trainer and non of you reading this but be aware of situations and act according when measuring, correcting, spotting or even scheduling your clients. If you are alone and with “that client” at your studio, just don’t.
Its not worth the risk to your business and yourself. Period.
So what is a Six Figure Fit Pro supposed to do to combat this stigma? Here is my quick and easy checklist to make sure…
- Your Dress – You dress for your clientele. I charge over $100 an hour and I feel like the professional clientele I train deserves a higher level of dress like khakis and collared shirts. You may only teach bootcamps and a matching Under Armour pants and sweatshirt combo may be enough. Either way, first impressions are SOOO important. Dress accordingly!
- Your Workouts – If you are stale and boring, so will be your business. Machines have a place but I challenge you to get outside the box. In the age of “No Rules” training there are so little restrictions. Take advantage and wow your clients. Give them something to look forward to. Dont put ladies on lie down hamstrings curls and stand over them the whole time. Make sense.
- Your Branding – Your colors and logo is not really what I am talking about here. What I mean is your voice and attitude in your speech, blog posts, marketing and dress all adding up to the same product each time. No one wants a super professional web presence and phone call to show up to a pants sagging, green hair, slob trainer that is completely different that how you are perceived. Make sure it adds up.
- Use the differences to your advantage - Six Figure Fit Pros look for opportunities in their market. For example if training quality in your area is poor be the most qualified. If it is low cost, be the most expensive. If trainers look like hobos in your gym, dress up. Then make notice of the differences in your marketing. Talk about the benefits of what you offer and they do not. Set yourself apart.
Are there more ways to break the trends, sure. Stay tuned to the Six Figure Fit Pro blog and iTunes Podcasts for tons of great information coming your way!
